Adidas SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 49472
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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

Adidas is a world renowned company for sports equipment, clothing and other accessories

Adidas 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

Adidas SWOT Analysis

Strengths

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

2. Adidas sponsors major sporting events including Olympics and major sportsmen and teams.

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

4. Adidas 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 of Adidas in the minds of customers
6. A workforce of over 45,000 employees

7. Excellent advertising through TVCs, online ads, print media, hoardings etc

Weaknesses

1. The products by Adidas 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 can boost Adidas's brand presence
4. Brand building by setting up sponsored sports academies

Threats

1. Other brands offering 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 of Adidas

Competition

Competitors

1.Nike

2.Reebok

3.New Balance

4.Converse

5.Puma

6.Fila

7.Bata

8.Liberty Shoes


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