Marketing Principles: Adidas

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FASHION MARKETING

MARKETING PRINCIPLES
FINAL ASSIGNMENT

Adidas Originals

Lecturer: Francoise Tellier,
Student Name: Rita Zheng
ID: 005FM711
Level 1.1.1,
Date: 9/5/2011

TABLE OF CONTENT

I. Part 1 Introduction of the Brand ----------------------------------------------------------------------4

II. Part 2 EXTERNAL ENVIRONMENT ANALYSIS ---------------------------------------------5-17 a. Macro Marketing Environment Analysis ---------------------------------------------------------5-11 i. Political -------------------------------------------------------------------------------------------------------5 ii. Economical ---------------------------------------------------------------------------------------------------6 iii. Social culture ------------------------------------------------------------------------------------------------7 iv. Technological ------------------------------------------------------------------------------------------------8 v. Environment -------------------------------------------------------------------------------------------------9 vi. Legal ---------------------------------------------------------------------------------------------------------10 vii. Industry Analysis Growth and Trends analysis-----------------------------------------------------11 b. Micro Marketing Environment Analysis --------------------------------------------------------12-17 viii. Market Segmentation -----------------------------------------------------------------------------------12 ix. Target Consumers analysis -----------------------------------------------------------------------------12 x. Competitors analysis --------------------------------------------------------------------------------13-16 a. Competitor 1 --------------------------------------------------------------------------------------14-15 i. Product + pictures + analysis ---------------------------------------------------------------------14 ii. Price ----------------------------------------------------------------------------------------------------15 iii. Place + pictures + analysis ------------------------------------------------------------------------15 iv. Promotion + analysis -------------------------------------------------------------------------------15 b. Competitor 2 ------------------------------------------------------------------------------------------16 v. Product + pictures + analysis ---------------------------------------------------------------------16 vi. Price ----------------------------------------------------------------------------------------------------16 vii. Place + pictures + analysis ------------------------------------------------------------------------16 viii. Promotion + analysis -------------------------------------------------------------------------------16 xi. Medias analysis identify the different fashion medias in China-----------------------------------------17

III. Part 3 INTERNAL MARKETING ENVIRONMENT ANALYSIS --------------------------18-20 MARKETING STRATEGY & MARKETING MIX ------------------------------------------------------------18 c. Marketing Strategy and USP ------------------------------------------------------------------------18 d. Marketing MIX -----------------------------------------------------------------------------------------18 IV. Marketing Recommandations -------------------------------------------------------------------------------19 V. Conclusion --------------------------------------------------------------------------------------------------------20 VI. Sources and references...
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