Sign In
Not register? Register Now!
Essay Available:
You are here: HomeDissertationBusiness & Marketing
Pages:
23 pages/≈12650 words
Sources:
32 Sources
Level:
Harvard
Subject:
Business & Marketing
Type:
Dissertation
Language:
English (U.K.)
Document:
MS Word
Date:
Total cost:
$ 39.95
Topic:

Marketing strategy Business & Marketing Dissertation Writing (Dissertation Sample)

Instructions:

analysis of Adidas marketing strategy

source..
Content:


Adidas Marketing Strategy
Abstract This look into the marketing strategy of Adidas has uncovered a company that has transitioned from its use of traditional marketing techniques as its foundation to one based on social media and allied theories. The company had been losing market share in the United States and it's home European market as it was not appealing to the largest purchasers of trainer, the teenage and young adult market segment. This was because, in order to reach this target audience, a company has to embrace the communications mediums they trust and use social media.
This was found to be the core marketing segment explored in this study that reveals that Adidas has made considerable strides in terms of reaching the younger generation. This shift is already yielding revenue results that the company is building on as it reshapes its brand image to be more relevant in an Internet communication world.
Table of Contents
1.0 Introduction4
1.1 Background4
1.2 Aims, Objectives and Research Question5
2.0 Literature Review6
2.1 Marketing Theories6
2.2 Social Media Theories7
2.3 Viral Marketing Theory7
3.0 Methods and Data9
3.1 The Approach to the Research9
3.2 Research Methods9
4.0 Analysis10
4.1 The Company10
4.2 Adidas Marketing Strategy Components and Analysis10
4.3 Adidas’ Marketing Focus17
5.0 Conclusion21
References23
Tables
Table 1 - Preferred Teenage Clothing Brands11
Table 2 - Preferred Teenage Footwear Brands11
Table 3 –Instagram and Facebook Yeezy Boots Campaign14
Table 4 -Adidas Marketing Mix17
Table 5 - Comparison of Adidas and Nike Marketing and
Consumer Orientations18
Table 6 - Adidas SWOT Analysis19
1.0 Introduction 1.1 Background
The age of the Internet has created new challenges for companies in terms of their marketing strategies (Challey et al, 2009). This is due to the fact that consumers can easily go online to compare products, read and use reviews, and look up any number of information points to aid them with their purchase decisions (Challey et al, 2009; Naik and Peters, 2009).
Another development is that an entire generation has grown up with the use of this medium as a means to gather information for all types of purposes (Rezabakhsh et al, 2006). This aspect has caused consumers to be less trustful of traditional advertising methods as they are aware that the ads and commercials are designed to appeal to them (Rezabakhsh et al, 2006; Berthona et al, 2012).

...
Get the Whole Paper!
Not exactly what you need?
Do you need a custom essay? Order right now:

Other Topics:

  • Marketing analysis Business & Marketing Dissertation Writing
    Description: This report entails an analysis of Apple in terms of its marketing strategy. The unique approach to product lines and development that has resulted in the success of the company over the past two decades was also found to guide its approaches in marketing. The marketing strategy...
    26 pages/≈7150 words| 27 Sources | Harvard | Business & Marketing | Dissertation |
  • Impacts of Innovative Capabilities on Business Business Dissertation
    Description: Technological influences and Innovation capabilities impacts the enhancements of various companies by transformation of their functionality strategies. Various organizations in the present globalized society uses technologies within their activities in the development of their productivity in the society...
    38 pages/≈10450 words| 80 Sources | Harvard | Business & Marketing | Dissertation |
  • Expertise Selling Consultancy Business & Marketing Dissertation
    Description: I declare that I have personally prepared this article and that it has not in whole or part been submitted for any other degree or qualification. Nor has it appeared in whole or part in any textbook, journal or any other document previously published or produced for any other purpose...
    29 pages/≈7975 words| 30 Sources | Harvard | Business & Marketing | Dissertation |
Need a Custom Essay Written?
First time 15% Discount!