Adidas

In: Business and Management

Submitted By vincenttgc
Words 1306
Pages 6
1.0 Introduction
1.1 Problem statement
According to Price (2014), any useful marketing research study begins with a clearly defined problem. A clear research problem should declare the specific question that necessitated the research and its importance.
Management decision problem
What can Adidas do to expand its market share to become number one sportswear company in Malaysia?
Marketing research problem
Determine the sportswear users’ preferences and perception of customers toward Adidas sportswear.
1.2 Research questions
1.What are the main considerations of the consumers in sportswear buying?
2.What is the customers’ satisfaction level toward various attributes of Adidas products?
3.Are the customers loyal to Adidas?
1.3 Hypotheses
1. Consumers are emphasized on the sportswear quality.
2. Adidas customers are less satisfied toward Adidas sportswear design.
3. Adidas brand loyalty is low especially Adidas accessories.
1.4 Objective of the Study
The root causes of the problems have to be defined clearly in order to help Adidas to improve its performance by achieving maximum sales. We understand that sportswear users’ preferences and perception of Adidas customer is the vital reasons for Adidas to achieve the organization’s goal. Gunelius (2014) indicates that a preferred brand means something to consumers who buy it, and Adidas need to continually research existing and prospective customers to understand how they perceive Adidas brand.
Customer loyalty is very important for an organization to ensure that its product is kept in the minds of consumers and prevent them from switching to other brands. Customer loyalty is both an attitudinal and behavioral tendency to favor one brand over all others, whether due to satisfaction with the product or service, its convenience or performance, or simply familiarity and comfort with the brand.…...

Similar Documents

Adidas

...PRODUCTS Running Adidas currently manufactures several running shoes, including the adiStar Control 5, the adiStar Ride (the replacement for the adiStar Cushion 6), the Supernova Sequence (the replacement for the Supernova Control 10), and the Supernova Cushion 7 (which will soon be replaced by the Supernova Glide), among others. In addition, their performance apparel is widely used by runners. Adidas also uses kangaroo leather to make their more expensive shoes. Association football One of the main focuses of Adidas is football kit and associated equipment. Adidas also provides apparel and equipment for all teams in Major League Soccer. Adidas remain a major company in the supply of team kits for international football teams. Current examples include Spain, Russia, France, Germany, Greece, Romania, Argentina, Mexico, South Africa, Japan and Nigeria. Adidas also makes referee kits that are used in international competition and by many countries and leagues in the world. In the United States, referees wear the Adidas kits in MLS matches even though the primary referee supplier is Official Sports. The company has been an innovator in the area of footwear for the sport with notable examples including development of the Copa Mondial moulded boot used for matches on firm dry pitches for almost forty years. The studded equivalent was named World Cup follow in celebration of the 1978 tournament won by Argentina, one of the nations it supplied at the time. Some of the famous......

Words: 2378 - Pages: 10

Adidas

...establish his own shoe company, Puma, while Adi Dassler integrated his business as Adidas AG in 1949. Adi was so obsessed with perfecting his craft that he started traveling all over to get feedback from the athletes who were sporting his cleats. On August 18, 1949, Adi registered the “Adi Dassler adidas Sportschuhfabrik” with 47 employees in the small town of Herzogenaurach. That same day he made a shoe that included the registration of the now-famous Adidas 3-Stripes. In 1954 the German national football team faced the flawless Hungarians; they won more than just a trophy. Their improbable victory served as a springboard for Adidas’ reputation as an outstanding football cleat provider. This was also the first time that screw-in-studs had been used in football cleats. Adidas AG is the largest sportswear manufacturer in Europe and the second largest in the world. The company employed approximately 46,306 people worldwide in 2012. The 3 stripes were created to keep the foot stable, but ended up being the logo. In 1978, Adi Dassler passed at age 78 and his wife Kathe ran the company. Six years later Kathe passed and the company was left for their son Horst Dassler to run, and three years later Horst passed at age 51. After Horst’s death Adidas ran into some major financial problems, and later Bernard Tapie comes to make an attempt to save the company. Adolf invested a huge amount of effort to make his Adidas company popular, and he was successful in that. This company has a......

Words: 763 - Pages: 4

Adidas

...EFE Matrix of Adidas In 1924 the Adidas Company was founded which was further registered in 1949 and Adolf Dassier was the founder. The company is based on the industry of apparel and accessories. The company is headquartered in Herzogenaurach, Germany Portland, USA. The company is executed and controlled by the Chairman Igor Landau and CEO Herbert Hanier. The company is providing its services all over the world. The products manufactured and produced by the company are footwear, sports equipment, toiletries and sportswear etc other than that company is also engaged in the production of shirts, watches, eyewear and bags etc. Adidas Company is considered to be the second biggest sportswear manufacturer in the world. External Factor Evaluation Matrix of Adidas External Strategic Factor | Weight | Rating | Weighted Score | Comments | OPPORTUNITIES |   |   |   |   | Mobile media used for advertisement | 0.1 | 3 | 0.3 | There is an opportunity for the company to advertise their products now by using the mobile media in order to target its customers. | Trends of the people targeted | 0.11 | 4 | 0.44 | The company can target the market by various aspects most commonly by knowing the trends of the people in the whole world especially in the North America. | Digital media in use | 0.03 | 2 | 0.06 | Digital media provides the company better transactional experience than that of the television or print media. | Product innovation | 0.12 | 3 | 0.36 | The company can improve...

Words: 679 - Pages: 3

Adidas

...Adidas Myrna Biacan October 25, 2013 Adidas In the world of athletics exists a wide span of products; products that are the athletes’ sole support in their sport. Numerous companies worldwide strive to be competitive, innovative, and socially responsible. They are the leaders of the best athletic performance products that are needed. One of these striving leaders is Adidas. Adidas deems to be the leading brand in sports equipment and continues to be successful in delivering the best footwear, clothing, and accessories for all sports, gender, and age. Their passion and mission to provide the best brands for sports and the sporting lifestyle and what sets them apart from the competition is what makes the company successful to this day. In the sporting industry, how do they continue to be the global leaders, as a global organization how do they embrace the responsibility to our environment, and what is their strategy is to support their efforts and continuously satisfy their international consumers. In general, I will give you an idea of how Adidas remains to be an efficacious, sustainable, publicly traded, international company. In a small town in Germany, Adolf Dassler began his mission to provide athletes with the best equipment in 1924. He formed the company name from a combination of his first and last names: 'Adi' is short for 'Adolf,' and 'Das' came from 'Dassler.' Originally, Adolf and his brother Rudolf ran the 'Gebrueder Dassler Schuhfabrik,' which means the......

Words: 2626 - Pages: 11

Adidas

...* 1.0 General * 1.1 Company Profile Adidas is a company that designs and manufactures sports clothing and accessories based in Herzogenaurach, Bavaria, Germany. It is also an industry-leading brand all over the world relating with sports shoes and clothes. Its operating income is €1.011 billion in 2012 and they aims to reach the target of €2 billion in football in 2014. Its workforce is 46,306 employees according to the reports from 2012. 1.2 Purpose of this Manual Now, this manual is going to point out of their 5 years re-engineering plan including advantages and disadvantages, weakness and strength. 1.3 Scope of EMS The scope of EMS is included in most of the reputable brands and businesses which are operating using the sources of environments. So, Adidas is also taking care about the environment since their main resources are cotton and leather. The decision to have 100% ‘Better Cotton’ in their products by 2018 is a good example of this. ‘Better Cotton’ is cotton grown to social and environmental standards set by the multi-stakeholder Better Cotton Initiative (BCI). So while setting this target supports their ambitions to make their products more sustainable, the responsibility for meeting it rests with their Global Operations team and their sourcing strategy. 2.0 Policy 2.1 Analyzing the environmental policy of Adidas According to their re-engineering plan, Adidas targets in 4 major areas: 1. Recyclable Main Materials 2. Energy and......

Words: 2326 - Pages: 10

Adidas

...Introduction Adidas is a company that manufactures shoes and sport apparel. The founder is Adolf Dassler who is German. The name created by combination of the name and surname Adi Dassler, who started producing shoes in 1920s with the help of his brother Rudolf Dassler. That make costumer, to recognize Adidas is three parallel stripes of the same color. Slogan: “IMPOSSIBLE IS NOTHING” 1. History 1949-2005 Due to the death of Adolf’s son (Horst Dassler), the Company was bought in 1990 by Bernard Tapie. Back then Tapie was specialist of rescuing bankrupt companies. Next step was to change the place of production to Asia and make a promotion campaign by using a famous person as Madonna (famous singer). In 1992 economical problems lead Tapi to sell Adidas to Lyonnais bank. Lyonnais sold Adidas to Robert Louis-Dreyfus who was also the president of the Olympique de Marseille football team. In 1997, Adidas AG acquired the Salomon Group, and its corporate name was changed to Adidas-Salomon AG. Seven years later, top English fashion designer Stella McCartney launched a joint-venture line with Adidas. This line was a sports performance collection for women called "Adidas by Stella McCartney". After 2 years, Adidas introduced the Adidas 1, the first ever production shoe to utilize a microprocessor. In August 2005, Adidas bought rival Reebok. At the same time sales had been closer to those of Nike in North America. The acquisition of Reebok would also allow Adidas to compete with...

Words: 2018 - Pages: 9

Adidas Logistics

...stores products at and between point-of-origin and point-of-consumption. Besides, warehouse provides information to management on the status. Adidas uses leased warehouse. Adidas can have the advantage of short-term space rental while using it like a private warehouse (Lambert, Stock & Ellram 2006). When Adidas took over sporting brands Reebok and Rockport. They wanted to take chance of the efficiencies and synergies that could be achieved by consolidating inventory from five key brands, which are Adidas, Reebok, Taylor Made, Rockport and Ashworth. On the other hand, Adidas’s Northern European operations, who serve and lead retailers in the UK, Ireland and Benelux was split between four conventional warehouses by using different systems and processes with the overspill being handled by third parties. According to Total Logistics’ recommendation, they develop a concept for a 30,000 m^2 fully automated facility. This was implemented in just 18 months, including the implementation of a new warehouse management system. The procedures took into account the current requirements of all five brands. This bought out the new facility layout and requirements and the overarching Adidas warehouse management system requirements (Total Logistic 2014). Transportation Adidas is one of the global leaders in the sporting goods industry. However, Adidas needs transportation as an essential for the development of their company. Besides, transportation is one of the important ring......

Words: 1986 - Pages: 8

Adidas "Is All in"

...Adidas “Is All In” Since both Nike’s and Adidas’s entry into the sports apparel and shoe market, Nike has been and still remains the number one seller. Adidas has set out to change their reputation with their newly revamped marketing campaign. One such Adidas commercial designed to attract new consumers first aired about a year ago targeting teens and young adults. Initially when viewing the commercial, I had a sense of inspiration because of its presentation. The commercial gave the impression that with Adidas gear, one could compete at their highest level. The video showed different views of star athletes, popular entertainers, and teenagers; each in their most stereotypical environment, doing what viewers know them best for (i.g athletes playing sports, entertainers performing, and teenagers hanging out). Adidas went “All in (Brettman)” with their new marketing ad, showing viewers the great diversity the company has. “"This is a campaign that will show the breadth and depth of the Adidas brand," said Patrik Nilsson, president of Adidas America. (Brettman)” Their ad gave consumers a sense of inspiration and happiness, believing that with these new Adidas products they could achieve their goals. The commercial begins with a rear view of a teenager jogging alone wearing a jacket the reads “Adidas” with the company’s logo across his back. Then the video transitions flashing short glimpses of the company’s sponsored athletes and musical artists such as Derrick Rose, Lionel......

Words: 1216 - Pages: 5

Adidas

...Advertising Strategy of Adidas: A comparative Study ADVERTISING STRATEGY OF ADIDAS A COMPARATIVE STUDY Prepared As a course Requirement of (Advertising and Public Relation-mkt 424) M. Atiqur Rahman Patuakhali science and Technology University Bangladesh atik.bdpalo@yahoo.com www.pstu.ac.bd Copyright : group-1©bba®pstu Term Paper (8th Semester) Page-1 Advertising Strategy of Adidas: A comparative Study EXECUTIVE SUMMARY Adidas Inc. is a marketer of sports apparel and athletic shoes. The German manufacturer, through its marketing strategy which rests on a favorable brand image, has evolved into a large multinational enterprise. In keeping with the brand image is its association with the distinctive logo and its advertising slogan, "Impossible is Nothing." In order to maintain and sustain this image, the company makes huge investments in advertising and brand promotion. At the critical time of global economic crisis, Adidas will react to the consumers’ pessimistic attitude and stressful emotion during this period. It may become a good chance for Adidas because it can take advantage of its previous advertising way of “Impossible is Nothing” campaign by sponsoring sports stars to express the corporate philosophy of grit, determination, passion and humor, giving people more courage and psychological comfort in face of economic crisis. But besides that, we also focus more about family function especially in Asian countries which emphasize a lot on family, which can......

Words: 4576 - Pages: 19

Adidas

...mix 1. La politique de produit 2. La politique de prix 3. La politique de distribution 4. La politique de communication Conclusion INTRODUCTION Fondé en 1920 près de Nuremberg, Adidas ouvre la filiale française à Strasbourg en 1960 et c’est seulement en 1985 qu’Adidas tient réellement compte de la mondialisation du marché. Aujourd’hui le groupe adidas-salomon AG constitue le numéro 2 mondial sur le marché des articles de sport. Il emploie plus de 13000 salariés et possède 60 filiales à travers le monde. Le marché des articles de sport, et plus particulièrement celui des chaussures de sport, est marqué par une période de forte croissance. Les gens prenant plus de temps au quotidien pour les loisirs et autres temps libres, les chaussures de sport font partie des garde-robes de toutes les générations désormais. En effet, aussi bien utilisée pour courir le dimanche que pour sortir, la chaussure de sport est devenue un véritable bien de consommation. Les différentes marques qui proposent des chaussures de sport, mettent en place chacune des actions marketing différentes afin d’accroître leur part de marché dans le domaine des chaussures de running. Quel plan marketing pouvons-nous établir pour le marché français de la chaussure running ADIDAS ? Dans un premier temps, nous allons observer le diagnostic interne et externe de la marque. Ensuite nous nous intéresserons à la stratégie marketing de la marque. Enfin nous verrons le......

Words: 783 - Pages: 4

Adidas

...Customers/Consumers As one of the most popular sportswear brands in the world, Adidas Group (AG) enjoys a strong market position worldwide. The largest portion of Adidas’s customers are customers who play soccer, which is the biggest sport in terms of player population and global revenue in the world.among the top team-sports. This includes professional athletes, who sign athlete endorsement deals as well. Adidas products are made available to the consumer in a variety of ways. In North America, the company opened up thousands of its signature retail shops and outlets carrying the latest and top-selling products; not to mention, big name retail store-chains such as Foot Locker, Champs Sports and Finish lines are significant contributors to sales of Adidas products. Moreover, their official website offers online shopping opportunities with special offers available to the public1. When it comes to selecting sportswear to purchase, consumers have numerous brands to choose from. Adidas, Nike, Under Armour, Puma and Asics just to name a few. Factors that affect the purchasing decisions of consumers vary individually, but the main reasons can be identified as quality, design, and brand image. As Adidas has more than one product segment, including performance, lifestyle and fashion, customers compare Adidas’s products with other brands using a set of varying criterion. Another factor that plays a crucial role that affects purchasing decisions are design and quality. Many consumers...

Words: 2973 - Pages: 12

Stp Adidas

...Analysis of ADIDAS AG Overview Adidas AG (adidas or 'the company') with its subsidiaries, designs, develops, produces, and markets athletic and sports lifestyle products worldwide. The company has three major brands through which it sells its products adidas, TaylorMade and Reebok. The company was formerly known as adidas-Salomon AG and changed its name to adidas AG in June 2006. adidas AG was founded in 1920 and is headquartered in Herzogenaurach, Germany. Adidas operates in Europe, the Americas and Asia and it had 53,731 people as its employee as of December 31, 2014. The company recorded revenues of E14 534 million ($19,315.7 million) during the financial year ended December 2014 (FY2014), an increase of 2.3% over FY2013. The operating profit of the company was E883 million ($1,173.5 million) in FY2014, a decrease of 25.2% compared to FY2013. The net profit of the company was E490 million ($651.2 million) in FY2014, a decrease of 37.7% compared to FY2013.(Industry Sources, MarketLine) Product Adidas AG has the footwear, apparel, and sports and fitness equipment such has balls, bags, dumbbells, etc under its adidas and Reebok brand monikers. The TaylorMade-adidas is the Golf segment which offers four brands comprising of TaylorMade, which designs, develops, and distributes golf clubs, balls, and accessories; adidas Golf that offers footwear, apparel, and accessories; Adams Golf, which designs and distributes golf clubs and a range of accessories; and Ashworth that......

Words: 2552 - Pages: 11

Adidas

...10 adidas Group Worldwide 66 Major Sporting Events 2014 67 Group Strategy 68 Global Sales Strategy 72 Global Brands Strategy 77 Other Businesses Strategy 86 Global Operations 94 Research and Development 99 Employees105 Sustainability111 G R O U P M A N A G E M E N T R E P O R T: This report contains the Group Management Report of the adidas Group, comprising adidas AG and its consolidated subsidiaries, and the Management Report of adidas AG. 1 Group Management Report – Our Group adidas Group Worldwide / 02.1  / adidas Group Worldwide Percentage of Group sales 26  23  Western Europe North America 8 3 1 4 2 13  6 12  Greater China 7 10 European Emerging Markets 5 9 20 13 66 11  15  Latin America Other Asian Markets 1 adidas North America,  Portland/Oregon, USA 6 adidas International Trading,  Amsterdam, Netherlands 2 TaylorMade-adidas Golf Headquarters,  Carlsbad/California, USA 7 adidas Group Headquarters,  Herzogenaurach, Germany 3 Reebok-CCM Hockey Headquarters,  Montreal/Quebec, Canada 8 adidas Group Russia, Moscow, Russia 9 4 Reebok International Headquarters,  The Rockport Company Headquarters, Canton/Massachusetts, USA adidas Global Sourcing,  Hong Kong, China 10 adidas Group China, Shanghai, China 11 adidas Group Japan, Tokyo, Japan 5 adidas Group......

Words: 71297 - Pages: 286

Adidas

...Introduction Since it was established in Germany in 1949, by Adolf Dassler, Adidas has been synonymous with the sporting industry. Today, Adidas is a global public company and is one of the largest sports brands in the world. It is a household brand name with its three stripes logo recognized in markets across the world. The company’s product portfolio is vast, ranging from state-of-the-art sports footwear and clothing to accessories such as bags, watches, eyewear and other sports-related goods and equipment. Employing over 46,000 people worldwide, the Adidas Group consists of around 170 subsidiaries including Reebok, TaylorMade-adidas Golf, Rockport and CCM-Hockey. The Group's headquarters are in Herzogenaurach, Germany. In the second quarter of 2013 the Group’s revenue was €3.383 billion. Business objects Aims: Usually long term goals (and quite broad). They define who or what you want you or your company to be. Objectives: Usually medium-long term goals (and more of a sense of direction). These define the purpose and the aims of the organization. Strategies: Usually broader ways and means of achieving objectives. These say how you’re going to get to where you want to go. Tactics: Usually short term goals. These are strategies that are put in place on a day-to-day basis to help achieve the objectives. Objects | Strategies | Tactics | *To be the global leader in the sporting goods industry.* Maximize the operational and financial performance. | * Creating......

Words: 2558 - Pages: 11

Adidas

...Case # 18 -- Adidas in 2008: Has Corporate Restructuring Increased Shareholder Value? Team and Individual Writing Assignment Please evaluate Adidas’ restructured line-up of sporting goods businesses. Your analysis should identify Adidas’ corporate strategy, evaluate the attractiveness of the industries it has diversified into and the strength of each of its business units, and assess the degree to which strategic fit and resource fit exists in the portfolio. Also, please recommend an investment priority and strategic moves to improve overall corporate performance and increase shareholder value. You must complete all parts of the assignment to receive full credit. Review the rubrics for Written Communication and Case Analysis posted with the class materials for guidance on how hour work will be evaluated. Team Presentation Prepare a 30-minute briefing for Adidas’ senior management that presents your recommendations, and provides enough explanation of your analysis for your listeners to understand why you have chosen the alternatives that you have. Study Questions 1. What is Adidas’ corporate strategy? Was there a common strategic approach utilized in managing the company’s lineup of sporting goods businesses prior to its 2005-2006 restructuring? Has the corporate strategy changed with restructuring? What is your evaluation of Adidas’ line-up of businesses in 2008? What does a 9-cell industry attractiveness/ business strength matrix displaying Adidas’ business units look...

Words: 365 - Pages: 2

account hacker 3.9.9 | 1x06 Marvel's Cloak & Dagger | Godzilla: Kessen Kidou Z