Global Marketing and Digital Business Strategies: Adidas Case Study

This report provides a critical analysis of Adidas' global marketing practices and online business strategies. It begins with an introduction to global marketing and its importance for business expansion, followed by an overview of Adidas as a multinational company. The report then delves into a critical analysis of Adidas' global marketing practices, including standardization versus adaptation strategies, and marketing mix considerations. It further examines Adidas' online business strategies, discussing how the company can leverage internet-based strategies to target potential customers and enhance its brand. The report also touches upon global consumer behavior, business ethics, and the impact of internal and external factors on the global marketplace. Finally, it includes a list of relevant references.

Global Marketing and
Digital Business
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Table of Contents
INTRODUCTION ...............................................................................................................................3
Critical analysis of global marketing practices of Addidas.............................................................3
Critical Analysis of online business practices of Addidas...............................................................4
REFERENCES.....................................................................................................................................5
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INTRODUCTION
Now-a-days, companies are looking to expand their business overseas in order to attract
greater number of customers, higher turnover and better return to derive success. Marketing plays
an essential role in such expansion as it helps firms to introduce their products and services in
foreign lands and establish the business successfully. In such respect, global marketing practices
refer to advertising, promoting and marketing the business offering across international market.
With the advancement of technology, entrepreneur pays more attention to digitalize their marketing
and operational practices so as to achieve long-term success in the global competitive marketplace.
Addidas is a multinational company that has strong product portfolio consisting shoes, clothing and
accessories products ( Beck, 2015). It carries out its operational functions across various countries
of the world such as US, Canada, Indonesia, India, Turkey, Vietnam, China, Thailand, Sweden and
many others. In the present assignment there is discussion on the global marketing strategies for the
those who done business online, there is also an understanding of global consumer behaviour,
global business ethics and how they impact on the online as well as offline business. Further, there
is a study on the pricing strategies as well as how the internal and external may impact on the global
marketplace.
Critical analysis of global marketing practices of Addidas
Global marketing- It is a different as they are not a simply to sell the goods at the
international place and it majorly include the process in which they make plan, place, position and
promote the firm's goods at the worldwide marketplace. There are various benefits that can be
received by global marketing practices such as increase the effectiveness of goods or services as it
allow the company to grow faster and adapt the new strategies that assist them to produce the new
goods. It will also help them to increase brand of the firm's product in the minds of customers
(Kasemsap,2015). Therefore, the global marketing help them to reduce the overall cost and achieve
the economy of scale. It is a that type of process that make the company's products or services at the
worldwide that can be possible with the help of international marketing strategies. It is a very for
the company as it fulfil the demand that are universally place by deliver them high-quality of goods
or services.
Range of products: In the standardisation in which there is same range of goods at same
price available strategies and they adopt the location strategies. Thus, they are mainly focus on take
competitive advantages that allow them to enhance brand value. Whereas, in the adaptation there is
different range of products delivered by Addidas to take advantage from various levels to increase
the satisfaction level of customers.
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Marketing: In the standardisation, Addidas develop products and they market those goods
worldwide by adopting the standardisation marketing mix as well as they have do done a mass
marketing ( Garriga,Flores,Cechich and Zunino,2015). Whereas, in the Adaptation they adopt the
mixing standardisation and mainly focus on the customization in that way to minimize the overall
cost. The main essence of in the Adaptation strategy is that the segmentation and they usually think
globally act as a locally.
Benefits: The benefits of the adaptation strategies is that it help the Addidas to enhance the
quality by minimizing the overall cost. Along with that, it rapidly improve the production capacity,
decrease the cost of raw material and one of the most important is that to increase the company's
brand value. On contrast, the adaptation strategies help the company to modify the existing goods or
services that help them to develop a innovative products. They provide the goods or services in the
regional market that are suit to the customer that increase the profits of the firm.
Critical Analysis of online business practices of Addidas
Online business strategies- Addidas can adopt the internet business strategies that help the
firm to make establishment to target the potential and segment demographically. Thus, it provide a
report of market strategy as well as planning that help the organisation to enhance its brand . The
company can develop a right web design, utilize the search engine optimization that are related with
the keywords. Therefore, also there another online strategy are the email marketing through which
the useful information can be send directly to the large group of people. The internet business
strategies have a wide scope that market a larger area without consume more energy as well money
( Crane, Kawashima and Kawasaki, 2016). Therefore, it have benefits is that it help the business to
capture the market at the global level and retain a large number of customer by make a international
relationship with the other business. The another main benefit is that the use of internet business
strategies is that it save the cost and able to transfer the information most effectively without spend
a lot of expenses on the advertisement. Therefore, the company have an advantages they can easily
take feedback from the customers when they do online business by adopting internet business
strategies that help them to make the products as per the customers needs and desire that can be
easily fulfil. Thus, it will increase the satisfaction level of the customers at the highest level.
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REFERENCES
Books and Journals
Beck, U., 2015. What is globalization?. John Wiley & Sons.
Kasemsap, K., 2015. The roles of cross-cultural perspectives in global marketing. Alcántara-PilarJ.
del Barrio-GarcíaS. Crespo-AlmendrosE. PorcuL.(Eds.), Analyzing the cultural diversity of
consumers in the global marketplace. pp.37-59.
Crane, D., Kawashima, N. and Kawasaki, K.I. eds., 2016. Global culture: Media, arts, policy, and
globalization. Routledge.
Garriga, M., Flores, A., Cechich, A. and Zunino, A., 2015. Web services composition mechanisms:
A review. IETE Technical Review. 32(5). pp.376-383.
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