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Marketing strategy of Adidas - Essay Example
Author : prudence84
Pages 10 (2510 words)
The paper is about the whole of marketing strategy of Adidas. Adidas is a company that sells sporting equipment and accessories relevant to sports. This paper discussed various factors that affect planning of strategies for the company using SWOT and PESTEL analysis…
The firm that is analyzed in the paper is Adidas, the largest sport manufacturer in Europe and has Puma and Nike as its major competitors. They have divided their whole range of products into two segments: Adidas Performance and Adidas Originals. Adidas performance aims to show the loyalty and devotion of the brand to athletes, while Adidas Originals are all about fashion and lifestyle. The definition stated by Philip Kotler is: “The science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services”. Adidas have been since its inception looking for opportunities in the market by constant market analysis. It has been seen that they have been the company of many firsts and therefore a company who has been creating a niche in many sectors. They introduced Adidas originals to target the market that did not wear the sportswear as they had no relation with sports but then Adidas cashed in on the opportunity by releasing a line of casual wears which would ultimately establish them in the non-sport sector as well. Main points from the definition: science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. ...