Detailed Analysis of Adidas Marketing Roles and Responsibilities

This report provides a comprehensive analysis of the marketing function of Adidas. It begins with an introduction to the company and its position in the market, followed by definitions of marketing and its role in business. The core of the report analyzes the roles and responsibilities of the marketing function within Adidas, including market research, customer needs analysis, product development, and promotion strategies. It further examines the influence of marketing forces, both internal and external, on the marketing function. The report also explores the interrelationships between the marketing department and other departments within Adidas, such as finance, human resources, and IT. Finally, it discusses how marketing supports the broader organizational context of Adidas's vision, mission, and purpose, providing a critical analysis of both the internal and external environments. The report concludes with a summary of key findings and a list of references.

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Table of Contents
1.Introduction..............................................................................................................................................2
2. Definition of marketing and the role of marketing in business................................................................3
2.1. Definition of marketing.....................................................................................................................3
2.2 .The role of marketing.......................................................................................................................5
a) Overview of the marketing process.................................................................................................5
b)The role of marketing.......................................................................................................................6
3. Analyze the roles and responsibilities of the marketing function of ADIDAS...........................................7
The role of the marketing function..........................................................................................................9
Responsibilities of the marketing function........................................................................................10
M1. Critical analyze the roles and responsibilities of the marketing function influenced by marketing
forces.........................................................................................................................................................13
Impact of internal marketing conditions...............................................................................................13
Competition comes from substitute commodities................................................................................14
Competitors...........................................................................................................................................16
4. Analyze marketing influence and interrelationships with other parts of Adidas...................................18
Marketing department with finance branch..........................................................................................19
Marketing department with human resources office............................................................................19
Marketing department with the information technology department.................................................20
M2. Analyze the importance of the interrelationship between marketing and other Adidas functions. . .20
5. How marketing has supported the broader organizational context of vision, mission, and purpose....21
D. Critical analysis of Adidas' internal and external environment.............................................................24
6. Conclusion.............................................................................................................................................28
7. Reference list.........................................................................................................................................28

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ADIDAS
1.Introduction
I am working in the Marketing Department of the business. I am sustaining an entry-level
position as a marketing analyst. In that, my role is to research and develop some innovative
products. Currently, I have chosen a brand called ADIDAS, a very powerful fashion brand in Ho
Chi Minh City that has been developed considerably in the last few years.ADIDAS is always
aimed at childlike people in today's prime time. Adidas is a trade name of a multinational
corporation from Germany with essential products including shoes, clothes, accessories, bags,..
Made from the most excellent materials with a very meticulous, durable, sophisticated design
that brings comfort to the user. Today, Adidas has become a fashion brand specializing in
producing fashion items with an athletic style sport ranked second in the world (Thuy Vui,
2020). Therefore, my job is to research the key ingredients, develop a unique product from
competitors to customer investigation, to clearly identify the market potential. The factors that
can influence it to product needs.
Figure: Logo Adidas ( inboundmarketing,2020)

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2. Definition of marketing and the role of marketing in business
2.1. Definition of marketing
Figure: what is marketing? (VietnamFinance,2018)
Currently, we have seen marketing has many different definitions, understood in terms of
whether it is a method of advertising, introducing new products to consumers, or just a way to
sell goods. But this is not an appropriate interpretation of this definition. It is a significant way
for suppliers and manufacturers to ensure that the right needs and wants are met for each
customer.

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According to the definition of Chartered Institute, Marketing can be understood as one of the
management processes responsible for anticipating, identifying, meeting needs, and satisfying
customers' requirements beneficial demand (CIM, 2021).
On the other hand, marketing can be understood granting Kotler's definition as a developer of
modern marketing methods. Marketing remains a social and managerial performance by which
groups of individuals and organizations can convince what they desire and require through
creating and exchanging products, services, and values with others. For example, like
consumers and obtain a form of sympathetic activity aimed at satisfying needs and requires
them through an exchange (Kotler, P. 2021).
According to the American Marketing Association, Marketing is the process of planning,
implementing, planning, formulating products and pricing activities, promoting and
disseminating ideas, distributing goods, and providing services oriented toward the conference
of goods to satisfy individual and organizational goals (AMA, 2021).
They find that promotion obtains many distinct understandings of marketing in modern trends.
In the way of stating the definition of the American marketing association, there are limitations
such as focusing exclusively on the development of products and ways of delivering products to
users and hitting the reputation of the business to improve the company's position. And the
Philip Kotler family evaluates the marketing process, which means that anyone can do
marketing. They focus on customers and their needs and wants, expressing the essential
demands of consumers as the goal to create top values, exchange content to represent the
bridge, though the exchange is different from AMA is towards exchange.

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2.2 .The role of marketing
a) Overview of the marketing process
When they discuss the marketing process of a business, we see there are five marketing
processes including elements such as defining marketing objectives, analyzing marketing
strategies, planning the marketing mix, marketing implementation, and marketing control
(Britannica, nd).
Figure: The marketing process (Kotler.P, 2021).
The preceding table remains a marketing process to implement for a business, setting up a
specific and detailed marketing performance will convey many benefits such as helping to
clearly define goals and directions for a business. Business constitutes the basis for initiating an
overall effective marketing strategy, controlling the strategy implementation process. This is
also a five-step model for capturing value from valuable customers. In the first step, there will
be an implementation phase to get to recognize customers to understand the psychology,

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personality, habits, shopping behavior, and needs and desires of customers. The following
steps, companies take to produce value with consumers and forge relationships with them.
In the ultimate step, the company reaps the rewards of successful promotion that benefits a
business from customer values. Thus, setting up the marketing process is important in every
business. It is also a basis for establishing any marketing strategy. Effectively implementing the
marketing process is the basis for effectively building each right step and achieving the
established goals in the ultimate way (Kotler. P, 2021).
b)The role of marketing
Marketing occupies an extremely critical role for a business that is looking to grow and develop
in the manufacturing market. Bringing new products to introduce and sell to consumers. First of
all, the role of marketing in the business apparatus is the way that companies can survive firmly
in the marketplace and can survive for a long time because of its ability to provide adaptability
to changing environments and changes today and maybe it also helps the company to follow
new trends in the current development era. Marketing also makes a connection between
enterprises' production activities and the fair in all stages of the re-export process (Vietnambiz,
2019).

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Marketing also acts as an intermediary bridge between business activities and the market,
ensuring that industry activities are market-oriented, considering the market as a business goal.
Create distinctive products and different styles to create competitive positions in today's
substantial market. Flea market research to find the essential needs of all ages, habits, and
preferences shopping behavior to be able to meet the trends of the times (brandinfo, 2021).
Marketing becomes the “Heart” of all business activities in the enterprise, judgments on
technology, finance, human resources force depend to a large extent on marketing decisions.
3. Analyze the roles and responsibilities of the marketing function of ADIDAS
The primary roles and responsibilities within the marketing function represent the study of
market potentials, particularly understanding and meeting customer needs and wants, finance,
product development, and product launch products to consumers in the fastest way,
communication, distribution, planning, promotion, and sales, etc.

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In this analysis, I analyze the duties and responsibilities of functional marketing in exploring the
market, creating outstanding values on the client-side, and finding out the essential needs
inside to provide satisfaction to customers.
Figure: Adidas uneveils new 3D printed sneaker (Vnreview, 2018).

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The role of the marketing function
The marketing function has the role of investigating and discovering the needs of each
consumer today, including collecting market information, analyzing customer needs and tastes,
researching potentials, and predicting market prospects. This function helps businesses find
hidden equipment needs in the market (QuanLiDoanh Nghiep, 2020).
Adidas will focus on groups of customers under 45 years old who belong to the dynamic
company, always prefer dynamic, youthful, and healthy sports products, people with average to
quite high incomes, customers with high income and high income can be students, working
people, and sportspeople.
The Adidas brand portfolio is very diverse with shoes and sportswear products for all three
groups of men, women, and children to meet the needs of each audience. Besides, they
understand the desires and meet the needs of customers when they have used technology
inside their designs to create versions of exercise shoes that are suitable for customers' feet.
Even though the client has legs like the left foot and the right leg disproportionately. That's how
Adidas allows customers to test and experience their shoes until they find the right ones
(Vnreview, 2018).

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Responsibilities of the marketing function
Figure: Adidas website ( bizfly,2020)
The task of marketing is critical in responding to the weak points in today's market
environment. First, the marketing function that is tasked with anticipating client needs in order
to be able to expect special customer requirements can provide many advantages for meeting
customer needs. . Second, identify the demands, wants and attitudes, and habits of customers
and carefully analyze the data that they are really asking for from the market. Finally, the
marketing function is also responsible for creating new and innovative ways to sell its products
to consumers. It can include offering customers value-added packages that can not only provide
regular value for money but can also increase an organization's overall sales and profits
( Chikweche & Fletcher, 2013).

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For instance, the roles and responsibilities of the marketing function may primarily be
concerned with buying and selling to satisfy the wants and needs of each customer. One of the
leading roles in the marketing function is to meet the needs of the customers in order to satisfy
the needs of the customers and can bring benefits in their income such as bringing in money.
For this consumer (Chaffey and Elis-Chadwiick, 2016).
In evaluating the products of Adidas, they have assessed the needs and desires of customers.
This brand has created beautiful, eye-catching, fashionable, and quality products with
affordable prices for all consumers from students to workers. Products are always diverse and
abundant with many types, colors and sizes so that customers can choose the styles that suit
their preferences. Above all, besides the specialized functions of the product, there is also a
combination with accompanying auxiliary technologies. In addition, Adidas has drawn up a 5-
year strategy announced in 2015 with the confident name “Create New”.
This is a fashion brand not only with the world's best clothing and sports shoe brand but also a
company that firmly embraces digital technology. They spent about 90% of their marketing
budget on digital marketing and social media campaigns. When they realized many followers
from customers were pouring into their own channel, they created an application to meet their
needs (bizfly, 2020).

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Figure: Run Genie app is available to experience and predict the consumer’s intentions
( bizfly,2020)
In addition, Adidas has continuously strived to foster close relationships with consumers who
believe in them. They have become successful in arousing interest and love in each individual
customer, using every touchpoint such as mobile device, retail channel, or social network so
that users can interact and generate extremely impressive experiences. Adidas used a
technology that attaches to the sole of the shoe as the customer uses it and helps the sales
team recommend and guide the buyer as they explore the images through the app.