Adidas Marketing Plan for Entering the Netherlands Market

RUNNING HEAD: Marketing Plan 1
Adidas
Marketing Plan
(Student name)
12/21/2018

Marketing Plan 2
Table of Contents
1.0 Introduction...................................................................................................................................3
2.0 Marketing Objective.....................................................................................................................3
3.0 Market Analysis............................................................................................................................4
3.1 Industry Analysis......................................................................................................................4
3.2 Porter Five.............................................................................................................................4
4.0 Consumer Analysis......................................................................................................................5
4.1 Consumer Journey...................................................................................................................5
5.0 Competitor’s analysis...................................................................................................................6
6.0 Target Market...............................................................................................................................7
7.0 Marketing Mix................................................................................................................................7
8.0 Marketing Budget.........................................................................................................................9
8.1 Adidas Marketing Budget (In million Dollars)........................................................................9
9.0 SWOT analysis...........................................................................................................................10
10.0 Conclusion................................................................................................................................12
11.0 Recommendations...................................................................................................................13
References........................................................................................................................................14

Marketing Plan 3
1.0 Introduction
Adidias is one of the second largest sport wear industry in the market of footwear.
The company offers variety of sports equipments to their consumers that represents
largely engaged with the sports industry (Holtbrugge and Schuster, 2017). The
company has segmented their market into three main divisions which include Sports
Heritage, Sports Style, and Sports performance. Adidias has covered their market in
Europe, US as well as Asia with approximately 150 countries (Kempf and Franklin,
2016). They are catering almost all kind of products for different kinds of sports such
as athletes, football, boxing, swimming, golf, body building and so on to give them
comfort as well as confidence that they are wearing a reliable product. The company
is known for their marketing strategies and planning that made the company more
competitive in the sports market (Laluyan, Pangemanan and Worang, 2017). The
company is planning to cover new market that will help them to increase their sale as
well as brand awareness. The country they are planning to target is Netherland due
to high level of interest towards the sports.
In the following report, detailed analysis will be done for enter in a new market by the
company that help them to target audience at maximum level.
2.0 Marketing Objective
There is certain objective of the company to spread their business in other countries.
These are explained in below points:
 The main objective of the company is to increase sales as well as market
share.
 The company has an objective to spread their awareness about their brand
that help in enhancing the goodwill of the company in other countries as well
 Market development is also one of the objective of the company
 Adidas has an objective to lead in the competitive market
 Establish a unrefined competitive advantage over competitors
 The company has an objective to increase the consumer satisfaction (Choi et
al., 2015)

Marketing Plan 4
3.0 Market Analysis
3.1 Industry Analysis
3.2 Porter Five
New Entrants Threat
The risk of new entrant to the return prospective of shoe manufacturers, sports
accessories as well as athletics is minimized in the market through barriers of high
entry. Due to huge scale of production, heavy amount of investment in research as
well as growth and tremendously investment of huge capital on innovation would
help the company to cope up from the threat of new entrants in the market (Kim,
Pitts and Zhang, 2017).
Consumers bargaining power
Due to the number of firm in the sports business; there are lots of consumers in the
huge market with their high level of bargaining power. Due to the competition in the
market, the companies the companies continuously market their product to satisfy
maximum consumers that increase the bargaining power of the consumers due to
the reason the consumers attracted towards the economical price product that forces
the company to target the consumers accordingly (Lee and Chiu, 2016).
Bargaining Power of Suppliers
The bargaining powers of suppliers in the sports industry is low due to the huge
number of raw material suppliers, who are are presented in the market. There is
slightly demarcation between the suppliers that make the power of bargaining of the
suppliers are low. There are certain types of raw items which include leather, cotton,
rubber, as well as plastic that are offered in a larger quantity in the market. The
company can take advantage of such opportunity in the market that would help them
to control their costing in the new market (Toro-Jarrín et al., 2016).
Threat of Substitutes