Marketing Plan For Adidas Assignment 2022

Running head: MARKETING PLAN FOR ADIDAS
Marketing Plan for Adidas
Name of the Student
Name of the University
Author Note

MARKETING PLAN FOR ADIDAS1
Executive Summary
Adidas is one of the fastest growing sporting brands in the world today and it is renowned for the
beautiful styles and designs of its sports shoes. Adidas is also seen to engage in the production of
sporting equipment and clothes that are comfortable to wear, elegant and sophisticated to look at
and which are endorsed consequently by leading athletes across the world. This report prepares a
marketing plan that will be used exclusively by Adidas Australia to promote a brand new
product, that is, waterproof neon shoes. The report engages in detailed situational analysis for
this purpose, points out important market strategies and strategies pertaining to competitive
advantage, and concludes with a number of important recommendations that can be taken into
consideration by Adidas Australia to draw as much attention and sales as possible for its
waterproof neon shoes in Australia.

MARKETING PLAN FOR ADIDAS2
Table of Contents
Introduction......................................................................................................................................3
1. Company Overview – Adidas..................................................................................................3
2. External Environment Analysis................................................................................................5
2.1. PESTLE Analysis.............................................................................................................5
2.2. Porters 5 Forces Analysis..................................................................................................8
3. Internal Environment Analysis.................................................................................................9
3.1. SWOT Analysis of Adidas Australia................................................................................9
4. Competitive Positioning.........................................................................................................10
5. Market Segmentation.............................................................................................................10
6. Marketing Strategies...............................................................................................................11
7. Recommendations..................................................................................................................13
Conclusion.....................................................................................................................................13
References......................................................................................................................................15

MARKETING PLAN FOR ADIDAS3
Introduction
Adidas is one of the largest sportswear companies that is headquartered in Germany and
which runs operations in several parts of the world. Adidas has acquired name and fame over the
years and eventually, it acquired the status of a brand, because of the high quality of its garments
and accessories. This is a brand that is today, endorsed by leading sports personalities in various
corners of the globe and it has a very huge clientele comprising of men, women and children.
Adidas is renowned for its sporting garments and accessories, and as such it is quite famous for
its sturdy, durable and stylish sports shoes (Holtbrugge and Schuster 2017). This report
prepares a marketing plan for Adidas Australia, that it can use to market and promote a
new product of the company, which is, the waterproof neon shoes. The waterproof shoes are
meant to convenience users when they engage in sporting activities in wet weather or when they
venture out on the streets during or shortly after the rains, and the fact that these are neon shoes
makes it useful for players to wear them when participating in a game in the evening, after the
sun has set. The report is based on detailed situational analysis and outlines the competitive
positioning and marketing segmentation and strategies that are undertaken by Adidas Australia in
order to promote this product effectively. The report concludes with a number of useful
recommendations that Adidas Australia can take into consideration for the adequate marketing
and promotion of its waterproof neon shoes.
1. Company Overview – Adidas
Adidas AG is a renowned multinational corporation which officially came into existence in
the year of 1949 and which is headquartered in the city of Herzogenaurach in the country of
Germany. The company engages in the design as well as in the manufacturing of clothing,