Observation Record Assignment 2022

ASSIGNMENT 2 FRONT SHEET
Qualification BTEC Level 4 HND Diploma in Businesss
Unit number and title Unit 2. Marketing Planning and Processes
Submission date Date Received 1st submission
Re-submission Date Date Received 2nd submission
Group number:
Student names & codes Final scores
1. Ha Thi My Linhs
2. Tran Thi Cam Tien
3. Tran Thi Cam Loc
4. Tran Yen Nhi
5. Le Hoang Minh
Class GBS0909B Assessor name
Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagia
declaration is a form of malpractice.
P3 P4 P5 M3 M4 M5 D2

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OBSERVATION RECORD
Student 1 Ha Thi My Linh
Description of activity undertaken
- Introduction (1)
- The Need and Want of Customers at Adidas and Attractive Element of Adidas Products (4.2 + 4.3)
- Experience Benefit (4.4), Comfortable and Quality (6.2.2 + 6.2.3)
- Opportunities (7 in SWOT)
- Product (9) and Adidas’s Popular Products Products Design (9.1.2)
- Price (9.2), New product pricing strategy (9.2.1), Adidas price adjustment strategy (9.2.2)
- The PRICE of high end shoes (9.2.3)
- PLACE (9.3)
- Marketing strategy of Adidas on promotion mix (Promotion) (9.4)
- Conclusion (10)
Assessment & grading criteria
9.5 ( Step 1 + Step 2 + Step 3 + Step 4 + Step 5 + Step 6 + Step 7 + Step 8)
Guide everyone in the group to follow the plan and monitor the team’s progress
How the activity meets the requirements of the criteria
The activity meets the requirement of the criteria follow in
- Step 1: Gave an official statement about the time for each others in group.
- Step 2: Made a plan auxiliary with all members to discuss about the assignment in google meet.
- Step 3: Be on time
- Step 4: After discuss we would make a main plan and followed this main plan.
- Step 5: Shared parts for everyone in my group.
- Step 6: Gave information relate the assignment for members group.
- Step 7: Each members have to research relate information the assignment and sent this to the group.

4
- Step 8: Having the responsibility about the member’s part
Student
signature: Date:
Assessor
signature: Date:
Assessor name:
Student 2 Tran Thi Cam Tien
Description of activity undertaken
- Vision, Mission and Core Value (1.2)
- Trust in product (4.5), Politic and Economic (5.1 + 5.2)
- Alternative product (6.3), Adidas’s Organization Structure and Managing Global Business (8.1 + 8.2 )
- Adidas’s Popular Products Products Design (9.1.2)
- New product pricing strategy (9.2.1)
-The Ordinary Shoes PRICE (9.2.4)
- PLACE (9.3)
- Marketing strategy of Adidas on promotion mix (Promotion) (9.4)
- Reference Lists (11)
Assessment & grading criteria
9.0 ( Step 1 + Step 2 + Step 3 + Step 4 + Step 5 + Step 6 + Step 7 + Step 8)
How the activity meets the requirements of the criteria

5
The activity meets the requirement of the criteria follow in
- Step 1: Gave an official statement about the time for each others in group.
- Step 2: Made a plan auxiliary with all members to discuss about the assignment in google meet.
- Step 3: Be on time
- Step 4: After discuss we would make a main plan and followed this main plan.
- Step 5: Shared parts for everyone in my group.
- Step 6: Gave information relate the assignment for members group.
- Step 7: Each members have to research relate information the assignment and sent this to the group.
- Step 8: Having the responsibility about the member’s part
Student
signature: Date:
Assessor
signature: Date:
Assessor name:
Student 3 Tran Thi Cam Loc
Description of activity undertaken
- Shoe Market Analysis (2), Social and Technology (5.3 + 5.4)
- Supplier and Customers (6.4)
- Alternative product (6.3)
- Threat (7 in SWOT)
- Adidas’s Popular Products Products Design (9.1.2)
- - New product pricing strategy (9.2.1)
- Necessary PRICE (9.2.7)
- PLACE (9.3)
- Marketing strategy of Adidas on promotion mix (Promotion) (9.4)

6
Assessment & grading criteria
8.75 ( Step 1 + Step 2 + Step 3 + Step 4 + Step 5 + Step 6 + Step 7 + Step 8)
How the activity meets the requirements of the criteria
The activity meets the requirement of the criteria follow in
- Step 1: Gave an official statement about the time for each others in group.
- Step 2: Made a plan auxiliary with all members to discuss about the assignment in google meet.
- Step 3: Be on time
- Step 4: After discuss we would make a main plan and followed this main plan.
- Step 5: Shared parts for everyone in my group.
- Step 6: Gave information relate the assignment for members group.
- Step 7: Each members have to research relate information the assignment and sent this to the group.
- Step 8: Having the responsibility about the member’s part
Student
signature: Date:
Assessor
signature: Date:
Assessor name:
Student 4 Tran Yen Nhi
Description of activity undertaken

7
- Market Segments
- Legal Environmental (5.5 + 5.6)
- Adidas’s Internal Management and Automated Capital Management Systems (8.6)
- Products (9.1)
- Adidas’s Popular Products Products Design (9.1.2)
- PLACE (9.3)
Assessment & grading criteria
7.5 ( Step 1 + Step 2 + Step 4 + Step 5 + Step 6 + Step 7 + Step 8)
How the activity meets the requirements of the criteria
The activity meets the requirement of the criteria follow in
- Step 1: Gave an official statement about the time for each others in group.
- Step 2: Made a plan auxiliary with all members to discuss about the assignment in google meet.
- Step 3: Be on time
- Step 4: After discuss we would make a main plan and followed this main plan.
- Step 5: Shared parts for everyone in my group.
- Step 6: Gave information relate the assignment for members group.
- Step 7: Each members have to research relate information the assignment and sent this to the group.
- Step 8: Having the responsibility about the member’s part
Student
signature: Date:
Assessor
signature: Date:
Assessor name:

8
Student 5 Le Hoang Minh
Description of activity undertaken
- Market Segments and Target Customers (3 + 4 + 4.1)
- The Board of Management and Control Panel (8.3 + 8.4)
- Sell Geographic Automatic Section (8.5)
- Adidas’s Popular Products Products Design (9.1.2)
- New product pricing strategy (9.2.1)
- Children Clothes PRICE and T-Shirt and Pants PRICE (9.2.6 + 9.2.5)
- PLACE (9.3)
- Marketing strategy of Adidas on promotion mix (Promotion) (9.4)
Assessment & grading criteria
8.75 ( Step 1 + Step 2 + Step 3 + Step 4 + Step 5 + Step 6 + Step 7 + Step 8)
How the activity meets the requirements of the criteria
The activity meets the requirement of the criteria follow in
- Step 1: Gave an official statement about the time for each others in group.
- Step 2: Made a plan auxiliary with all members to discuss about the assignment in google meet.
- Step 3: Be on time
- Step 4: After discuss we would make a main plan and followed this main plan.
- Step 5: Shared parts for everyone in my group.
- Step 6: Gave information relate the assignment for members group.
- Step 7: Each members have to research relate information the assignment and sent this to the group.
- Step 8: Having the responsibility about the member’s part

9
Student
signature: Date:
Assessor
signature: Date:
Assessor name:
 Summative Feedback:  Resubmission Feedback:
Grade: Assessor Signature: Date:

10
Internal Verifier’s Comments:
Signature & Date:

CONTENTS
1. Introduction.........................................................................................................................................
1.1 Adidas’s Brand Value...................................................................................................................
1.2 Vision, Mission and Core Value...................................................................................................
1.2.1 Vision..................................................................................................................................
1.2.2 Mission...............................................................................................................................
1.2.3 Core Value..........................................................................................................................
2. Shoes market analysis.........................................................................................................................
2.1 Market Share...............................................................................................................................
2.2 Shoes Industry Trends.................................................................................................................
3. Market Segments................................................................................................................................
4. Target market......................................................................................................................................
4.1 Target customers.........................................................................................................................
4.2 The Need and Want of Customers at Adidas..............................................................................
4.3 Attractive Element of Adidas Products.......................................................................................

4.4 Experience benefits.....................................................................................................................
4.5 Trust in the product ....................................................................................................................
5. Adidas’s Macro Environment Analysis...............................................................................................
5.1 POLITIC.........................................................................................................................................
5.2 ECONOMIC...................................................................................................................................
5.3 SOCIAL..........................................................................................................................................
5.4 TECHNOLOGY...............................................................................................................................
5.5 LEGAL FACTORS...........................................................................................................................
5.5 ENVIRONMENTAL........................................................................................................................
6. Adidas’s Micro Environment Analysis................................................................................................
6.1 Current competitors....................................................................................................................
6.2 Potential competitors..................................................................................................................
6.2.1 Share of the market...........................................................................................................
6.2.2 Comfortable.......................................................................................................................
6.2.3 Quality................................................................................................................................

6.2.4 Alternative products..........................................................................................................
6.2.5 Supplier and Customers.....................................................................................................
7. ADIDAS’S SWOT ANALYSIS.................................................................................................................
8. ADIDAS’S ORGANIZATION..................................................................................................................
8.1 Adidas' organizational structure.................................................................................................
8.2 Managing a global business.........................................................................................................
8.3 The Board of Management.........................................................................................................
8.4 CONTROL PANEL..........................................................................................................................
8.5 SELL GEOGRAPHIC AUTOMATIC SECTION...................................................................................
8.6 Adidas’s Internal management and Automated capital management systems.......................
9. Marketing Mix Structure (Seven Ps)..................................................................................................
9.1 PRODUCTS ..................................................................................................................................
9.1.1 Adidas’s Product Life Cycle and Product Segments ..........................................................
9.1.2 Adidas’s Popular Products and Products Design...............................................................
9.2 PRICE............................................................................................................................................

9.2.1 New product pricing strategy............................................................................................
9.2.2 Adidas’s price adjustment strategy ..................................................................................
9.2.3 The PRICE of high end shoes..............................................................................................
9.2.4 The Ordinary Shoes PRICE..................................................................................................
9.2.5 T-Shirt and Pants PRICE.....................................................................................................
9.2.6 Children Clothes PRICE ......................................................................................................
9.2.7. Necessary PRICE................................................................................................................
9.3 PLACE.........................................................................................................................................
9.4 Marketing strategy of Adidas on promotion mix (Promotion)..............................................
9.5 Adidas's People Strategy..........................................................................................................
9.6 Adidas' Process Strategy............................................................................................................
9.7 Adidas' Physical Evidence Strategy............................................................................................
10. Adidas S-T-P.......................................................................................................................................
10.1 Adidas Demographic Segmentation..........................................................................................
10.2 Psychographic Segmentation....................................................................................................

10.3 Adidas POSITIONING.................................................................................................................
10.4 Adidas' competitive advantage.................................................................................................
11. Conclusion.........................................................................................................................................
12. Reference Lists ..................................................................................................................................

1. Introduction
Adidas is a German multinational corporation that specializes in the manufacture of footwear, clothing, and accesso
company was founded in 1924 by two Dassler brothers, Adi Dassler and Rudolf Dassler. This brand had a lot of succ
after WWII, due to disagreements, Rudoft split up to form the Ruda company, which was later renamed Puma. Mea
which he renamed Adidas in 1949.
The Adidas brand's main products include shoes, clothing, hats, socks, sports bags, and so on. The benefit of Adidas
made from the best materials and designed with great care. Meticulous, careful, and delicate seams are displayed i
comfortable and pleasant feeling. Adidas is now the world's second largest sportswear company. Its products are n
launches over 660 million new products each year to meet the needs of its customers. Adidas' brand value is more
Asian market than that of its competitors. Adidas products are well-known and have been available in the Vietname
not officially establish the Adidas Vietnam company until 2009. Adidas has always adhered to the philosophy of "Br
does not imply that all creations are encapsulated within the framework of shoes designed specifically for athletes.
also breathes new life into sports and fashion culture. Those are immortal shoes that have always been associated w
Stan Smith, or shoes that have shook the world, such as the Adidas NMD and YEEZY...

1.1 Adidas’s Brand Value
Adidas signed an 11-year contract with the NBA in 2006 to become the official supplier of the NBA, WNBA, and NBD
Ten. Adidas earned the most money in its history in 2012. Adidas purchased Runstatic in 2015. Adidas exited the go
$425 million. Endorsement deals, in particular, have aided Adidas in remaining relevant. Deals with prominent star
Lionel Messi during his lifetime, have kept it a remarkable sports franchise. Collaboration and sponsorship of lar
World Cup, have played an important role in Adidas' commercialization.
Adidas signed an 11-year contract with the NBA in 2006 to become the official supplier of the NBA, WNBA, and NBD
Ten. Adidas earned the most money in its history in 2012. Adidas purchased Runstatic in 2015. Adidas exited the go
$425 million. Adidas generated $23.6 billion in revenue at the end of fiscal year 2019. This is the company's highest
shoe sales accounted for more than half of its revenue. The sports brand earned 1.977 billion euros in net income,
The company's fiancé suffered a significant blow during the first quarter of 1970, as 4.753 percent of their stores w
company reported sales of 2019 billion euros (5,883: 2020 billion euros). When Adidas reported 2019 million euros
20 million euros). Moreover, Adidas' net worth is expected to be around 16.48 billion USD in 2020, a 2 billion USD in
sales of 23.64 billion USD in 2019, with shoes accounting for the majority of sales. Adidas has increased the marketi
spent $3 billion on marketing in 2018.

1.2 Vision, Mission and Core Value
1.2.1 Vision
Adidas envisions a future in which motion tracking technology, data analysis software, and 3D printing work in tand
meet the needs of customers.
1.2.2 Mission
The first factor contributing to Adidas' success is the company's commitment to quality. Adidas Presidents, from the
Hainer, have all stated that sports shoes and other Adidas products are the best, the most perfect, just as they have
are worn by family members. If many products, such as beer, Coca-Cola, or laundry detergent, have not changed in
are unique, far superior in both appearance and quality when compared to other products. shoes from decades ago
soles to laces, have been researched and applied to Adidas shoes. Even with the most expensive Adidas shoes, ther
for them.
1.2.3 Core Value
According to Adidas, "its core values - honesty, motivation, and dedication - are rooted in the spirit of sport." These
adidas' history, from its inception to the present, through close relationships with Olympic athletes and key sponso
This value embodies the idea that sport, as a core activity for health and well-being, plays an important role in the l
Furthermore, constant creativity is a critical factor not only for marketing strategies but also for Adidas product line

2. Shoes market analysis
2.1 Market Share
After the global economic crisis, the shoe market in Vietnam in particular and other countries in general has gradua
has also increased sharply, which is reflected in the following indicators The number of orders between products of Adidas and other brands such as Nike rapidly increasing demand in sports and fashion industries. This leads to more an
different products and prices for many classes of consumers. The market share of Adidas and other competitive footwear and fashion brands h
Conclusion: through which we can see the spillover from large markets has penetrated into small and retail marke
compSome shoe market trends are approaching consumers.
2.2 Shoes Industry Trends
Innovation trend: Sports footwear products are always accompanied by fashion and have additional sp
Trend of life: In addition to innovation, the trend of people's lives is increasingly improved and improv
the famous images of athletes, the encouragement of people to participate in a variety of sports, and t
Adidas and other brands. Other brands have also partly influenced people's lives today.
Trend of Products: Products from Adidas not only add luxury but also add comfort, easy to coordinate
consumer market.

Segment Trends: In this segment, Adidas' sports shoes as well as clothing, socks, accessories.. is domin
clothing and many other products used. for regular purposes such as walking, exercising. Besides, shoe
equipped with high specifications based on the needs of each customer.
3. Market Segments
 Luxury Group: in this segment, consumers often buy products at exclusive, genuine stores, with higher prices, b
designs. This target group is usually made of good durable materials, will certainly adapt to all kinds of environm
bear good. In these product lines, the materials are usually imported from good sources in other countries, so c
the same time, it can also show the level of individual ego.
 Dynamic Group: usually bought in stores, distributors, fashion designs with an average price.
 The Casual Group: buy in stores, markets or retail agents, they often buy at a low price, so they don't have high
certain simplicity.
4. Target market
The target that the brand wants to reach is almost suitable for all types of customers from men, women, children, t
gradually becoming popular everywhere in Vietnam in particular and other countries in general.

4.1 Target customers
In light of a long history and involvement with giving active apparel to competitors, the objective market that Adida
in sports, just as how they rouse sports sweethearts and individuals with various preferences and styles. Adidas' ob
age bunch for competitors or sports lovers. Additionally, individuals of different ages can likewise utilize it. An excep
different adornments that Adidas produces to assist them with getting motivated with training and agreeable to life
purchaser market. Additionally, Brands are moving forward their focusing on and carrying their image to youngster
client bunch that Adidas needs to target will be the most persuasive shopper bunch universally. Moreover, children
have many items to choose.
4.2 The Need and Want of Customers at Adidas
Currently, customers have stricter requirements for fashion products such as products that should be visually mode
product quality, and reasonable prices. And adidas products can meet the demanding requirements of their custom
their products into different varieties and colors to match a specific target wall. The Adidas product section, for exa
women and children, where the Adidas product is distinguished from "3S" for Sport, Street, and Style.Adidas produ
functionality Adidas products have also been used with additional technology. A notable technology that Adidas ap
introduced and implemented in 2003 by the company.
4.3 Attractive Element of Adidas Products
Adidas understands the concerns of customers when wearing shoes, so it has designed a high-elastic sole that does
they move. The cushioning and massage layer wrapped with the outer skin are developed with flexible convexity, e
while moving and reducing injuries that users commonly encounter. The delicate lines, in addition to the young and
the product's intangible worth. Adidas has been very clever in combining with Kanye West to create a product that
young person does not know and that is the Yeeze pair that is popular with many young people today. Capturing th
designed an extremely simple Yeezy shoe. But very delicate and luxurious. Accompanied by the latest technology o
very comfortable and creates the best running feeling. The leather interior and primeknit are super breathable. 2 la
body by sound wave glue pressing technology. This technology helps the upper of Yeezy shoes to be soft and hug th

4.4 Experience benefits
Adidas has succeeded in creating a genuine product experience value for all customers. Along with that is a dynami
colors for each product so that customers can choose their favorite color. Adidas has pleased its customers by relea
suitable for every condition. Customer experience is always the stepping stone for Adidas to develop their products
Listen to customers: Adidas x Parley sports product line from ocean plastic waste
million pairs of shoes within 1 year!
Enhancing the omnichannel customer journey: Adidas uses technology to d
that combines online and in-store experiences. The Adidas Confirmed app allows cons
app, go to the store to try them on, receive shoes, and leave reviews on the app. With
Adidas satisfies the most demanding customers, helping them choose the right produ
out of stock or returning.

4.5 Trust in the product
Today, consumers always want themselves to be able to get high quality products, strange and rich designs, afforda
health. Therefore, Adidas always gives customers safety and confidence in health through their products. This is als
consumers. Unexpected situations or crises can occur at any time during the operation of Adidas products; as a resu
handle situations quickly and efficiently in order to provide the best experience and impression to its customers. As
and handle new situations as they arise. Furthermore, a quick response will assist Adidas in avoiding many risks. Fro
and create long-term growth in the course of their business operations.

5. Adidas’s Macro Environment Analysis

5.1 POLITIC
Adidas is a employer that has confronted many dangers and civil unrest. The employer has needed to address prim
has been entangled in diverse political elements, along with war, terrorism, appropriation and nationalization. All o
and money. Adidas frequently has delays in deliveries. The tax machine is every other element this is continuously c
political parties. Adidas additionally gives instructional periods on employment conditions, fitness and safety, and d
corporation. Finally, Adidas upholds and respects the pastimes of its employers through complying with relevant ex
regulate basic business activities, and state agencies are consolidated and developed to protect public interests.
We can state unequivocally that Vietnam is one of the countries in the world with the highest level of
business in Vietnam because the Vietnamese market allows for free trade.

5.2 ECONOMIC
After joining the World Trade Organization, Vietnam began to integrate deeply into the global economy in order to
disadvantage is that Vietnam must commit to opening its market and lowering taxes. The shoe industry has been gr
as a multinational corporation, enables nations lessen unemployment through growing their employment base eac
commercial manufacturing boom fee turned into 1%; in 2004, it elevated to 1.7%. Because it sponsored the 2004 O
catalyst for this resurgence and the delivery items to Europe isn't as highly-priced because it used to be, maximum
because of decrease hard work costs. In 2005, the organisation confronted many financial failures. Economic eleme
income, unemployment and taxes have substantially affected the profitability of the organisation. The volatility with
additionally affected the boom fee of Adidas. These elements additionally have an effect on the buying electricity o
in income for Adidas.
In conclusion, the economy's current growth rate has contributed to shifting consumer spending patterns.
opening up for integration, is constantly producing and investing in infrastructure (factories, roads, electricity and wa
footwear and garment manufacturing industries, among others, in order to take advantage of labor resources. Furth
market and consumer demands in the footwear and clothing markets are not stringent enough, Adidas' ability to pen

5.3 SOCIAL
Create Adidas shoes, apparel, and a variety of other accessories in response to the latest and hottest trends. Adida
religions. Customers who are active and sports enthusiasts are primarily drawn to the company. A person's purchas
To begin, let us define Adidas. Social factors such as culture, religion, lifestyle, and preferences influence Adidas' pe
loyalty. When making any decisions or strategies, Adidas has carefully considered all community cultures and belief
the world has been, is, and will continue to be subjected to, the fashion industry must discover new ways to meet t
attract attention and increase sales. With this reality in mind, fashion brands are constantly on the lookout for new
creativity without sacrificing precious resources.

5.4 TECHNOLOGY
Using era preferably is the important thing to success. Adidas makes use of its personal era, which units it other tha
live one step in advance withinside the manufacturing of merchandise. Adidas makes use of its on line internet site
likewise an amazing utility of era. For each sports activities emblem embracing revolutionary technology is a aggres
be used now no longer best in a product itself, however additionally withinside the standard operations of a corpor
control and accounting systems.
Adidas has unveiled SPEEDFACTORY, its first innovative factory system, following the launch of Futurecraft's 3D prin
month. adidas uses fully automated production lines located centrally where potential customers live in order to pr
faster and more efficiently. This is a project that has received numerous compliments from both interested parties
the intention of producing a large number of bespoke or custom sneakers for shoe enthusiasts. adidas also confirm
practical environmental protection. Because of new technology that saves the best materials, the factory located ne
as well as transportation costs, emissions, and especially the use of glue on shoes.
To summarize, Adidas' technological change is accelerating, the opportunities for innovation are limitless
on technological change in the manufacturing process. Adidas has built the market's leading progressive brand by fo
discoveries. Adidas' success has also been aided by the development of new innovative products based on research a

5.5 LEGAL FACTORS
Adidas has a excessive reputation. It has a worldwide attain and is depended on through clients all around the worl
would not get into hassle with excuses in any country. This may have a right away effect at the price of Adidas. With the parallel 3-Stripes emblem and the conventional Adidas trademark
felony struggle withinside the not unusualplace courtroom docket of the European Union. The ent
obtained the enterprise's 3-Stripes emblem. It method lots to the enterprise. After dropping the tr
complicated to counterfeit withinside the global market. Adidas has device IP and highbrow assets rights. It allows the enterprise
the layout and scope. The product is a completely not unusualplace exercise withinside the sports
cooperation assist organizations lessen risks. Adidas states that its plants and assembling units don't make any confi

5.5 ENVIRONMENTAL
The organization controls evaporative discharges and other natural emanations. Adidas centers around creating fea
the nature of their items just as their image picture. Adidas states that all of the organization's creation units don't deliver lim
organization has dispatched some low-squander projects like FutureCraft Circle, Conference for th
Interaction, Biofiber and Sports Limitlessness. The point of this multitude of projects is to utilize oi
and produce a more slender and proficient item.
On the environment in Vietnam and globally: despite global competition, Adidas, the world's second lar
has established a strong foothold and investor trust. The fashion industry is still competitive. In recent y
the top "blue-chip" stocks with the greatest increase in the stock market, particularly in Germany. Rega
done well in terms of transporting materials and products due to Vietnam's favorable geography and ad
system.

6. Adidas’s Micro Environment Analysis

6.1 Current competitors
In this fierce Shoes Game, Nike and Adidas always follow each other on every brand ranking. Despite Nike's acquisiti
Reebok, this game has only two competitors. First, consider the profitability of the two brands. When compared to
the larger player in this market, as it leads the world sports shoe industry with a profit from shoes of up to 24.2 billi
should be noted that this figure includes profits from two Nike sub-brands, Converse and Reebok. Along with contin
profit by $ 5.8 billion with an average growth rate of 17.6 percent, while Nike only increased its profit by $ 4.3 billio
Once again, adidas has a slight advantage over Nike in terms of "COOL." The three-stripe brand is proving to be hig
customer tastes. With a series of marketing campaigns focusing on key sneaker products, including collaborations w
and other fields. Typically, Kanye West, Beyonce, and... Meanwhile, Nike remained solely focused on sports with ne
sporty style is no longer limited to the original market share of athletes and sports activities, but has evolved into a
everywhere, from the gym to the office.

6.2 Potential competitors
Because of the high input and capital costs, potential competitors' pressure is very low, if not non-existent. Furthermore, the
individual brand's exclusive products differ. In practical terms, Adidas has had a hugely successful comeback when compared
of that success can be attributed to Kayne West and the appealing Yeezy BOOST contract. Unbelievable in the worlds of fashio
power is not as strong as Nike's, the company remains a formidable competitor for other fashion brands. Take Nike is an exam
6.2.1 Share of the market Nike currently holds an 80 percent market share in the North American market, with basketball shoes, running shoes, an
revenue from the United States and Canada accounting for up to 40% of global revenue, it is fair to say that North Ameri In North America, Nike completely dominated Adidas. Knowing this, Adidas has aggressively pursued the Russian and Asi
brand than Nike in these markets, hoping to catch up to the "lord" Nike as it did 15 years ago.

6.2.2 Comfortable
As previously stated, most people find the Adidas brand to be extremely comfortable. You can use them in your day-to-day er
the fact that they are typically equipped with full-length midsoles that provide full-body support. Nike, on the other hand, is c
terms of inner lining and cushioning.
Adidas item (left) and Nike item (right)
6.2.3 Quality
Many people believe that both are of higher quality than other newer, lower-cost brands. As a result, it's common to see peo
and Adidas. However, despite being on the market for a shorter period of time and using more advanced technology, the Adid
than Nike. At the same time, it is true that each company produces high-quality products based on its area of expertise. For e
superior to Nike's for the same purpose. Similarly, Nike running shoes may be of higher quality than Adidas running shoes.

Adidas Structure Nike Struct
Conclusion: Although currently on the Vietnamese market in particular and the global market in genera
kings in the fashion market. In terms of materials, boost sole technology, Adidas may be slightly better than Nike. O
competitor that Adidas cannot help but look at when Nike's market share is still larger than the Adidas market. Alth
competitor of Adidas, Adidas has been doing a great job in bringing its own fashion brand to the next level.

6.2.4 Alternative products
As one of the leading industries in the field of footwear, clothing, .. but Adidas still has the ability to appear other su
Nike, Puma, Converse,. These products exist with the same ability to satisfy the needs but with better performance
part of consumers will tend to use this product more to meet their fashion needs. Thereby, the impact of reducing
high. Adidas Anticipating alternative product or service threats can be done in a number of ways, but here are the t
The first is to conduct functional research using use of products and services. These can be substitutes for other bra
business. This proves that Adidas must study this aspect as widely as possible. The second is to closely monitor the
This allows Adidas to create products and services that are superior in both function and cost. Besides, Aiddas can r
replace and eliminate existing products and services of other businesses.

6.2.5 Supplier and Customers
The first significant is supplier. Adidas customers have the right to demand the best prices, product quality, service
This encourages competitors in the business to race to provide customers with the best conditions, the best quality
buyer's bargaining power for any business's product or service. Buyer bargaining power, on the other hand, is reflec
pressure on profit margins and product volume. The second thing can not forgive is customer. Aspects related to t
supplier. Individuals and organizations that provide all of the necessary elements as inputs to the business's produc
customers, want the best terms in terms of selling price, quality, related services, terms of sale, payment... The leve
expresses the buyer's bargaining power. Profit margins and volume can be put under pressure at the supplier level.
significant in comparison to the size of the business.

7. ADIDAS’S SWOT ANALYSIS
STRENGHTS Thanks to its decades of tradition and heritage, Adidas has come a long way in establishing i
1949, the company has come a long way. Diversified product portfolios: Under the Adidas (high-end) and Reebok (mid-range) brands,
product portfolio with a wide selection of shoes and accessories. Robust financial position: The corporation has a strong financial position, with 2,400 outlets
revenue. Branding through the creation of a community focal point: Adidas' celebrity endorsements a
organizations such as FIFA, UEFA, NBA, and the Olympics have improved Adidas' market aw
focused client base. Cooperation and membership: solid partnerships in the field of sustainable development wi
international labor groups and the International Finance Corporation have provided the com
competitors, allowing it to run a sustainable business. New Product Innovation: Since its inception, Adidas has prioritized product quality above al
percent of annual net sales) was invested in R&D, followed by EUR 152 million in 2019. One
ever-expanding customer base is high-quality, innovative products. [2] Diversified Portfolio: Despite the fact that the Adidas brand is limited to the sportswear indu
diverse. It provides a variety of products designed to cater to a wide range of sports, such as
accessories.

WEAKNESS High price range: Due to the brand's high price range, which was produced by new manufac
is only suited for a small number of clients, particularly in developing nations. -Outsourcing production: Adidas outsources 93 percent of its production to third-party man
to take advantage of low labor costs and readily available resources. They risk becoming ove
particularly in Asian markets. Furthermore, buyers in developed economies are concerned a
which is a big worry when it comes to the brand. -Limited product line: Despite having a thorough classification among them, Adidas and the
are the only two brands in their group. As a result, there are several opportunities to extend -Links to Forced Labor: ASPI identified Adidas as one of 83 corporations related to forced lab
link with forced labor not only puts the company in legal jeopardy, but it also erodes consum - Patent Legal Battle: Losing in court to a competitor erodes confidence and eliminates an in
running legal battle with Nike over their respective knitted footwear in June 2020. Adidas ha
as well as the trust of customers who adored that particular style of footwear. -Allegation of Racism: Adidas has worked hard to create a brand that is inclusive of people o
Parkin, the company's head of human resources, mismanaged accusations of racism tarnish -Laxity in Home Market: At all costs, businesses should safeguard their home market. Adida
years, allowing Nike to grow its market share. For the first time in history, Nike sales in Germ
2020. Adidas is also losing important European markets, with Nike's revenue in the region a
the end of 2020.

OPPORTUNITIES Lifestyle change: As rich economies get saturated, shifting tastes and preferences, education
developing economies, the demand for luxury goods and services rises. 2. Market development: Because advanced economies are already extremely competitive, e
only way to achieve future success. 3. Product Line Expansion: Extending its product line brings up a slew of new possibilities, an
itself apart from its competition. 4. Growing demand of premium products: If we just look at the Indian market, demand for p
rate of 33%. This opens up new business options for us and increases the size of the emergi 5. Reverse Integration: If Adidas pursues this strategy, it will assist them secure their intellec
their R&D and operations teams to operate in an open environment. Growing Sportswear Industry: Sports and fitness are becoming increasingly popular, with no
soon, implying that demand for sportswear products and assortments will continue to rise. 6. Global Expansion: With the rapid rise of new markets in Africa, Asia, and South America, A
Adidas, for example, has over 12,000 outlets in China and plans to establish an additional 10 7. Product Development in Space: In 2019, Adidas teamed up with the International Space S
product development technique called "Boost midsole creation" in zero gravity.

THREATS Although Adidas is a worldwide brand, it faces stiff competition in the premium market from
the No. 2 brand. Furthermore, there is constant rivalry from local businesses, replacements Rapid expansion and e-commerce adoption: Companies that are embracing e-commerce are
which might represent a danger to Adidas if competitors like Nike and Puma embrace e-com Supplier dominance: Because Adidas outsources so much of its product manufacturing, sup
leverage than the firm. Adidas is vulnerable to being held captive by its largest suppliers due Loss of trademark: Adidas was unsuccessful in a trademark action involving the three-stripe
European Union in 2019. The trademark lawsuit is in danger of being copied. Technological advancement: As competitors grow more technologically proficient, they repr
that if a competitor like Nike becomes more technologically advanced than Adidas, they wil Adidas is a worldwide firm, which means it is exposed to tariffs imposed arbitrarily between
vulnerable to a trade war since the United States is its second-largest market, yet the major
manufactured in China and other Asian nations. Currency conflicts and tariffs, according to t
danger to Adidas. As Adidas works in a worldwide market, the volatility of key currencies such as the euro and
detrimental impact on its profits. Global Economic Uncertainty: Adidas, like any other firm, was badly impacted by the recessi
The company's net income dropped by more than 90% in Q1 2020 as a result of recent occu
persists, Adidas might lose up to $1 billion. According to CEO Rorsted, ten percent of Adidas merchandise sold in Asia may be fake. In re
quality of counterfeit items for high-end shoe brands has expanded substantially, posing a c

8. ADIDAS’S ORGANIZATION
8.1 Adidas' organizational structure
Adidas' organizational structure can be described as geographically divided. This structure is based on the company
as the uniqueness of the regional market conditions.The notable features of Adidas' organizational structure are: 1.
Geographical divisions and 3. Global parts for the Reebok brand.

8.2 Managing a global business
Adidas AG's major entities include the Executive Board, Supervisory Board, and Annual General Meeting. Adidas AG
legislation because it is an internationally publicly traded company with a registered office in Herzogenaurach, Germ
Executive Board, Supervisory Board, and Annual General Meeting. According to German securities corporation law,
be tightly divided. The executive board, supervisory board, and Adidas AG Annual General Meeting are all depicted
run a sustainable business.
Election of Shareholders
Representatives
Annual Ratification
of Activities
Duty to Report
Duty to Report
Duty to Report
Appointment and
Dismissal Consultation
An
Right to Convene Right to Convene

8.3 The Board of Management
The Board of Management is liable for the control of the business enterprise, especially for its strategic direction, fo
structures in addition to for compliance. It represents judicial and extrajudicial firms. It additionally defines commer
policies, and the business enterprise's organization. The Board of Management regularly, notably and directly revie
associated with strategies, plans, commercial enterprise development, economic scenario and working consequenc
associated with the Company's commercial enterprise activities. precise problem of the business enterprise's dange
require the approval of the supervisory board. The rights and obligations of the Executive Board are anchored withi
securities corporation, withinside the articles of affiliation Adidas AG and within side the provider contracts of the c
of the cooperation of the Executive Board are ruled with the aid of using the Board's policies of system and the com
files specify the necessities for conferences and resolutions in addition to cooperation with the supervisory board.
contributors, every of whom is liable for as a minimum one important characteristic within side the business enterp

8.4 CONTROL PANEL
The Supervisory Board is in charge of appointing and dismissing Executive Board members, as well as overseeing an
matters. The Supervisory Board receives regular, timely, and thorough reports from the Board of Management on b
the risk position, including compliance and coordination of the company's strategy implementation with the Board
Furthermore, the Board of Directors submits the annual financial statements of Adidas and the annual consolidated
the Supervisory Board for approval by the auditor and examination of the auditor's report. The Supervisory Board m
transactions and business measures because they are of exceptional importance. The Supervisory Board's powers a
Securities Corporation's law, the co-determination act, and the Adidas Association's articles. In addition to managem
Board and Audit Committee's rules of procedure outline the members' expected individual needs, as well as meetin
Adidas Supervisory Board has 16 members, including a number of shareholder and employee representatives, as re
Act (Mit. G), members of the Supervisory Board are appointed for a five-year term, as per legislation. The next electi
in 2019.

8.5 SELL GEOGRAPHIC AUTOMATIC SECTION
Geographic divisions are a structural feature of Adidas' main organization. The activities of the company are divided
market. Each division is in charge of maximizing operations in the sports footwear, apparel, and accessories market
into regional divisions as follows: Europe, Asia (Vietnam), North America, Asia Pacific, Russia/CIS,Latin America and

8.6 Adidas’s Internal management and Automated ca
systems.
Adidas has vowed to build shareholder value, therefore it aims to create value by transforming operating income an
flow, all while actively staffing its asset base. As a result, Adidas' corporate planning and control system was created
present Adidas effectiveness and aligning future strategy and investment decisions to maximize commercial and int
management, Adidas' balance sheet performance is heavily reliant on its working capital management due to the co
required in the business. Adidas' main metric in this regard is average working capital as a percentage of net sales. T
enhancing the efficiency of the business cycle is made easier by following the progression of this statistic. Adidas aim
order to fulfill market demand and ensure prompt replacement. Inventory aging is closely monitored in order to av
a result, inventory daily stretching (IDL), which measures the average number of days inventory is sold before it is s
capital locked in a product, is monitored and assessed on a regular basis.Adidas tries to strengthen collection effort
outstanding (DSO) and improve the aging of accounts receivables in order to maximize capital connected to accoun
improve payment terms with suppliers in order to better manage accounts payable.
9. Marketing Mix Structure (Seven Ps)

Adidas's Marketing Mix Strategy is being examined. Adidas, as one of the leading brands in the footw
many ups and downs in its formation and development. The company was founded in 1936 and is one of the world
competition from Nike in the 1980s, but quickly overcame the competition by targeting youth as well as those with
implemented effective 4P Marketing Mix strategies to improve brand awareness, attract customers, and increase sa
advantage and become one of the world's most famous brands.
9.1 PRODUCTS
Adidas' approach to product marketing for goods. In terms of Adidas' product marketing strategy, the compan
encouraged them to use its products by diversifying offerings and focusing on product quality improvement. By ma
technology. Adidas' product line is constantly expanding, with shoes and sportswear for men, women, and children
by the "3S": Sport, Street, and Style.
Sport: Football, basketball, golf, track and field, field sports, tennis, and a specific Adidas by Stella McCartney
and focused on each type of sport.
Adidas Originals: We are also known as Adidas Street, is a brand that combines heritage and street-inspired d
and 3-stripe graphic design with the signature "Adidas."
Adidas Style: This is divided into three categories: Design by Porsche Sport is all about opulence and radiance. NEO's target audience is active, fashionable, and young. Y-3 is a mash-up of Yohji Yamamoto and the iconic 3-Stripes.

Let’s compare the difference between Adidas Original and Adidas Neo.
Adidas Original is a sub-brand of the Adidas brand. It is used to distinguish it from the brand's other sub-brands. Th
feature of this company. Because the Adidas Original brand line features a simple design that is both elegant and tim
materials that provide customers with comfort and ease. Customers have reacted favorably to it thus far as a result
has been on the market for a long time, it continues to capture the attention and preference of today's youth.
Adidas Neo is a product line aimed at the younger market. This is a customer who enjoys new and innovative produ
inception, the Adidas line has captured the hearts of young people all over the world, and it is comparable to other
What is the main distinction between the original Adidas and the Adidas Adidas Original, one of the sports product lines that embodies Adidas fashion and flair, features a sleek Adidas Originals have a simple design that combines athletic style with street energy. As a result, it nev
connoisseurs. Neo is an Adidas product line that is designed to keep up with current fashion trends. This sub-brand is
9.1.1 Adidas’s Product Life Cycle and Product Segments
The Adidas product life cycle refers to the market life cycle of a product, brand, or industry in terms of costs and sal
industries progress through the following stages: introduction, growth, maturity, and decline (Hollensen, 2017) Eac
performance and utilized by various levels of profitability. It is a useful concept that can help you make better produ

9.1.2 Adidas’s Popular Products and Products Design
Adidas Neo

 As we all know, the Adidas Neo shoe line is the most versatile product line. We can wear shoes to go out, to school, to work, to exercise, to sports, to travel We can wear it at the same time. combined with these shoes to easily match any style As a result, in terms of customer popularity and global success, the product can be inc
personalized design, the shoes are aimed at young, dynamic, and youthful customers Cloudfoam technology is also used to increase comfort and comfort. This shoe's age is
the elders who came before it.
Adidas EQT
Adidas EQT was first offered in the 1990s. Especially the existence of this product line meant a huge of the Adidas b
regarded as the savior who helped Adidas overcome its most difficult period, allowing the brand to become strong

 The shoe's body is designed with a sole made of high-quality knitted material, which has t
foot to always maintain ventilation, sweat, and ventilation. At the same time, because of the use of this technology, the shoe shape is very appropria
development, there have been significant changes and improvements, particularly in the
used SOCK-LINE Design to replace the previous product's asymmetrical structure. As a result, in the new version of the series, a reed will be attached to the shoe god and th
Shirt The Adidas (Adidas) shirt line is made of high quality polyester, cotton, and wind felt mate
design with elegant colors creates a feeling of comfort and dynamism. From 2000 to the p
the most popular sportswear textile innovations. Adidas Climacool apparel technology's main
freely between the outside environment and your skin's surface. Whether it's a jacket, a jogging t-shirt, or an adidas player t-shirt, the adidas Climacool t-s
wicking.

 Adidas Climachill is the company's newest textile technology, and it's commonly seen on
adidas Climachill is designed to prevent heatstroke caused by excessive perspiration durin
positioned on the inside of the collar, broad across the upper back towards the collar, are
Climachill shirt. Furthermore, adidas frequently combines the two adidas Climachill and C
lines to make them more durable, lighter, and better at controlling body temperature, wh
they only use adidas Climachill, which is only used for professional soccer jerseys.
Hats, Socks and Accessories
The cap with sweat-soaking up cloth creates a snug feeling for the user No greater squinting while jogging below the blazing sun. Wear this adidas half-cap whilst you run to preserve out the sun's glare and UV rays.

 Cooler than a full-face cap and easier than sunglasses, moisture-wicking fabric continues you d
additionally very a success in generating socks that help the soles of the feet, those schooling
your best. The socks are product of soft, long lasting fabric with a low neck design.
The SP1 Watch The Adidas Process SP1 watch features a design that is stylish, dynamic, and sporty. Simple sp
be the focal point for the wearer, strikingly impressive and appealing when seen at any time a Simple design, but with 11 vibrant, youthful color variations for buyers to easily select based o Adidas watches are made of materials such as a plastic case, urethane band, super durable kry
making them very convenient for the wearer.
THE CLASSIC HIP BAG MADE FROM RECYCLED MATERIAL. Nothing goes to waste with this hip bag, which is made entirely of recycled polyester. The bag has a front zip pocket as well as an interior pocket for important items. Adidas sports
look. Zipper compartment on the inside Strap is made of twill fabric and has a buckle closure

9.2 PRICE
 Adidas develops exclusive merchandise in line with exclusive patron psychology and specially appropriate for a
children, the elderly. Adidas merchandise have to cognizance on fashion, color, and uniqueness. For sports acti
constantly enhance merchandise withinside the maximum alluring manner for clients, live beforehand of tende
have to follow superior technology.
 Based on that, Adidas has exclusive merchandise together with sandals, clothes, socks and different add-ons w
excessive-give up lines (from five million VND - loads of tens of thousands and thousands of VND) to mid-variet
VND) and low (from three hundred thousand VND - 1 million VND).
 With the style, layout and manner of selling merchandise, Adidas makes use of the method of skimming and ag
unusualplace merchandise, Adidas gives a strong rate from 1 million VND to five million VND to cognizance on
Nike, Reebok and Puma. As for merchandise which have simply been released available in the marketplace or h
makes use of a method of skimming milk with extraordinarily excessive prices. Besides, with the skimming meth
value as much as loads of dollars.
 Adidas has a method of pricing its merchandise constantly better than that of its competitors. This rate offers a
for their merchandise as opposed to merchandise of Nike, Puma… Because the excessive rate will make clients
fine and the product will incorporates the highest, maximum superior technology wherein Adidas has an advan
for a better product existence cycle. This additionally corresponds to the company's method: continuously inno

9.2.1 New product pricing strategy
 Which is a strategy of pricing its products high relative to competitors' prices, but other strategies are pricing b
promotional method Adidas intends to use in order to provide users with the opportunity to experience the sa
these low-priced product customers frequently do not believe that "low price equals low quality." This strategy
industries, and production and distribution costs are steadily decreasing as a result of accumulated improveme
to less actual and potential competition because low profits make competitors unappealing. Overall, Adidas ha
 Adidas has a high and low price strategy for its products, which is a high economic strategy when compared to
strategies are priced below the low price of the products. These products are promotional methods that allow
products in close proximity to customers of low-priced products. If the school does not have a low-cost mindse
very popular in the paper and fashion industries, in addition to lowering production and distribution costs due
low auction, which leads to real competition and the status of masters. It's unappealing when the profit is low a
9.2.2 Adidas’s price adjustment strategy
Adidas expands the market with a penetration pricing strategy that not only supplies products to the US and Europe
be able to compete in these markets, Adidas has expanded its product range to cover all price points from high to lo
strategy by Adidas: Lite Pacer running shoes: This is an Adidas running shoe product in the low-priced segment. Howe
features and design from the minimalist pee in the room brand. But still exude a strong dynamic lo
technology absorbs shock to reduce the possibility of injury to the heel and toe when running. In a
pair is highly durable, avoiding discoloration and abrasion even in high-friction areas thanks to mo
product is 69.9 USD, this is considered a pretty low price compared to other products. On the othe
became hot in the markets. In which, Vietnam market is considered as one of the hottest markets

9.2.3 The PRICE of high end shoes
Chanel x Pharrell x Adidas NMD Hu – maybe up to $10,000 (VND 232 million)
The majority of the Pharrell and Adidas NMD Human Race collaboration shoes have extremely high resale values. T
them is also a model co-produced by Chanel. There were only 500 pairs of shoes made in total. Customers must win
more than $1,000 to own a pair of these shoes. These fortunate individuals can then profit tenfold by reselling thes
Adidas Yeezy 750 'Grey Gum' - $3500 USD (about 81.2 million VND)
These shoes are a great example of how certain colors are more coveted than usual when they're on top of a collec
"Grey/Gum" is approximately $1000-2000 more expensive than the "Chocolate/Gum" color scheme. Both models, h
suede and have the same Velcro strap for closure. Notably, Boost develops a cushioning system that allows the wea
expend with each step.

Adidas Yeezy Boost 350 'Pirate Black' - 3000 USD (about 69.6 million VND)
Another example of how color matching can affect a shoe's price. Yeezy Boost 350 "Pirate Black" looks exactly like "
gray, it combines black and gray to create Boost 350 branding in style. The Yeezy Boost 350 "Pirate Black" also featu
comfort and durability over time.
'Friends and Family' Adidas Pharrell Human Race NMD – $7535 (173 million VND)
These Adidas Pharrell Human Race NMD 'Friends and Family' shoes, which are consistently ranked among the most
extremely rare due to their limited quantity and 'luxury.' This stylish yet elegant version of the Adidas NMD shoe, w
words "family & friends" in Japanese as the name suggests, deserves to be on the "wish-list." "The most desirable w

Yeezy Boost 350 V2 'Cream White' by Adidas – $499 (11,477 million VND)
There's no denying Kanye West's Yeezy Boost 350 shoes have remained popular over the years. Although the price
to explain why we can not get enough of these legendary shoes. Kanye's gift to true sneakerheads is none other tha
Yeezy Boost 350 V2 'Cream White.'
9.2.4 The Ordinary Shoes PRICE
Adidas superstar - 2.5 million VND
Adidas superstar shoes have been the top pick of sports stars and street fashion for the past 50 years. Signature ele
instantly recognized, as well as 3-Stripes and original Adidas embellishments for an authentic, unique look

Stan Smith - 2.400 Million VND
The famous Stan Smith brand has carried sneaker style for more than four decades, staying true to the origina
Primegreen fabric, which is manufactured from a cutting-edge line of recycled materials, resulting in a shoe that is b
elements of the Stan Smith emblem on the tongue and heel edge, as well as three perforated stripes, make an impr
ULTRBOOST 22 - 5.200 Million VND
The heel is slimmer and the arch is lower for a snug fit, helping to prevent heel slippage and blistering. New stream
in-foot misalignment. That helps users feel more comfortable when exercising.
Parley Ocean Plastic yarn is used in these shoes. This is just one of several efforts that show Adidas' dedication to re

Adidas NMD R1 - 3.600 Million VND
These modern trainers have a soft, stretchy knit upper with energy-returning Boost cushioning for all-day comfort.
technology fabric, a high-performance recycled material using Parley Ocean Plasic fibers. Shoe body 50% woven, 75
polyester.
Adidas ADVANTAGE - 1.800 Million VND
This pair mixes tennis style with a traditional aesthetic and a modern design that is both comfortable and stylish. So
Natural fit, soft fit. On every surface, walk with confidence and semi-firmness.

9.2.5 T-Shirt and Pants PRICE
COMFORTABLE DESIGN: The recycled polyester fabric is soft against the skin and is suitable for both men and wom
for 750 thousand for people aged 16 and up, including men, women, and the elderly.

Pants
TRANSFORM THE PROBLEM INTO A SOLUTION: This item is made of Primegreen fabric, which is part of a high-perf
items ALWAYS IN CONNECTION. Adidas AEROREADY technology fabric maintains a dry feel during movement by be
wicks moisture away from the body. Although Adidas' pants are expensive, ranging from 1 million VND to nearly 2 m
always provides users with a comfortable feeling for all subjects aged 16 and up. WATERPROOF SWEET BAG is a Sto
These products are appropriate for both active men and women over the age of 18.
9.2.6 Children Clothes PRICE
Sometimes there seems to be no way to stop your baby. When your baby plays, the most important thing is to feel
is this Adidas t-shirt and shorts. With a simple, dynamic and super comfortable design, your baby will be very suitab
anywhere. Clothes for children under 15 years old are usually sold for 1 million VND or more. Besides, shirt and pan
the price of 500 thousand VND or more, respectively, for a quality product.

9.2.7. Necessary PRICE
Hat: This baseball cap has a matching brim so you can wear it right out of the box. The hat is made of comfortable
in the center of the front. This product is being applied in Vietnam market for 400 thousand VND or more for each h
quality for a reasonable price.

Watch: Stainless Steel Case, Rubber Band, Red Dial, Quartz Movement, Mineral Scratch Resistant, Water Resistant C
feet The prices of Adidas watches range from 1 million 500 thousand VND to several million VND. In the Vietnames
both men and women.
Bag: The raised midsole of these slip-on socks adds to their comfort. These men's socks are longer with 3-Stripes an
lightweight stretch cotton in a variety of colors. Adidas socks start at 400,000 VND or more for men and women. Ch
300,000 VND or more.

9.3 PLACE
Adidas items are mostly sold through retail outlets, according to the distribution system (Place) analysis. Adidas has
are directly supplied by the brand. Many multi-brand showrooms, on the other hand, will feature Adidas clothes an
showrooms are sourced from a single distributor. Adidas also sells their goods on the internet. The Adidas brand's p
and on the Adidas online platform. In general, the distribution system of Adidas will be summarized as follows:
We can see from the chart that the third and final distribution method is online. Adidas brand p
stores as well as the Adidas online website. As a result, Adidas' distribution channel is as follows:
Manufacturing -> Adidas Store -> End Customers
Manufacturing -> Distributors -> Multi-brand showrooms
Manufacturing -> Online Fashion Website/Adidas Website -> End Customers

9.4 Marketing strategy of Adidas on promotion m
Adidas has invested money and effort in its marketing strategy of promotion mix to implement creative adverti
appealing promotions to attract customers.
Advertisement
Adidas' effective marketing strategy includes the creation of one-of-a-kind advertising campaigns. One of Adid
has to be the "Sport 15" campaign, which features a slew of top football stars from around the world, including Lion
others. Sport 15 is the sports retail group Adidas's largest brand campaign since the five-year "All in or Nothing" cam
globally, including in Vietnam, and will be followed by Sport 16, Sport 17. With a large budget investment in both co
to increase brand awareness as well as interaction and communication with customers so that they understand tha
understand and help them conquer sport no matter what level they are at.
Furthermore, Adidas aims to inspire and motivate young athletes while also earning their trust by demonstrati
them. The stars of the world football village will tell their own stories in the campaign, about their current struggles
moment in sports is an opportunity for them to assert themselves and perform miracles. As a result, you must act q
a name for yourself. The "Sport 15" campaign is a path-opening, inspiring, and passionate transmission that is not v
athletes. Nobody owns today; they must work hard to seize the opportunity and shine.
Adidas has had a number of notable successes during the Sport 15 campaign, including:
Coverage, which is expanding on a global scale.
Adidas' deep understanding of sport is confirmed and successfully demonstrat
which leaves a lasting impression on the hearts of fans and customers.
Choosing appropriate, effective KOLs with a wide range of knowledge.

Take “SPORT 15” is a strong example to shown the IMC tools implemente
ADIDAS implements IMC tools in sport 15 Public Relations (PR)
KOLs are a type of public relations that adidas frequently employs. adidas used KOLs such as Leo Messi, Gareth
Daley Blind in their "Sport 15" campaign. adidas organizes promotional events for the "Sport 15" campaign in additi
and the most important event was held in Los Angeles under the title "adidas Soccer "Be The Difference" Los Angel
music activities, product introductions, and a football friendly, among other things.
Personal selling and Direct Marketing (Direct Marketing)
The first is personal selling. The salespeople will need a capable knowledge of the items because they will need
what's popular in fashion and try to sell that part. So they will first discuss the shoes that customers are interested i
suits them and, if so, what a better option is. The second is direct marketing. Actually, At the Adidas store, they will
the discount, and because they have your email address, they will send the product information directly to your em
your home.
Promotional opportunities (sale promotion)
In addition to the two main tools, advertising and public relations, adidas incorporates the Sale promotion too
customers to choose and experience newly launched products. Adidas provides their customers with sales and disc
discounts on the total price of certain products. In addition, some Adidas stores offer 20 percent off coupons to enti

Adidas also promotes its products through various media outlets such as:
Radio: During sporting events, FM radio is broadcast.
Newspapers: Sports, Family Marketing, Youth, Youth, Youth, Youth, Youth, You
Youth, Youth
Internet: www.adidas.com, www.tuoitre.com , www.vatgia.com , www.mua&
webs.
Letter of offer to organizations and sponsor television sports programs such
Promotion
Adidas also uses appealing promotions to attract customers, such as:
Sweepstakes program when purchasing products such as tickets to major sporting events aro
Socks, hats, t-shirts, and other items are available for free.
Customers who purchase during major holidays receive discounts.
Incentives for changing seasons, changing seasons, and the end of the year Discounts of up to
certain product lines, primarily shoes and sportswear.
When you buy in bulk, you get a discount.

9.5 Adidas's People Strategy
Adidas has four major departments that contribute to its smooth and systematic operation: The first is a Mediator. These individuals work with suppliers to obtain raw materials and play an im
product's quality. The Sales Team is critical to the company's sales and marketing. They are trained in persuasion an
in making the best decision. People who work in retail stores directly assist customers on-site by answering their questions and When there is a problem with a product, the customer support department assists the customer a
resolve the problem.

The People Strategy, as an integral part of our corporate strategy 'Creating the New,' is a testament
can only be carried out if we speak to our people on all levels and win both their hearts and minds. The People Stra
as the foundation for developing the culture and environment for Adidas’s people to successfully support 'Creating
tool for prioritizing, assessing, and measuring our HR actions and initiatives. The People Strategy is carried out throu
contribute to each of the four pillars. In 2019, Adidas made significant progress in all of these areas.
9.6 Adidas' Process Strategy
From the time a product is ordered to the time it is delivered, Adidas has a rigorous process in place. They have a sy
retailers to notify them when inventory is running low. They do this to keep the stores full and products available. T
website where the order is received and the relevant product is shipped to the delivery chain. The company is also
customer feedback in order to understand consumer preferences and problems and make appropriate changes. To
available in retail stores, a system has been installed that notifies retailers when Adidas inventory is low. Provide m
production to replenish stock. This ensures that the customer always has access to the product when it is required.
which orders are received in a computer system and the related product from the warehouse is forwarded to the d
orders. Participate actively in market research to better understand customer needs. It also gains an understanding
gathered in-store, through its helpline, or through social media sites.

9.7 Adidas' Physical Evidence Strategy
Adidas has a user-friendly website that allows customers to view their products in high-quality images. They also ha
assists customers with any problems they may be experiencing. To make it easier to find products in their retail stor
designed shelves. The products are also packaged in a variety of bright colors to make them stand out and be easily
products in a distinct, recognizable color package. They are displayed on special shelves provided by the company,
designs. Customers can easily locate such shelves in crowded retail stores as a result. Adidas also has an easy-to-use
see the company's products in high-quality images taken from various angles.

10. Adidas S-T-P
10.1 Adidas Demographic Segmentation Demographic segmentation is based on consumer demographic variables such as age, income, family size, socio
primarily targets young consumers between the ages of 14 and 40. Adidas' brand equity is not limited to this cu
and well-liked by consumers aged 40 to 65. Adidas has several sub-brands, such as Adidas Originals and Adidas
segments. Adidas Neo: This is the company's newest sub-brand, which was created to target customers aged 14 to 19. Ad
stylish, new, and youthful products. The price point of the Adidas Neo products is competitive, allowing the bra Adidas caters to both male and female customers and provides high-quality sports equipment. Adidas has several product categories, including Performance, Originals, Style, and Neo. Adidas Originals offers
clothing and shoes that are usually street-styled with more colors but less of a sporty look, whereas traditional
(2018, HIGHSNOBIETY) Second, Adidas performance was created to keep athletes loyal to the sport. They offer
soccer, and training, and have even collaborated with sports organizations such as Chealsea FC. (2013, HB Team Third, Adidas Style offers clothing that is both sporty and fashionable. It is typically popular among teenagers. Customers with a higher social status are more likely to purchase more expensive Adidas products. Customers
purchase items that are more affordable to them. (Psychological characteristics). Customers who enjoy sports will typically purchase sporty items from Adidas, whereas customers who prefer st
purchase the items they desire from Adidas Originals or Style, as they share similar preferences. This occurs be
characteristics and can relate to one another. (Characteristics of behavior.)

10.2 Psychographic Segmentation Adidas uses psychographic segmentation as one of their primary segmentation methods. Adidas aims to create
by targeting upper-middle-class to affluent consumers. Adidas' sub-premium to premium pricing strategy and s
targeting its desired customer segments and establishing a premium positioning in the minds of its consumers.
TARGETS: Following segmentation, the company must choose a Targeting strategy. Adidas has decided which mark
include in its future business strategy. Furthermore, Adidas must make a number of critical decisions, including: What factors should be considered when evaluating the market How many markets will you enter (one, two, or more)? What are the most valuable market segments?
Here are three critical factors to consider when evaluating a potential market segment: Size of the segment and its rate of growth Attractiveness of segment structure Company objectives and resources
The following are some of the potential market segments that Adidas may choose to targe
strategy, sales, and marketing activities.

10.3 Adidas POSITIONING
 The final step in the S-T-P planning approach is positioning; segmentation, targeting, and positio
developing marketing plans and setting goals. After deciding which market segments to target,
marketing program (also known as the marketing mix) that would resonate with the target mar
refers to itself as a sports brand, but rather as an innovative sports brand.
 Adidas launched the "Get People Creative" campaign in 2018, featuring roundtable stories from
designers, and musicians. All of these things are linked by a love of creativity. They've also invite
"Futurecraft," a dedicated initiative aimed at innovating all aspects of the creator's production p
 Greetings, all creators: These are game changers. Makers of a difference. Breakers of boundarie
 Extremely serious sports are not for everyone. And, as "The Creator Sports Brand," Adidas has s

10.4 Adidas' competitive advantage Over time, Adidas has developed a strong brand equity. That is why, despite Nike's dominant presence, it is one of the le
market share. Strong brand equity is the result of a consistent focus on customer experience, product quality, sustainabi
the majority of areas and is focusing on increasing customer engagement through the use of digital technology. It invests
customers with higher-quality products and a wider range of options. The brand has expanded its line of products made
Apart from that, it is a customer-focused company, and its emphasis on customers has helped it strengthen its brand equ Despite the fact that it now ranks far behind Nike in the sports shoes, apparel, and accessories market, Adidas has been a
inception. Adidas's encouragement and application of a spirit of constant and updated technological innovation and exce
competitive advantage that its market competitors find it difficult to beat. The company's high level of commitment to te
expected added value for customers, particularly through the company's policy of providing them with the necessary tec
performance sports shoes, in order to meet specific customer needs. Furthermore, Adidas' close collaboration with celebrities and top athletes to produce better, high performance apparel, s
factor in the successful coordination of the research and development and marketing departments, resulting in innovativ

11. Conclusion
Despite the fact that COVID 19 has dealt a significant blow to fashion brands such as Adidas as well as large and sm
than 70% of its stores closed, Adidas, the sports brand, is still attempting to alleviate the shock by implementing an
diverse range of products and services, better quality, and greater success. Adidas has had huge success with its rap
unique, personalized running shoes for each individual. Not only that, but Adidas' time-sensitive agility is commend
behavior and trends were shifting to the online channel, they developed the Adidas (2017) App to meet the needs o
the leading kings in fashion footwear, clothing, and whatever else. In this essay, it has also clearly described fashion
segments. products, brand values, vision, mission, and core values. Besides, the main focus of the article is the mar
strategy of S-T-P of Adidas has also been clearly presented. In conclusion, Adidas has become one of the most popu
Another important thing that cannot be missed in this essay is the competitive advantage between Adidas and othe
Although Adidas is still not as strong as Nike, but looking at the current situation, Adidas is still considered one of th
formidable competitors.
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