The aim of this report is to undertake a strategic analysis of Adidas.The Adidas strives to be the global leader in the sports goods industry with brands build on a passion for sports and sporting lifestyle, it sells products in virtually every country around the world.
For more than 80 years, the Adidas has been part of the world of sports on every level, delivering state-of-the-art sports footwear, apparel and accessories. Adidas strategy is: continuously strengthen brands and products to improve competitive position and financial performance. Adidas brands are visible all over the world and sponsor global sports events such as the Olympic Games.
Task A-Market Environment Analysis…show more content… The improvement in consumer demand trends seen in BRIC contries, where increasing income and consumer spending are supporting sales growth in the sporting goods industry.
Change in lifestyle
Acording to Euromonitor International data Obesity has become one of the buzzwords of the early 21st century. The statistics are indeed worrying, particularly in the Anglo-Saxon world.
While many consumers are leading increasingly sedentary lifestyles and consuming a diet “heavy” in calorie-dense foods, a growing number are fighting back against the prevailing trend, participating more in sports and unafraid to spend significant amounts of money in pursuit of their passion, which for some has become something of a lifestyle accoutrement.
a growing number of middle aged men in this age group are participating in more intensive activities, such as triathlon.This group of consumers also tends to have significant levels of discretionary income, which is very useful in a sport where equipment must be purchased for three separate disciplines (swimming, cycling and running). In the UK, some affluent middle-aged men are opting for high-end road bikes, rather than cars. Children are now participating in organised sport almost as soon as they walk on the basis that learning basic skills.
Identified social factors mean that demand for sporting equipment and services is likely to continue to exhibit stellar rates of growth.