The study was based on the subject that is of great interest of the author and therefore attempted to illustrate an evaluation of the impact of Adidas advertising upon purchase decisions of consumers nowadays.
To enable the author to provide an evaluation of Adidas’ marketing strategies, the present importance of marketing and modern challenges of advertising decisions were determined as fundamentals of a global brand based on review of relevant literature. Furthermore, an investigation of the strengths, weaknesses, opportunities and threats (SWOT) related to
companies in the sports industry was conducted. Moreover the benefits of a global brand were illustrated. This examination was mainly based on marketing specialised literature linked with selected examples of Adidas as no representative of the Adidas company was found to be interviewed.
On the one hand it was found that Adidas’ historically grown passion for sports in order to provide athletes with the best possible equipment positively contributes to improve brand awarness and brand image. On the other, it was found that the identified weaknesses reduce the effectiveness of global operations in order to improve consumer satisfaction
throughout the world.
The research concluded that although the strategic marketing operations of the Adidas company can be reduced by weaknesses and threats, the advertising decisions represent a promising source of enhancing the brand image.
Table of Contents
Chapter 1 – Introduction
1.1. Background
1.2 AIMS AND OBJECTIVES
Chapter 2 – Literature Review
2.1. Marketing and Advertising
2.2. Brand Loyalty and Buying Decisions
2.3. The History of Adidas
Chapter 3 – Methodology
Chapter 4 – Analysis
4.1. The Structure of Adidas
4.2. SWOT Analysis
Chapter 5 – Conclusion
Objectives and Research Focus
The primary objective of this research is to evaluate how a global brand like Adidas implements its marketing strategies to build effective campaigns, while specifically examining the influence of advertising on modern consumer buying decisions and the correlation between global brand status and market success.
- Reviewing the importance of marketing and current challenges in the sports industry.
- Analyzing the relationship between consumer buying behavior and brand loyalty.
- Tracing the historical development of Adidas and its impact on the sporting goods market.
- Conducting a SWOT analysis to identify the internal and external factors influencing Adidas' market performance.
Excerpt from the Book
2.3. The History of Adidas
The fascinating story of Adidas from its birth in 1920 to its leadership in the world of sports is worth to study. In 1924 the young Dassler brothers Adolf and Rudolf founded their first own company, the ‘Dassler Brothers Shoe Factory’ in Herzogenaurach, Germany. (Adidas, 2007) They launched the first pair of track sports shoes (‘The Waitzer’ – named after Josef Waitzer, the coach of the German athletics team) in 1925 (Smit, 2006). The financial support by the Nazi regime between 1933 – 1936 was of importance for the Dassler brothers because the demand of sports shoes declined after the 1929 world economy collapse. Sport was regarded as an important political instrument, so victories were seen as patriotic symbols of superiority. (Smit, 2006)
The international breaktrough so far came in 1936 when Jesse Owens, the four gold medal winner, wore ‘Dassler’s outstanding sport shoes’. From there on, Adolf negotiated with companies who already participated in sports events. In 1938 Adi Dassler continued to expand the product variety up to 30 different pairs of shoes. After the second World War the brothers decided to divide the business. Rudolf founded the PUMA brand whereas Adi Dassler named his company ADIDAS (1948). The trademark officially was registered in March 1949 with its slogan, ‘The brand with the three stripes’. (Smit, 2006) ‘Adi Dassler’s aim was to provide every athlete with the best possible equipment.’ (Adidas Group, 2007) So he erected long-distance friendships with athletes by persuading them to choose Adidas shoes.
Summary of Chapters
Chapter 1 – Introduction: This chapter introduces the research context, highlighting the importance of advertising in the sports industry and establishing the core research aim of evaluating Adidas' strategic approach.
Chapter 2 – Literature Review: This section provides a theoretical foundation covering marketing fundamentals, brand loyalty, consumer buying behavior, and the historical development of the Adidas brand.
Chapter 3 – Methodology: The author details the use of desk research and secondary data sources, including shareholder reports, journals, and official company publications to conduct the analysis.
Chapter 4 – Analysis: This core chapter evaluates the interior structure of the Adidas Group and conducts a SWOT analysis to examine internal strengths and weaknesses alongside external opportunities and threats.
Chapter 5 – Conclusion: The research summarizes that success in the sports industry requires a combination of strong brand awareness, consistent innovation, and the strategic management of relationships with athletes and consumers.
Keywords
Adidas, Sports Marketing, SWOT Analysis, Brand Loyalty, Consumer Buying Behavior, Global Brand, Advertising Strategy, Sports Industry, Marketing Communication, Performance, Market Expansion, Reebok, Corporate Strategy, Adidas Group, Brand Image
Frequently Asked Questions
What is the core subject of this research?
The research focuses on the impact of advertising decisions by the global sportswear giant Adidas and how these strategies influence consumer purchase behavior.
What are the central thematic areas?
The key themes include the importance of modern marketing, brand loyalty, the history of Adidas, and an internal analysis of the company's organizational and strategic strengths.
What is the primary goal of the dissertation?
The goal is to study how Adidas maintains its position as a global leader in the sports industry through its marketing and advertising strategies.
Which scientific methodology was applied?
The research is based on desk research, utilizing secondary data from books, government publications, financial reports, and credible news journals to conduct a qualitative analysis.
What topics are discussed in the main analysis?
The analysis covers the internal structure of the Adidas Group, its diverse brand portfolio (including Reebok and TaylorMade), and a detailed SWOT analysis.
Which keywords define this work?
The work is defined by terms such as sports marketing, brand loyalty, global market expansion, SWOT analysis, and consumer behavior.
How does the history of the Dassler brothers influence the modern Adidas company?
The history established the "three stripes" brand identity and the core philosophy of providing athletes with high-quality equipment, which remains central to their modern operations.
Why did the author perform a SWOT analysis on Adidas?
The SWOT analysis is used to objectively identify the company's internal capabilities and external market challenges to understand how Adidas manages to maintain its competitiveness.
How has the acquisition of Reebok affected Adidas' performance?
The acquisition has provided Adidas with a stronger foothold in US sports markets, such as basketball and hockey, and generated cost synergies, although it also presented challenges in maintaining brand positioning.
- Quote paper
- Christian Berger (Author), 2008, Strategic Sports Marketing – The impact of sport advertising upon consumers , Munich, GRIN Verlag, https://www.grin.com/document/118053
