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MKT230 Market Research

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MKT230 Market Research

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Course Code: MKT230
University: Charles Sturt University

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Country: Australia


You need to select an organization (local or international) and,

Describe two segments they target and their positioning strategy.
List two strengths and two weaknesses of the company (S&W).
List two external opportunities and two threats that company are facing or could potentially face (O&T)

Make recommendations on how company can manage and eliminate threats and utilize opportunities.

About Adidas

Adidas is one of the biggest sports apparel producer in the globe

The positioning of adidas is passion for sports

The USP of adidas is clothing, sports gear and other accessories

The target group of Adidas are urban upper and upper- middle class

The vision of adidas is to enhance environmental as well as social performance and strives to be world’s leader in sports industry

The core competencies of Adidas are-strategic expansions, technology and innovation

Values of Adidas

Customer focused

Global enterprise

Innovative as well as design leaders in the market

Dedicated to deliver financial outcome

Committed to strengthen brands and goods

Two Segments That Adidas Target
Demographic Segmentation-It refers to division of market into groups on the basis of demographic variables such as age. adidas brand products according to lifecycle and gender segmentation.
Psychographic Segmentation-It relates to the division of market into groups based on lifestyle, social class, personality features. adidas mainly focus on the social class as individuals within given social class apt to have similar purchasing behaviour.
Positioning Strategy of Adidas

Adidas establishes their positioning on the basis of cresting values as well as beliefs

Adidas has market segmentation that facilitates them to build up positioning

Adidas invest huge amount of money on sports events as well as sports club across the globe for promoting and positioning impressions of Adidas sports products

Adidas also uses celebrity and clubs for endorsing products and positioning products in the market

Two Strengths of Adidas

Adidas has diversified product portfolio with different range of sportswear and equipment’s to accessories under the brand name adidas

Adidas has effective distribution system for its goods available through varied channels. they sell their products from the online stores to supermarket stores.

Two Weaknesses of Adidas

Adidas has premium price range for products owing to production methods and innovative technology, which made this brand affordable to the customers.

Adidas outsources manufacturing to the third party producers for availing low labour cost and availability of resources

Two External Opportunities Adidas Face

Tie-up with the emerging sports clubs, sport teams and players internationally can enhance the brand presence of adidas

Expanding the product line can open new opportunities but at the same time it might differentiate itself from rivalries.

Two Threat Adidas Face

Adidas faces threat from other rival brand who manufacture sports equipment as well as accessories at low cost

Adidas is facing fierce competition from other brand such as nike and adidas being in the second position in premium segment.

Recommendations On How Adidas Eliminate Threats And Utilize Opportunities

Adidas should address concern in relation of competition, imitation, patent protection, labour practices. it is suggested that adidas should reform strategies in all these areas.

Adidas should also collaborate with the government units for addressing patent protection problems.


Adidas has been positioned second biggest and popular player in athletic footwear sector

Each enterprise in the sector has been trying to decrease its production cost by shifting manufacturing to the Asian markets

This enterprise has strengthened the market after the integration.

Implementation of effective strategy helps adidas to gain competitive advantage. adidas also focuses on core competencies and engage into marketing as well as branding


Lagnese, M., 2017. how the adidas group’s corporate strategy has resulted in growth and increased profitability within the sportswear industry.

Mahdi, H.A.A., Abbas, M., Mazar, T.I. and George, S, 2015. a comparative analysis of strategies and business models of nike, inc. and adidas group with special reference to competitive advantage in the context of a dynamic and competitive environment. international journal of business management and economic research,6(3), pp.167-177.

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