Adidas

What are the things that Adidas provide in their competitive advantage?

The development of a strong competitive advantage has been Adidas major concern, and this is further emphasized by the existence of a large number of competitors operating in the athletic clothing market, in the names of Nike, Puma, New Balance and others. Taking into consideration the fact that a company’s competitive advantage is established on the concept of added value, Adidas should direct its marketing efforts towards producing quality products for its customers.

The market of sports clothing is characterized by a set of specific attributes. One of them is the extreme rivalry going on between leading manufacturing firms, such as Adidas, Nike, Puma, Timberland and New Balance. It should be noted, however, that most of these companies have chosen to outsource their production and they have re-defined themselves as marketing companies, rather than manufacturers, in the traditional meaning of the term.

Despite the fact that it currently ranks well below Nike in the sports shoes, apparel and accessories market, Adidas has been a hugely successful business enterprise right from the moment of its establishment. The encouragement and application of a spirit of constant and updated technological innovation and excellence has resulted in generating such a powerful competitive advantage for Adidas that its market opponents find it hard to beat. The high degree of orientation to technological development has created the expected added valued for customers, especially through the company’s policy to provide them with the necessary technological applications, for example high performance sports shoes, in order for specific customer needs to be met.

Ultimately, this translates to tailor-made performance products for individual customers. Not many clothing companies can claim this laurel and in fact this is something that resembles to what Haute Couture designers do for their exquisite clientele....