Adidas: Analysis of Marketing Strategy and Financial Performance

This report provides a comprehensive analysis of Adidas' marketing strategies and financial performance. It begins with an introduction to the company, highlighting its position as a leading global brand in the footwear and apparel industry, and providing an overview of its current situation, including its revenue, market overview, and key business segments. The report then delves into Adidas' marketing strategy, examining its market segmentation based on demographics, geography, and behavior. It also analyzes the company's targeting strategies, focusing on specific age groups and athletic demographics, and its market positioning, emphasizing affordability and brand value. The report discusses Adidas' marketing mix, including product, price, promotion, and place, and concludes with a summary of the key findings, emphasizing the importance of marketing in the company's overall success.

Research project.

Table of Contents
INTRODUCTION...........................................................................................................................3
ORGANISATION’S CURRENT SITUATION..............................................................................3
MARKETING STRAEGY..............................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1

INTRODUCTION
ORGANISATION’S CURRENT SITUATION
The company Adidas is referred to be one of the most reputed organisation and is also occupied
the second place after Nike. This organisation is best known for manufacturing footwear and
different kinds of accessories that are essential for people all around. The gross revenue of this
organisation is said to be at its work and there are different major competitors for this
organisation. The employment of the organisation will revolve around 62000 people worldwide
and there are different stores in which this brand is revolving (Mothersbaugh and et.al, 2019).
The revenue that is generated because of the cells that are incorporated in the organisation are
significant and will leave the organisation in billion euros. Footwear is of major consideration
and almost all the sports industries will focus upon how far the footwear accessories are being
provided and that is one of the major criteria that they consider. In this regard Adidas company is
one of the most prominent in its quality and compatibility that most of the celebrities will go for
it.
Market overview: the organisation Adidas has a sufficient growth prospect in the market and its
sale also reaches to the perk of being best. According to the footwear companies and their
records Adidas company has reached one of the maximum and is also regarded to be one of the
active companies that is working for manufacture of different accessories. The sales of the
organisation are perennial and will never cease and this are said to be one of the major
constituent for the organisation to reach to one of the best out of the lot. The Global sales with
regard to this company is said to be one of the top forecasted where the Adidas organisation is
regarded to be one among the most active apparel companies. The sports industry is more
towards of the goods and the footwears are being modified and are designed according to their
usage and therefore keeping this in mind the organisation is developing the project as well as the
criteria to move ahead in providing the accessories based on their will. This is also regarded to be
one of the valuable clothing brand is preferred by many.
Financial performance: the financial performance of the organisation according to the
statistical data that is collected from 2020 records will leave the impression upon the
organisation based on the net sales that are gained by the organisation. There is said to be a
graphical representation that will put forth all the statistical data which is representing the growth
trajectory of the organisation from one year to and other. In this regard from the year 2000 to

2020 there has been a maximum amount of growth that is recorded and the Global share with
regard to the retailing sector and that in relation to the company Adidas is set to be immense
(Morgan and et.al, 2019). Also while considering the quarterly net sales the organisation is said
to be one of the best competitive with a good amount of shareholders and that has been one of
the added benefit for the organisation. Considering the Global gross profit of the organisation
Adidas it is revolving around 9.8 billion euros.
Business segments: when considering the value of the company Adidas in the year 2020 it has
been broken by the pandemic that is ruling over the entire Universe. This has led to a sufficient
downfall at the organisation has again gained the proper reputation and sales when this situation
has ended. In this regard the Adidas company Global net sales ranged to a very great extent as
and when compared to other countries that were affected by the pandemic. Since footwear
production is immense in any country this has added to be one of the benefit for the organisation
to get its production soon after the situations of mounted back to their original form.
Brand: brand value is said to be one of the most crucial component with regard to the
organisations that are working on products which are useful for people in all industries. Footwear
is one of the most important product that is considered by many people all around the world and
this has been one of the major target for the organisation added as to come up with surplus
amount of different models which are required by people and that has increased its customer
base. Because of its quality products and different categories Adidas company has been able to
furnish a good brand value which is known to many. This has also acquired a proper reputation
that is necessary for the organisation to compete with all other brands which are ruling over the
entire industry. The Global presence of the organisation is because of the quality as well as its
commitment and the employees in the organisation stay dedicated towards the sales and also
monitor Their employees every now and then (Li and et.al, 2021). The organisation is more
towards monitoring the choices of other people and will also consider the need of their customers
in determining the choices and new products that are to be revealed into the marketing race.
Key aspects of the company: there are different key aspects that will fall in regard to the
company Adidas since it is being a retailing store and retailing stores have a major benefit and
good competitive advantage. There are a number of retailing stores all around the world that are
operating in the midst of providing access cerise and footwear. In spite of being one among the
lot Adidas company have come up with a strategic approach and sustainable measures that has

lifted up its revenue to an extreme level. Also the number of employees in the organisation
Adidas is set to be immense as and when compared to the other organisations that they stay
dedicated to whatever work as well as increasing the shares and monitoring the external factors.
The external as well as the internal factors will impact the overall performance of the
organisation and management of the company Adidas is more towards identifying the
opportunities, strengths, weaknesses and threats such that they will identify means to overcome
them. The company is more into research and development and their expenditure is also kept into
research and development such that they can get to understand the prospects that are necessary to
work for.
Competitors: almost every industry is set to be carrying a huge amount of competitors and that
is what is required for every industry such that they can get to work on maximum number of
solutions that are required by the organisation. Competition is at its best and every organisation
is driving with their examples and ideologies such that they can win over the race. In order to
sustain in this marketing world competitive advantage will have to be gained and that with
regard to Adidas company is such that it gets tough competition from the organisation Nike
which is also one of the most popular organisation that is holding a good revenue. Also there are
other brands like that of Puma which is the best in providing its footwear and accessories and the
organisation added as it is coming up with unique solutions in order to win over them.
MARKETING STRAEGY
Adidas company is known to be one of the multinational corporation which is present in
Germany. It is best known for its products like that of shoes clothing and accessories. operating
at its best the organisation is moving ahead with a lot of designs and also aiming for customer
satisfaction. It has a good customer base all around the world and the marketing strategy will
entirely revolve around the segmentation, targeting and positioning that has been taken care
about by the organisation. The market segmentation of the organisation is divided into different
categories like that of demographic segmentation Geographic segmentation behavioural
segmentation (Ali and et.al, 2021). The definite set of customers and the organisation will also
focus on different age groups in order to produce products that are required for their daily
activities. They have a very good marketing mix and the benefits that are oriented with their
products that are purchased by customers are said to be the additional qualities that will bring
about market opportunities. Based on this segmentation the organisation has focused upon

releasing definite set of products which are segmented to reach the customer groups such that the
performance of their products can therefore be regarded as one of the added benefit to the
organisational growth. The trend that Adidas clothes have created in every sector and especially
in the sports sector is said to be one of the great formula that has been incorporated by the
organisation. The organisation mostly targets younger age groups from the age 14 to 19 such that
they can have more of the products that are being design. When it comes to the pricing strategy
there are certain items that are sold to premium level and yet there are also the other products
that are sold at minimum prices. Although this is one of the costliest brand the people will also
fall for the brand stature and therefore this happens to be the behavioural characteristic of the
organisation. The preferences of the people are taken into account while defining the choices that
are to be made by the organisation in terms of evaluating products. With respect to demographic
segmentation the organisation will focus on this size age group and gender of the people of the
customer base (Shahijan and et.al, 2018). Also the organisation will aim at the occupation and
other statistical data such that the necessary calculations can be made in producing goods of their
category. The targeting as set by the organisation is mostly towards 20 to 30 years of age group
which are athletics mostly. the sports industry is more towards identifying definite set of
accessories that are required to be comfortable enough in order to combat with the competition in
their industry. In this regard Adidas company has been one of the favourable aspects that will
contribute to influential customer groups and its products are said to be one of the quality
branded and that has been an added benefit for the clothing. The Market Positioning of the
organisation is also one of the efficient one in influencing different communities and the
cultures. Many people prefer the items and the accessories that are being manufactured by
Adidas because of the affordable prices and the pricing strategy is said to be one of the
considerable factor (Vinerean, 2017). The promotions that are made in order to take their
products to their customers is said to be one of the favourable aspect where there is an
advertisement criteria and the marketing is done in a phenomenal way. The feedback that has
gained by different athletics and influential people are recorded and are portrayed as a part of
reviews to their customers such that people can get an idea about the product usage.
CONCLUSION
The entire report concludes up on explaining the key points of marketing and the role it plays in
an industry that is regarded to be one of the most peculiar brand. In this report the organisation

that is chosen as Adidas and everything regarding the organisations current situation is being
described. Through this report one can easily understand different factors like that of brand and
situation analysis such that they organisation that is popping up with certain entities like that of
financial performance are portrayed. A marketing strategy is included in the report along with
the marketing mix that will bring forth the different aspects of segmentation targeting and
positioning and the 7 P's of marketing.

REFERENCES
Books and journals
Mothersbaugh and et.al, 2019. Consumer behavior: Building marketing strategy. McGraw-Hill
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Morgan and et.al, 2019. Research in marketing strategy. Journal of the Academy of Marketing
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Li and et.al, 2021. Social media marketing strategy: definition, conceptualization, taxonomy,
validation, and future agenda. Journal of the Academy of Marketing Science. 49(1). pp.51-
70.
Ali and et.al, 2021. Marketing Strategy: Pricing strategies and its influence on consumer
purchasing decision. Ali, BJ, & Anwar, G.(2021). Marketing Strategy: Pricing strategies
and its influence on consumer purchasing decision. International journal of Rural
Development, Environment and Health Research. 5(2). pp.26-39.
Shahijan and et.al, 2018. Qualities of effective cruise marketing strategy. International Journal of
Quality & Reliability Management.
Vinerean, 2017. Content marketing strategy. Definition, objectives and tactics. Expert Journal of
Marketing. 5(2).
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