Adidas: Share Of Market, Targets And Segments

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4.2 Market Segmentation
Market segments are group of persons who share the same set of desires and wants. An institution like Adidas wants to make sure they create the appropriate segments for their new product offering. It is their marketing department's responsibility to identify the proper segments and choose the specific target (UK Essay 2015).
a. Geographic Segmentation:
Six key cities have been identified for which Adidas should grow its share of market, trend and image: New York, Los Angeles, Shanghai, Tokyo, London and Paris.
b. Demographic Segmentation:
The market is divided into different segments based on the variables of family size, family life cycle, income, gender, age, religion, generation, occupation, social class and nationality.
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Psychographic Segmentation: Here consumers are divided according to the personality, values and lifestyle. Consumers within the similar demographic segment can present very diverse psychographic profiles: Achievers, Well-experienced, Hard workers, Goal achievers.
4.3 Target Market
The target market for Adidas is the urban youth and adults between the age range of 15-36 with brand design for competition as well as lifestyle and fashion. The main objective of this is to focus the principle consumption to the cities and urban areas to reach the prospective target market. This brand is well known throughout Europe and the United States and is starting to penetrate the UK and Asian markets.
4.4 Competition
The biggest competitors for Adidas is Nike. Nike is the worlds-leading brand in athletic footwear and holds 16% of the market share in the industry (Hitesh, 2016). Nike’s scope of operations spans through America, Europe, the Middle East, Africa, and Asia Pacific. They have wide product lines with strong marketing and strong innovation. Nike has in the past come under scrutiny about how their products are made in other countries. They have had acquisitions of using sweatshops to produce their products, which has slightly affected their brand image (Bells et al, and UK
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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.

Each group is to be headed by sales managers who report to the Chief Sales Officer – Roland Auschel. These Managers are responsible for marketing products under each group with full deciding power. This shift of centralized management will create a more flexible, creative and customer-focused organization better equipped to meeting the dynamic needs of its client base. It would also ensure better monitoring of competition and provide them with leverage for effective

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