Adidas Profile Essay

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Company Profile Adidas is a German multinational corporation that designs and manufactures sports clothing and accessories. It is the biggest manufacturer of sports clothing and accessories in Europe and the second biggest in the world. Adidas’ main goal is to be the leading company within their field. In order to obtain this goal, different strategies are applied in order to increase growth in terms of market share in already penetrated countries and start business development in future oriented emerging markets. Adidas is currently only investing in markets a medium to long term growth and profitability opportunities. Their top priority is on currently emerging markets e.g. China, Russia etc. Due to the changing dynamics and changes in the external environment, it has become very difficult to ignore the importance of marketing research, especially on an international level. The aim of this essay is to conduct an analysis of the internationalization strategies of the German company Adidas Group and explain the reason for its success or failure on an international level. To understand the market Adidas Group is functioning in, an in depth research of their up to date actions has been conducted. Literature Review It is important to understand the internationalization and marketing entry modes chosen by a country. In order to gain knowledge within an area it is important to understand the theories behind internationalization and the different types of entry modes. To do so, a literature review has been made. This literature review is based on an article written by Jusuf Zaikri and Biljana Angelova. The main objective of the paper is to outline and discuss the challenges and relevant issues from a theoretical viewpoint related with the possible entry modes into international and global markets. “What entry mode that a multinational company chooses has

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