Advertising Strategy of Adidas: a Comparative Study 2 Essay

3885 Words Sep 9th, 2011 16 Pages
Advertising Strategy of Adidas: A comparative Study

1 INTRODUCTION
Adidas was formed by German sports apparel by the founder Adi Dassler during 1920s.
While Dassler was in his mother’s wash room he decided to begin an athletic shoe. After he made the shoe he had help from his brother and twelve other people to produce around 50 handmade shoes per day. These athletic shoes were made for running and training.
“For over 80 years, Adidas has been part of the world of sports on every level, delivering state-of-the-art sports footwear, apparel and accessories. Today, Adidas is a global leader not only in the shoe industry, but also in the sporting goods industry. Shoes from the Adidas are available in virtually every country of the
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What happened in the '70s and forward, during the Adidas recession, was that Adidas was unable to ship products when it was needed, and they had a long supply chain - it took 18 months to get a new shoe into the market.

2. SITUATION ANALYSIS
Adidas AG (pronounced [AH-dee-'dahs]; often in English, FWB: ADS) is a German sports apparel manufacturer and part of the Adidas Group, which consists of Reebok sports wear company, Taylor Made-adidas golf company, and Rockport. Besides sports footwear, the company also produces other products such as bags, shirts, and other sports and clothing related goods. The company is the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world, to its US rival Nike. The company's clothing and shoe designs typically feature three parallel bars, and the same motif is incorporated into Adidas's current official logo. The company revenue for 2008 was listed at €10.799 billion and the 2007 figure was listed at €10.299 billion, or about US$15.6 billion. The situation analysis consists of the market trend analysis and competitor analysis.
2.1 Market Trend Analysis
Adidas earn from EU 877 million in worldwide sales to EU 9.2 billion in the ten years between 1988 and 1998. The market demand from teenagers who should be Adidas and most important target market increased very fast and Adidas started to expand its targeting market to younger consumers because

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