SWOT analysis for Adidas
1. For more than 80 years Adidas Group is involved in world of sport at every level. Specifically, providing sport people with footwear, clothing and great range of accessories. In addition it has a big portfolio of products which are available everywhere in the world. Company concentrates its strategy on strengthening their brands and products in order to improve competitiveness and financial performance.
Their portfolio includes such brands as:
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
2. The main principle of Adidas in terms of sports performance is delivered in the words “Play to Win”. In other words Adidas designs and produces the products for athletes bringing passion for them as well as allowing them to be faster, smarter, stronger, cooler and natural. They focusing on such sports as: football, basketball, running, outdoor, extreme sports and training. Moreover their have the other side of production and promotion allowing them to cover another market such as creation of their own unique sports style Original Group with its iconic sportswear label for streets with the main message be original “Celebrate Originality”. Moreover, they managed another fashion sportswear brands such Y-3 label and Porsche Design Sport. That means that they selling not just clothing but lifestyle, unique trendy teenage lifestyle. 3. Competitors
The main competitor for Adidas which should be mentioned is Nike Another competitor which is worth to mention is Puma
Amer Group PLC and Finnish Markka.
4. Market segment:
Young men ,women and children with passion towards fitness and sports Target group:
Urban upper-middle and upper class
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