Marketing Plan of Adidas

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------------------------------------------------- Advertising Plan Adidas Ltd AG Name: Nguyen Hoang Phuong Uyen Troy ID: 1357034 Instructor: Quoc D. Ngo I. Executive summary Adidas ltd AG sells sports shoes, apparel, and equipment in 170 different countries. There focus on football, soccer, basketball, running, training gear, golf, and apparel. This is a two billion dollar industry and with Adidas being a main cog. 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, 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. II. Situation analysis A. Adidas current situation a) SWOT analysis Strengths * Strong workforce * It has high brand value among the consumer. * Adidas products are available worldwide. * Impactful marketing strategies attracting consumers to buy Adidas products * Adidas products are available worldwide. * Producer of wide variety of products; sports footwear, Adidas, bags, shirts, watches, eyewear, and other sports and clothing related good. * It has been sponsoring major sports events including Olympics and sports team. Weaknesses * It has been serving limited segment. * High cost structure * Cost structure of company is high Opportunities

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