presentation 1 international biz

8/6/2019 Presentation 1 International Biz

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Introductionsy Adidas is the largest specialist sportswear manufacturer in

Europe and the second largest in the world. The company isdriven by its vision to become 'the number one sports

brand on the planet and to do so is currently implementing

an aggressive global brand development strategy.


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FOUNDERS OF ADDIDAS

1920,20-year-old Adolf Dassler createdhis first canvas running shoe. His

brother Rudolf joined the business in1924


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ESTABLISHMENT DATE

In 1947 Rudi left to form Puma. In 1948, Adicreated "adidas" from his own name


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Logoy The 3 striped Adidas logo was created byAdi Dassler,

founder of Adidas. Adidas Logo was first used in 1967.

y The shape of 3 stripes on the Adidas Logo representsmountain, pointing out towards the challenges thatare seen ahead and goals that can be achieved.


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Design elements of Adidas logoy Shape of Adidas logo

y

Color of the Adidas logoy Font of the Adidas logo


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Nature of the business

yAdidas Group, which consists of the Reeboksportswear company, golf company (including

Ashworth), and Rockport. Besides sports footwear, thecompany also produces other products such as bags,shirts, watches, eyewear and other sports and clothing-related goods


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Strategies used by the companyCurrent Strategies

New Strategies

Develop the a (micro-A) , the adidas Smart ShoeWork to Rebrand Reebok Image

Focus on Emerging Markets

Focus marketing efforts at large sporting events on keyproducts


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Current Strategies

y adidas focuses in big sporting events such as OlympicGames, FIFA cup, Eurocup, NBA and acquires the

rights of the official sponsor(Eg right to sponsorolympic game in Beijing )

y adidas sponsors big, famous athletic teams in thesoccer industry, such as Liverpool FC, Chelsea FC

Bayern Muenchen and also in NBA.


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Endorsements with some famous athletes, such asDavid Beckham, Venus Williams

Aqusition of other companies (e.g Reebok secondlargest shoe company in the US )

cooperation with Samsung Electronics to produce theso called shoe + phone scheme, which uses wireless

biometrics to display information on an adidas-branded Samsung phone

Taking advantage of new market e.g China


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New strategiesIn this section, we identify several new strategies that

adidas Group can undertake to build a solid brand

image and promote brand value among its differentbrand names and gain market share in existing andnew markets and among different consumerdemographics.


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Technological innocative strategies eg smart shoe(micro A) The a line of smart shoes incorporates a

microprocessor/embedded controller, sensors, andtiny motors along with memory and battery. Thesensors work to continually monitor, measure, andprovide data regarding the terrain, impact of each step,athletes body temperature, ambient temperature, andathletes heart rate.


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Work to Rebrand Reebok Image

This is not too difficult to do as Reebok had alreadybegun to focus more on fashionable footwear before its

purchase.In order to rebrand Reebok, adidas Groupshould first phase out its high performance athletic

shoe line and reposition itself in the casual footwearand active footwear market within the next 3-4 years


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Focus on Emerging Markets:Markets:Emerging markets in Asia and Latin America

can give adidas significant leverage over Nike.


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Focus marketing efforts at large

sporting events on key productsMost of adidas prior marketing efforts have focused on

sponsoring major sporting events with the belief thatconsumers will get a glimpse of the brand at the sporting

events but this marketing strategy fails to provide largeprofitsAs adidas already has exclusive rights to outfit many sports

teams and leagues in addition to sponsorship rights atmany of the worlds leading athletic events, it shouldmarket its shoes at the events by providing one of the

championship teams with its products. If the team wins,adidas should immediately inform spectators about theadidas shoe that the winning team used and attribute partof the victory to the adidas shoe.


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conclusionOne of the greatest thing in business is to be able to

win over your competitor to us, for adidas to gain

market share and take the lead as the worlds leadingathletic footwear and also general footwear maker

it must implement the four strategies suggested.

Explore different area of the market like women

productsby focusing on emerging markets and working to

develop relationships with local manufacturer

presentation 1 international biz

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