MKT304: Adidas Strategic Marketing Presentation and Analysis

This presentation provides a detailed overview of Adidas's strategic marketing. It begins with a general overview of Adidas as a multinational corporation, its products, and its market position. The presentation then delves into Adidas's current marketing situation, analyzing its marketing mix, including product, price, place, and promotion. A significant portion of the presentation is dedicated to the product life cycle of Adidas, specifically focusing on the adiZero Rose Crazy Light Sneaker. Additionally, a SWOT analysis is presented to evaluate Adidas's competitive position, identifying its strengths, weaknesses, opportunities, and threats. The presentation concludes with a discussion on market segmentation and positioning strategies employed by Adidas. The document is well-referenced with sources from Adidas's website, marketing91.com, MBA Skool, and other relevant sources to support the analysis.

ADIDAS
Strategic Marketing

OVERVIEW OF ADIDAS
 Adidas is a well-known multinational
corporation with headquarter in Germany.
 It deals in the manufacturing and designing
of accessories, clothing, and shoes.
 Adidas is the biggest manufacturer of
sportswear in Europe and second biggest in
the whole world (Adidas, 2018).

CURRENT MARKETING SITUATION
 Marketing mix of Adidas
evaluates the company/brand,
which involves 4Ps:
 Product- Adidas offer branded
sportswear.
 Price- All the products of
Adidas are sold at a premium
price.
 Place- The products of Adidas
are available all over the
world.
 Promotion- Media has been
used to promote the offering

PRODUCT LIFE CYCLE OF ADIDAS

PRODUCT LIFE CYCLE
 Product Life Cycle
The concept of a product life cycle can be
applied to adiZero Rose Crazy Light Sneaker of
Adidas. This concept supports the marketing
manager of the company to design marketing
strategies to identify the challenges that are
present in the market for the product. The
product life cycle is comprised of four stages i.e.
introduction growth, maturity, and decline
(Ghauri, 2012).

SWOT ANALYSIS OF ADIDAS
 SWOT Analysis is a model utilized to assess
the competitive position of the company by
recognizing its strengths, weaknesses,
opportunities, and threats (Bhasin, 2018).

POSITIONING AND SEGMENTATION
 Market Segmentation is the strategy used to
divide the market into different groups of
customers with diverse characteristics, behavior,
or needs.
 The positioning means the place that is occupied
by a brand in the customer’s mind and how it
differentiates from the competitor’s product.

REFERENCES
 Adidas (2018) History [online]. Available from
https://www.adidas-group.com/en/group/history/ [accessed 8
September 2018].
 Bhasin, H. (2018) Marketing strategy of Adidas [online].
Available from
https://www.marketing91.com/marketing-strategy-of-adidas/
[accessed 8 September 2018].
 Bhasin, H. (2018) Adidas SWOT analysis – SWOT analysis of
Adidas [online]. Available from
https://www.marketing91.com/adidas-swot-analysis/ [accessed
8 September 2018].
 Ghauri (2012) Adidas [online]. Available from
http://ghauri123adidas.blogspot.com/ [accessed 8 September
2018].
 MBA Skool (2018) Adidas Marketing Mix [online]. Available from
https://www.mbaskool.com/marketing-mix/products/17006-adid
as.html
[accessed 8 September 2018].