Marketing Strategy and Plan for Adidas in the UK

This study examines the extent to which cultural factors influence the operations of multinational firms and discusses marketing strategies that support to accomplish specified aim and objectives of the firm. The report presents sales promotion as an effective method for Adidas to promote their marketing campaign in the UK market and obtain a favorable outcome.

Running Head: MARKETING STRATEGY AND PLAN
Marketing Strategy and Plan

2
MARKETING STRATEGY AND PLAN
Abstract
This study examines that extent to which cultural factors influence the operations of
multinational firms and discover how these issues are tackled. It also discusses
marketing strategies that support to accomplish specified aim and objectives of the
firm. Adidas involves manufacturing and marketing of sportswear products. Adidas
uses a marketing campaign to promote their goods and services in the UK and make
a unique image in the marketplace. From the application of statistical tools, it is
found that the culture could direct impact on product, price, place, and promotion.
There are certain cultural elements that could affect the company such as religious
beliefs, ethnic values, and language. Hence, it is recommended that the sales
promotion technique could support the organization to effectively implement their
marketing campaign in the UK market and obtain a favorable outcome. The
marketing campaign supports to promote the products and services of the
organization in lead time. The government of UK also promote business to improve
the economic condition. This report discusses sales promotion, which is effective to
make a distinguish image in the marketplace. It also presents the cultural model to
determine the factors that could affect on the implementation of a marketing
campaign in the UK market. At last, it presents the strategies to effectively
implementing the marketing campaign.

3
MARKETING STRATEGY AND PLAN
Table of Contents
Part 1: Memorandum....................................................................................................4
Sales promotion........................................................................................................4
Unique Image.........................................................................................................4
Communication opportunity...................................................................................5
Word of mouth........................................................................................................5
Identify the reason for purchasing.........................................................................5
Creates higher information sources.......................................................................5
Part 2: Justification.......................................................................................................6
Concept of cross culture........................................................................................6
Power Distance......................................................................................................6
Individualism..........................................................................................................7
Masculine...............................................................................................................7
Uncertainty avoidance...........................................................................................7
Long-term orientation.............................................................................................7
Indulgence..............................................................................................................8
Justification of specific recommendations presented in the memorandum..............8
Increase Brand Awareness....................................................................................8
Provide Information................................................................................................8
Increase Customer Traffic......................................................................................9
Build Sales and Profits...........................................................................................9
Encourage Repeat Purchases...............................................................................9
Attracting New Consumers with Price...................................................................9
References.................................................................................................................11

4
MARKETING STRATEGY AND PLAN
Part 1: Memorandum
TO: Kasper Rorsted - Chief Executive Officer
FROM: Assistant manager
DATE: 11TH April 2018
SUBJECT: Marketing campaign promotion of Adidas in the UK
The marketing research demonstrates that the proposed marketing campaign for the
promotion of Adidas in the UK needs to change. The marketing campaigns support
the organization to promote their sale in cross-culture nation by considering many
methods like sales promotion, public relation, and public selling. Through market
analysis, it is found that organization should need to make their unique image by
using appropriate technique. Hence, Adidas should use sales promotion rather than
another method to promote their marketing campaign and enhance their sale in the
UK. The sale promotion facilitates the organization to promote their product by
including media and non-media marketing communication method. It is the best way
to enhance the consumer demand in the least time.
Sales promotion
Adidas should use sales promotion method because it enables the organization to
make an effective relationship with consumers by engagement and retention. Sales
promotion could be supportive for promoting unique characteristics of product and
services among the target consumers. On behalf of marketing research, it is found
that 75% of people are influenced by effective promotion hence the organization
should use sales promotion method and directly communicate with them towards
their products and services. The following factors demonstrate advantages of sales
promotion method in advertising of marketing campaign:
 Unique image
 Communication opportunity
 Word of mouth
 Identify the reason for purchasing
 Focused marketing approach
 Creates higher information sources
Unique Image
A company should need to differentiate their brand to survive in the marketplace, a
sales promotion could be an exemplary method to create a brand stands out in the

5
MARKETING STRATEGY AND PLAN
crowd. It also facilitates Adidas to make unique value to the consumer by unique
experience and build a reason for buying the company product.
Communication opportunity
Communication is a way by which a company is capable to make formidable
relationships with customers, which makes a unique brand image in the marketplace.
Through sales promotion, an organization would be capable to converse on
packaging and concentrate on the campaign. It will also help to obtain a positive
outcome in the context of the brand.
Word of mouth
Word of mouth is also an essential method that would allow Adidas to obtain a
positive result in the least investment. This method is a positive form of
communication because it is coming from colleagues and friends as they believe in
the brand. Hence, the organization should always give a positive experience to
consumers because they will share their positive feeling to their friends and
colleague. This method will support to make a positive impact on the profitability of
the company.
Identify the reason for purchasing
The sales promotion method enables an organization to make an effective decision
making to purchase a particular product. It is very complicated for the organization to
sell their products and services in the marketplace if the market player offers similar
product and service. Therefore, the organization should make an additional feature
of the products and services as it could be effective to influence consumers.
Creates higher information sources
Sales promotion could also support Adidas to use email method and contact with
consumers to understand the needs of consumers and fulfill their desire needs by
offering a quality product to targeted consumers. The sales promotion also facilitates
the company manage the risk of promotion and obtain higher revenue.
By refocusing on a marketing campaign by sales promotion method Adidas will be
capable to enhance the sale of products and services in the targeted market. The
organization should focus on the young adults as it would support the company to
increase the market share through an effective marketing campaign.

6
MARKETING STRATEGY AND PLAN
Part 2: Justification
Specific recommendations presented in the memorandum with reference to
relevant cross-cultural literature and concepts
Concept of cross culture
The cross culture is determined as organization initiatives to enhance understanding
of many groups by developing effective communication method to reach out to their
market. The cross-culture method enables the organization to directly interact with
different background consumers to launch their product and services in the specified
marketplace (Armstrong, et al., 2015).
The cross-culture could direct impact on the sale of the company (Baker, 2014).
Hofstede model is used to determine the culture of UK and success of marketing
campaign. Hofstede model considers certain factors like power distance,
individualism, Masculinity, Uncertainty avoidance, long-term orientation, and
Indulgence. The following result is obtained by Hofstede model:
(Source: Hofstead Insights, 2018)
Power Distance
The power distance determined as the degree of power between higher powerful
and less powerful members of organization within the specified country (Zeritiet al.,
2014). The obtained value is 35 that demonstrate less inequality in power hence
Adidas would easily influence the consumers of UK by offering equal opportunity for
them. In addition, it is found that Adidas could offer the equal opportunity to their
consumers due to getting higher success. Adidas can make a unique image in the
specified marketplace for effectively promote their campaign and obtain a positive
outcome (Ashley and Tuten, 2015).

7
MARKETING STRATEGY AND PLAN
Individualism
The obtained value of individualism is 89, which demonstrates that customers are
loyal towards the brands in the UK. It also indicates that consumer gives more
preference to their freedom, privacy, and need (Kotler, 2015). Hence, it can be said
that Adidas can use effective communication method to promote their market
campaign in the UK.
Masculine
The obtained value of masculine is obtained 66 that is more than average value thus
it demonstrates the company will be driven by success, competitions, and
achievement (Kang, et al., 2014). It also shows that people of UK are believed in
quality and performance of the company. The higher masculine demonstrates that
customers of UK give the value to the feelings of pride rather than status hence
Adidas should give more value to consumer needs for implementation of a marketing
campaign in the UK. Moreover, Adidas can offer the positive experience to their
consumers as it would facilitate the organization to effectively promote their market
campaign and obtain a higher benefit.
Uncertainty avoidance
The obtained value of uncertainty avoidance demonstrates is 35, which are lower
than average. It indicates that customers of UK believe in the innovative products
and services (Mendez, et al., 2015). Therefore, Adidas can give the reason to
consumers for purchasing their products and services by offering innovative
products. Thus, it is also analyzed that lower uncertainty avoidance indicates that
Adidas could be capable to launch their marketing campaign in the UK.
Long-term orientation
The obtained value of long-term orientation is 51 that indicates more than the
average value that demonstrates the curious that is strongly associated with the
religiosity and nationalism. The obtained value indicated that the normative nature of
UK people, which means consumer concentrate on the cause of selecting particular
product and services (Mesman, et al., 2016). Hence, Adidas can make a unique
image in the marketplace by differentiating their products and services from the
competitors, it will make a different image in the consumer’s mind. Adidas can give
the value to their consumers for making a positive relationship with them. Moreover,
it is also analyzed that lower long-term orientation indicates that company would be
capable to implement their marketing campaign in the UK.

8
MARKETING STRATEGY AND PLAN
Indulgence
Indulgence demonstrates how much people enjoy their life and having fun. The
obtained value of indulgence is 69 that is high, which means people believe in living
their life with fun. Adidas can use higher information sources and directly
communicate with the consumers (Montano and Kasprzyk, 2015). Hence, it can be
said that marketing campaign could be successful in the UK because people believe
in enjoying their life.
Justification of specific recommendations presented in the memorandum
Adidas can use a marketing campaign to promote their product and services by
considering sales promotion method. Following are many causes of using sales
promotion techniques for promoting marketing campaign in the UK:
Increase Brand Awareness
Adidas can promote their product and services by involving many online methods
like radio, magazine advertising, and television that could support to gain the
awareness of the brand (Thanh, 2014). It is also found that customers tend to learn
more towards particular organization if they frequently hear about them. Through
sales promotion, Adidas would be capable to improve increase the awareness of
product and services in the least time and cost. The brand awareness level is
measured by specified competitors.
Provide Information
Adidas could use the sales promotion technique to offer the adequate information
about their products and services by their campaign. Adidas could imply both online
and offline method to promote their products and services in the marketplace by
considering the marketing campaign. Promotion is the best way to identify each
stage of buying process as it would support to enhance the possibilities of successful
implementation of the campaign. Adidas could use promotional method for
enhancing awareness about price, cost and product features to the consumers
(Wang, et al., 2014).
Increase Customer Traffic
Adidas can use the promotional technique for increasing consumer traffic. The
organization could imply morganatic card for tracking each purchase of consumers.
The frequencies of card advertising are designed for attracting the consumers and
retain them for the long term. New consumers could be influenced by promotion if
they are aware of product and services of the company (Almond and Verba, 2015).

9
MARKETING STRATEGY AND PLAN
Build Sales and Profits
The main goal of using promotional methods is to gain the sales and profits of the
company in the least time and cost. There are certain methods that could be
considered by the organization to promote their goods and services like public
relation, advertising, and sales promotion. Adidas can use sales promotion method
to effectively promote their campaign and obtain a positive outcome (Goldstein,
2015). The promotion method also enables the company to target people to try a
product of the company. If company invest a high amount of capital in the promotion
then company expect to obtain higher profit. Thus, it can be said that effective
strategy could enhance the success of marketing campaign in the marketplace.
Encourage Repeat Purchases
The sales promotion method support organization for enhancing repeat purchase.
Adidas could make an emotional link with people to positively encourage them for
enhancing their consumers. For example, airlines and hotels sectors use reward
structure to encourage their consumers and make a long-term relationship with
Hence, it can be said that Adidas can also imply reward structure and encourage
their specified consumers to repeat the purchasing and obtain a reliable result.
Adidas can also use the discount card and reward card to facilitate consumers as it
would facilitate them to easily increase the possibility of purchasing in the UK
(Greenfield and Cocking, 2014). Hence, it can be said that sales promotion could
support to promote their campaign in the marketplace.
Attracting New Consumers with Price
Adidas can offer th4e reliable price to their specified consumers as it would lure
consumers away from competitors that could support to make loyal consumer.
Adidas can also offer many discounts on their products and services to obtain a
reliable result. It could also support to enhance the possibility of success. Beside
this, it can also be said that Adidas can also create an attractive name for their
campaign due to influencing consumers and promoting their products and services
(Greenfield and Cocking, 2014).

10
MARKETING STRATEGY AND PLAN
References
Almond, G. A., and Verba, S. (2015) The civic culture: Political attitudes and
democracy in five nations. USA: Princeton University Press.
Armstrong, G., Kotler, P., Harker, M., and Brennan, R. (2015) Marketing: an
introduction. USA: Pearson Education.
Ashley, C., and Tuten, T. (2015) Creative strategies in social media marketing: An
exploratory study of branded social content and consumer engagement. Psychology
and Marketing, 32(1), pp.15-27.
Baker, M. J. (2014) Marketing strategy and management. UK: Palgrave Macmillan.
Goldstein, S. (2015) Cross-cultural explorations: Activities in culture and psychology.
UK: Routledge.
Greenfield, P. M., and Cocking, R. R. (Eds.). (2014) Cross-cultural roots of minority
child development. USA: Psychology Press.
Hofstead Insights (2018) Country comparison. [Online]. Available at:
(https://www.hofstede-insights.com/country-comparison/the-uk/ (Accessed: 11 April
2018).
Kang, J., Tang, L., and Fiore, A. M. (2014) Enhancing consumer–brand relationships
on restaurant Facebook fan pages: Maximizing consumer benefits and increasing
active participation. International Journal of Hospitality Management, 36, 145-155.
Kotler, P. (2015) Framework for marketing management. USA: Pearson Education
India.
Mendez, M., Bendixen, M., Abratt, R., Yurova, Y., and O’Leary, B. (2015) Sales
promotion and brand loyalty: Some new insights. International Journal of Education
and Social Science, 2(1), pp.103-117.
Mesman, J., van IJzendoorn, M. H., and Sagi-Schwartz, A. (2016) Cross-cultural
patterns of attachment. In Handbook of attachment: Theory, research, and clinical
applications (pp. 852-877). USA: Guilford New York, NY.
Montano, D. E., and Kasprzyk, D. (2015) Theory of reasoned action, the theory of
planned behavior, and the integrated behavioral model. Health behavior: Theory,
research and practice, pp. 95-124.
Strauss, J. (2016) E-marketing. UK: Routledge.
Thanh, P. T. H. (2014) Implementing Cross-Culture Pedagogies. Singapore:
Springer.

11
MARKETING STRATEGY AND PLAN
Wang, J., Solan, D., and Xu, B. (2014) Cross-culture integration and global new
product development. USA: Sage.
Zeriti, A., Robson, M. J., Spyropoulou, S., and Leonidou, C. N. (2014) Sustainable
export marketing strategy fit and performance. Journal of International
Marketing, 22(4), pp. 44-66.