MOHD ZULFAZLIE BIN MOHD JUH

(2022974793)

PREPARED FOR:
DR. CYNTHIA @ ANNAMARIA ROBERT DAWAYAN

BACKGROUND

A German firm called Adidas, or Adidas AG,

makes sporting goods and athletic footwear. At
the start of the twenty-first century, it was the
top sportswear manufacturer in both Europe and
the globe, only behind Nike. The Adidas brand is
recognised by its three-stripe trademark, which
is still present in the business' more modern
"trefoil" and "mountain" logos. The organization's
main office is in Herzogenaurach, Germany.

After his return from World War I, Adolf "Adi"

Dassler started the company in Herzogenaurach,
Germany, by producing sports shoes in his mother's
scullery or laundry room. The business was renamed
"Dassler Brothers Shoe Factory" (Gebrüder Dassler
Schuhfabrik) after his older brother Rudolf joined it
in July 1924. Because Herzogenaurach's electrical
supply was unstable, the brothers periodically had
to power their equipment using the pedals of a
stationary bicycle.
 MARKET SEGMENTATION

DEMOGRAPHIC
Adidas' target demographic is urban
teenagers and adults between the ages
of 15 and 36. The brand is designed for
both competition and for lifestyle and
fashion. To reach the potential target
market, the primary goal of strategy is
to concentrate consumption in urban
areas and cities. This brand is well-
known in the US and Europe, and it is
starting to gain ground in the UK and
Asian markets.

GEOGRAPHIC
AIn 2021, didas had 2,184 retail
locations worldwide. Europe, the
Middle East, and Africa (37% of
total Adidas nett sales) is the
region with the highest percentage,
followed by North America (24%),
and Greater China (22%). Smaller
markets can be found in Latin
America and Asia-Pacific. Adidas
has chosen six important cities in
which it should increase its market
share, trend, and image: New York,
Los Angeles, Shanghai, Tokyo,
London, and Paris.

PSYCHOGRAPHIC
Adidas offers a range of items to
its consumers that match their
preferences and expectations in
terms of appearance or quality.
Adidas' goal is to dominate the
global sporting goods market with
brands that are based on a love of
sports and an active lifestyle.

BEHAVIORAL
Customers receive benefits from
Adidas' items in the form of
fashionable apparel, cosy shoes,
and necessary sporting goods. In
order to satisfy every customer's
changing tastes, they must
constantly develop their products.
Aside from that, using Adidas
items gives consumers the
impression that they are athletic.
 IMPACT OF MACROENVIRONMENT
TOWARDS ADIDAS

ECONOMICS
Adidas can create many job
opportunities for many people including
fresh graduate with the growth of
economies. Adidas company also always
get the sponsorship from various
companies to make partnerships. The
risk in exchange rate is always there for
purchasing their products. The sales may
slow down if there are any increasing in
cost of production. SOCIAL
People are becoming more brand
conscious and loyal to Adidas. The
company can be considered that always
up to date to the latest trend of
lifestyles. It is why people always buying
Adidas product that always evovle with
lifestyle changes. Inaddintion Adidas
broading their range of products as
there is high demand of variety and
series.

TECHNOLOGIES
Adidas could produce great products in
terms of design and performance. It may
enhanced every athletes to their max
potential with the help of latest
technology from Adidas products.
Adidas also can upgrade their facilities
and use online platform to make sales so
it make easier to customers shopping
without going out.
ENVIROMENT
As the environmental law is expanding,
brands Adidas needs to improve their
sustainability programs. Firms will
threaten Adidas by putting pressure to
increase sustainability efforts within the
industry. next, adidas needs to make
promotions according to the festival
based on the area. This is due to the fact
that promotion is a valuable marketing
tactic to persuade and influence
consumers to purchase their goods or
services. Additionally, it helps to inform
people about the company, its products,
and services.
REFERENCE
1. adidas - History. (n.d.). https://www.adidasgroup.com/en/about/history/
2. Adidas official website : adidas my. adidas Malaysia. (n.d.).
https://www.adidas.com.my/en
3. Adidas: Share of market, targets and segments. Bartleby. (n.d.).
https://www.bartleby.com/essay/Adidas-Share-Of-Market-Targets-And-
Segments-FC3CVW9WZCG
4. Frue, K. (2017, May 29). Pestle analysis of Adidas. PESTLE Analysis.
https://pestleanalysis.com/pestle-analysis-adidas/
5. Adidas Corporate Social Responsibility (CSR) and Sustainability.
Thomasnet® - Product Sourcing and Supplier Discovery Platform - Find
North American Manufacturers, Suppliers and Industrial Companies.
(n.d.). https://www.thomasnet.com/articles/other/adidas-csr/