Adidas: Company Description

ADIDAS GROUP Marketing Plan Presented by: ADRIAN ALEXANDER LEAL CASTRO 201022135 DIANA CAROLINA CUERVO 201119076 LAURA MORALES CANDIL 201020747 Presented to: GONZALO ANDRES ONATE BELLO Professor of Marketing Fundamentals UNIVERSITY OF SAVANNAH CHIA, CUNDINAMARCA 2011 Company description For over 80 years the adidas Group has been part of the world of sports on every level, delivering state-of-the-art sports footwear, apparel and accessories. Today, the adidas Group is a global leader in the sporting goods industry and offers a broad portfolio of products.

Products from the adidas Group are available in virtually every country of the world. Our strategy is simple: continuously strengthen our brands and products to improve our competitive position and financial performance. • Adidas: Footwear, apparel, accessories • Reebok: Footwear, apparel and accessories • TaylorMade-adidas Golf: Golf Equipment: metalwoods, irons putters, golf balls, footwear, apparel and accessories • Rockport: Dress, casual and outdoor footwear, apparel and accessories • CCM-Hockey: Hockey equipment and apparel

Activities of the company and its around 170 subsidiaries are directed from the Group’s headquarters in Herzogenaurach, Germany. It is also home to the adidas brand. Reebok Headquarters are located in Canton, Massachusetts. TaylorMade-adidas Golf is based in California. The company also operates creation centers and development departments at other locations around the world, corresponding to the related business activity. Business mission The adidas Group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle.

We are committed to continuously strengthening our brands and products to improve our competitive position. We are innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to market. We are consumer focused and therefore we continuously improve the quality, look, feel and image of our products and our organizational structures to match and exceed consumer expectations and to provide them with the highest value.

We are a global organization that is socially and environmentally responsible, that embraces creativity and diversity and is financially rewarding for our employees and shareholders. We are dedicated to consistently delivering outstanding financial results. Objectives 1. Ensuring that our brands seize the market and opportunities through well-defined and coordinated strategies. Each brand is responsible for the execution of its strategic focus by creating a constant stream of innovative and inspiring products and generating communication plan that represent each rand and categorizes in an engaging and compelling way with their target consumers. 2. Delivering profitable growth of market share by becoming the leading sales organization in the sporting goods industry in terms of effectiveness and efficiency, in the next seven years. 3. Becoming one of the top retailers in the world by delivering healthy, sustainable growth with improved return on investment in 2015. Retail plays an important role for the growth of our Group and our brands. 4.

Designing products that are targeted to be different and better than those of the competition, with a dedication to providing elite athletes with high-performance products. 5. Establishing eCommerce as the third sales pillar at the end 2012. 6. Creating shareholder value in monetary terms, with an annually increase of 3%. 7. Building a technology platform that being recognized how the best in terms of its easy use and complete information by the stakeholders (1 year). SWOT Analysis STRENGTHS |WEAKNESSES | | | | |1. Competitive pricing |1. High cost structure | |2. Good financial position |2. Over pricing | |3.

Good Marketing Strategy |3. Limited product line | |4. Market Leadership | | |5. Strong online presence | | |6. Strong brand | | |7.

Strong international operations | | |8. Strong distribution chain | | |OPPORTUNITIES |THREATS | | | | |1.

Change in consumers lifestyles |1. Competition from foreign markets | |2. Technological innovations. |2. Change in consumer lifestyles | |3. Entering new markets |3. Customers have the power to set the price | |4. Expand geographically |4.

Financial slowdown | |5. Expand with diversity of products |5. Increase of taxes | |6. Market Diversification |6. New competitors entering the market 10. Price war between competitors| |7. Takeover other enterprises | |