scroll to top
Stuck on your essay?
Get ideas from this essay and see how your work stacks up
Word Count: 2,576
Executive Summary Adidas was the dominating manufacturer of sporting goods It achieved this success by developing cleated shoes for the soccer and track and field sports The landscape of the sporting goods industry has changes but Adidas has not changed with it Sporting good textiles and footwear have become popular with younger individuals as a substitute for casual wear Soccer and track and field sports are no longer the mainstream sports These sports have been replaced in market share by sports such as baseball basketball football and fitness activities like aerobics Adidas has not developed the marketing mix to compete in these sports and fitness activities The participation by women in these sports is growing yet Adidas has neglected this market by remaining a preferred supplier of sporting equipment to the middle aged male population Nike and Reebok are two very aggressive marketing companies with the appropriate marketing mixes for todays sporting goods markets Both have surpassed Adidas in sales during the past decade If Adidas is to regain its lead in the sporting goods industry it must stop living in the past develop a marketing mix that supports the current market trends and drop its old style of promotional advertising for a more favorable endorsement approach currently being used by its competitors Europe has been Adidass primary playing field but America is by far the largest market Adidas must restructure its company and cut overhead costs to compete in the United States Introduction It is 1993 and the Adidas Sporting Goods Company is bankrupt Since its inception in the 1920s Adidas monopolized the sporting goods industry until the 1970s During this time fierce competition emerged from rival companies like Nike and Reebok In fact both Nike and Reebok at the time of the case writing had taken the lead in market share over Adidas Management of the Adidas Company is in disarray and the Companys new creditors have turned to Robert Louis-Dreyfus for
@Kibin is a lifesaver for my essay right now!!
- Sandra Slivka, student @ UC Berkeley
Wow, this is the best essay help I've ever received!
- Camvu Pham, student @ U of M
If I'd known about @Kibin in college, I would have gotten much more sleep
- Jen Soust, alumni @ UCLA