Adidas Marketing Plan

20768 Words84 Pages
Final
Assignment
 Nathan
Coury
 Christien
Crynes
 Erin
Dodds
 Priya
Nathan
 Jackie
Smith April
30,
2010
 Executive
Summary
 Adidas
has
been
around
since
1924
and
has
grown
to
be
one
of
the
top
companies
in
 providing
a
variety
of
high
quality
products
to
consumers
interested
in
sports.
It
is
 currently
the
number
two
brand
in
the
sporting
goods
industry,
trailing
its
main
 competitor
Nike.
Adidas
has
a
strong
focus
on
both
performance
and
style,
as
opposed
to
 Nike’s
more
pure
performance
emphasis.
Adidas
is
currently
surviving
in
its
market
but
 has
many
barriers
holding
it
back
from
becoming
a
more
dominant
and
thriving
company.
 
 Right
now,
adidas
is
facing
an
array
of
opportunities
that
it
can
choose
to
capitalize…show more content…
47
 Natural
Environment ............................................................................................................................................................ 48
 Technological
Environment ............................................................................................................................................... 49
 Political/Legal/Regulatory
Environment .................................................................................................................... 52
 Social/Cultural
Environment............................................................................................................................................. 53
 Overall
Brand
Critique
and
Recommendations...................................................................... 54
 Works
Cited.......................................................................................................................... 61
 Appendix .............................................................................................................................. 79
 0 
 Introduction
 “Impossible
is
nothing.”

Adidas,
or
more
formally,
The
adidas
Group
was
founded
 in
1924
by
Adolf
Dassler.

Its
headquarters
are
in
Herzogenaurach,
Germany.

Adidas
 produces
footwear,
apparel,
and
accessories
through
its
three
brands:
adidas,
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