Addidas

Table of Contents

1.0 Introduction 1

2.0 Content - Marketing Mix Adopted by the Company 2

3.0 Recommendations 9

4.0 Conclusion 12

5.0 Appendixes 13

6.0 References 19

1.0 Introduction

Adidas AG is a German multinational corporation that designs and manufactures sports clothing and accessories based in Herzogenaurach, Bavaria, Germany. Besides sports footwear, Adidas also produces other products such as bags, shirts, watches, eyewear, and other sports- and clothing-related goods. Adidas is the largest sportswear manufacturer in Germany and Europe and the second biggest sportswear manufacturer in the world. Adidas was founded in 1948 by Adolf Dassler, following the split of Gebrüder Dassler Schuhfabrik between him and his older brother Rudolf. The company's clothing and shoe designs typically feature three parallel bars, and the same motif is incorporated into Adidas's current official logo. Currently, Adidas has entered the sports and casual market by introducing “Performance” and “Originals” into their product line.

History

In the 90’s, with a new management under the CEO Robert Louis-Dreyfus, Adidas is moving from being a manufacturing and sales based company to a marketing company (AdidasGroup). In November 2010, the Group unveiled its 2015 strategic business plan named "Route 2015". This plan is the most comprehensive the Adidas Group has ever prepared, incorporating all brands, sales channels and Group functions globally. In 2013, Adidas changes running forever.

Revolutionary energy return, superior cushioning, optimal fit and temperature independence: Adidas introduces the Energy Boost, which provides the highest energy return in the running industry which is based on the cushioning technology that Adidas provides.

Strategy and Goals

In the past 80 years the Adidas Group has been part of the world of sports on every rank, delivering high end sports footwear, apparel and accessories. Adidas strategy is “continuously strengthen our brands...