Adidas Strategic Marketing Plan

Strategic Marketing Plan | ADIDAS SOCCER

June 2014

Table of Contents

I. Executive Summary_____________________________________________________3

II. Company and Product Description________________________________________7

Overview………………………………………………………………...…………………………………….7

Product Evolution……………………………………………………………………………….………….8

History……………..………………………………………………………………………………….……….13

Company Management, Executive Board……………………………………….………..……15

Corporate Culture………………………………………………………………..……………..………..16

Market position…………………………………………………………………………………………….17

III Environmental Scan___________________________________________________18

SWOT Analysis……………………………………………………………………..……………………….18

Strengths.……………………………………………………….………………………………….18

Weaknesses…………………………………………………………………………..….……….19

Opportunities…………………………………………………………………………………….20

Threats…………………………………………………………………………………………..….21

Review and summary of SWOT………………………………………………………………..……22

IV. Situation Analysis____________________________________________________24

Industries served.………………………………………………………………..……………………….24

Customer Profiles...………………………………………………………….….……………………….24

Stores……………………………………………………………………………..…………………………….26

Website……………………………………………………………………….……………………………….28

Revenue in Global Markets.……………………………………………………….…..…………….30

Competitive Analysis…………………………………………………..…………………….………….31

Competitors SWOT Analysis……………………………………….…………..…………………….35

FIFA World Cup Strategies……………………………………..…..…………………………………36

V. Section_____________________________________________________________38

Assumptions.………………………………………………………………………..………………………38

Strategic Marketing Plan…………………………………………………………………..…………..39

Goals …………………………………………………………………………………………………………….39

Strategies………………………………………………………………..…………………………………….39

Tactics……………………………………………………………………..………..………………………….40

Use of Social Media ………………………………………………………………………………………41

VI. Section VI___________________________________________________________47...