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Adidas Product Development Case Study

   

Added on  2020-03-07

17 Pages4422 Words205 Views
Marketing StrategyCase Study: Adidas1

Table of ContentsIntroduction......................................................................................................................................3Part 1................................................................................................................................................4Situational analysis......................................................................................................................4PESTLE....................................................................................................................................4SWOT.......................................................................................................................................5Competitive advantage (USP)......................................................................................................6Evaluation of current marketing strategy.....................................................................................7Part 2................................................................................................................................................9Segmentation Targeting & Positioning........................................................................................9Segmentation............................................................................................................................9Targeting................................................................................................................................10Positioning..............................................................................................................................11Recommended objectives and goals..........................................................................................11Recommend marketing strategies..............................................................................................12Conclusion.....................................................................................................................................15References......................................................................................................................................162

IntroductionAdidas is the global leader in the marketing of sports clothing and athletic shoes. It was foundedby Adolf Dassler during 1920’s. Adolf Dassler fabricated a pair of sport shoes in 1925 and aftersome years, he and his brother Rudolph were marketing special shoes for the tennis players andbegan creating special shoes for diverse sports. The brand is constructed on latest equipment andcutting-edge design. It is a global brand and is appraised and appreciated by customers for itsadvanced, stimulating and dependable values. The stated firm is organised into three customer-oriented product separations, namely, forever sports, originals and equipment. The structure ofAdidas products is exclusive to the business and replicates the brand’s commitment in meetingthe varying market drifts. Performance focused footwear, attire and the hardware merchandisesare in the vital spark of the Adidas. Adidas is the leading sportswear manufacturer in Europe andthe second leading in the world. It employs over 60,000 people across the world in 2016. Theworldwide net sales of the company amounted to about 19.29 billion euros in 2016. Footwearand apparel are the two of the Adidas major segment. In 2016, Adidas become one of thesupreme brands between men and women in terms of sportswear worldwide. This report will present the marketing strategy of Adidas in the context of UK. It willpresent the situational analysis by conducting and PESTLE and SWOT analysis on Adidas UK.It will also include the competitive advantage of the stated firm and will also evaluate its currentmarket strategy. The study will include the details about the organisations’ position relative tothe other industry rivals and will include the details of their marketing strategy. It will provide acritical evaluation to the Adidas competitive advantage over the other brands in the market ofUK. In addition to that, the analysis will choose a brand from the Adidas portfolio and will selecta customer segment on that specific brand. The report will also include the recommendedstrategies and objectives for the stated organisation. 3

Part 1Situational analysis PESTLEPolitical- The rule and policy of Adidas is to regulate and monitor unsafe and harmfulsubstances for the purpose of protecting environment and human health. The another policyAdidas follows, is to remove PVS making advancement in order to find out the substitutes suchas vinyl, polyurethane, thermoplastic rubber as well as ethyl (Heeg, 2015). The company alsogives training facilities for HR systems, health and safety, employment standard is significant forthe firm. The company also develops groups for monitoring and handling SARS in the UKfactories, disinfectant units as well as washing stations. At last, the company helps andsafeguards the employee’s right through considering every employment policies.Economic- Adidas is a multinational company which supports nations for decliningunemployment situation through raising their numbers of workers each and every year. Thegrowth rate of industrial production in UK was around 1% in 2001- 2003, which was raised by1.7% in the year 2004. The company was one and only reason behind this enhancement, andonly because of Olympic Games.Social- The products of Adidas can be used by any religion, age and also suit any lifestyle,which is basically in trend with an innovative design in many products (Dickson and Fuss,2011). The main focus of the firm is on people who participate in athletes and sports; on theother hand, anyone can buy products of Adidas.Technology- The packaging system which Adidas uses is actually suitable for transfer andtransport process, over long routes, extreme weather changes and also in humid conditions. Thecompany also uses environmental- friendly materials and recycled paper for the packagingprocess.Legal- The entire management of Adidas follows the United Nations Declaration of HumanRights and also their rules and processes remain for all the available domestic policies andconstant with core worker principles of the ILO (Huang et al., 2015).4

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