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Market study - International competitiveness: Adidas

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case study
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  1. Introduction
    1. Summary of the case study
    2. History
    3. Mission
    4. Vision
    5. Values
    6. Goals
  2. PESTEL analysis of Adidas's company
  3. Micro analysis
  4. Value chain analysis (competitive triangle benchmarking)
  5. Competition in an industry (Porter's five forces)
  6. Macro-analysis of the company's environment (SWOT)
  7. Case study questions

"Adidas: the no. 2 in the global sportswear market is challenging the no. 1, Nike."
(Anon., 2014) Adidas's main goal each year is to reach the first place in the sportswear industry, for this reason it is adapting different strategies and market expansions in order to be more competitive against its biggest rival; Nike. The company develops its products through three main brand: Adidas, Reebok and TaylorMade-Adidas Golf. Adidas is way behind Nike in terms of revenue but talking about geographical distribution, it dominates in western Europe and is the number one in India. Both brands are also battling with their own social media strategies, specifically in the global apparel market which competitive environment has become intense. Each country has different situations and trends which are impacting Adidas as opportunities or threats.

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