Adidas Essay

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Adidas essay INTRODUCTION. Adidas is a leader in the sport wear industry with leadership position in the footwear market. The Adidas brand is divided into three divisions- Sport Performance, Sport Heritage and Sport Style. Adidas aim to continuously improve their quality, look, feel, and image of their product in order to exceed consumer expectations and to provide them with the highest value, thereby helping athletes of all kinds to achieve peak performance in their various fields. The pace of technological, market, social and economic change is accelerating. One of the most important implications of this accelerating change for marketing management is the shortening of product life cycles. Simply, stated, successful products stay successful for shorter periods of time New products will also be one of the most important factors in terms of success in the future Based on their objectives of innovation and design leader, Adidas has developed a new product called GLUWATERMINE, launched and sold in the Republic of Cameroon, after a successful environmental and business analysis. MARKETING OBJECTIVES Adidas marketing objectives are as follows: - increase its sales and market share - develop and launch a new product - improve its company and brand image - market development ENVIRONMENTAL AND MARKET ANALYSIS Adidas had conducted a marketing audit this is a systematic examination of a business’s marketing environment, objectives, strategies and activities with a view to identifying strategic issues, problem areas, and opportunities to find out if it is feasible to product and sell the GLUWATERMINE in Cameroon. The audit was conducted in two parts. Part one covered the macroeconomic environment (political/legal/fiscal, economic, social/cultural and technological. Cameroon enjoys high level of political stability, with a population of about 20million. The

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