Identify Marketing Strategy
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Added on 2020-10-22
Identify Marketing Strategy
Added on 2020-10-22
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Introduction to Marketing
Table of ContentsINTRODUCTION ..........................................................................................................................3TASK 1 ...........................................................................................................................................3Identify the current marketing strategy of organization and its comparison betweencompetitors ............................................................................................................................3Identify the consumers segment for driving growth of company ..........................................5Extended marketing mix of company and make recommendation .......................................6TASK 2 ...........................................................................................................................................8Apply Ansoff's Matrix framework to organization and suggest strategies for future growth toexpand into global market .....................................................................................................8TASK 3 .........................................................................................................................................10Create marketing campaign to increase consumer awareness for goods and services ........10CONCLUSION .............................................................................................................................13REFERENCES .............................................................................................................................14
INTRODUCTION Marketing is the action, set of organizations and procedure for making, communicating,delivering and exchanging offering which have worth for consumers, clients and partners andsociety at the large level. It is the procedure of satisfying needs and wants through exchangingthe relationship for achieving the organizational objectives (Armstrong and et.al., 2015). It is theimportant function in all the businesses and companies and is becoming to success in modernglobal economy. The marketing is successful only when company's vision, mission and activitiesas well as ability to leverage technology align and complement each other and whole business. The present study is based on Adidas is a multinational company, established andheadquartered in Herzogenaurach, Germany. This company is popular for designing andmanufacturing clothing, shoes and accessories. It is the largest manufacturer in sportswear allaround the Europe and second largest in the world after Nike. TASK 1 Identify the current marketing strategy of organization and its comparison between competitors (Fahy and Jobber, 2015). Adidas came into existence in the year 1924 in Germany by two brothers Rudolf and AdiDassler. The company was named as Dassler shoes but later became Adidas. The company isknown for manufacturing apparel, sports footwear and accessories. It also offers running, tennisand basketball shoes for men and women. The mission of Adidas group is to become a globalleader in the sport industry with sports brands produced for sports and sporting lifestyles (Andaand Temmen, J., 2014). Difference between ADIDAS and Nike marketing strategy : It involves product, pricing strategy, promotional tools, distribution channels, salespromotion and targeting consumers. Therefore, both companies require determining all strategiesof marketing for attracting customers and achieving to sustainable competitive advantages in theretail marketplace.Basis ADIDAS Nike Product Strategy ADIDAS is a leading sportswearand goods brands includingapparel, footwear, accessories.As opposed to, organization offersshoes and apparel equipment andaccessories.
Adidas has always focused onproviding the best of theequipment and goods to theathletes with their innovativeproducts. Pricing Strategy Adidas has a particular set ofcustomers and it focuses on givingbest products and experience tothem. The company usesskimming and competitive pricingstrategy. (Krishna and Schwarz,2014). As compared to, Nike follow valuebased pricing strategy in which theyprovide lowest prices goods atmaintain quality. Firm provides lowand stable prices after receivingfeedback from their consumers andreducing expenses of promotion tofurther lower prices. PromotionalChannels Adidas has set up an effectiveportfolio of promotionpartnerships with multinationalrecognised sports associations. Italso uses social media, print mediaand other marketing activities topromote it products. As opposed to, Nike use personalselling, direct marketing. This aid toget more customers towards goodsand services of firm (Armstrong andet.al., 2015). Distribution Strategy(Place) The backbone of Adidas is its anagile supply chain and it isenhancing the number of customertouch points. Factories of thecompany have been subcontractedby number of suppliers to performoperations that main suppliers arenot able to perform. As compared to, Nike has retailonline stores are allowing consumersto complete all their daily shoppingone trip and under one roof (Andaand Temmen, 2014).Sales promotion Adidas rarely offers any couponsor rebates as such however theyhave sales often for promotingAs opposed to, Nike use salespromotions in forms of club card,free gift to attract more customer as
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