Executive Summary
Marketing Plan:
Adidas AG
Taylor Fjeldheim
Principles of Marketing
Executive Summary
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 resources on being innovative and developing new products. An analysis of the internal and external environments indicates the firm has strengths in new product development, a global footprint, and a strong brand portfolio. The main weakness of the company is their dependency on a third party manufacturer. They have many strategies planned out to reach marketing objectives. They have a number of actions they plan on using to innovate and expand their company.
Situation Analysis
Industry
Description
Adidas’ primary industry is Footwear Manufacturing. The US footwear manufacturing industry consists of about 230 manufacturers with sales of about $2 billion (Hoovers 2012). The major shoe companies in the US are mainly owners of brand names that source their shoes from independent manufacturers outside the US. Some US manufacturers make a percentage of their shoes in the US while other smaller operations manufacture all their shoes in the US. The global footwear market generates about $85 billion in export revenue, according to the International Trade Centre. The largest footwear producing countries in terms of export revenue are China, Italy, Vietnam, and Germany.
Growth
The shoe manufacturing industry is
Adidas AG
Taylor Fjeldheim
Principles of Marketing
Executive Summary
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 resources on being innovative and developing new products. An analysis of the internal and external environments indicates the firm has strengths in new product development, a global footprint, and a strong brand portfolio. The main weakness of the company is their dependency on a third party manufacturer. They have many strategies planned out to reach marketing objectives. They have a number of actions they plan on using to innovate and expand their company.
Situation Analysis
Industry
Description
Adidas’ primary industry is Footwear Manufacturing. The US footwear manufacturing industry consists of about 230 manufacturers with sales of about $2 billion (Hoovers 2012). The major shoe companies in the US are mainly owners of brand names that source their shoes from independent manufacturers outside the US. Some US manufacturers make a percentage of their shoes in the US while other smaller operations manufacture all their shoes in the US. The global footwear market generates about $85 billion in export revenue, according to the International Trade Centre. The largest footwear producing countries in terms of export revenue are China, Italy, Vietnam, and Germany.
Growth
The shoe manufacturing industry is
References: Adidas Advertising. (n.d.). Scribd. Retrieved April 3, 2012, from http://www.scribd.com/doc/43592993/Adidas-Advertising Adidas Group Annual Report. (n.d.). Adidas Group. Retrieved April 3, 2012, from adidas-group.corporate-publications.com/2011/gb/en/group-management-report-our-group/research-and-development.html Adidas to buy rival Reebok for $3.8 billion - Business - World business - msnbc.com. (n.d.). msnbc.com - Breaking news, science and tech news, world news, US news, local news- msnbc.com. Retrieved April 5, 2012, from http://www.msnbc.msn.com/id/8805430/ns/business-world_business/t/sportswear-maker-adidas-buy-reebok/#.T348Gb9WrR0 Adidas, Adidas Shoes History, Footwear Company History, Sports Brands Adidas, Adolf Dassler, Adidas Brand Story, Fibre2fashion. (n.d.). Fashion Gear - Fashion News, Articles, Jobs, Fashion Models, Events, Illustration, Directory By Fibre2Fashion.com. Retrieved April 3, 2012, from http://fashiongear.fibre2fashion.com/brand-story/adidas/history.asp EBSCO Publishing -- EBSCOhost Online Research Databases. (n.d.). EBSCO Publishing -- EBSCOhost Online Research Databases. Retrieved April 3, 2012, from http://ebscohost.com Hoovers | Business solutions from Hoovers. (n.d.). Hoovers | Business solutions from Hoovers. Retrieved April 3, 2012, from http://hoovers.com Scott, J. (n.d.). adidas Athletic Shoes, Apparel, Sports Equipment & Casual Clothing | adidas.comfor adidas shoes, clothing, Originals, and more. adidas Athletic Shoes, Apparel, Sports Equipment & Casual Clothing | adidas.comfor adidas shoes, clothing, Originals, and more. Retrieved April 5, 2012, from http://www.adidas.com/us/