Comprehensive Marketing Report: Adidas Strategies and Processes Review

This report provides a comprehensive analysis of Adidas's marketing strategies, processes, and market position. It begins with an introduction to the brand's history, values, and market share, followed by an in-depth examination of the shoe market and Adidas's target segments. The report delves into Adidas's macro and micro environment, including political, economic, social, technological, legal, and environmental factors, as well as competitor analysis and SWOT analysis. A significant portion of the report focuses on Adidas's marketing mix, including product life cycle, popular products, pricing strategies, distribution channels, and promotional activities. It also covers Adidas's organizational structure, management, and strategic planning, including STP (Segmentation, Targeting, Positioning) and competitive advantages. The report uses a seven Ps marketing mix model and concludes with a summary of Adidas's key strategies and recommendations for future growth. The report includes detailed analysis of various aspects like vision, mission, core values, market segments, target market, macro and micro environment analysis, SWOT analysis, organization structure and marketing mix structure. The document is a group assignment, which is divided into multiple sections and each section is contributed by a different student.

ASSIGNMENT 2 FRONT SHEET
Qualification BTEC Level 4 HND Diploma in Businesss
Unit number and title Unit 2. Marketing Planning and Processes
Submission date Date Received 1st submission
Re-submission Date Date Received 2nd submission
Group number:
Student names & codes Final scores
1. Ha Thi My Linhs
2. Tran Thi Cam Tien
3. Tran Thi Cam Loc
4. Tran Yen Nhi
5. Le Hoang Minh
Class GBS0909B Assessor name
Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagia
declaration is a form of malpractice.
P3 P4 P5 M3 M4 M5 D2

3
OBSERVATION RECORD
Student 1 Ha Thi My Linh
Description of activity undertaken
- Introduction (1)
- The Need and Want of Customers at Adidas and Attractive Element of Adidas Products (4.2 + 4.3)
- Experience Benefit (4.4), Comfortable and Quality (6.2.2 + 6.2.3)
- Opportunities (7 in SWOT)
- Product (9) and Adidas’s Popular Products Products Design (9.1.2)
- Price (9.2), New product pricing strategy (9.2.1), Adidas price adjustment strategy (9.2.2)
- The PRICE of high end shoes (9.2.3)
- PLACE (9.3)
- Marketing strategy of Adidas on promotion mix (Promotion) (9.4)
- Conclusion (10)
Assessment & grading criteria
9.5 ( Step 1 + Step 2 + Step 3 + Step 4 + Step 5 + Step 6 + Step 7 + Step 8)
Guide everyone in the group to follow the plan and monitor the team’s progress
How the activity meets the requirements of the criteria
The activity meets the requirement of the criteria follow in
- Step 1: Gave an official statement about the time for each others in group.
- Step 2: Made a plan auxiliary with all members to discuss about the assignment in google meet.
- Step 3: Be on time
- Step 4: After discuss we would make a main plan and followed this main plan.
- Step 5: Shared parts for everyone in my group.
- Step 6: Gave information relate the assignment for members group.
- Step 7: Each members have to research relate information the assignment and sent this to the group.

4
- Step 8: Having the responsibility about the member’s part
Student
signature: Date:
Assessor
signature: Date:
Assessor name:
Student 2 Tran Thi Cam Tien
Description of activity undertaken
- Vision, Mission and Core Value (1.2)
- Trust in product (4.5), Politic and Economic (5.1 + 5.2)
- Alternative product (6.3), Adidas’s Organization Structure and Managing Global Business (8.1 + 8.2 )
- Adidas’s Popular Products Products Design (9.1.2)
- New product pricing strategy (9.2.1)
-The Ordinary Shoes PRICE (9.2.4)
- PLACE (9.3)
- Marketing strategy of Adidas on promotion mix (Promotion) (9.4)
- Reference Lists (11)
Assessment & grading criteria
9.0 ( Step 1 + Step 2 + Step 3 + Step 4 + Step 5 + Step 6 + Step 7 + Step 8)
How the activity meets the requirements of the criteria

5
The activity meets the requirement of the criteria follow in
- Step 1: Gave an official statement about the time for each others in group.
- Step 2: Made a plan auxiliary with all members to discuss about the assignment in google meet.
- Step 3: Be on time
- Step 4: After discuss we would make a main plan and followed this main plan.
- Step 5: Shared parts for everyone in my group.
- Step 6: Gave information relate the assignment for members group.
- Step 7: Each members have to research relate information the assignment and sent this to the group.
- Step 8: Having the responsibility about the member’s part
Student
signature: Date:
Assessor
signature: Date:
Assessor name:
Student 3 Tran Thi Cam Loc
Description of activity undertaken
- Shoe Market Analysis (2), Social and Technology (5.3 + 5.4)
- Supplier and Customers (6.4)
- Alternative product (6.3)
- Threat (7 in SWOT)
- Adidas’s Popular Products Products Design (9.1.2)
- - New product pricing strategy (9.2.1)
- Necessary PRICE (9.2.7)
- PLACE (9.3)
- Marketing strategy of Adidas on promotion mix (Promotion) (9.4)

6
Assessment & grading criteria
8.75 ( Step 1 + Step 2 + Step 3 + Step 4 + Step 5 + Step 6 + Step 7 + Step 8)
How the activity meets the requirements of the criteria
The activity meets the requirement of the criteria follow in
- Step 1: Gave an official statement about the time for each others in group.
- Step 2: Made a plan auxiliary with all members to discuss about the assignment in google meet.
- Step 3: Be on time
- Step 4: After discuss we would make a main plan and followed this main plan.
- Step 5: Shared parts for everyone in my group.
- Step 6: Gave information relate the assignment for members group.
- Step 7: Each members have to research relate information the assignment and sent this to the group.
- Step 8: Having the responsibility about the member’s part
Student
signature: Date:
Assessor
signature: Date:
Assessor name:
Student 4 Tran Yen Nhi
Description of activity undertaken

7
- Market Segments
- Legal Environmental (5.5 + 5.6)
- Adidas’s Internal Management and Automated Capital Management Systems (8.6)
- Products (9.1)
- Adidas’s Popular Products Products Design (9.1.2)
- PLACE (9.3)
Assessment & grading criteria
7.5 ( Step 1 + Step 2 + Step 4 + Step 5 + Step 6 + Step 7 + Step 8)
How the activity meets the requirements of the criteria
The activity meets the requirement of the criteria follow in
- Step 1: Gave an official statement about the time for each others in group.
- Step 2: Made a plan auxiliary with all members to discuss about the assignment in google meet.
- Step 3: Be on time
- Step 4: After discuss we would make a main plan and followed this main plan.
- Step 5: Shared parts for everyone in my group.
- Step 6: Gave information relate the assignment for members group.
- Step 7: Each members have to research relate information the assignment and sent this to the group.
- Step 8: Having the responsibility about the member’s part
Student
signature: Date:
Assessor
signature: Date:
Assessor name:

8
Student 5 Le Hoang Minh
Description of activity undertaken
- Market Segments and Target Customers (3 + 4 + 4.1)
- The Board of Management and Control Panel (8.3 + 8.4)
- Sell Geographic Automatic Section (8.5)
- Adidas’s Popular Products Products Design (9.1.2)
- New product pricing strategy (9.2.1)
- Children Clothes PRICE and T-Shirt and Pants PRICE (9.2.6 + 9.2.5)
- PLACE (9.3)
- Marketing strategy of Adidas on promotion mix (Promotion) (9.4)
Assessment & grading criteria
8.75 ( Step 1 + Step 2 + Step 3 + Step 4 + Step 5 + Step 6 + Step 7 + Step 8)
How the activity meets the requirements of the criteria
The activity meets the requirement of the criteria follow in
- Step 1: Gave an official statement about the time for each others in group.
- Step 2: Made a plan auxiliary with all members to discuss about the assignment in google meet.
- Step 3: Be on time
- Step 4: After discuss we would make a main plan and followed this main plan.
- Step 5: Shared parts for everyone in my group.
- Step 6: Gave information relate the assignment for members group.
- Step 7: Each members have to research relate information the assignment and sent this to the group.
- Step 8: Having the responsibility about the member’s part

9
Student
signature: Date:
Assessor
signature: Date:
Assessor name:
 Summative Feedback:  Resubmission Feedback:
Grade: Assessor Signature: Date:

10
Internal Verifier’s Comments:
Signature & Date:

CONTENTS
1. Introduction.........................................................................................................................................
1.1 Adidas’s Brand Value...................................................................................................................
1.2 Vision, Mission and Core Value...................................................................................................
1.2.1 Vision..................................................................................................................................
1.2.2 Mission...............................................................................................................................
1.2.3 Core Value..........................................................................................................................
2. Shoes market analysis.........................................................................................................................
2.1 Market Share...............................................................................................................................
2.2 Shoes Industry Trends.................................................................................................................
3. Market Segments................................................................................................................................
4. Target market......................................................................................................................................
4.1 Target customers.........................................................................................................................
4.2 The Need and Want of Customers at Adidas..............................................................................
4.3 Attractive Element of Adidas Products.......................................................................................

4.4 Experience benefits.....................................................................................................................
4.5 Trust in the product ....................................................................................................................
5. Adidas’s Macro Environment Analysis...............................................................................................
5.1 POLITIC.........................................................................................................................................
5.2 ECONOMIC...................................................................................................................................
5.3 SOCIAL..........................................................................................................................................
5.4 TECHNOLOGY...............................................................................................................................
5.5 LEGAL FACTORS...........................................................................................................................
5.5 ENVIRONMENTAL........................................................................................................................
6. Adidas’s Micro Environment Analysis................................................................................................
6.1 Current competitors....................................................................................................................
6.2 Potential competitors..................................................................................................................
6.2.1 Share of the market...........................................................................................................
6.2.2 Comfortable.......................................................................................................................
6.2.3 Quality................................................................................................................................