Adidas : The athletic shoes market, Hertrich Sylvie / Mayrhofer Ulrike / Roederer Claire, Université Robert Schuman : Strasbourg, 2006
Following the worldwide craze for sports activities, Adidas decides to reinforce its marketing actions to increase its market-share in the field of athletic shoes. Developed in close collaboration with the marketing director of Adidas, the case-study provides information about the Adidas-Salomon group, the athletic shoes market, competitors and market segments.
The student is asked to develop a marketing plan for Adidas:
1. Internal analysis (strengths/weaknesses) and external analysis (opportunities/threats),
2. Marketing strategy (market segmentation, target definition, product positioning),
3. Marketing-mix (product, price, distribution and communication policies).
To learn how to elaborate a marketing plan:
- prepare the internal and external analysis,
- develop a marketing strategy (objectives, segmentation, target, positioning, sources of volume),
- understand marketing-mix decisions (product, pricing, distribution, communication).
To valid the coherence between the different parts of the marketing plan.