Adidas Marketing Strategy

 Adidas Advertising Plan Article







 


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


on, 
which
requires
it
to
partially
change
its
focus
in
order
to
seek
out
less
established
 markets
of
consumers
that
have
a
huge
potential
for
future
growth, 
profits
and
customer
 loyalty. 
Adidas
is
also
facing
issues
with
the
communication
between
its
customers
and
the
 company, 
and
how
that
affects
sales
volumes. 
If
Adidas
continues
on
its
current
path
it
will
 likely
continue
to
survive
in
its
market, 
but
it
will
also
continue
to
be
wholly
dominated
by
 Nike. 
However, 
by
making
some
key
changes
in
its
approach
to
its
current
situation, 
Adidas
 has
the
potential
to
grab
hold
of
a
much
greater
base
of
loyal
consumers
besides
its
soccer
 market. 
 
 We
have
five
recommendations
that, 
if
implemented
effectively, 
will
lead
adidas
into


a
new
era
of
market
penetration
and
customer
loyalty
that
will
put
adidas
in
position
to
 truly
compete
with
its
rival
Nike. 
Our
first
recommendation
is
to
become
a
more
socially
 responsible
company
by
improving
supply
chain
management
practices. 
Secondly, 
we
 recommend
that
adidas
put
a
strong
focus
on
the
female
market
of
active
women
who
will
 not
accept
the
" make
it
pink”
model. 
Third, 
we
recommend
that
adidas
streamline
its


product
offerings
and
avoid
spending
heavy
resources
on
promotion
of
products
for
niche
 markets. 
Our
fourth
recommendation
is
to
improve
specific
product
and
technological
 awareness
by
focusing
on
better
functional
communication, 
such
as
a
redesigned
and
 simpler
website, 
and
an
increase
in
advertisements
and
commercials
for
specific
products, 
 as
opposed
to
just
focusing
on
promoting
the
adidas
brand
as
a
whole. 
Finally, 
we
 recommend
that
adidas
aggressively
pursue
gaining
market
share
in
emerging
Asian
 market segments, 
especially
China, 
since
there
is
yet
to
be
an
established
leader
there
in
the
 sporting
goods
industry. 
 
 Currently
adidas
is
essentially
surviving
in
the
market, 
but
it
is
overshadowed
by
its


biggest
competitor
Nike. 
By
following
these
five
recommendations, 
adidas
will
ultimately
 be
able
to
thrive
because
it
will
be
capitalizing
on
its
biggest
strengths
while
aggressively
 pursuing
markets
that
are
most
vulnerable
to
gaining
market
share. 
If
adidas
can
 effectively
implement
our
five
recommendations, 
we
are
confident
that
it
will
result
in
the
 company
proving
its
own
very
powerful
slogan
that
Impossible
is
Nothing.

Table
of
Contents


Introduction........................................................................................................................... 1
 Situation
Analysis: 

Company
and
Competition....................................................................... 1
 Company
Mission
and
Strategy........................................................................................................................................... 1
 Financial
Performance............................................................................................................................................................. 2
 Adidas
SWOT
Analysis............................................................................................................................................................. 2
 Competitors
and
Competitive
Rivalry...

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