The competitive analysis of market share gives Nike a clear edge over Adidas. The brand has room for all kinds of products starting from sports equipments to deodorants meant for taking part in sports. To sustain this growth rate, attractive customer experience and strong customer service are important. This provides the brand with an advantage over its competitors in terms of meeting the market demands and being more consumers friendly when it comes to availability of products as well as limited edition products worldwide. Gupta understands how to create and implement business strategies. It is why out of the 296 suppliers that  it worked with in 2017, only 109 are its strategic supply chain partners. This category saw a growth of 17% apart from having generated 9.6 Billion dollars in sales. It is because retarded or stunted economic growth results in lower employment and lower spending power of people which can in turn result in lower sales and lost profits. which have helped the brand grow. The star products of the brand are those which help the brand develop their market and at the same time generate maximum revenues for the brand. However, to grow faster internationally, this time the company has focused on the metropolitan cities. Around the world governments are now more active trying to make businesses more accountable and ethical. Adidas has successfully survived through the challenges and managed to keep its reputation above par. Moving into 2016, brands know that the next stage in building promising customer relationships, and ensuring repeat business, is to get closer to the customer. The star products of Adidas are their shoes and footwear which has the highest market demand. The aim of such a collaboration is the realisation of economies of scale (Anh V et al., 2009). Moreover, legal compliance is adding to the operational costs of businesses. Each brand invests aggressively in marketing as well as research and development. As a result global brands are focusing heavily on sustainability and making sustainable products as well as having sustainable supply chains and manufacturing facilities. Adidas Slogan. Marketing objectives & goals (SMART) 4.3. Adidas is competitively operating across the world and is a market leader in the UK where it has been positioned as one of the most chosen brands for sports merchandise by consumers (Collis, 2019). Adidas has maintained heavy focus on marketing. Adidas places heavy focus on marketing. To achieve that, Adidas’s plan is based on three choices or strategy; Speed, Cities and Open Source. This infrastructure is spread over several countries. Adidas does not only stick to the traditional marketing strategies and hence is able to attract consumers from all corners of the market. of the Strategic Planning process is Strategic Analysis. Apart from these things, the focus of Adidas is on innovation and it is working on making products that are desired by athletes. During the last four years, its investment in research and development has grown quite fast. Marketing Strategy Adidas. Research and development is also a key area where Adidas raised its investment. By 2023 this is expected to have risen to 115.6 Billion dollars. Taylor, M. 2019. 15 / 20 Factory Outlets and Vendor Stores Reebok, Nike, Adidas, Puma, and other major brands have led the move to capitalize on a new growth market, running their own brand name stores. Majority of its production takes place through independent suppliers. Retrieved 3 December 2019, from https://www.businessinsider.in/finance/nike-and-adidas-are-making-huge-investments-that-should-terrify-under-armour/articleshow/59041680.cms. Executive summary This report provides an analysis and evaluation of two of the biggest companies Nike and Adidas in athletic footwear industry. In fact, Adidas managerial approaches are highly valued for their ability to keep the company on its best at all times irrespective of the nature of the market forc… from there the products are distributed to the retailers and wholesalers. Apart from digital technology, it also uses a large mix of channels to reach its customers. Global distribution of products- The global distributorship of Adidas has helped the brand to gain multiple leverages over their competitors. Adidas is on the market over 80 years and sells products for every kind of sports. The brand though is facing a few drawbacks which need to be fought by the brand in order to survive in the industry and operate successfully on the international marketplace (Bücker and Ernste, 2018). Now that economic growth has returned businesses are experiencing higher sales and growing profits. The continuing economic fluctuations in several markets of the globe are having a detrimental effect on the profits of brands like Adidas. Adidas receives products from its suppliers at its warehouses. We are constantly revisiting and sharpening the focus of our brand portfolio, fully concentrating on adidas … The brands are now focusing on the millennial generation as well as its tastes and needs. To achieve this business strategy Adidas followed a plan that is based on three strategic choices: Speed – Keeping customers at heart of everything the company does, Adidas ensures that its customers find their desired products where and when they want them. This PESTLE analysis of Adidas goes into detail about the rules and regulations they follow. 1. As a result brands like Adidas are also experiencing higher sales worldwide. Higher material and labor costs leading to higher cost of sales: Cost of sales is defined as the expenses that Adidas pays third parties related to the production and delivery of its products. The overall threat from substitute products  for Adidas remains moderate. The brand is also able to work with innovation and technology so that they are able to create new products which are capable of adapting to the new market trends and demands (Schmid et al. Any brand would have to spend a significant sum to start a business in the sports shoe industry. STRATEGY. Analysis of Adidas’s strategic position in the industry. Adidas can utilize this distinctive capability of Nike and market its products. Sicoli, G., Bronzetti, G., and Baldini, M. 2019.The Importance of Sustainability in the Fashion Sector: ADIDAS Case Study. Adidas remains highly committed to maintaining a full and innovative product pipeline as well as bringing new and groundbreaking technologies to life plus investing into advanced and sustainable methods of production. One of the main targets for Adidas Mission Statement is improving sports. Adidas should target these markets through localised strategies in order to find faster growth. The industry outlook for the sporting goods industry is bright. Adidas’s large size, global presence and financial strength all keep the bargaining power of the suppliers under control. Adidas’s growth is affected by several factors including severe competition from NIKE as well as Under Armour and apart from that changing tastes and the athleisure trends. While Nike is steadily dominating the sports footwear market, Adidas has revived its brand and made a string return in the recent years. The main reasons for premium pricing are the use of innovative technologies and manufacturing methods. Now, it must focus on higher customer engagement. 6. SWOT Analysis of Adidas: Conclusion As you’ve seen, Adidas is an extremely strong brand in the world of sporting goods. The competition of the brands have been attracting consumers with the help of innovative sports product which are not limited to the ordinary use but also for the use of professional sports and hence Adidas has invested on developing their professional range with the help of technical innovation. During the past few years, it has invested heavily in digital technology. – Apart from the megacities, it must also target the tier 2 cities where the number of modern working class professionals has kept growing. adidas, 2019. PESTLE-analysis 3.3. Recommendation 4.1. A research conducted by students of North Carolina, department of marketing, reveals that about 82 % of the US population uses internet, hence; these individuals can be easily be reached through the use of internet. the top performers of the Industry included Nike/Jordan, Under Armour, Adidas, New Balance and Skechers. of the Strategic Planning process is Strategic Analysis. Net income from continuing operations rose 32% to € 1.430 billion, Basic EPS from continuing operations grew 31% to € 7.05, Management proposes dividend of € 2.60 per share, What You Need To Know About Marketing for Your New Business, Easy Ways Businesses Can Incorporate Sustainability. Co-Ordinate in product and geographic complementation and Adidas neo Cookies Policy to comply with globally to... Subsidiary ’ s strategic position in the world governments are now more active trying to make more! Equalled 9.383 Billion Euros in 2016 and TaylorMade-adidas Golf markets as well as and... 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