Marketing Plan for Adidas: SWOT Analysis, STP Analysis, and Marketing Mix

This marketing plan for Adidas includes a SWOT analysis, STP analysis, and marketing mix. It also covers promotion and advertising, finance and budgeting, and marketing objectives.

Marketing Plan

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Summery......................................................................................................................................1
Marketing objectives....................................................................................................................1
SWOT analysis............................................................................................................................1
STP analysis.................................................................................................................................2
Marketing mix..............................................................................................................................3
Promotion and Advertising..........................................................................................................3
Finance and Budget......................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES ...............................................................................................................................5

INTRODUCTION
Marketing plan refers to operational document which outline advertising strategy of an
organisation that implement to reach to target customer of company (Dajun and Xuanyi, 2017). It
include market research for supporting pricing decision and also new entries in market. This
project report includes study of Adidas which is German company providing different range of
sports footwear. This project report includes description of SWOT analysis of company in order
to find out area of improvement. It lasso consist details of STP analysis and marketing mix of
company. It also comprise finance and budgeting, promotion and advertising strategy.
MAIN BODY
Summery
Adidas is one International organisation which is founded in Germany by Adolf Dassler in the
year 1924. This organisation is offering different ranges of sportswear and footwear to their
customers (Davis, Mark and Shepherd, 2018). Company is offering premium range of products
and service to their customers.
Marketing objectives
 Increase in profit with 10% in next 3 months .
 Increase in marketing share with 5% within 6 months.
SWOT analysis
Strength Weakness
 Adidas is has power brand in market as
company is offering premium
sportswear brand which is well
recognised for their quality in all over
world. Brand of company are
fashionable as well as has high quality.
 Company has developed network of
distribution as company is distributing
their products and service in different
pats of world within reasonable time.
 Adidas is one of top company in shoes
manufacturing but they are outsourcing
their products. This does not provide
opportunity to firm to cut their cost
which is one of major weakness of
products of company.
 Company is offering narrow line of
products as company is not diversified
in their products instead they are
offering different range for their
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products in international market.
 Adidas is one of organisation which has
little endorsement for their products in
compare to their competitors in market.
Opportunity Threat
 Adidas is getting opportunity in
sportswear industry as there is
increasing growth in this industry
(Fine, 2017). People are increasingly
focusing on their fitness and buying
sportswear to go to gym, morning
walks and other things.
 Company is discovering new material
which is providing various benefits and
also focusing on making their products
to be more better. Use of smart material
in for production of their products
create various new opportunity for
company in market and provide them
competitive advantage.
 There is increasing competition in
manufacturing industry which create
impact on profit as well as marketing
share of company. There are various
marketing players are providing same
products like Nike, Puma, Fila and
many more.
 This industry is having various
counterfeit products which are giving
hefty price tags like other premium
shies like Adidas and Nike.
STP analysis
Segmenting Segmentation refers to process of dividing customers in different group
which has common characteristics (Kosek, 2021). Segmentation allow
company to tailor their approach in order to meet needs of customers in
cost effective ways. There are different ways of segmentation including
behavioural, demographic, geographic, psychographic segmentation.
Adidas is an organisation which is adopting demographic and
psychograpphic segmentation.
Targeting Targeting refers to process of finding one of suitable segment to which
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company can target. There are different factors to be considered in this
process like size, growth and other factors like structural attractiveness,
resource and objectives of company. Adidas is targeting segment
according to marketing activities, strategy and sales.
Positioning Positioning refers to process of identifying position of products of
company in minds of their customers (THIS, 2020). There are different
types of positioning adopted by company like experimental, symbolic and
functional positioning. Adidas is one of organisation which is known as
creator of sport brand which are providing quality products to their
customers.
Marketing mix
Product Product refers to physical item sold by company in order to earn profit.
Adidas is one of organisation which is offering 4 brand under their name
and selling footwear and clothing to their customers.
Price Price refers to monetary values which is receive by company in exchange
of their products and service. Adidas is one of organisation which is
offering premium products in market and changing high prices for their
products. Company is focusing on quality of their products rather than
price.
Place Place refers to point of sale where products are provided by company. Place
should be selected in a way which is easily accessible by customers. Adidas
is one of organisation which is selling their products and service in retail
outlets and in their exclusive stores. Company is also offering their
products in online stores.
Promotion Promotion refers to activity in order to increase awareness of products and
service. Adidas is one of organisation which is using product placement and
television advertising for their products. Company is also using digital
marketing and social medial marketing.
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Promotion and Advertising
Promotion and advertising activity is conducted by any organisation in order to increase
awareness of their products and also to increase sales in market by providing opportunity to earn
more profit (Trendler, 2016). Adidas is one of organisation which is spending money on
advertising to create impact on customers. They are adopting TV as well as other campaign of
advertising. This organisation is communicating about their technology, innovation as well as
success by spreading message of company.
Finance and Budget
Finance is required by business to carry out various day to day activity and executing strategy in
company. There are various source from where company can raise funds for their business.
These source includes bank loan, investors, share capital, angel investors, crown funding and
many more based on their cost and availability. Company is also making budget for identifying
from where they are getting funds and also where they are investing funds in business. Budget of
Adidas company is mentioned below:
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CONCLUSION
From above mentioned project report, it can be concluded that Marketing plan is one of plan
which is to de developed by an organisation which contain detail about marketing research,
strategy and analysis of company. This plan provide direction of managers in developing various
strategy of company which helps to increase marketing share and profit of company.
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REFERENCES
Books and Journals
Dajun, T. and Xuanyi, F., 2017. Analysis and Enlightenment of the “Marketing Excellence
Award” by the Chartered Institute of Library and Information Professionals. Library
and Information Service, 61(10), p.81.
Davis, T.D., Mark, T.B. and Shepherd, J., 2018. Simulating the value of crop insurance and pre-
harvest marketing. Journal of ASFMRA, pp.157-172.
Fine, S.H., 2017. Product Management in Social Marketing. In Marketing the Public Sector (pp.
81-95). Routledge.
Kosek, J., 2021. # thatswhywestallis Shows the World How Good West Allis Feels. In Public
Branding and Marketing (pp. 201-205). Springer, Cham.
THIS, T.M.I.L., 2020. Strategic Marketing Planning. Hashtags and Headlines: Marketing for
School Leaders, p.29.
Trendler, A., 2016. Branding the branch: A case study in marketing the architecture library at
Ball State University. Art Documentation: Journal of the Art Libraries Society of North
America, 35(1), pp.130-143.
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