Corporate Portfolio Strategic Concerns

PRESENTERS BE PREPARED LATER. READ THE DOCS THAT WE MADE.
Presenters per Slide
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Strategic Dimension: Renz
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Growth & Profitability: Aaron
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Cash Flow: Marianne
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Stability: Jello
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Synergy: Dom
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Main Generic: Anh
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Acquired Companies: Roi
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Sponsorships: Roi
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Global Sourcing: Aris
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Supply Chain Structure: Aris

Corporate Portfolio Strategic Concerns of Adidas ­
I.
STRATEGIC DIRECTION
Sports marketing
For a global organisation like adidas its marketing mix is tailored to specific markets.
This is known as international marketing as it takes cultural and social differences into account when planning marketing activity. Sports marketing is a key focus for adidas’ marketing mix. The growing popularity of sports as entertainment has led to a huge increase in sports marketing. The founder of adidas was one of the first people to see the potential of this form of marketing when he sponsored the FIFA
World Cup back in 1978. Sponsorship involves a business paying to be associated with another organisation, event or TV programme.
Like many new developments, the sports marketing function has changed dramatically since its introduction. Just consider Sony’s first ever Walkman in 1979 to today’s iPod. The same dramatic difference is evident in the sports marketing arena with sponsorship deals now worth tens of millions of pounds. Rather than simply trying to gain positive associations with particular sports, companies use sports marketing to drive the brand and increase sales.

Adidas relies chiefly on an efficient market system and product improvement
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Marketing communication plays a crucial role in successful market performance as it influences brand image and