Marketing Comunication (Adidas)

Marketing Communication (Adidas

Market Overview (PEST , Market Share

Adidas relies chiefly on an efficient market system and product improvement . Marketing communication plays a crucial role in successful market performance as it influences brand image and product recognition For Adidas , effective marketing communication depends upon effective marketing system and ability to evaluate target market and economic conditions

- Political /Legal factors . UK government exercise control over its nation 's economic development by passing protectionist laws and regulations . On the other hand , it does not restrict or limit communication strategies and activities

provided by foreign companies like Adidas , so UK market proposes a favorable environment for Adidas

- Economic Environment The UK economy is marked by stable development Great Britain belongs to G-7 group of the high-income countries . Low inflation rates , exchange rate stability , government budgets and the record of growth are the main advantages of UK . Economic indicators show that UK market proposes a great opportunities for Adidas to employ marketing communication activities with little economic risk

- Social /demographic Their target market is validated . The changes in the environment are changed the demand , but they do not have a significant influence on customers ' purchasing power . Life style and values are similar to those in the USA . In the UK people are used to go in for sport and consider professional sport good as an important part of their life and holiday

- Technological factors /resources Innovation in production technologies and computerized system of supply chain is the main opportunity for Adidas marketing communication . Internet is another tool which will help Adidas to reach its potential buyers without additional spending on promotion and advertising . The threat is that investment in new technologies requires additional finance . Intellectual property and licensing protect business operations (Adidas UK , 2006

Market Share

Adidas UK has maintained high-speed growth constant technological innovations ands service improvement the help to increase market share New entrants to an industry bring new capacity , a desire to gain market share and position , and , new approaches to serving customer needs Higher volume generally confers greater scale economies in purchasing whereas larger product market share confers greater pricing power over customers . Adidas has 36 of market share being leading sports wear companies around the world . In general , Adidas has a market capitalization of about 8 .4 billion , and reported net income of 423 million last year on sales of 8 .1 billion (Kiley , 2005

Background of Adidas (SWOT

Adidas operates on the dynamic market where the main objective is to maintain successful marketing communication strategies , implement high service quality and develop strategies to improve these services . The purpose of Adidas marketing communication is to get and keep a customer The strength of Adidas is that it employs effective communication strategies and communication mix for the brand creating a unique image of its goods . Taking into account opportunities of Adidas it is evident that the company reaches a widely dispersed target market which will help it to present the message in a very personalized way...