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Adidas SWOT Analysis & Marketing Strategy

   

Added on  2020-04-01

5 Pages1386 Words272 Views
[ ADIDAS COMPANY]MARKETING FUNDAMENTALStudent Name

Adidas SWOT Analysis & Marketing Strategy16. SWOT ANALYSISAdidas has various strengths and some weaknesses associated with it. It is a recognized brandworldwide and is a strong player in the sportswear sector. It has gained enough experience over decades of operations and enjoys the loyalty of a large number of professionals, for whom good quality sportswear is crucial to their performance. It has a long range of products catering to requirements of sports like tennis, football, sprint etc. As new generations of sportspersons evolve, their icon players inspire them. This is beneficial for Adidas since it is a widely accepted brand by eminent sports personalities. Adidas can also afford a well-focused and technically advanced research and development unit, which in turn helps it makesuperior products like ultra-light running shoes, which helps in increasing an athlete’sperformance. It has also introduced a technology known as optimum shock damping that uses sensors and a computer chip to reduce stress on the foot while running. It is widely regarded as a next level innovation. Adidas also has some weaknesses, one of which is its marketing activity. In US, its strongest competitor Nike spent $1.47 Billion in the year 2016[CITATION Nik17 \l 1033 ]. Compared to that, Adidas spent just $ 415.4 million duringthe period [CITATION Adi17 \l 1033 ]. This has also resulted in an inferior ad campaign for the brand. While other brands such as Puma and Nike are increasingly pursuing theme-based campaigns, Adidas simply looks to highlight its products and quality, while relying on its brand recognition to connect with the consumers. Adidas has a good opportunity to expand inemerging markets where it can tie up with local players to better understand the needs of the consumers. With big events like Olympics, FIFAworld cup and other premier events being held around the globe, the enthusiasm for sports, and therefore the demand for sportswear, is bound to increase [CITATION Wis17 \l 1033 ].Adidas also faces threats on various fronts, more serious among them coming from competing brands like Puma, Nike and Underarmour.While Nike is already the number one brand in the sportswear segment, Underarmour is also gaining market share in certain regions, which can be a cause of concern for the company. Recently it overtook Adidas in the crucial North- American market [CITATION Sar14 \l 1033 ]. If these issues are not addressed, it can cause Adidas to lose its position among its competitors. While making SWOT analysis of Adidas, few highlighted points those were analyzed are shown in the figure below.

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