Adidas Brand Audit essat

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ADIDAS BRAND AUDIT

Eleonora Popova
Nertila Asani Reita Hackaj Tomas Krajcovic

TABLE OF CONTENTS adidas Background .............................................................................................................. 2 Industry Background ............................................................................................................ 2 Consumer analysis............................................................................................................... 2 Brand Inventory ................................................................................................................... 3 Brand elements ................................................................................................................ 3 Brand Strategies ............................................................................................................... 4 Brand portfolio analysis .................................................................................................... 6 Competitors ..................................................................................................................... 6 PODs and POPs ................................................................................................................. 7 Brand Exploratory ................................................................................................................ 8 Brand associations ............................................................................................................ 8 Brand positioning ............................................................................................................. 8 Brand perceptions ............................................................................................................ 9 SWOT Analysis ................................................................................................................... 10 Adidas Strengths ............................................................................................................ 10 Adidas Weaknesses ........................................................................................................ 10 Adidas Opportunities ...................................................................................................... 11 Adidas Threats ............................................................................................................... 11 Recommendations ............................................................................................................. 11

1

ADIDAS BACKGROUND adidas AG is a German sports apparel manufacturer and part of the adidas Group, which consists of REEBOK Sportswear Company, TAYLORMADE- ADIDAS Golf Company, and His aim was to provide sport athletes with the best sports equipment, so he started ROCKPORT. The company was founded 1924 by Adolf (Adi) Dassler and registered in 1949. designing the first shoe with the few materials available after the First World War. Today, the Adidas product range extends from footwear and apparel to accessories and sports equipment for all kinds of different sports. The key priorities are: running, football, basketball and training. The headquarter of the company is in Herzogenaurach, Germany. The revenue 2011 amounted $ 13,044 billion and the operating income $ 1,011 billion.

INDUSTRY BACKGROUND The sporting goods industry is separated into three segments: Athletic footwear, apparel and equipment.

Sporting Good Industry
Athletic Footwear Apparel Equipment

Apparel makes up the biggest part of the

sporting goods industry with 50%, athletic footwear occupies 33% of the market share and the remaining 17% are made up by equipment. The three largest markets for athletic

17%

33%

equipment are the US at 50% of the market share and Japan at 10% market share.

share, Western Europe at 25% of the market

50%

CONSUMER ANALYSIS      emerging markets in developing...
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