Marketing Analysis : Adidas Group

Adidas is a well-known sports company that manufactures shoes, sportswear and accessories. Adolf Dassler in Germany established the company in 1949. Adidas was started in a washroom and over the years triumphed the world. Recently Adidas has been going through a lot of turbulence. In the year 2014 the company stocks went down staggeringly. Adidas recently closed down close to 200 stores in Russia due to deteriorating economy. Nike has been giving Adidas a stiff competition. Adidas definitely need better planning and better leadership to give its competitors a healthy competition.

The target market for adidas is athletes such as football, rugby and more also it not for sport you can have normal shoes.

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).

Adidas AG sells sports shoes, apparel, and equipment in 170 different countries. There focus lies in football, soccer, basketball, running, training gear, golf, and apparel. This is a two billion dollar industry and with Adidas being a main cog. They also specialize in lifestyle goods including SLVR and Y-3 fashion brands. They have trademarked their three-striped logo that has become a global symbol of sporting excellence. They are the #2 sporting goods manufacturer behind only NIKE. Adidas’ main market is the footwear manufacturing industry. Research and development is what gives Adidas a competitive advantage. They focus many

Adidas is a German multinational corporation. It was founded in 1948 in Herzogenaurach in Germany by Adolf Dassler. This company belongs also with Reebok, TaylorMade-Adidas golf and Rock port to the holding company named Adidas Group. Its core business is to design and manufacturer clothing (especially sports cloth.) and accessories. Besides sports footwear the production is thus also focused on bags, watches, eyewear, shirts and others. Adidas is the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world. Adidas strives to be the global leader in the sporting goods industry with brands built upon a passion for sports and a sporting lifestyle. To anticipate and respond to

The competence of the Under Armour, Nike, and The Adidas Group are energetic and can be maintained continuously. All of three companies focus on the development, marketing and distribution of branded performance apparel, footwear, and accessories for men, women and youth. In one hand, they both have a large powerful brand image and benign reputation, in the other hand,

It seems Adidas works to be transparent with the global community, they are striving towards meeting all customers’ needs, in all walks of life, while giving back to communities. They follow a corporate mission that reflects human resources, social and environmental affairs, and community affairs; thus, good corporate social responsibility

The venture's structure is: In the wake of presenting the task, a few components of the necessary administration course will be examined and how Adidas is getting along in each. Beginning with a discretion of the games sector utilizing the five forces display, "PESTEL" analysis, at that point the Vision and Statements of purpose will be examined critically, then the assets and abilities of the firm will be recognized, SWOT analysis, then the system precious stone will be talked in detail, from that point forward, a clarification of Adidas gathering's corporate level and Business level procedure will be given, VRINE demonstrate, Esteem chain, and consummation with the Pen separation of the firm. At that point, a conclusion that will outline the key focuses, discoveries and suggestions for the organization, trailed by the references. (Adidas Group Strategy analysis, Research. Alsbiei Omar, September 2015)

Recently, Adidas has named Russia and China as major “growth markets,” and the company is working on implementing marking plans that will directly reach out to those specific areas. In 2011, Adidas has plans to add more than one-hundred stores to its current collection, many of those in the targeted areas. A majority of those stores will open in Asian countries and other emerging markets. In 2010, the company’s shares more than doubled in value, and they are expected to grow ten to fifteen percent in 2011, proving that the “growth markets” provide a solid basis for company expanse (Elfes, 2011).

Adidas spends significant resources on sponsoring top sport teams, sport competitions, events as the part of brand positioning to commercialize the brand image. This is the route using by adidas to show its credentials in performance arena. Through brand positioning like this, they expend the product image in sport inspired lifestyle markets. Adidas brings its passion for great products to the biggest stages in the world with sponsorship agreements for the FIFA World Cup, the NBA, the European Rugby Cup and the past London 2012 Olympic Games. Adidas also sponsoring famous sport clubs like AC Milan, Liverpool, Real Madrid in football, the New Zealand All Blacks in rugby and so on. This strategy not only attracts its fans to buy adidas products, where it also increase brand popularity in world level. Adidas regularly bring new global marketing concepts to life, which can be easily leveraged to create simple and powerful brand messages and support an array of product offerings.

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

Adidas targets sports participants as well as non-athletes who are into fitness. Adidas primarily focus its marketing with the 20-29 year old age group, but the aim to expand their targeted customers within the younger population, which are the 14-19 year old age group. This company believes that this next generation are the most influential, which can potentially drive the company profits up to new heights.

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.

Lastly, for the sports-elite Adidas opened Adidas Sports Style . Adidas defined the last one as the “Future of sportswear, which includes the labels Y-3 , Porsche Design, Adidas SLVR and Adidas NEO. Their positioning statement was “Style your life” . The overall marketing statement that ties these three product categories is “Adidas is in all”. They made these product lines for the general public, but the main focus was on supplying the sports wear of the major sports , focusing on football, tennis, basketball, cricket and athletics and rugby.

Adidas is an athletic apparel company in the international sports industry market. It is the second largest producer of sporting apparel in the world and has produced some very high quality and innovative sporting equipment especially in footwear. It is a very trusted brand by many professional teams and champion athletes, they believe in the brand and its three stripes to allow them to achieve amazing performance and achieve glory. Adidas is considered to be a world leader, nearly commanding twenty-two percent of the world market in athletic footwear and apparel. They are in a race to become the world leader in sports apparel, trailing slightly behind Nike, which holds the world market share of thirty-three percent. With its rich legacy and focus on strategy can help Adidas surpass Nike and hold the lead in the American markets and the markets of Asia and Latin America.