国际市场营销战略分析adidas.docVIP

介绍 Adidas is a German sporting equipment company founded by Mr Adolf Adi Dassler in 1920. in fact adidas is founded by 2 persons , Brother Dassler, but Adolf’s brother Rudolf? left and built an other brand ——puma. At present Adidas ranked second in the market share of sporting products. Its AD ——“impossible is nothing” is one of the most famous and successful slogan in business field .and in 2013, it begins to use a new slogan “ all is all in” If you think adidas just a producer of sporting, you’ll be wrong . Adidas has a rich product line including sporting clothes , shoes, bags watches even perfume ! Over the past century, it Aims at provide richer and better quality products for its customers from all over the world The products of adidas are always famous for their high quality and technology . that is?intimately?linked with its Germen background . as we all know German are famous for their rigorous and high efficiency. Maybe adidas only in Germany can be called adidas , because of their culture have many similarities . 产品 Adidas is good at producing sports products. Its products are welcomed by consumers all over the world, including China. But the positioning in China is different to other countries. Adidas is shopping 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 think adidas just have the logo of “three line ”, you are wrong . In fact as an expert in sports, there are also many fashionable factors in adidasi . for example , they have “adidas classic” ,”adicolor”, “adi-performance” . ?relative?to traditional brand “adi-performance” the other brands focus fashional clothing . And it also has a famouse co-branding by combining with —— Yohji Yamamoto—— a Japanese designer In terms of product localization , adidas can hire Chinese designers and let them take part in the designing . At the same time , it need a market survey to learn whi