The brand chosen is Adidas group located in German that strives to be the international leader in the industry of sports. It has managed to build a passion and lifestyle for sports. It is also a company that focuses on the consumers (Reference for Business).
The company has been operating an efficient chain of supply that manages its transport and distribution. However, it has a weak distribution network. It has extensive and diverse operations in various countries. This has then made it difficult to strengthen their network of distribution. The chain of supply is also long and complicated as well that depends on about six hundred factories worldwide. Having an extensive supply chain hinders the efficient management of distribution (Euromonitor par.4). Television advertising has been one of the major channels of advertising for Adidas. This has then hampered a wide coverage of the targeted market by the brand. It is significant to note that not all their consumers have access to television. This is where the brand failed and was overtaken by other brands such as Nike, which focus on efficient and wide coverage as well but in an effective way (Jervell and Germano par. 2).
Their consumers` behavior can be said to have been the root of using the television on a large scale. This may have been adopted by the social media as well that aid in identifying more on the deficiencies and interests of the consumers in the market (Close 3). The television commercial is considered as the most useful format for mass marketing advertising due to the depiction of the high prices that the television networks charge (Michelle par 2).
The brand, however, used their multi-brand portfolio that they knew would give them a significant competitive advantage. The use of their brand portfolio made them place greater accentuation on covering the consumer and sports sector that were defined as being important strategically to support their ambitions (Strategy and Business par. 4). Differentiated positioning was well utilized by Adidas also to assist them to regain the share of the market that they had previously acquired (Michael par. 2).
Corporate leadership played an indispensable role in a bid to overcome the roadblock through the efforts of its CEO. The brand expanded its scope of operation in the markets that had been occupied by other such as Nike. This was all in an attempt to regain the share of the market that had been taken by its competitors (Bhasin par. 6). It also increased the rate of which it’s products would reach the targeted markets. This then meant that they would have to increase their expenditure on the market to be in a position to channel their investments on their strongest brands such as Neo. This particular strategy was taken by the corporate leadership to speed up the process of supply (Joseph par. 5).
Particular lifestyles, attitudes, values, interests and even opinions of the consumers’ matters a lot if a brand is to prosper in a certain market or area. Having the interests of the market will then aid Adidas to come up with the design that suits the particular market (Merdith par. 5). The lifestyle of people can be learned through the social media or by conducting a background check. In this way, the brand will know the types of designs to come up with that will best suit the tastes and preferences of the market efficiently (Samuel par 3).
The fashion industry is comprised of various choices that can range from dresses to shoes. In this case, Adidas is a sporting brand that designs shoes. It is, however, essential for the brand to come up with shoes that can be worn by men, women and children and appear unique to them. For instance, to have a significant market share of women, Adidas should come up with a variety of sporty shoes that have different designs. This needs creative and is entirely in line with the fashion industry as well thus offering a reason for people interested in fashion to explore and come up with unique products (Foster par 3).
As I conclude, this case can be used by companies within this industry to anticipate similar mistakes and observe competitors as consumer behavior in a bid to gain a competitive edge. Similarly, corporate leaders can learn from the adidas CEO and mitigate the consequences of similar occurrences just as cases such as Enron serve as indispensable lessons to the contemporary business arena.
Images
Image 1. Courtesy of shutterstock. May 4, 2016. Web
This gray laced adidas shoe was designed specifically for comfort during sporting activity irrespective of the terrain it is used on. This prevents foot bruises and ankle twists.
Image 2 Courtesy of Ebay. May 4, 2016. Web.
Commonly known as the adidas Stan Smith, this shoe dominated the top five chats between 2014 and 2105 due its convenience during warm weather months.
Image 3. Courtesy of shutterstock. May 4, 2016. Web.
This product was designed for young boys and is suitable for all weathers and commonly preferred due to comfort.
Image4. Courtesy of Jabong. May 4, 2016. Web
The adidas Duramo slide black flip flops is a common choice for indoor use especially during warm weather.
Image 5. Courtesy of ladyfootlocker. May 4, 2016. Web
The adidas Adissage is the female version of the previous product. It is mainly used by ladies for indoor as well as outdoor activity. The additional trends on this product prevent sliding caused by sweaty feet.
Image 6. Courtesy of Jabong. May 4, 2016. Web
This pair of black leather floaters is convenient for outdoor activity and are mainly worn by women.
The shoe is specifically meant for little girls and is very unique due to its feminine colors and shape.
Image 7. Courtesy of Adidas. May 4, 2016. Web
For soccer lovers, adidas has them covered to with the help of this Jersey is which is mainly meant for children and available in all sizes as well.
Image8. Courtesy of Adidas. May 4, 2016. Web
Little girls are covered to with product such as this tank top that is available is sizes of big and little children suitable for warm weather
Image 9. Courtesy of Jabong. May 4, 2016. Web
The teen version of the warm weather attire meant for teen girls is also shared in this stripe leggings, an original product from Adidas. It has a unique design of a banana.
Image 10. Courtesy of ASOS. May 4, 2016. Web
Similarly the sporty look shows a farm cropped bralet top with a trefoil logo in floral print that is exclusively designed by Adidas.
Image 11. Courtesy of ASOS. May 4, 2016. Web
Shoppers too can use this floral designed bag for shopping and attendance of non-formal occasions.
Image 12. Courtesy of ASOS. May 4, 2016. Web.
The shoe is for men and is designed for soccer. It is available in a wide variety of colors.
Image13. Courtesy of ASOS. May 4, 2016. Web.
Image 14. Courtesy of ASOS. May 4, 2016. Web.
The Adidas shoe is designed for weightlifters and heavy lifting activity. It is available in various sizes and in a white, black or tech grey metallic style.
Image 15. Courtesy of ASOS. May 4, 2016. Web.
The image is a matchcourt shoes that are used in tennis. It is in a durable mix of materials and has a responsive fit on the upper part that has been deconstructed. It also has an in-built sockliner that provides support.
The hat is designed for using in basketball and has a stylish and strap that can be adjusted to fit perfectly.
Image 16. Courtesy of Adidas. May 4, 2016. Web
Image 17. Courtesy of ASOS. May 4, 2016. Web.
The track suit is designed for women, men and even children that is fitting, safe, durable and functional as well.
Image 18. Courtesy of Adidas. May 4, 2016. Web
The shorts are designed for women and are comfortable for use in the gym. It has a knit structure that releases heat and allows flow of air.
Image 19.. Courtesy of ASOS. May 4, 2016. Web
The image shows a kid wearing a full set of clothes from Adidas.
Image 20. Courtesy of ASOS. May 4, 2016. Web
The hood is available for big and small kids as well.
Image21. Courtesy of ASOS. May 4, 2016. Web
The design is for kids that can be used in sports. It is available for big and small kids as well.
Image22. Courtesy of ASOS. May 4, 2016. Web
The shoe is made for indoor wear and for light sporting activity.
Works Cited
Bhasin, Hitesh. Marketing Strategy of Adidas. 2 May 2016 <http://www.marketing91.com/marketing-strategy-of-adidas/>.
Close, Angeline. Online Consumer Behavior: Theory and Research in Social Media, Advertising, and E-tail. Routledge, 2012.
Euromonitor. Adidas Group in Apparel and Footwear. July 2015. 2 May 2016 <http://www.euromonitor.com/adidas-group-in-apparel-and-footwear/report>.
Foster, Matthew. 8 Social Media Rules Businesses Should Learn from Fashion Brands. 24 May 2015. 2 May 2016 <https://www.onlinemarketinginstitute.org/blog/2015/05/8-social-media-rules-businesses-should-learn-from-fashion-brands/>.
Hoyer, Wayne D, Deborah J Maclnnis and Rik Pieters. Consumer Behavior. Cengage Learning, 2012.
Jervell, Ellen Emmerentze and Sara Germano. How Adidas Aims to Get Its Cool Back. 22 March 2015. 2 May 2016 <http://www.wsj.com/articles/how-adidas-aims-to-get-its-cool-back-1427072066>.
Joseph, Seb. How Adidas is ‘Creating the New’ to recapture its winning streak . 28 March 2015. 2 May 2016 <http://www.thedrum.com/news/2015/03/28/how-adidas-creating-new-recapture-its-winning-streak>.
Laoviwat, Piyachat, Pramote Suppapanya, and Khanchitpol Yousapronpaiboon. "A Study of Demographics Influencing on Consumer Behavior and Attitude towards Brand Equity of Optical Business in Thailand." International Journal of Trade, Economics and Finance 5.4 (2014):347
Merdith, Alisa. How to Use Psychographics in Your Marketing: A Beginner's Guide. 26 December 2013. 2 May 2016 <http://blog.hubspot.com/insiders/marketing-psychographics>.
Michael. Differentiation Strategy: How to Gain Competitive Advantage Through Product Leadership. 2011. 2 May 2016 <http://branduniq.com/2011/differentiation-strategy-how-to-gain-competitive-advantage-through-product-leadership/>.
Michelle. ADIDAS. 31 January 2016. 2 May 2016 <http://buytheway.annenbergcourse.org/a-d-i-d-a-s/>.
Reference for Business. adidas Group AG - Company Profile, Information, Business Description, History, Background Information on adidas Group AG. 2 May 2016 <http://www.referenceforbusiness.com/history2/99/adidas-Group-AG.html>.
Samuel, Alexandra. Psychographs are just Important for Marketers as Demographics. 11 March 2016. 2 May 2016 <https://hbr.org/2016/03/psychographics-are-just-as-important-for-marketers-as-demographics>.
Strategy and Business. How Adidas Found Its Second Wind. 24 August 2015. 2 May 2016 <http://buytheway.annenbergcourse.org/a-d-i-d-a-s/>.
Images
Image 1. Courtesy of shutterstock. May 4, 2016. Web
Image 2 Courtesy of Ebay. May 4, 2016. Web.
Image 3. Courtesy of shutterstock. May 4, 2016. Web.
Image4. Courtesy of Jabong. May 4, 2016. Web.
Image 5. Courtesy of ladyfootlocker. May 4, 2016. Web.
Image 6. Courtesy of Jabong. May 4, 2016. Web.
Image 7. Courtesy of Adidas. May 4, 2016. Web
Image8. Courtesy of Adidas. May 4, 2016. Web
Image 9. Courtesy of Jabong. May 4, 2016. Web
Image 10. Courtesy of ASOS. May 4, 2016. Web
Image 11. Courtesy of ASOS. May 4, 2016. Web
Image 12. Courtesy of ASOS. May 4, 2016. Web.
Image13. Courtesy of ASOS. May 4, 2016. Web.
Image 14. Courtesy of ASOS. May 4, 2016. Web.
Image 14. Courtesy of ASOS. May 4, 2016. Web.
Image 16. Courtesy of Adidas. May 4, 2016. Web
Image 17. Courtesy of ASOS. May 4, 2016. Web.
Image 18. Courtesy of Adidas. May 4, 2016. Web
Image 19. Courtesy of ASOS. May 4, 2016. Web
Image 20. Courtesy of ASOS. May 4, 2016. Web
Image21. Courtesy of ASOS. May 4, 2016. Web
Image22. Courtesy of ASOS. May 4, 2016. Web
