Adidas- ‘Brand Management’

Adidas is one of the most famous manufacturers of top-quality sporting goods. It is the market leader in sporting good alongside with its competitive rival Nike. It also consists of Reebok Sportswear Company.They produce different types and variety of products to all age categories such as bags, shoes, shirts and more. The Adidas group, headquartered in Herzogenaurach (Germany) started in 18th August 1920 by Adolf Dassler. Adidas witnessed its first international success in 1954 and that is when the German have won the soccer world championship. Adidas has 169 branches worldwide and total revenue of 11.9 M Euros. Adidas is well known of sponsoring many sports events such as world cup or Olympics in addition to the use of its products

n. Is the firm’s brand or unique selling proposition a sustainable competitive advantage (i.e. can it be copied by the competitors or new entrants)?

Brand competitors and the diversity of choice that is available to consumers, puts brands under pressure to offer high quality products and service, excellent value and a wide availability (Clifton et al., 2009). Brands must differentiate themselves from the competition and create an unforgettable impression.

Adidas is a sportswear manufacturing company started by Adolf Dassler. Adidas group has incorporated brands including Adidas, Reebok, TaylorMade-Adidas and Rockport. The wings of the company are widespread and have assimiliated other productions including handbags, shirts, spectacles, watches, balls, and sportswear. Adidas is being the largest company that sells footwear in the European market and have achieved a momentous market share at the global platform. Adidas has achieved phenomenal sale and have reached the pinnacle of success on the global scale with other international footwear companies (McDonald & Milne, 1999).

As such it is important to organize the marketing functions by customer groups. This would permit Adidas focus marketing efforts particularly on the needs of each group. Though Adidas’ main customers are Athletes, teens and Young adults’, it still caters for the needs of older adults, Children and coaches, therefore catering to a broad customer base. These differentiation would be in two main categories; Male and Female and further differentiated into shoe (footwear), clothing and accessories.

This gain value and addresses a key decisive achievement factor in the industry (Grant,2010). As position is important to offer convenience and a deep assortment, An extra unique intangible resource would be their brand representation and customer loyalty, this is vital since it can attract or attract consumers and it could be necessary to build the brand image .

Adidas is a large sportswear brand with a large customer base for all genders and ages. Adidas who is a very similar brand to Nike, have exclusive ranges, including their Jordan range and Original, they are also a

Adidas is focusing primarily on growth, by growing in size Adidas will have the chance to be the market leader, being larger than the top rival Nike. Adidas also wants to “be the first sports company that invites athletes, consumers and partners to be part of its brands. We will open up so that they can co-create the future together with us” as stated by Eric Liedtke Executive Board Member.

First according to "Adidas" shaping the sporting goods industry sustainably is more than a job . Sport industry is not just an industry , Sport industry is so important and help in the economy of any country so we neither can say that sport industry is not important nor ignore it . Adidas overview "At the Adidas Group, our love for sport drives who we are and

Adidas was founded by Adi Dassler on August 18, 1949 in Herzogenaurach, Germany. Adidas has been in business longer than Nike, they have had their logo since the inception; thus, the three stripes on the side of their shoes. In Spring of 2015, they came out with their new strategic business plan called, “Creating the New”. The focus was on Cities, Speed, and Open Source. According to Herbert Hainer, the CEO at that time stated, “The company is working every day to inspire and enable people to harness the power of sport in their lives (Adidas Group, n.d.). Adidas current competitive strategy is not the same as Nike’s competitive strategy. In October 2016, Kasper Rorsted became Adidas’ current CEO. He believes health and fitness will continue to become a lifestyle not a fad. Furthermore, he wants to expound the three clear strategic choices: Speed, Cities, and Open Source.” They are more focused on the broad target market, a low-cost provider strategy. In March 2017, he updated the focus for Adidas to include “Corporate Culture, Digital, One Adidas, North America and Portfolio.” (Adidas Group, n.d.).

1. What is adidas’ position in the athletic shoe market? How does the brand seem to be doing in this market? Position: the position of adidas has transferred from “leading supplier of soccer footwear worldwide” to “leading sport brand”. Adidas was founded in Germany in 1920. In 1995, it became a public company as well as the leading supplier of soccer footwear due to its great performance of footwear sales. In 1998, adidas began to move into the U.S. market. Adidas doubled its U.S. market share within only one year, so it hoped to continue to make big move in following years. In its way to U.S. market, adidas confront with the

In the surroundings of this Adidas retail store, we can find different competence from another retail stores such as Nike, Puma, and a bunch of different sportswear retailer (Foot Locker, Finish Line, and Modell’s)

Adidas is a major German sports apparel manufacturer, which was founded in 1948. It is the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world, after Nike. The company's clothing and shoe designs typically feature three parallel bars. The company revenue for 2009 was listed at €10.38 billion. The market segmentation; targeting and position play an important role in this company. This essay will use the three factors to analyze this company.

Adidas is the second largest sportswear and apparels manufacturer (Dogiamis & Vijayashanker, 2009). By far, Adidas holds a market share of 22% (Dogiamis & Vijayashanker, 2009). Adidas had also registered the infamous ‘3 stripes’ as its trademark (Berntson, Jarnemo & Philipson, 2006). The founders of Adidas, Adolf and Rudolf Dassler had the vision of providing athletes with the best suited pair of shoes for their respective sports (Dogiamis & Vijayashanker, 2009). In efforts of achieving that, Adidas is had used the strategy of collaborating with important athletes to gain their insights on the products offered (Berntson, Jarnemo & Philipson, 2006). This contributes to the fact that Adidas had earned

Long before now has branding been considered as one of the peripheral aspects of business. Manufacturers, investors and other key players focused on the product without paying much attention to the consumer. But as the business landscape got tougher, marketing became not just an integral part of business but one of the fundamental principles of success.