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Adidas is guided by the three principles which were laid down by the founder, Adi Dassler – to aim for the production of the best possible foot wear to serve the requirement of sports, to aim for the protection of the athlete from any possible injury and produce a durable product (Step back in time, n.d.). They company operates out of Europe, Asia, Latin America and North America through a network comprising of more than 170 subsidiaries. The organisation is headquartered at Herzogenaurach, Germany, employing over 31,344 people worldwide (Adidas AG - Financial and Strategic Analysis Review, 2009).
The journey for the company began in 1920, when Adi Dassler, with the aid of two shoemakers, produced homemade leather training shoes. A major milestone was achieved, resulting in superb promotion for the company, in 1932, when Arthur Jonath, a German athlete, won a bronze medal in the 1932 Olympics using shoes produced by the company. The company was on its upward spiral and soon the revenues of the company crossed 400,000 Reich mark in 1935. Sportsperson from 120nations used Adidas products in the Seoul Olympics in 1988. The company has seen many highs and undergone major structural changes in the way it has approached the market place. It has been quick to realize that marketing and customer orientation have become vital on the part of a modern company. The company has changed its entire outlook – which resulted in the creation of the three divisions - adidas Sport Performance, adidas Sport Heritage and adidas Sport Style from the existing Footwear and Clothing/Accessories. The company also decided to give its customers to option of customising the products they wanted to buy according to their own specifications – a business model which is now replicated all over the market space. The company went ahead with its aggressive marketing campaign and adopted a new tagline in 2003 -
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According to the research findings it can therefore be said that the marketing communication objectives of Adidas are specific to different product categories that cater to certain niche markets and address their specific needs through the marketing and communication channels most effective for that segment.
Based on this research Adidas have been exploring the market opportunities that exist in the market. Therefore, the first part or exploring is the market research that Adidas does time and again so that they remain in line with the current requirements. The second part that talks about satisfying the need of the target market at a profit, since its inception Adidas is a premium brand.
This paper will discuss promotion plan for a business aiming to use sporting as a key promotional vehicle to market sports equipment. Taking Adidas as a case study, this paper will explore how Adidas can use sports to market itself.
It helps in reducing the cost of operations, improving the quality of the products and services rendered and in maintaining efficient delivery system. Moreover effective supply chain management practice promotes the system of spontaneous innovation taken by a concern.
It is a collective theme usually undertaken by the entire organization in relation to the daily activities undertaken within the organization, with respect to the fulfillment of the aspired present and future goals.
The success or even the failure of a MarCom programme carried out by an organization can be evaluated and judged using a communication audit. According to Fill (2009, p.912), “communications audit is a process that can help assess whether an organisation is communicating with its consumers and other stakeholders in an effective and meaningful way.” Typically, a communication process involves the sender (or marketing team), who encodes the message in particular way, then sends through a channel of transmission, which will be received by the intended recipient or customers through his/her own decoding process.
A Designer and a Salesman: 1924 at the age of 23, Adi convinces his brother Rudolf to join the business. On July 1st 1924, they register their small enterprise as Dassler Brothers Shoe Factory, Herzogenaurach.
These two brands have successively managed to penetrate, target, segment as well as position their own brands in the life of customers (Umair, 2011). Although Nike is the leading in the global market in terms of sportswear, it is evident that Adidas is growing
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