Analysis of the Marketing Strategy of Adidas

Xinyu Li

doi:10.54254/2754-1169/23/20230346

Research Article

Open access

Published on 13 September 2023

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Li,X. (2023). Analysis of the Marketing Strategy of Adidas. Advances in Economics, Management and Political Sciences,23,33-38.

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Analysis of the Marketing Strategy of Adidas

Xinyu Li *^,1,

¹ University of Exeter

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/23/20230346

Abstract

A well-developed and well-executed marketing strategy is important for a company, especially for Adidas in the highly competitive sporting goods industry. Therefore, this essay analyzes Adidas’ marketing strategy with the help of the 4Ps marketing theory and proposes relevant strategy optimisation. The result shows that Adidas’ current marketing strategy focuses on incorporating sustainability to drive product innovation. This marketing strategy is beneficial in helping the company to engage consumers and build a credible brand image. However, this marketing strategy also faces problems with product innovation lacking competitiveness, product quality and pricing. Therefore, Adidas could optimise both its product strategy and its pricing strategy. Specifically, Adidas could focus on product innovation, drive digital transformation and increase its control over suppliers in order to expand its product strength and optimise its product strategy. At the same time, Adidas could optimise its pricing strategy by increasing its sensitivity to changes in competitors’ prices, consumers and market demand.

Keywords

Adidas, marketing strategy, digital transformation, sustainability, The Marketing Theory of 4P

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References

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Cite this article

Li,X. (2023). Analysis of the Marketing Strategy of Adidas. Advances in Economics, Management and Political Sciences,23,33-38.

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About volume

Volume title: Proceedings of the 2023 International Conference on Management Research and Economic Development

Conference website: https://2023.icmred.org/

ISBN：978-1-915371-89-8(Print) / 978-1-915371-90-4(Online)

Conference date: 28 April 2023

Editor：Javier Cifuentes-Faura, Canh Thien Dang

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.23

ISSN：2754-1169(Print) / 2754-1177(Online)

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