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For a sports organisation/product/service/concept of your choice, apply best practice by developing a comprehensive marketing pl - Essay Example

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“Marketing Plan” Name: Matric Number: Course code: Date: Word count: Table of Contents Topic Page Number Executive Summary 2 A brief history of Adidas 2 Adidas the company: 3 Macro environmental Issues with regard to UK 3 Micro environmental Issues 4 Competitive advantage 9 Strategy development 10 Marketing Segmentation 10 Product Planning 10 Channel Management 11 Marketing Communications 12 Pricing Policy 13 SWOT Analysis of Adidas 13 Recommendations and conclusion 14 References 15 Executive Summary: Adolf (Adi) Dassler, founded the company in 1948 with his brother Rudolf Dassler in Herzogenaurach, Germany and registered it as Adidas AG on 18 August 1949…
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Download file to see previous pages The company acquired Reebok in January 2006 and became more dominant in the market. Adidas primarily focuses on the European markets but in order to cut costs the company has started outsourcing its production to Asian countries. The Company values its employees and makes sure they are well paid and are happy in their work environment. But they are not able to exert as much control in the countries where they have outsourced. The company uses print media, advertisements, the internet and also celebrity endorsement for its promotion. Both Nike and Adidas cash their brand names. Since both are very popular throughout the world, so the customers have a strong belief that these companies will always provide competitive, technologically advanced and quality products; and yes they are right in their belief. But still, Nike has the largest market share and customers often prefer it over Adidas. It is focusing on the right target market and with the increasing spending power of its target market its sales can be boosted. More and more people are incorporating sports into their lifestyle. With outsourcing, their production cost will be reduced and they will have more money to spend on promotional activities. Adidas states “impossible is nothing”, so if they continue to believe in it then it can do wonders for their success. A brief history of Adidas: Adolf (Adi) Dassler, founded the company in 1948 and has been in the shoe production business since the early 1920s. He and his brother Rudolf Dassler founded the company together in Herzogenaurach, Germany and registered it as Adidas AG (with lower-case lettering) on 18 August 1949. In later years, some differences aroused between the two brothers that led to the split up of their business, and Rudolf went on to start Puma while Adolf focused his attention on the expansion of Adidas. (Suzy Kassem n.d) Adidas the company: Adidas is a German based company, which specializes in sports apparel manufacturing. It is the second largest sportswear manufacturer in the world after Nike and is a significant part of the Adidas group which is primarily comprised of Reebok Sportswear Company, Taylormade Golf Company, Maxfli golf balls, and Adidas Golf. The company acquired Reebok in January 2006 and became more dominant in the market and is continuing on the road to success. Today, Adidas plays a dominant role in global street culture and many of its sub-cultures (Suzy Kassem n.d). Macro environmental Issues with regard to UK: Political: Adidas primarily focuses on the European markets but in order to cut costs, the company has started outsourcing its production to Asian countries. Like other European countries, UK also has rules, regulations as well as laws, which aid and ensure its economic development, but luckily it does not have policies that hamper or confine the communication strategies or promotional activ ...Download file to see next pagesRead More
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