introduction

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School

York University *

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Course

100

Subject

Marketing

Date

Jan 9, 2024

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docx

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Uploaded by CoachQuetzalPerson889

A. Introduction: In this comprehensive study, we delve into the analysis of the "Adidas US Sales Dataset," aiming to provide valuable insights that can inform strategic decision-making and drive growth within the dynamic US market. Adidas, a renowned brand in the sportswear manufacturing industry, stands at the forefront of our analysis. Founded in Germany in 1949, Adidas has established itself as a global leader, celebrated for its high-quality products, innovative designs, and impactful marketing strategies. The sportswear manufacturing landscape is characterized by rapid growth, driven by factors such as the rising popularity of fitness and sports, increasing demand from developing nations, and the surge in online shopping. Leveraging the wealth of data within the Adidas transactions dataset, we aim to unravel critical insights into casual clothing manufacturing and the intricacies of the Adidas brand. Through rigorous analysis, we seek to address key research objectives and questions that will enable us to optimize performance across various dimensions, ensuring Adidas maintains its position as a market leader. B. Problem Statement: Our study confronts the multifaceted challenges faced by Adidas in the US market, including intense competition, regional variations, and evolving consumer preferences. We aim to provide actionable solutions to empower Adidas to navigate these challenges successfully. By assessing profitability across states, identifying top-selling products, and understanding gender-based and regional variations in sales, we intend to proffer strategic recommendations that enhance Adidas' market presence, product appeal, and sales performance. Our goal is to equip Adidas with the insights required to maintain and strengthen its competitive edge amid a dynamic industry landscape.

C. Research Objectives: Our research objectives encompass: 1. Evaluate overall sales performance within a specific period. 2. Identify top-performing products across states and regions. 3. Determine the contribution of different sales channels. 4. Understand the profitability of men's and women's product lines. 5. Analyze regional sales performance and geographical variations in demand. 6. Assess the effectiveness of various sales methods. 7. Identify seasonal sales patterns and their implications for inventory and marketing strategies. 8. Recognize high-performing retailers and explore partnership optimization. D. Research Questions: Our research questions guiding this study are: 1. Which states are the most profitable for Adidas in the US market? 2. What are the top-selling products across different states and regions? 3. How do sales channels contribute to overall sales performance? 4. Is there a significant difference in profitability between men's and women's product lines? 5. What are the geographic variations in sales performance? 6. Which sales methods are the most effective for Adidas? 7. What are the seasonal sales patterns, and how can they inform inventory and marketing strategies? 8. Which retailers contribute the most to Adidas' sales in the US market, and how can partnerships be optimized for better results?

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