Etude de cas Adidas

INTERNATIONAL MARKETING

ADIDAS

FOR WOMAN[pic 1][pic 2][pic 3][pic 4]

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Summary

INTRODUCTION        3

Company presentation        3

Offer        3

Demand        4

Mix Marketing        5

Global product management………………………………………………………………………………………………………………………………………………………...5

Pricing for international markets…………………………………………………………………………………………………………………………………………………..7

Global distribution and logistics……………………………………………………………………………………………………………………………………………….…..9

Global communication………………………………………………………………………………………………………………………………………………………….…….12

MIXMARKETING: Adaptation or standardisation?..………..16

Product……………………………………………………………………………………………………………………………………………………………………………………….16

Price……………………………………………………………………………………………………………………………………………………………………………………………16

Communication….……………………………………………………………………………………………………………………………………………………………………...16

Distribution………………………………………………………………………………………………………………………………………………………………………………..17

INTRODUCTION

Company presentation

 The name of Adidas creator is Adolf Dassler. With his brother Rudolf Dassler, they managed a company called: Schuhfabrik Gebrueder Dassler. Adolf was an excellent creator and Rudolf was an excellent salesman. Because of several family quarrels, they have to close definitely the company. As well as, in 1949 Adolf decided to create her own brand: Adidas.

Besides sports footwear, the company also produces other products such as bags, shirts, watches, eyewear and other sports and clothing related goods. The company is the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world, after its U.S. rival NIKE

The company's clothing and shoe designs typically feature three parallel bars, and the same motif is incorporated into Adidas's current official logo. The "Three Stripes" were bought from the Finnish sport company Karhu Sports in the 1950s. The company revenue for 2008 was listed at €10.799 billion and the 2007 figure was listed at €10.299 billion, or about US$15.6 billion. The company headquarter is located in Herzogenaurach in Germany.

We have decided to study the case of Adidas because it’s a high and powerful company in the international business.

The range, the products are so largest and concerned different sports that we preferred to analyze a definite target: Our choice is the woman wear.

Offer

It is important to remind that we can observe a massification of the sports practice with a rapidly growing market in France.

We can explain the increase of the sports practice by various factors:

• the increase of public and private equipments intended to facilitate the sports practice
• the technology which created new sports activities
• new lifestyles and more attention in our physical appearance
• more time to dedicate to the sports practice …

As regards sportswomen, 48 % of the sportsmen are women. The number of sportswomen is only increasing because they were only 9 % in 1968, 32,5 % in 1997 and more than 48 % in 2006.

Now, women are a major stake for the companies of sporting articles. This segment was often underestimated by companies because less visible. Even if we can note that there isn’t a leader in this segment, all brands have understood that it’s a stake.

The women’s sports market is one of the most attractive segments in the sporting goods industry with women accounting for more than a third of total spending on athletic footwear. This is why there is a lot of concurrent. The leader and main competitor is Nike: they have a similar target. They propose both sporting articles: very good quality at similar prices. They also try to be trendy and specialists on their market. There is also other competitors but less important like Puma with comparable product. Decathlon, Go Sport or Intersport are also serious competitors.

Demand

The spending tended to increase because they spend on average 368 euro / years on the purchase of sporting article; it represents an increase of 3,3 % with regard to the previous year. This expense tends to increase; the sportsmen are not the only ones to buy sporting articles, indeed 70 % of sports shoes are bought by non-followers.

But the purchasing behaviors of these articles are not uniform. First of all, women have a very particular relationship with the purchase because they spend in a less utilitarian way that men looking simply for to indulge it. Furthermore, women are more demanding than men; they set more time to try contrary to men that they know what they want. Women will not hesitate to wait to find what they really wish instead of buying directly. It is necessary to pay attention on the small details

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