The Adidas Group is the leading sportswear company in the world, headquartered in Germany. It aims to be the global leader in sports and help athletes achieve top performance. Its major brands are Adidas and Reebok. It competes heavily with Nike in the athletic footwear market. While Adidas has a strong brand image, it has a narrower product range than Nike and higher costs, putting it at a disadvantage. To strengthen its position, Adidas must broaden its product line and lower costs to provide better value to customers.
The Adidas Group is the leading sportswear company in the world, headquartered in Germany. It aims to be the global leader in sports and help athletes achieve top performance. Its major brands are Adidas and Reebok. It competes heavily with Nike in the athletic footwear market. While Adidas has a strong brand image, it has a narrower product range than Nike and higher costs, putting it at a disadvantage. To strengthen its position, Adidas must broaden its product line and lower costs to provide better value to customers.
The Adidas Group is the leading sportswear company in the world, headquartered in Germany. It aims to be the global leader in sports and help athletes achieve top performance. Its major brands are Adidas and Reebok. It competes heavily with Nike in the athletic footwear market. While Adidas has a strong brand image, it has a narrower product range than Nike and higher costs, putting it at a disadvantage. To strengthen its position, Adidas must broaden its product line and lower costs to provide better value to customers.
The Adidas Group is the leading sportswear company in the world, headquartered in Germany. It aims to be the global leader in sports and help athletes achieve top performance. Its major brands are Adidas and Reebok. It competes heavily with Nike in the athletic footwear market. While Adidas has a strong brand image, it has a narrower product range than Nike and higher costs, putting it at a disadvantage. To strengthen its position, Adidas must broaden its product line and lower costs to provide better value to customers.
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Adidas Group
Introduction
The Adidas Group is the leading sportswear company in the world. It has its roots in
Germany but it is a truly global company that strives to be the worldwide pioneer in the sporting
goods industry with brands based on an enthusiasm for sporting and athlete life. Its headquarter is
in Germany. The company is focused on continuously fortifying its brands and products to
dependably improve their aggressive position. Its major brands are Adidas and Reebok.
Adidas wants to help athletes of all level skills to achieve the best performance with all of
the product we bring to the market and to be the best sportswear manufacturing company in the
world. The company manufactures sports shoes and sports equipment. These products include
footwear, sports apparel, and golf clubs and balls. The company’s revenues and profits are rapidly
growing and it has employees from all over the world, from around 100 countries. It has over
57000 employees. (Adidas AG 2019)
Mission Statement of Adidas
The mission statement is a statement of intent for any organization. It shows what a company
wants to achieve. The Mission Statement of Adidas is that “The Adidas Group strives to be the
global leader in the sporting goods industry with brands built on a passion for sports and a sporting
lifestyle. We are committed to continuously strengthening our brands and products to improve our
competitive position.”
Vision of Adidas The company says in its vision statement that it is innovation and design leader and wants to help
all athletes to achieve top performance with its products.
The company is consumer focused and therefore it strives to improve the quality, image, feel, and
look of its products as well as its company structure in order to not only meet but exceed customers’
expectations by providing the highest value through its products.
The company is also a social responsibility. “We are a global organization that is socially and
environmentally responsible, that embraces creativity and diversity, and is financially rewarding
for our employees and shareholders.”
Moreover, the company is also striving for every improving financial performance.
(Mission, Vision, and Values, Etc.)
Target Market of Adidas
Adidas segmented its target market in several ways. “Adidas is segmented based on
demographic, psychographic & behavioral factors. The Adidas group has four brands in its strong
portfolio – Reebok, Adidas, Rockport & Taylor made meant for different segment customer groups
(Bhasin 2017).”
One single market for Adidas is Sports athletes. In this regard, Adidas is providing high-
quality athlete footwear since its inception and that is the major reasons for its success as well. In
this regard, the company targets athletes of age 20 to 29 specifically and is highly successful in
catering to the needs of these customers (Who Is Adidas' Target Market Today?). For this purpose,
the company is working according to its above-mentioned vision and providing the high-quality products to the customers that exceed their expectations and providing them great value for their
money.
How Adidas is Competing with Nike
One of the major competitors of Adidas in this target market of athletic footwear is Nike.
If we look at the SWOT analysis of the company, then we see that the Brand Image of Adidas
since its inception among the athletes is one of the major strengths of the company against Nike.
Then the company also has contracts with different labor organizations around the world that also
improves the brand image of the company among athlete and they know that they are buying from
a responsible company.
However, the company has a narrow product range as compared to Nike and the company
also does not have much capacity to reduce the prices because its products are outsourced. In
comparison, Nike has cost advantages which it can pass on to the consumers to provide them better
value for their money.
In order to improve its competitive position, the Adidas Group needs to broaden its product
line. Then the company also needs to improve its cost structure in order to compete Nike better in
this front as well. Otherwise, Nike may replicate other successful strategies of the Adidas and thus
can eat into its market share.
Conclusion
Adidas is a leading athletic footwear and equipment manufacturing company that has its roots in
Germany. One of its major competitors is Nike and one of the segments where both companies are
competing is athletic footwear. Nike has the advantage of brand image and great quality footwear.
However, it has a relatively narrow range as compared to Nike and the cost of its products is higher. References
Adidas AG (2019). Retrieved from: https://www.bloomberg.com/profile/company/ADS:GR
Who Is Adidas' Target Market Today? (N/A). Retrieved from:
