Adidas

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ASSURANCE OF LEARNING EXERCISE 5A
What Strategies is Adidas AG pursuing in 2011-1013?

PRODUCT STRATEGY
Continuous innovation of product offerings such as shoes, bags, and clothes. Diverse brand portfolio to satisfy consumer wants and choice. Developing team grounded to sustain product quality and love of sport concept. Ability by the customer to buy Adidas AG’s products online. Improvement of its product’s brand architecture.

Taylor-Made adidas created a multi-brand strategy comprised of three well-defined golf brands under one roof. Adidas’s new Boost footwear position as the “Boost” footwear range lunched last February, 2012. PRICING STRATEGY

Wholesaling strategy to reach profitable market share.
Offering discounted prices with different product offering such as shoes and bags for a certain period of time for example, 5 % to 50 % discounts on selected items. Able to penetrate the market as it is cheaper than its competitor. Uses market skimming for example, white T-Mac shoes is being charged at a higher price than the other color of the same version. Taylor Made’s premium price points in order to dominate its market. PLACE STRATEGY

Faster product creation and production by improving infrastructure, processes and systems. Investing more on the highest potential market and channels such as China and Russia. Focusing on three “attack” markets such as North America, Greater China, Latin America, Japan and UK. Continuously refining distribution proposition with a strong focus on controlled space such as own retail. E-commerce, mono-branded franchise stores, shop-in-shops, joint ventures with retail partners and co-branded stores. Royal sporting house, world of sports and sport slink are some of Adidas’ outlets. Retailing space management to amplify Adidas brands at Point of Sale transactions. Conduct warehousing for assurance of the safety and quality of its products. Reeboks retail strategic pillars.

Reeboks partnership with Cross fit to introduce...
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