Retail Theory and Practice

RETAIL THEORY AND
PRACTICE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Company background..................................................................................................................3
Relevant changes within the macro environment........................................................................4
Relevant changes within the micro environment.........................................................................5
Strategies and Tactics..................................................................................................................7
Recommendations........................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Retail is the most appropriate, favourable and convenient way or method to different
companies and businesses to sell their goods and services. Currently retail industry has the
largest market share in the world, because companies which comes under retail industry are
mainly work for fulfilling basic needs and wants of customers. For example; food, clothes, foot
wears, groceries, etc. Demand which has related to these products is basically prime demand of a
person. Retail industry mainly focuses on fulfilling prime needs of people. A customer can’t
survive without retrial sector. On the other side, fashion retail is also a part of whole retail
industry. Companies or businesses which sells fashionable clothes, foot wears and accessories
are mainly known as fashion retailers. This report discusses fashion retail industry of the United
Kingdom. In this report, Adidas is the chosen company to describe the role retail industry.
MAIN BODY
Company background
Adidas is one of the most popular fashion retail companies in the world. Currently it has
very large customer base worldwide. The company was founded in July 1924 by Adolf Dassler,
headquartered in Herzogenaurach, Germany. Adidas mainly offers designable and quality shoes,
clothes and accessories to customers (Blankson, Ketron and Darmoe, 2017). This company is the
biggest sportswear producer in Europe, and the second biggest worldwide, because its competitor
Nike is the biggest sportswear producer or manufacture in the world. This company has great
reputation and goodwill in the international fashion industry because of its quality products and
services. People really like to buy products and services of Adidas, specially its sports shoes,
because company manufactures vey quality and designable shoes for customers.
Research and development team of Adidas is too effective in their job role, because this
team always presents some innovative designs of products for customers. Currently company is
taking huge advantages from different marketing techniques and strategies. Digital marketing
and sponsorship marketing strategies plays great role for this company in its promotional
operations. It has an effective workforce too, because currently company has 59000 employees
who are day or night working in the company for achieving its decided goals (Simshauser,