La présentation d'adidas

Adidas

1. History

Adidas is a German company founded in 1949 by Adi Dassler, specialized in the manufacture of sporting goods, based in Bavaria.

It is known worldwide as the three-band brand, because of the three parallel bands that make up its logo. His first competitor is Nike, the industry leader, Adidas is one of the most famous sports equipment manufacturers in the world.

The name of the mark comes from the name of the creator Adi and the first 3 letters of his surname das.

Since October 2016, there is a new CEO Kasper Rorsted

1. Adidas strategy

One of their strategy is : One of the marketing strategy of adidas is to be present during the famous sports event. Adidas was the official equipment brand of the french team during the Olympics Games during 30 years. One of the tradition of the brand is to provide official ball for the Football World Cup. It allow the brand to be seen on tv and this make a big advertising for the brand because there are a lot of people that watch those events.

And the second one is : Adidas uses differentiated targeting strategy to target young adults, adults as well as children who have passion for fitness & sports. Although it targets customers in the age group of 13-40 years but majority of its customers are of 15-30 years of age who hail from upper middle class or the luxury class of customers.

1. Ressources

Human ressources : Adidas employed 55 000 employees in all the world

Financial ressources : The turnover os Adidas is 30 millions dollard in 2015, it has tripled since 2005.

Physical ressources : voir slide

Immaterial ressources : voir slide  

1. Prospect

In decline, Adidas wants to revive and aims to increase sales by 7% to 9% and net profit by 15% per year on average over five years. The sports equipment manufacturer, world number two behind Nike, wants to boost its attractiveness in key markets, notably the United States.

1. Conclusion

To conclude Adidas in 90 years  has made it’s soes one of the essential articles of the sports. The brand is now the second most famous brand in the world after Nike.

It’s shoes have besome famous thanks to the improvement to their quality and the development of shoes for each sport

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