...sponsors major sporting events including Olympics and major sports men and teams. This is important because this gives Adidas a global brand and it allows them to have a worldwide presence. * Adidas have a youthful appeal which can be seen through their commercials. Their commercials jump for a scene with sports and then jump to a scene where a person is out or in the club, which tell the viewers that Adidas are suitable for everywhere. (http://youtu.be/DCRihtIZZdM) Weakness: * Adidas outsources 97% of its global production to 3rd Party manufactures based largely in Asia. This is important because it makes us question the quality of gear because it is made in countries that are way much poorer than us. This is also bad because some buyers that believe in Ethnocentrism, which rather buy the products made in their own country because they believe they are superior to others. (http://www.waronwant.org/attachments/Adidas%20briefing.pdf) * Adidas does not have as many commercials as their competitor Nike. This is not good because if you do not market as much as you can for your new product then your possible customers would not know if the new products that you have available. They should make their products more readily available for the public to see and know information about. Opportunities: * When new athletes emerge and their popularity grows, Adidas can add them into their marketing mix. This would help them market certain products to a whole new element of...
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...Management Case study: Global Strategic Analysis Adidas and Reebok Merger Acquisition ABSTRACT 3 INTRODUCTION 4 LITERATURE REVIEW 5 ANALYSIS AND FINDINGS 8 VMOST 7 VISION 7 MISSION 7 OBJECTIVES 7 STRATEGIES 7 TACTICS 7 ACQUISITION 8 SWOT ANALYSIS 9 BEFORE ACQUISITION WITH REEBOK 9 STRENGTHS 9 WEAKNESSES 10 OPPURTUNITIES 10 THREATS 11 AFTER ACQUISITION WITH REEBOK 11 STRENGHTS 11 WEAKNESSES 11 OPPURTUNITIES 12 THREATS 12 CONCLUSION 13 REFERANCES 14-15 ABSTRACT The purpose of this report is to evaluate the impact of adidas pending acquisition of Reebok on the sporting goods industry in relationship to Nike position. Evaluation of background information and corporate culture combined with VMOST and SWOT analyses to helped form the arguments presented in this report and have assisted in answering the question, Will adidas forthcoming takeover of Reebok help the new company achieve sustainable competitive advantage over industry leader Nike?. This research was based on the subject that is illustrating an evaluation of the impact of Adidas from acquisition reebok. Furthermore, an investigation of the strengths, weaknesses, opportunities and threats (SWOT) related to companies in the sports industry was conducted. On the one hand it was found that Adidas historically grown passion for sports in order to...
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...Advertising Strategy of Adidas: A comparative Study ADVERTISING STRATEGY OF ADIDAS A COMPARATIVE STUDY Prepared As a course Requirement of (Advertising and Public Relation-mkt 424) M. Atiqur Rahman Patuakhali science and Technology University Bangladesh atik.bdpalo@yahoo.com www.pstu.ac.bd Copyright : group-1©bba®pstu Term Paper (8th Semester) Page-1 Advertising Strategy of Adidas: A comparative Study EXECUTIVE SUMMARY Adidas Inc. is a marketer of sports apparel and athletic shoes. The German manufacturer, through its marketing strategy which rests on a favorable brand image, has evolved into a large multinational enterprise. In keeping with the brand image is its association with the distinctive logo and its advertising slogan, "Impossible is Nothing." In order to maintain and sustain this image, the company makes huge investments in advertising and brand promotion. At the critical time of global economic crisis, Adidas will react to the consumers’ pessimistic attitude and stressful emotion during this period. It may become a good chance for Adidas because it can take advantage of its previous advertising way of “Impossible is Nothing” campaign by sponsoring sports stars to express the corporate philosophy of grit, determination, passion and humor, giving people more courage and psychological comfort in face of economic crisis. But besides that, we also focus more about family function especially in Asian countries which emphasize a lot on family, which can provide...
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.....................................................................3 2.2. Cons: ...........................................................................................................................................................3 2.3. Risks: ...........................................................................................................................................................3 III. Nike Core Marketing Strategy ...........................................................................................................................4 3.1. IV. Core marketing strategies .........................................................................................................................4 SWOT analysis .................................................................................................................................................6 4.1. 4.2. Weakness ....................................................................................................................................................6 4.3. Opportunities ..............................................................................................................................................6 4.4. V. Strengths...
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...acknowledged and disclosed in the paper. I have also cited any sources from which I used data, ideas or words, either quoted directly or paraphrased. I also certify that this paper was prepared by me specifically for this course. Student's Signature: Brizaida Ribalta, Jessica Halsey and Shereen Hijazi ***************************************************************** Instructor's Grade on Assignment: Instructor's Comments: Table of Contents Executive Summary 4 Company Description 6 The Origin of Nike, Inc. 6 Today’s Nike 7 Mission and Goals 8 Core competencies 10 Situation Analysis 11 Macro-Level External Environmental Factors 11 Competitive Environmental factors 12 SWOT Analysis 15 Competitors 16 Reebok 16 Adidas 17 Puma 17 Target Market 19 Segmentation 19 Target Marketing 19 Marketing Mix 20 Product Strategy 20 Distribution Strategy 21 Promotion Strategy 21 Pricing Strategy 24 Customer Relationship Management 24 Budget and Monitoring 26 Summary and Conclusions 28 List of References 30 EXECUTIVE SUMMARY Nike is a leader in sportswear providing high quality innovative products. Our mission is to continue pushing boundaries with innovation thinking and product development. We create products for...
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...1. History of the Puma & Reebok companies 2. Marketing Analysis: SWOT analysis 3. Advertising strategy 4. Consumers' information 5. Conclusion History Brand Origins The roots of the Puma brand stretch back to the mid 1920’s when Adi and Rudolph Dassler spent years working together building lightweight athletic shoes registered under their family shoe enterprise Gebrüder Dassler, in Herzogenaurach Germany.Beginning with the 1928 Olympics in Amsterdam, Adi’s uniquely designed shoes began to gain a worldwide reputation. Jesse Owens was wearing a pair of Dassler’s track shoes when he won gold or the USA at the 1936 Berlin Olympics. After World War II, during which Rudi Dassler had spent time in a POW camp, the Dassler brothers began a legendary feud, causing Rudolph to leave the company and found a rival company across town. Originally thinking of calling his brand RUDA, Rudi Dassler named his company Puma Aktiengesellscaft Rudolf Sport (Puma) while brother Adi in corporated as Adidas. This family rift would lead to cutthroat business feuds and sporting triumphs forging two mighty sporting brands recognized all over the world. [pic] Brand Name Origins [pic] The leaping puma also symbolizes combination of speed, power, and elegance often exhibited by professional athletes. The Puma logo is a symbol of the fierce rivalry between the two brothers. No longer working with his partner and brother, the brand would come to symbolize the solitary and secretive...
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...Under Armour’s Strategy Case Analysis 1. How strong are the competitive forces confronting Under Armour, Nike, and The Adidas Group? Provide a five-forces analysis to support your answer. The competitive forces confronting Under Armour, Nike, and the Adidas Group are very strong. There are many other companies who offer similar sportswear and gear lie these three groups. A consumer has a wide variety of merchandise available to choose from, and the price to pick one brand over another costs the customer very little. All the competitors have allowed the market to be saturated with similar merchandise without much differentiation in products. The companies have an equal economic capability and economy of scale as Under Armour, Nike, and Adidas Group which allows them to remain equally competitive. The competitive pressure coming from new entrants into the sportswear apparel industry is relatively high. Active lifestyles are promoted heavily and customer demand for athletic products are high which means newcomers can expect to earn exponential profits. If a company has the resources to enter the market, then they could become a formidable competitor. The competitive pressure coming from firms offering substitute products is very high. Substitutes are often attractive to consumers because they are readily available for a nice price. Consumers often become used to buying substitutes because they suffer very low cost when switching products. Competitive pressure...
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...For more than 80 years, Adidas has been a top tier brand contender in the world of sports apparel, consistently innovating and delivering best in class footwear, clothing and accessories. At year end 2002, Adidas was the ‘number two’ sporting goods company in the world, with more than 100 million pairs of sport shoes and 170 million textile pieces sold annually. Thanks to a refocused business structure headed up by Herbert Hainer, Adidas became part of the Adidas-Salomon AG global sporting goods group, with a strong growth profile and a clear strategic vision to be ‘the world leader in the sports market’. To achieve this mission, Adidas builds on a set of distinctive core competencies and values which differentiate it from competitors. With a strong brand built on a heritage of innovation in sporting goods technologies and association with iconic succesful athletes, Adidas ‘designs products and technologies and creates designs that help all people to experience and share sporting sensations’. Adidas is positioned as ‘the brand for sports performance, whether for competitive or lifestyle purposes’, with a recognised brand slogan of ‘Forever Sport’. To deliver the corporate strategic objective, Adidas requires immediate focus and additional investment to leverage its position in the European football market. Adidas should develop increased presence and share in targeted segments of this market over the next few years to create a growth platform leading into the 2006 World Cup...
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...Case Study: Under Armour 1. How strong are the competitive forces confronting Under Armour, Nike, and The adidas Group? Do a five- forces analysis to support your answer. The analysis of the Porters five forces are very important to business entities. Based on the analysis a business can evaluate their current position and positions that they plan to progress towards as it relates to the industry they are operating in. The following is my five forces analysis of the competitive forces confronting the companies that operate in the industry that Under Amour, Nike and Adidas operate in. Competitive Rivalry: There are many companies in the sports apparel, footwear and accessories industry, such as Nike, Adidas, Puma, Champion, New Balance etc. just to name a few. Many of the company’s competing in the industry offer a wide variety of similar products and each is trying to establish its brand as the brand for customers to commit their money and loyalty towards. What is obvious right away is that Nike and Adidas are Under Amour’s two biggest competitors and they have the highest percentage of market share. All three companies are established, have good resources, strong finances, sound marketing plans and popular celebrities that they can use to endorse their products. Therefore I think it’s safe to say that competitive rivalry in the industry is pretty strong. Supplier Power: The supplier power in the industry is low because there are many manufacturers...
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...Advertising Strategy of Adidas: A comparative Study ADVERTISING STRATEGY OF ADIDAS A COMPARATIVE STUDY Prepared As a course Requirement of (Advertising and Public Relation-mkt 424) M. Atiqur Rahman Patuakhali science and Technology University Bangladesh atik.bdpalo@yahoo.com www.pstu.ac.bd Copyright : group-1©bba®pstu Term Paper (8th Semester) Page-1 Advertising Strategy of Adidas: A comparative Study EXECUTIVE SUMMARY Adidas Inc. is a marketer of sports apparel and athletic shoes. The German manufacturer, through its marketing strategy which rests on a favorable brand image, has evolved into a large multinational enterprise. In keeping with the brand image is its association with the distinctive logo and its advertising slogan, "Impossible is Nothing." In order to maintain and sustain this image, the company makes huge investments in advertising and brand promotion. At the critical time of global economic crisis, Adidas will react to the consumers’ pessimistic attitude and stressful emotion during this period. It may become a good chance for Adidas because it can take advantage of its previous advertising way of “Impossible is Nothing” campaign by sponsoring sports stars to express the corporate philosophy of grit, determination, passion and humor, giving people more courage and psychological comfort in face of economic crisis. But besides that, we also focus more about family function especially in Asian countries which emphasize a lot on family, which can provide...
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...(pronounced[AH-dee-'dahs]; often in English,FWB:ADS) is a German sports apparel manufacturer and part of the Adidas Group, which consists of Reebok sportswear company, Taylor Made- adidas golf company, andRockport. Besides sports footwear, the company also produces other products such as bags, shirts, and other sports and clothing related goods. The company is the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world, to its US rival Nike. The company's clothing and shoe designs typically feature three parallel bars, and the same motif is incorporated into Adidas's current official logo. The company revenue for 2008 was listed at€10.799 billion and the 2007 figure was listed at €10.299 billion, or about US$15.6 billion. The situation analysis consists of the market trend analysis and competitor analysis. 2.1 Market Trend Analysis Adidas earn from EU 877 million in worldwide sales to EU 9.2 billion in the ten years between 1988 and 1998. The market demand from teenagers who should be Adidas and most important target market increased very fast and Adidas started to expand its targeting market to younger consumers because of its severe competition with Nike and Reebok. Therefore, since the late 1980s, Adidas has worked to transform itself from a brand of sneakers to a product integral to the sports culture. During this stage, the Adidas brand has become sostrong as to place it in the rarified air of recession-proof consumer branded giants...
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...Introduction: STP strategy used by Adidas: Segmentation: All successful organizations have outstanding marketing strategies which they segment strategically. The market you sell to is very important to you organization. Companies such as Adidas market to athletes of all ages over the world. Adidas markets to professionals and amateur athletes. The market segmentation plays a key role in the marketing strategy. Each market is unique so the organization has to be careful upon choosing the right one(s). The purpose of market segmentation is to enable the marketer to adjust marketing mixes (product, price, promotion, place) to meet the needs of one or more specific segments. Basically marketers use the market segmentation process to divide big markets into smaller segments according to characteristics of individuals, different groups and locations. Adidas the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world markets by looking at buying attitudes and buying practices of different people. The sellers design a separate market program for each buyer. Adidas mainly focuses on demographic and psychographic segmentation's. So Adidas develops their brand in 3 different styles of segmentation. Demographic segmentation refers to dividing the market into groups based on demographic variables, such as sex and age. This method has long been used in clothing market. Adidas brands products into range of male, female and kids, according...
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...COMPANY SYNOPSIS NIKE, Inc. NIKE is a multinational recognized company that is coined as one of the largest sellers of athletics footwear and apparel with revenues grossing $30,601 million. (Marketline, 2016) Its management team consists of an executive board of directors, corporate governance team and a board of directors. Its Board of Directors Philip H. Knight, is one of its co-founders. Knight and his partner Bill Bowerman founded at that time Blue Ribbon Sports in 1964 and changed its name officially to NIKE, Inc. in 1971. NIKE is known for its strong brands like NIKE, Jordan, Converse, and Hurley and has partnered with many high profile athletes such as Michael Jordan, Kobe Bryant, and LeBron James to test and market its strong portfolio of brands. NIKE also incorporates a team of coaches, athletes, trainers, equipment managers, orthopedists, podiatrists, and a slewful of other experts to ensure they’re focused primarily on R&D activities that propel their brand to the forefront. (MarketLine, 2016) This focus and their alignment with external forces is vital due the intense competition and a growing number of counterfeit products. Another approach of NIKE that has deemed lucrative in their market is their Multi-Channel Approach. NIKE sells its products through various channels such as retailing online and in-store. At the end of 2015 NIKE’s portfolio consisted of 592 retail stores, which includes 512 factory stores and 73 online stores internationally. In addition...
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...Customers/Consumers As one of the most popular sportswear brands in the world, Adidas Group (AG) enjoys a strong market position worldwide. The largest portion of Adidas’s customers are customers who play soccer, which is the biggest sport in terms of player population and global revenue in the world.among the top team-sports. This includes professional athletes, who sign athlete endorsement deals as well. Adidas products are made available to the consumer in a variety of ways. In North America, the company opened up thousands of its signature retail shops and outlets carrying the latest and top-selling products; not to mention, big name retail store-chains such as Foot Locker, Champs Sports and Finish lines are significant contributors to sales of Adidas products. Moreover, their official website offers online shopping opportunities with special offers available to the public1. When it comes to selecting sportswear to purchase, consumers have numerous brands to choose from. Adidas, Nike, Under Armour, Puma and Asics just to name a few. Factors that affect the purchasing decisions of consumers vary individually, but the main reasons can be identified as quality, design, and brand image. As Adidas has more than one product segment, including performance, lifestyle and fashion, customers compare Adidas’s products with other brands using a set of varying criterion. Another factor that plays a crucial role that affects purchasing decisions are design and quality. Many consumers...
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...environmental protection laws | T | 4 | Legal | - Customs and trade regulations | T | 4 | Exhibit 2: Five Forces Analysis of the Sports Apparel Industry Porter’s Five Forces Model depicts how intense the competition between the companies are and what specific factors relate to each force. The sports apparel industry is highly competitive and demanding. Many players exist in the game, which also increases competition. Rivalry: Moderate-Strong * Buyer demand is high and increasing (-): From 2006 to 2011, Under Armour’s net revenues tripled, starting at $430,689 and ending at $1,472,684 in 2011. These numbers are expected to continue to grow in years to come * Ease of brand switching (+): Other competitors such as Nike and Adidas typically price items in the same range as Under Armour * Product differentiation is low (-): different styles of clothing offer certain benefits such as HeatGear, ColdGear, and AllSeason Threat of New Entrants: Moderate * Birth of new trends (-): Consumers buy products that fit their lifestyle and desires with respect towards trends that are popular at the time, such as a healthier lifestyle * Buyer demand is high and increasing (+): High demand can be...
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