Adidas SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 44726
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SWOT Analysis of Adidas with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Adidas

Parent company

Adidas Group

Category

Apparel and accessories

Sector

Lifestyle and retail

Tagline/ slogan

All in; Impossible is Nothing

Usp

World renowned company for sports equipment, clothing and other accessories

STP

Segment

Young men ,women and children who have passion for fitness and sports

Target group

Urban upper-middle and upper class

Positioning

Adidas stands for passion for sports

SWOT Analysis

Strengths

1. The company has a long heritage and high brand value since 1924.

2. The company sponsors major sporting events including Olympics   and major sportsmen and teams.

3. The company has worldwide presence and is internationally recognized.

4. The company has a very diversified product portfolio ranging from sports shoes, equipments to clothing and accessories.

5. Strong and innovative marketing since years have created a strong brand retention in the minds of customers
6. Has a workforce of over 45,000 employees

Weaknesses

1. The products can sometimes be costly due to innovative technology or production method
2. Stiff competition and similar big brands means customers have high brand switching

Opportunities

1. To keep up with the competition, Adidas generates close to 60 new foot-friendly designs each year.

2.The company can venture into making more stylish designs and cuts

3. Tie-up with emerging sports teams/clubs/players internationally
4. Brand building by setting up sports academies

Threats

1.Other brands offer more styles and varieties, thus more competition

2. Threat from other competitive brand who produce sports equipment and accessories at a lesser cost
3. Pirated/fake imitations affect brand image

Competition

Competitors

1.Nike

2.Reebok

3.Bata

4.Liberty

5.Puma

6.Fila



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