Adidas International Marketing Analysis

Running Head: INTERNATIONAL MARKETING 0
adidas
International Marketing
(Student Name)
2/9/2019

INTERNATIONAL MARKETING 1
Table of Contents
Introduction................................................................................................................................2
Background of the company......................................................................................................2
Position of Company..................................................................................................................3
External Analysis of Adidas.......................................................................................................4
PESTL analysis......................................................................................................................4
Internal Analysis of Adidas........................................................................................................5
Porter 5 analysis.....................................................................................................................5
SWOT Analysis......................................................................................................................6
Marketing Strategies of Adidas..................................................................................................7
Segmentation Targeting and Positioning................................................................................7
Segmentation......................................................................................................................7
Targeting.............................................................................................................................7
Positioning..........................................................................................................................8
Marketing Mix........................................................................................................................8
Recommended Strategies...........................................................................................................9
Conclusion..................................................................................................................................9

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References................................................................................................................................10
Introduction
Marketing strategy plays a significant role in the growth and success of the business. Most of
the leading companies majorly focus on their marketing strategies to grow in the market in a
more effective manner. It assists the companies to target their consumers as well as reach out
to the targeted consumers in an effective and efficient manner that help the company to
compete in the competitive market (Hawkins and Mothersbaugh, 2010). The international
market has a huge scope that helps the companies to target the consumers at maximum
consumers. The international market provides huge business to the companies that enhance
the level of completion at the global level. The sports industry has a huge competition in the
market that makes the companies make their marketing strategies more strong to compete in
such a competitive market (Morgan et al., 2018). One of the leading company Adidas has
continued to make their presence in the market that felt like a very strong player in the sports
shoes as well as the apparel industry (Brown and Brison, 2018). The strong marketing
strategy of Adidas made the company stronger as a comparison to its competitors. They have
spread their business at an international level for which the company has adopted effective
marketing strategies to enter the international market. It made the company more successful
at a global level. In the recent scenario, the company is well-known in the sports industry at
the international level (Reilly and Larya, 2018).
In the following part, there will be a detailed analysis on the leading company Adidas, the
way they adopted the marketing strategies at the international market and the way they can

INTERNATIONAL MARKETING 3
enhance their strategies in a more effective manner to enjoy a competitive advantage in the
market.
Background of the company
The company was promoted in the year of 1949 by Adolf as well as Ruldi Dassler. The name
of the company is based on the founders “Adi” from Adolf and “Das” from Dassler. The
name of the company was changed from Adidas-Salomon to Adidas AG in the year of 2006.
Headquarter of the company is located in Herzogenaurach in Germany as well as
approximately 39,596 individuals are working under such a company.
It is one of the largest sportswear manufacturing companies in Europe as well as the second
biggest sportswear manufacturer at the global level (Frey, Bass and Nelson, 2017). Adidas is
majorly engaged with the sports industry in which they are offering a widespread selection of
sports equipment t the consumers. The company has segmented its market into three divisions
Sports Heritage, Sports Style, as well as Sports Performance. They have extended their
existence in the US, Europe as well as Asia with other 150 continents. The company is
producing almost all kind of products for athletes, swimming, golf, bodybuilding, football, as
well as boxing. They make all kind of products for their consumers to provide the, more
comfort as well as confidence that they are wearing reliable products which help in enhancing
their performance (Laluyan, Pangemanan and Worang, 2017).