Adidas - Case Study Example

Comments (0) Cite this document
This paper will deal with analysis of the market position of Adidas in the global sporting industry.The paper will start by exploring historical events that have shaped strategy in the company,major acquisitions and changes in market strategy…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER98.2% of users find it useful
Read TextPreview

Extract of sample "Adidas"

Download file to see previous pages The paper will then focus on the SWOT analysis and highlight the strengths, weaknesses, opportunities and threats that face the company. In addition, the paper will go further to evaluate the implications of the SWOT analysis on the current marketing position, current business strategy and changes that should be implemented in order for Adidas to attain competitive edge in the global market. The paper will highlight how the company can use its strengths to exploit the market opportunities and turn the threats and weaknesses in to strengths. Finally, the paper will make recommendations on necessary changes to the current business strategy in order to ensure higher profitability.Introduction Adidas Group (Adidas) is a leading player in the global sporting industry and engages in the design, development, and marketing of sporting apparel, accessories and footwear (Blakey, 2011). Adidas mainly targets five sporting fields that are basketball, football, training, running and outdoor. The history of Adidas can be traced back to 1925 when founder, Adolf ‘Adi’ Dassler created Adidas after identifying the need of high performance athletic shoes. The gold medals of 1928 in Amsterdam and subsequent medals in Berlin in 1936 by Jesse Owens were the initial milestones that created the impetus to engage in more production of sporting shoes. Adidas 3-stripes shoe of 1949 attained the company a global recognition while German national football victory against Hungarian in 1954 World Cup finals made Adidas a household name across the world (Blakey, 2011). In 1970, Adidas conquered the football market through its Telstar official ball in FIFA World Cup since the ball enabled a higher visibility on the Black and White televisions. In 1971, Rockport Company was established in order to sell advanced technologies and materials in the casual footwear in the US market. However, the death of Adi Dassler in 1978 did not affect the company since his son, Horst and mother Kathe continued with the vision of the founder in making Adidas a modern sporting apparel and shoes provider. Continued innovation saw the development of the micropacer that provided athletics with performance statistics (Blakey, 2011). Adidas sold it stock to the public in 1995 and continued with its efforts of producing stylish and quality sporting apparel and shoes for the sporting industry. In 1996, Adidas equipped over 6,000 athletics from over 30 countries and experienced more than 50 percent increase in apparel sales. In 1997, the company acquired Salomon Group including TaylorMade, Bonfire and Mavic brands and renamed the company Adidas-Salomon AG. In 2004, the company partnered with Stella McCartney and later initiated plans of selling certain business segments like ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Adidas Case Study Example | Topics and Well Written Essays - 1750 words”, n.d.)
Retrieved de
(Adidas Case Study Example | Topics and Well Written Essays - 1750 Words)
“Adidas Case Study Example | Topics and Well Written Essays - 1750 Words”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document


Marketing Communication of Adidas

...?Marketing Communication of Adidas In today’s competitive market, survival of brands is a challenge to firms as they fight to keep their market shareand retain customers. Crucial to achieving a brand’s competitive edge is its marketing communication strategy that differentiates it from other products and captures its niche market. Marketing communication entails communication with the target audience through various channels such as advertising, promotion, social media marketing, personal selling and below the line marketing activities. Marketing communication is aligned with the marketing plan and because of its visibility serves to be the impetus behind achieving the short term and long term marketing and communication...
4 Pages(1000 words)Essay

Marketing strategy of Adidas

...?[Marketing] The paper is about the whole of marketing strategy of Adidas. Adidas is a company that sells sporting equipment and accessories relevant to sports. Task one Adidas is the largest sport manufacturer in Europe and has Puma and Nike as its major competitors. They have divided their whole range of products into two segments: Adidas Performance and Adidas Originals. Adidas performance aims to show the loyalty and devotion of the brand to athletes, while Adidas Originals are all about fashion and lifestyle. The definition stated by Philip Kotler is: “ The science and art of exploring, creating, and delivering value...
10 Pages(2500 words)Essay

Adidas: Leadership and Management

...Summary Serious competition in the industry of sports has caused organisations like Adidas to focus on more than just selling sportswear- and equipment. Organisations need to differentiate themselves and focus on both product attributes and brand values when creating brand strategies. This paper will deeply explain the environmental standards within Adidas and the recommendations based upon the analysis of Adidas. Like SWOT analysis, PEST analysis, etc. The purpose of this research finding has been done with an aim to help Adidas to benchmark its current performance against all its competitors, like Nike, Reebok, etc., as well as to define areas for improvement and training needs so as to maintain and enhance customer service... ...
22 Pages(5500 words)Essay

Rewards Managemnet of Adidas

...? ADIDAS REWARD MANAGEMENT Executive Summary This report aims at assessing the reward system of Adidas by evaluating on the company reward practices with those of the market. A detailed analysis of the theories of rewards and the need to reward employees has also been elaborately covered. The reward practices of Adidas together with the company’s employee performance are further analyzed. The report concludes by recommending that Adidas should pursue in their bid to have a motivated workforce and in increasing the company’s general performance. Introduction Adidas is a manufacturer of sports apparel and is consists of a Reebok company....
8 Pages(2000 words)Essay


...? Adidas Lecturer: Adidas is the largest manufacturer of sportswear and athletic footwear in Europe with its main strength being that the company is among the most renowned companies worldwide. The company’s consistent introduction of new products, brand development and technologies have enabled the company attain its strong recognition. For instance in 2005, Adidas was the market leader in sports goods in Japan because of its strong brand image and diverse product launches in the region. Since the soccer world cup in Japan and South Korea, Adidas embarked on advertising campaigns with popular sports representatives and celebrities. The brand strengthens its image through...
2 Pages(500 words)Research Paper

Adidas Value Chain Analysis

...? ADIDAS VALUE CHAIN ANALYSIS Discussion The brand of Adidas Group is a combination of the of the founder and the company name, and is structured in three main divisions, which entail the Adidas sport performance, heritage, and sport style. For years, Adidas Group maintains its trademark as the major producer of sport products such as shoes, apparel and accessories globally. According to Porter, value chain analysis denotes all the undertakings that increase value to the organizational amenities and products. Such activities must be operated at an optimum level for Adidas Group to surpass the cost of operation, for instance, clients should return to the company and willingly and freely do some transactions, (Porter, 1985... ). This is...
3 Pages(750 words)Research Paper

Marketing strategy of adidas

...Contents Contents Introduction 2 Marketing Strategy – Theory and Applications with reference to Adidas 3 Importance and the use of information in the marketing strategy of Adidas 5 Relation between the Marketing strategy and Organizational strategy 6 How Adidas has embraced eBusiness strategies in its Marketing 7 References 8 Bibliography 9 Introduction When one thinks about footwear, Adidas is perhaps one of the earliest to come up. This German footwear manufacturer is the leader in its industry in Europe and is rivaled only by Nike in the whole world. The Adidas group has Reebok in its portfolio and has moved into sports wear, bags and other clothing...
10 Pages(2500 words)Essay

Adidas Marketing Communication

...Adidas Marketing Communication Research Methodology This study was aimed at determining the marketing communication strategies used by Adidas and theparticipants were the employees of the company and members of the public. The employees of Adidas were helpful in providing information about how the company formulates effective marketing communication strategies to ensure that they are the number one choice for consumers interested in sports equipment and apparel. The employees helped in the understanding of the internal operations of the company. The consumers provided information about their buying patterns of Adidas products. They also gave information about how they learnt about Adidas products. They provided information about... the...
6 Pages(1500 words)Research Paper

Adidas Company

...Adidas Company Analysis Adidas Company is a business that produces sports equipment and other sportswear. It offers its products through various branches across the continent. Its headquarters is in Herzogenaurach, Germany. Its resources are from a strong brand portfolio that establishes robust footprint retail. The company possesses a management team that skillfully uses the company’s resources to build a competitive advantage. They have a good corporate strategy in different places such as North America and markets in the overseas. Their products are diverse and come in varieties as offered in the web. They possess strong control over their channel of distribution. Their customers have strong competence to promote the company’s... ...
1 Pages(250 words)Assignment

Adidas Marketing Project

...Reflective and Evaluative Comments on Adidas Marketing Project Reflective Comments The group research can be judged as very successful as the groupmembers were fully dedicated to the assignment. Members fully researched for the marketing information about Adidas and they were resources by themselves. Sharon, the other team member had already collected a lot of information for use in the assignment during the preparation phase. In general, the group adequately prepared for the assignment. Challenges faced included time available and getting to agree on the content for the poster. The amount of relevant information available was great thus agreeing on what to include and what to leave out in the poster presented challenge. The time... to...
2 Pages(500 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Case Study on topic Adidas for FREE!

Contact Us