Adidas - A Case Study
E-Book, Englisch, 53 Seiten
ISBN: 978-3-640-22516-3
Verlag: GRIN Publishing
Format: EPUB
Kopierschutz: Kein
To enable the author to provide an evaluation of Adidas’ marketing strategies, the present importance of marketing and modern challenges of advertising decisions were determined as fundamentals of a global brand based on review of relevant literature. Furthermore, an investigation of the strengths, weaknesses, opportunities and threats (SWOT) related to
companies in the sports industry was conducted. Moreover the benefits of a global brand were illustrated. This examination was mainly based on marketing specialised literature linked with selected examples of Adidas as no representative of the Adidas company was found to be interviewed.
On the one hand it was found that Adidas’ historically grown passion for sports in order to provide athletes with the best possible equipment positively contributes to improve brand awarness and brand image. On the other, it was found that the identified weaknesses reduce the effectiveness of global operations in order to improve consumer satisfaction
throughout the world.
The research concluded that although the strategic marketing operations of the Adidas company can be reduced by weaknesses and threats, the advertising decisions represent a promising source of enhancing the brand image.