Adidas Company Analysis: Market Share, Competitive Environment, and SWOT Analysis

Management
Marketing and management
Student’s name
9/8/2019

Marketing and management 1
Executive Summary
This report mainly highlights about the Adidas Company, which is based in Australia,
therefore, this report states that adidas has huge market share and also have a huge customers
segment which helps them in gaining more success and profits. This report also highlights about
pestle analysis, the competitive environment in which it states that Nike is one of the famous and
well-known brand and the biggest competitor of Adidas Company. Other than this, strength,
weakness, opportunities and threat are also highlighted which states that they needs to adopts
more promotional tools, more marketing techniques, focus more on services aspects and lastly,
being innovative and creative wit time leads to more success and generation of profits for the
company in long run.

Marketing and management 2
Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................3
Mission and customers groups.........................................................................................................3
Pestle analysis..................................................................................................................................4
Competitive environment................................................................................................................5
SWOT analysis................................................................................................................................6
Strength........................................................................................................................................6
Weaknesses..................................................................................................................................7
Opportunities...............................................................................................................................8
Threat...........................................................................................................................................8
New brand extension product line recommendations......................................................................9
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

Marketing and management 3
Introduction
Adidas is one of the well-known sportswear manufacturer companies. This particular
brand is not only famous worldwide but its name has become so well known in terms of sport
wear, shoes and other products in which it deals in. In terms of structure of Adidas, company
consists senior level, middle level and entry level of executives, which handles the functioning,
and operation of the company. As they follow the strict organizational hierarchical structure,
which ensures that, the responsibility and roles are properly divided and followed. Structure of
Adidas mainly comprises of CEO, CFO that includes, chief corporate communication officers,
general counsel, global heads of brands, head of public relations, members of board and global
sales. Other than this, it also includes chairperson of board, vice chairperson of board and lastly
the members of the supervisory board.
Mission and customers groups
If we talk about the vision and goal of Adidas, they think of innovation and design every
time, which helps the athletes to achieve all skills levels and the peak performance with every
product, which they bring in the market. Moreover, they are also customers centric, with the aim
of improving the quality, look, feel and comfort and to match the exceed customers expectation
and generates the higher value in the market (Jin, & Cedrola, 2018).
In terms of product history, in 1920, Adolph Dassler soccer player invented the spiked
shoes, 4 years later Adi and Rudi his brother founded the German sport shoes company known as
Gebruder Dassler and later it was known as Adidas. In 1925, the company started making leather
shoes along with the track shoes. In 1928, they started making shoes to gain world reputation.
Later in modern era, Adidas became strong and a well-known brand in an entire market till date.
With this, it is seen that Adidas is targeting the young adults as well as children who are more
passionate towards fitness and sport. Majority, they target 15 to 30 age group people who lie
under the middle class or the upper luxury class of the customers (Chiu, & Choi, 2018).