国际市场营销战略分析adidas

1、介绍Adidas is a German sporting equipment company founded by Mr Adolf Adi Dassler in 1920. in factadidas is founded by 2 persons , Brother Dassler, but Adolf sbrother Rudolf left and built an otherbrandpuma.At present Adidas ranked second in the market share of sporting products.Its AD “impossible is

2、nothing”is one of the most famous and successful slogan in businessfield .and in 2013, it begins to use a new slogan“all is all in”If you think adidas just a producer of sporting, youllbe wrong . Adidas has a rich product line includingsporting clothes , shoes, bags watches even perfume ! Over the p

3、ast century, it Aims at provide richerand better quality products for its customers from all over the worldThe products of adidas are always famous for their high quality and technology . that is intimately linkedwith its Germen background . as we all know German are famous for their rigorous and hi

4、gh efficiency.Maybe adidas only in Germany can be called adidas , because of their culture have many similarities .产品Adidas is good at produci ng sports products. Itsproducts are welcomed by con sumersall over the world, including China. But the positioning in China is different to other countries.

5、Adidas isshopping products in foreign countries but specially products in China.If adidas is a brand in maturity , there no doubt that it belongs to growth stage in China.If you thi nk adidas just have the logo offhree line”,you are wrong .In fact as anexpert insports, there are also manyfashionable

6、 factors in adidasi . for example ,they have adidas classic”，adicolor”di- performanee ”. relative to traditional brand adi-performanee”the other brands focusfashional clothing . And it also has a famouse co-branding by combi ning withYohji Yamamoto-a Japa nese desig nerIn terms of product localizati

7、 on , adidas can hire Chin ese desig ners and let them take part in thedesigning . At the same time , it need a market survey to learn which kind of product consumers need.You know, as a country with long history , China has various culture factors , such as Beijing Opera ,embroidery, panda , and so

8、 on . All of these things are very suitable factors for designing adidasproducts aiming at Chinese.Only in this way can it close the distanee betwee n con sumers.设计元素PriceIn western countries , especially its home-Germany, adidas is a normal shoppingproduct. Because of some other factors like tariff

9、s, the price of adidas is lower. People can buy goodsaccord ing to own hobby in stead of con sideri ng the price .In fact Germe n dontth inkadidas is luxury. But But the opposite in China, more and more young peopleeve n are crazyfor every kind of products from adidas .As we all know dema ndis an im

10、porta nt factor which drives price. The craze tofashi on of yong Chin ese people stimulated the dema nd of the Chin ese market and raise the foreig ncommoditys price, in clud ing adidas .In fact , although adding the fees to import licenses , adidas still canreap the huge profitsrely on the high pop

11、ularity. In addition to low cost and high pricing, there are other factors rise the priceof adidas , such as the in flatio n in China or in terest rate. And we must n tig nore the large amount ofresellers , they get the profits by selling products to next consumer in a higher price. But we must know

12、 ,most of products of adidas are madein China, so their cost evenlower tha n in Germa n. So adidas prefers choose market skim ming pric ing to get biggest profits theycan .And the opposite of what it thinks , with theaddition of rational consumers, thepricingstrategy isn ta secret .People do not wan

13、t to buy the same products with a higher price than othercountries.More and more consumers begin to suspect there are pricediscrim in ati on in the process of sales. They also think manufacturersprofit margin is too large andit has doing something illegal which includes deceptive pricing and price-f

14、ixing.Although have to face the huge pressure from con sumers , I donthe price and be in price war with others. Because it will damage theimage andmakes Adidas become a no rmal compa ny and stay in the same level with Anta orLi ning无需减价Promotion促销Because of adidas is a famous brand and enjoy a high

15、reputati on in China , itsunn ecessary topromote every mi nute like other local bran ds. The promotio nal tools it uses most freque ntly in Ch inais advertis ing.The frequency of the adidas television advertisement is not very high, because it doesnneed pay toomuch money but also receive the best ef

16、fect. Every advertiseme nts are very creative, and the sametime , there are many famous star from sports and entertainment circles, such as Eason Chen andDavid Beckham. Itrather film tha n advertiseme nt, that is why many young pers ons like these ad. Thereasons for the success of adidas is it has c

17、lear mission, sufficient fund , rich messages , good relati onship with media and suitable measureme nt.Of course , there are many other kinds of promotio ns, but adidas apply it rarely, such as public relations,personal selling and sales promotion. Maybe the head of adidas think using these promoti

18、ons willdamage the imagine of company . That is because the local companies canbring good shoppingexperience through these promotions. In China, more promotions means more rebates, that is the localfactors which adidas can adapt.Therefore , the gaining of promotions means the decrease of profits, so

19、 advertisement is the main wayof adidas to promote.Of course, Adidas can make some change inthe specific content details,as inven ti ng publics or kids to be a part of advertiseme nt. It also can don atea part of profits to the athletes n eed help. In this way , adidas can close thedista nce with co

20、n sumers , establish a better image and cultivate pote ntialcon sumer groups, occupyfuturemarket”邀请广告Place of distributi on分与肖No mater what kind of product, they will be given to customers in the end, so the developing distributionis very important.Adidas has unique system of distributi on , a large

21、 amount of in termediaries, various distributi on chann els.Develop ing distributio n is the dema nd of large amount con sumers and huge n eedi ng in Chin esetthi nk it will cutmarketing . As a producer , adidas limites the supply of some special edition,sothe Requirements of consumers arent met . t

22、hat is hungry marketing.The distribution of adidas have many different kinds, such as direct marketing channel , indirectdistribution, distribution marketing channel , business marketing channel ,and customer marketingchannel. It choose most suitable distribution channel according to the condition o

23、f local market.As I mentioned above , a part of reason of adidas is very expensive in China is there are too manyretailers, agents and wholesaler . these agents take a part of profits and increase the cost. With thedevelopment of the electronic commerce, adidas build its flagship store in T-mall JD,

24、 and other famousnet. But it must solve many other problems such asorders ,processing ,warehousing ,inventory ,transportation, and many other questions.We must know many kinds of limited editions only can be brought in other countries, and the products inChina almost are designed in few years ago. I

25、ts unfair obviously to the consumers who buy adidas forfashion . In my opinion , adidas can learn Apple , regards China as a platform for issuing new products.Only in this way can adidas giveunforgettable consumptionexperience.苹果发布 限量版S elega nt Europea n aristocratAs an established sporting brand,

26、Adidas has 93 years history, it sone of the oldest brands in sportmarket. In the recent hundred of years, it always be engaged in improvement and innovation. In myopinion, it is most be proud of its history and culture, especially to their biggest competitor NIKE!Adidas is the earliest supplier of s

27、port ing products, and they are good at improvi ng brand imag ine withthe help of large sports eve nts such as Olympic Game. Since 1972, it became the The spon sor of theOlympic Games. In the Olympic Games- the biggest concern sport game, it promotestheir products and brand image very well. That mea

28、ns, whe n every athlete who makes the podiumwears the cloth with the logo of Adidas. In this mome nt , its logo shi nes like gold medal.As the same time , it also builds up a good imageIn every consumermind , Adidas is winner who represents the culture of victory . This is the biggestadvantage of ad

29、idas I think .Adidas is the aristocrat of sprotingOf course, its tech nolge is very adva need , i ncludi ng CLIMACOOL, Clima Warm, A3, TRAXION andso on .Youll be wron g, if you think these tech no logy just have a cool n ame .In fact , every tech no logy arecreated by comb ining with high tech no lo

30、gy and feedback from athletes . they really can Bring you abetter experienee. Such as“limacool”can dry the wet shirt very quickly . climawarm help youdefense low temperature even you just wear two thin shirts. Again for in sta nee, TRAXION can Improvegrip through desig n a kind of The sole with spec

31、ial gra in.W劣势lifeless olderOfficial as the most obvious characteristic of adidas restricting its development on some level.I mean that covers its individuality. That is the reason some young consumers dont choose Adidas .Consumers now, especially young consumers , have higher request of productsind

32、ividuality and theyare more dependent than any time before. That is bad for a company stresses team spirits .Young always represents a rebellion, young like unique style products, and they are not In terested inteam sprits- the esse nee of sport. but opinion of some young people : Relyon the team is

33、 a sig n of in compete nce makes adidas whose advertiseme nt explai ning team sprits introuble.In some Chin ese young pers ons eyes: if NIKE is a adult adidas is an oldma n . As the gap betwee n uncle McDon alds and gra ndpa of kfcOpport un itya fleeti ng opport unityWith the development of Chinese

34、economy , chinese are richer than any time before, and they paymore money on consuming . When they realize the importance of health, the Chinese are willing to invest in sports equipme nt. In the school , the amount of stude nts weari ng nike or adidas is larger andlarger . they have bey ond sports,

35、 represe nts the fashi on and altitude of lifeNot only did these sport ing brands appeared on the sports field, but on the party .If you concern about news , you ll find that most local sports brands in china Face with difficulties. somany goods wait ing be sold in their warehouse .These n ative pro

36、ducts had brought great threat, but now , they have to face many troubles such assales drop, Inven tory in crease.Many companies have to sacrifice brand image and give up some of their profits with the cost ofmaintaining operation, they have no time compare with adidas . This phenomenon reduces the

37、barriersfor adidasdevelopme nt in China.because of The existe nee of Nike The disappear of n ative competitor does n tmea ns competitio nof sports product decreases,T the opp onent from AmericaIf adidas can be Like n to an axe , n ike is a sharp knife .opp onent of adidas In the competiti on for global markets.made by adidas ,nike must be sold in next door. production line. The product made by n ike is as good adidasmust devote much atte nti on on NIKE and provide a cause to persuade con sumers buy their product.When we go to the shopping mall , we alway