- External Analysis
- The sports market
- The market for sports shoes
- Market with respect to running
- The internal analysis
- Adidas-Salomon (strengths, weaknesses)
- Adidas France (strengths, weaknesses)
- Marketing Strategy
- The Marketing Mix
Today, the sport has found its place in French society by combining equilibrium, welfare and health. The sport has also developed, democratically and is a mass culture. Products designed by the sports industries, are more responsive to consumer needs, and combine aesthetics, design and quality.
The market for athletic shoes is booming. With the increasing time spent on leisure and sport and the development patterns and trends, the sneakers are now part of everyday life. Whether to practice a specific sport, hobby or just a part of how one dresses, the sneaker has become a real issue of a commercial standpoint.
This case study concerns the group Adidas-Salomon in the sports market. Indeed, Adidas has moved to the second place in the world market of sport, behind Nike. One of the goals was to exceed Nike and become a market leader. How did it achieve this goal? What marketing strategy was the most appropriate?
The main purpose was to meet the expectations of consumers and attract them, and the market leaders such as Adidas were using all possible tricks from communication through celebrities, the opening of a megastore or sponsorship of international events and so on.
Also the famous Adidas logo of three stripes was experimented and analyzed to test reputation for customer loyalty. It invested in research and development to improve and make more efficient products to attract new customers in search of innovation.
Given the fascination of consumers vis-à-vis the booming practice of running, Adidas could focus on this segment to gain market share but the market for running shoes is experiencing strong competition. That is why Adidas had to present the image of a brand that specializes in this field.
The purpose claimed by the brand Adidas is this "being the best sports brand in the world." To argue that objective, it qualifies as a true sports brand and its efforts primarily on its history, its credibility, legitimacy and authenticity in the sports world with high level famous athletes .
The brand aims to continually meet the expectations of consumers by offering a wide range of products to suit all. In an environment where practices, expectations and consumption patterns are constantly changing, Adidas is committed to launch a major new technology or technological change to adapt to the market and always improve sports performance.
Innovation in product policy is a major role since without it, the shoes would not sell much. The cycle of innovation must be permanent and continuous in order to meet customer requirements and especially in order to help sell the products.
It is this innovation that aims to meet the goals set by Adidas, that is to say, winning market share ofcompetitors and at the same time entering new markets by offeringconsumer products to become the best sports brands in the world.
Now it seems inconceivable to propose an innovative product with a design that does not satisfy the customer. The shoe may well be innovative, it must be a minimum of fashion, in the times, since in fact, many people, especially young people wear these shoes even outside of a sports practice .
Tags: market research, Adidas, marketing strategy,
[...] In 2000, Adidas sold over 27 million pieces generating a turnover of 2.380 billion francs. Adidas is positioned as one of three leaders of the sports shoe. Indeed, with market share it is the second largest sports brand behind Nike which occupies Also with the acquisition of Reebok, the brand gets of its shares. One might think that Adidas will reach its goal through its remarkable increase in sales 15.8 in 2000, when Nike was up In the market segment running achieved the positioning of the first three following the leading manufacturer of sports shoes. [...]
[...] The market for sports shoes is dominated by Nike with a market share of Adidas has a market share of and Reebok does not have more than Note in particular that Puma has market share advantage of a change in of its turnover from 2000. While, the top 20 of the leading manufacturers of sports shoes hold of the market and a change in their 2000 sales is and other brands suffered a decrease of in 2000 sales. The struggle is therefore among the top 20 brands. [...]
[...] Adidas sponsors many club and top athlete of different sports. Indeed, Adidas uses an advertising strategy of intensified international stars (Vieira, Beckham, Crespo, Ballack, Zidane, etc) which gives a very high reputation among athletes. These close partnerships with the sports celebrities allow such customer loyalty. Finally it goes without saying that Adidas has a solid reputation on the quality of shoes. B. Weaknesses First, the company has a poor image with respect to certain types of obsolete products (e.g, the Stan Smith existed since 1978 and have never been renewed). [...]