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소개

Adidas,아디다스경영전략,아디다스마케팅사례,스포츠마케팅,브랜드마케팅,서비스마케팅,글로벌경영,사례분석,swot,stp,4p

목차

01 INTRO
02 INDUSTRY OVERVEIW
03 ADIDAS’ GLOBAL STRATEGY
04 SWOT
05 SOLUTION

본문내용

01 Introduction ? Group History

Adidas was registered as a company named after its founder: `Adi` from Adolf and `Das` from Dassler.
1949 The Foundation
Focus on products only for the professional athletes
50’s~ 60’s

1995 Adidas goes Public.
Flotation of the company on the Frankfurt and Paris Stock Exchange.

1997 Adidas-Salomon AG Adidas AG acquires the Salomon Group with the brands Salomon,
TaylorMade, Mavic and Bonfire in December 1997
1999 The New Brands The integration of the new brands is gaining momentum.
The new TaylorMade FireSole clubs boost sales.
2006 Adidas-Salomon AG acquires Reebok
2011 Adidas Group acquires Five Ten
Five Ten is a leading brand in the technical outdoor market

<중 략>

Why does Adidas need to localize
the Chinese market?
Increasing interests in sports
Host country of 2008 Beijing Olympic
Chinese sports stars playing global (Yao-Ming, Jeremy Lin, Sun-Yang)
2
large industry size with purchasing power
Population size
Economic power
1
Strong culture and preference
Distinct demand
Strong preference
Nationalism (Sinocentrism)
3
05 Recommendation ? Enter the Dragon

Recommendation
Strength - Opportunity

Develop concept products for future global sporting events
Attack emerging market with localized products
Diversify portfolio to target different market segments
Invest on high-end medical related products targeting old people
Future Strategy

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