Marketing Principles: Adidas
FASHION MARKETING
MARKETING PRINCIPLES
FINAL ASSIGNMENT
Adidas Originals
Lecturer: Francoise Tellier,
Student Name: Rita Zheng
ID: 005FM711
Level 1.1.1,
Date: 9/5/2011
TABLE OF CONTENT
I. Part 1 Introduction of the Brand ----------------------------------------------------------------------4
II. Part 2 EXTERNAL ENVIRONMENT ANALYSIS ---------------------------------------------5-17 a. Macro Marketing Environment Analysis ---------------------------------------------------------5-11 i. Political -------------------------------------------------------------------------------------------------------5 ii. Economical ---------------------------------------------------------------------------------------------------6 iii. Social culture ------------------------------------------------------------------------------------------------7 iv. Technological ------------------------------------------------------------------------------------------------8 v. Environment -------------------------------------------------------------------------------------------------9 vi. Legal ---------------------------------------------------------------------------------------------------------10 vii. Industry Analysis Growth and Trends analysis-----------------------------------------------------11 b. Micro Marketing Environment Analysis --------------------------------------------------------12-17 viii. Market Segmentation -----------------------------------------------------------------------------------12 ix. Target Consumers analysis -----------------------------------------------------------------------------12 x. Competitors analysis --------------------------------------------------------------------------------13-16 a. Competitor 1
MARKETING PRINCIPLES
FINAL ASSIGNMENT
Adidas Originals
Lecturer: Francoise Tellier,
Student Name: Rita Zheng
ID: 005FM711
Level 1.1.1,
Date: 9/5/2011
TABLE OF CONTENT
I. Part 1 Introduction of the Brand ----------------------------------------------------------------------4
II. Part 2 EXTERNAL ENVIRONMENT ANALYSIS ---------------------------------------------5-17 a. Macro Marketing Environment Analysis ---------------------------------------------------------5-11 i. Political -------------------------------------------------------------------------------------------------------5 ii. Economical ---------------------------------------------------------------------------------------------------6 iii. Social culture ------------------------------------------------------------------------------------------------7 iv. Technological ------------------------------------------------------------------------------------------------8 v. Environment -------------------------------------------------------------------------------------------------9 vi. Legal ---------------------------------------------------------------------------------------------------------10 vii. Industry Analysis Growth and Trends analysis-----------------------------------------------------11 b. Micro Marketing Environment Analysis --------------------------------------------------------12-17 viii. Market Segmentation -----------------------------------------------------------------------------------12 ix. Target Consumers analysis -----------------------------------------------------------------------------12 x. Competitors analysis --------------------------------------------------------------------------------13-16 a. Competitor 1
References: http://www.adidas.com/originals/cn/#/content http://www.puma.com.cn/ http://essaysforstudent.com/Business/Paul-Smith-China/91577.html http://www.theodora.com/wfbcurrent/china/china_economy.html (http://www.wantchinatimes.com/news-subclass-cnt.aspx?id=20110627000039&cid=1202&MainCatID=12) http://www.adidas.com/originals/us/#/content/iphone-us