Advances in Economics, Management and Political Sciences
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Proceedings of the 2023 International Conference on Management Research and Economic Development
Series Vol. 23 , 13 September 2023
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Analysis of the Marketing Strategy of Adidas
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Abstract
A well-developed and well-executed marketing strategy is important for a company, especially for Adidas in the highly competitive sporting goods industry. Therefore, this essay analyzes Adidas’ marketing strategy with the help of the 4Ps marketing theory and proposes relevant strategy optimisation. The result shows that Adidas’ current marketing strategy focuses on incorporating sustainability to drive product innovation. This marketing strategy is beneficial in helping the company to engage consumers and build a credible brand image. However, this marketing strategy also faces problems with product innovation lacking competitiveness, product quality and pricing. Therefore, Adidas could optimise both its product strategy and its pricing strategy. Specifically, Adidas could focus on product innovation, drive digital transformation and increase its control over suppliers in order to expand its product strength and optimise its product strategy. At the same time, Adidas could optimise its pricing strategy by increasing its sensitivity to changes in competitors’ prices, consumers and market demand.
Keywords
Adidas, marketing strategy, digital transformation, sustainability, The Marketing Theory of 4P
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2023 International Conference on Management Research and Economic Development
- ISBN (Print)
- 978-1-915371-89-8
- ISBN (Online)
- 978-1-915371-90-4
- Published Date
- 13 September 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/23/20230346
- Copyright
- 13 September 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited