CASE STUDY:

ADIDAS
EXECUTIVE SUMMARY
Adidas is a German multinational corporation that designs,
develops,manufactures, and markets sportswear, footwear, and
accessories. The company is the second largest sportswear
manufacturer in the world, after Nike. Adidas has been operating in the
Philippines since 1995.

Adidas is a leading global sportswear company that has been operating

in the Philippines for over 50 years. The company has a strong brand
presence in the country and is a major player in the athletic footwear
and apparel market. However, Adidas faces several challenges in the
Philippines, including increasing competition from local and
international brands, rising costs, and a weak economy.
 SWOT ANALYSIS
Strengths:
Strong brand reputation
Wide Product Range
Strategic Partnerships
Digital Marketing
Capabilities
Opportunities:
Growing popularity of sports and
fitness in the Philippines
Expanding e-commerce market
Collaboration with local sports
team and athletes
Sustainability initiatives
Weaknesses:
Intense Competition
High Product Cost
Dependence on international
markets
Threats:
Economic uncertainty
Counterfeit products
Changing consumers preference
Regulatory and legal challenges
Adidas has a comprehensive sales strategy that encompasses various aspects of
its business, from product development and marketing to distribution and
customer engagement. The company's "Own the Game" strategy, launched in 2021,
focuses on three key pillars:

Strengthening the adidas brand

Elevating the consumer experience
Pushing the boundaries in sustainability
 How to apply?
- The adidas hiring company is a multi-stage
process that candidates go through. The hiring
process has three parts: the application, the
interview, and the assessment.

How to motivate the employees?

- Adidas company motivate their employees by giving
them: recognition and rewards, employee benefits, and
flexibility for work hours.
MAJOR CHALLENGES FACING ADIDAS
The major challenges facing Adidas in its expansion in
emerging economies:

1. The existence of competitors.

2. The change of consumer preference taste and evolving
market opportunities in emerging economies.
3. Consumers disappointment over delayed deliveries
 PROPOSED SOLUTION
With these challenges, Adidas requires an established
strategy to maintain its success. Adidas focuses on
remodeling, producing new and distinctive products, and
effectual proceedings to help subsist the completion. And
after analyzing various strategies, the adoption of customer
relationship management can significantly impact positively
on the success of the business. This approach helps the
company to develop a variegated brand portfolio and serve
all the market segments.
SALES FORECAST
The Philippine sportswear market is expected to grow at a CAGR of 6.3% from 2022 to 2027,
reaching a value of PHP 32.5 billion by 2027. This growth is being driven by a number of
factors, including:

* Rising disposable incomes

* Increasing urbanization
* Growing popularity of sports and fitness activities

Adidas is well-positioned to capitalize on this growth. The company has a strong brand
presence in the Philippines and a wide range of products that are popular with Filipino
consumers. Adidas is also expanding its retail footprint in the Philippines, opening new stores
in key cities and towns.

Adidas' sales in the Philippines are expected to grow at a CAGR of 5% over the next five years.
This growth will be driven by several factors, including the increasing popularity of sports and
fitness in the country, the growing middle class, and the expansion of the Adidas retail
footprint.
RECOMMENDATIONS
Continue to invest in marketing and advertising to
maintain its strong brand presence
Develop new and innovative products to appeal to
Filipino consumers
Expand its retail presence to reach more consumers
Develop a strong e-commerce presence
Focus on sustainability and ethical manufacturing
practices
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