Adidas: Changing Trends of Online Platforms and Investment in Innovation

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Table of Contents
INTRODUCTION...........................................................................................................................3
PEST analysis:........................................................................................................................3
SWOT analysis:......................................................................................................................3
Research Question: .........................................................................................................................4
Recommendations:...........................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
Consumer trends are changing very fast in the external environment because of many
external factors that are affecting this process. Present report deals with Adidas as a global brand
managing the term with development of perspective solution to deal with the impact of such
changing external environment (Busco and Quattrone, 2018). There is analysis of then trend of
continued trend of growing online platforms and the prospective solution is investing in
innovation to deal with its impact.
Analysis:
External analysis:
PEST analysis:
Political: Adidas is affected by the taxation system, supply chains, political pressures while
selling the products online.
Economic: Adidas is affected by continuous challenges related to high importing & exporting
regulations (Ghauri, Grønhaug and Strange, 2020).
Social factors: Adidas have to deal with the continuous changes in the gender, lifestyle and age
of their target segment of customers. Their core focus is in health conscious buyers who are
having preferences for sports and according to that they have to keep a pace with preferences and
trends.
Technological factors: Adidas has a opportunity to optimize the performance of professionals
and coaches in the sports industry for development of durable solution to athletic problems.
SWOT analysis:
Strength: Adidas is one of the premium sports brand that is recognized in every corner because
of relatively high quality products.
Weakness: Adidas outsources production to eastern manufactures this strategy does not allows
the brand in having cost cutting.
Opportunities: Adidas has a opportunity to enhance their online presence by having a
opportunity to the growing industry.

Threats: Adidas have to deal with high threat of competition. For Adidas and Nike there is no
differences in qualities or product lines.
Research Question:
“To analyse the changing trends of online platforms and investment in innovation as a basic
solution to it”. A case study on Adidas.
Research methodology:
Research approach: It is a plan or a procedure that includes the steps of broad assumptions with
detailed methods including data collection, making its analysis and further interpretation is
drawn. Research approach is divided in two categories that is collecting of data and further data
is analysed.
Research philosophy: It is a belief that is the way about which data can be gathered, further
analysed and then used in a particular report.
Quantitative: It is a type of Data where the value is measure in form of counts and numbers
where a unique value is associated with each set of data (Strydom and Rudansky-Kloppers,
2016). It is used for describing the numeric variables.
Qualitative: Qualitative information is the data that approximates the characterizes. It is the data
that is observed and recorded it is non numerical in nature generally collected through one to
one interviews, focus groups, similar methods.
Primary data: It is the data that includes the first hand information collected by researcher by
use of various means such as interviews, experiments and surveys. It is collected in presents
research by analysing the response of the target segment of respondents. Presently there is use of
questionnaire by collecting information from 10 respondents that includes the customers for
evaluating their responses (Boeuf, 2019).
Secondary data: It includes the information that is already existing and is not a new source. It
consist of existing sources from newspaper articles, journal, books etc.
Sampling: The whole target population cannot be selected so there is need of small sample in
present report there is a sample of 10 respondents of customers is used for making he required
analysis of the research topic (Meier and et. al 2019).
Questionnaire:
Question 1) Do you have preferences for online platforms or Frequency