Business Research Design

Running head: BUSINESS RESEARCH DESIGN
BUSINESS RESEARCH DESIGN
Name of the student
Name of the university
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BUSINESS RESEARCH DESIGN1
Table of contents
Introduction......................................................................................................................................2
Industry and company......................................................................................................................2
Barriers faced by Australian Sportswear industry...........................................................................3
Business enhancement: Customer, Innovation and future..............................................................4
HBR article 2 know your customer.................................................................................................8
HBR article 3 manage customer......................................................................................................8
Current customer value proposition...............................................................................................10
Conclusion.....................................................................................................................................10
Reference list.................................................................................................................................12

BUSINESS RESEARCH DESIGN2
Introduction
Customer value proposition has become one of the important strategic tools that has
become necessary for the emerging business conditions. In case of ensuring the positive
engagement of the customers towards organizational growth process, it has become important for
the companies to focus on promoting effective offers to the customers so that the purchasing
behavior of them will get influenced (Payne, Frow and Eggert 2017). I have been working in
Adidas for last five years and based on by analysis I must say through the introduction of
innovation the company, it has brought various improvements in the market. However, in the
current market scenario, introducing the effective strategic initiatives have become necessary so
that the better opportunities can get introduced in the market.
The purpose of this study is to shed light on three journals and analyze the strategies
implemented in these articles. Analyzing the emerging situation of the company in the
competitive business environment, the study has focused on highlighting the strategic
implications of these articles, in terms of creating value for Adidas in the Australian market.
Industry and company
Over the last five years, the Australian fitness and clothing industry has got flourished
(Forbes.com 2019). The changing demands as well as buying attitudes of the customers’ has
brought significant impact on the active wear industry. It is true that due to changing
consumption behavior of the customers the market size of sports and apparel industry has got
increased. In the Australian sports market, increasing engagement of large numbers of athletes
on the promotional activities, intense market competition has been introduced (Forbes.com
2019). It can be said that the sportswear companies have focused on introducing different

BUSINESS RESEARCH DESIGN3
innovation initiatives in the market. After the globalization, fashion trends among the customers
have got changed. In the current scenario, increasing health concerns among the customers, has
impacted on the sports and apparel industry. In between the year 2018 and 2019, the industrial
growth has got reached 13.7% which is compared to the sales amount of $201.8 million
(Ibisworld.com.au 2019). Online shopping acceptance among the customers has also brought
huge impact on the growth rate of Australian Sportswear industry. In the running year near about
9.5% growth rate has been increased (Sportspeople.com.au 2019). It is true that from the last five
years, increasing ecommerce transactions have influenced the overall growth in this sector.
The study has focused on Adidas multinational company that was introduced in the
market in the year 1970 (Adidas.com.au 2019). In the initial stage, the company has focused on
manufacturing the standard quality of products in the market. It has been identified that Adidas
has brought the hottest trends in the Australian sports industry. The company has contributed
10% in the Australian sportswear industry (Sportspeople.com.au 2019). I have identified that the
situation so that the current so that the situation in that introducing the top line expansion
strategy in the year 2018, the company has established its strong position in the Australian
market and created threats for Nike and Under Armour.
Barriers faced by Australian Sportswear industry
It has been identified by me that although the Australian sports industry has got
flourished over the last 5years, but it is also true that due to changing demand trends, it has
become challenging for maintaining sustainability in the market.
 It has been identified that with increasing opportunities in the market, reaching the
expectation of fans has become challenging for the companies (Theroar.com.au 2019).