The paper "Situation Analysis and Marketing Objectives for Adidas Company" is a perfect example of a marketing case study. Adidas is one of the largest sports apparel manufacturers in Europe. The focus of this report will be on providing a situational analysis based on the internal and external analysis of the environment that Adidas operates in. Moreover, this report has provided a SWOT analysis of the company highlighting the strengths, weaknesses, opportunities and threats that the company faces. In addition, this report has outlined the marketing strategies of the company based on the SMART criteria. Individual situation analysis and marketing objectives Introduction Adidas is the largest sports apparel manufacturers in Europe.
The company was founded in Germany in 1948 by Adi Dassler and has since experienced tremendous growth and success. The company is known for manufacturing sports footwear, shirts, bags eyewear, watches and other sports clothing items. Over the years, Adidas has produced high-performance sports lines that have received a good reception from the European market and other countries around the world. The company acknowledges that consumers who purchase its products not only do so due to the fashion statements conveyed by its brand but also due to the quality, convenience and availability of the company’ s products.
As a result, the company has continuously endeavored to refine its distribution by improving its retail relationships and expanding its outlets. Besides manufacturing sportswear, Adidas is also committed to supporting and promoting sporting performance (Adidas Group, 2008). This report seeks to present an individual situation analysis for the Adidas. The focus of this report will be on situation analysis based on the internal and external analysis of the environment that Adidas operates in.
Subsequently, this report will provide a SWOT analysis of Adidas and depict the marketing objectives of the company based on the findings of the analysis. Situational analysis Internal environment Adidas’ mission and vision are to become the world’ s leading sports brand that provides sports brands that are built on a sporting lifestyle and a great passion for sports. The company endeavors to provide products that are focused on meeting the needs of consumers by continuously enhancing the quality and image of their products and organisational structure. Furthermore, the company manufactures products that aim at helping sportspersons to realise the peak of their achievement (Berger, 2009).
The marketing strategies employed by the company aim at realising the company’ s mission and objectives. As compared to other sports brands the company enjoys a higher consumer brand loyalty (Dawes, 2009). This can be attributed to its marketing strategies that have since ensured that Adidas is one of the world’ s leading sports brands. One of the key mission and objective of the company is to manufacture products that aim at helping sportspersons to realise the peak of their achievement.
In order to achieve this goal since 1990, the company developed a high-performance sports line also known as the “ Adidas Performance” . This line was designed for high-performance sportsmen especially athletes. This sports-wear line was designed to meet the specific demands of such athletes. The company has also continuously endeavored to refine its distribution by improving its retail relationships and expanding its outlets. Moreover, Adidas makes huge investments in brand promotion and advertising in order to promote its products in a highly competitive market. The company takes advantage of its strong brand image, to command high prices and generate more revenue.
The company is known to have a rigid pricing structure. Over the years, Adidas has used the marketing slogan, “ Impossible is nothing” to market its brand. As a result, the company has managed to stand out as the sports apparel manufacturers with one of the strongest connection with sports. For instance, the company is known for sponsoring the NBA all-star game and the FIFA World Cup among many other sporting events. The target consumers of Adidas products are mainly sportsmen and women particularly athletes, football, basketball and rugby players and sports fans.
In addition, another target market of Adidas products is middle-aged adults, young adults and teenagers who want to find their identity, convey a fashion statement or assert their social status by purchasing a popular brand such as Adidas (Berger, 2009).
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