MARKETING PLAN.OF ADDIDAS COMPANY

MARKETING PLAN
Student Names:
1. Cao Thuy Linh Nguyen
2. Hoai Khanh Linh Nguyen
3. Long Tuan Pham
4. Ruolin Huang
5. Hui Li
Student Number
1. 214291512
2. 214464424
3. 215124712
4. 215745912
5. 215282098

Table of Contents
I. EXECUTIVE SUMMARY.................................................................................................................4
II. CURRENT SITUATION ANALYSIS................................................................................................4
A. Current demand:..............................................................................................................................4
1) Customer profile:.........................................................................................................................5
2) Market size..................................................................................................................................6
B. Current competition.........................................................................................................................6
1) Product.........................................................................................................................................6
2) Distribution channel.....................................................................................................................6
3) Price.............................................................................................................................................7
4) Promotion....................................................................................................................................7
5) Market share................................................................................................................................8
C. Environmental climate.....................................................................................................................8
1) Political/Legal factors..................................................................................................................8
2) Economic factors.........................................................................................................................9
3) Social/Cultural factors...............................................................................................................10
4) Technological factors.................................................................................................................10
III. SWOT Analysis.............................................................................................................................10
A. Strengths........................................................................................................................................10
B. Weaknesses....................................................................................................................................11
C. Opportunities.................................................................................................................................11
D. Threats...........................................................................................................................................11
IV. Objectives......................................................................................................................................12
V. Marketing Strategy............................................................................................................................12
A. Mission statement..........................................................................................................................12
B. Segmentation, Targeting, and Positioning.....................................................................................12
1) Segmentation.............................................................................................................................12
2) Targeting....................................................................................................................................13
C. Barriers to entry.............................................................................................................................13
VI. Action program..............................................................................................................................13
A. Marketing mix...............................................................................................................................13
1) Product.......................................................................................................................................13
2) Price...........................................................................................................................................14

3) Promotion..................................................................................................................................14
4) Distribution channel...................................................................................................................15
Bibliography..............................................................................................................................................17

I. Executive Summary
Adidas is one of the most famous manufacturers of top-quality sporting goods,
established in 1949 in Germany. The company was ranked the second largest leading brand
of shoes in Canada that totally generated approximately 10.5 billion euros in 2017. In 2016,
the company produced 360 million pairs of shoes worldwide and 382 million units of sports
apparel. As a result, Adidas has become one of the most popular brands amongst men and
women when it comes to sportswear worldwide. Over the five years to 2017, Adidas’
industry-specific revenue is anticipated to increase an annualized 4.3% to $175.5 million.
Adidas has been able to increase its market share from 7.8% in 2012 to an expected 9.1% in
2017. Our main competitors are Nike, Under Armor, Converse, New Balance, and Sketchers.
Adidas always strives to satisfy various customer categories in different countries and to stay
ahead of the competition by offering best quality products. In order to strengthen its brand
name, the company is using advertising via diverse sources such as social media, TV, and
newspaper.
Ultra Boost is one of the most innovative series in Adidas, which is known as “the
strongest Running Shoes”. The aim of Ultra Boost is to give the best footwear to their
customers which has the combination of up- date to date technology and design. Nowadays,
Ultra boost already renew to the 4th generation. Ultra boost adopts three types of technology:
Primeknit knitting (shoe upper), Boost (midsole), Torsion System. For the long- term
development between 2015 and 2020, the company’s goal is to accelerate sales and earnings
growth by increasing currency sales between 10% and 12% and the net income between 20%
to 22% on average per year, which is around 15% compared to the previous year.
II. Current Situation Analysis
A. Current demand: