a.
Adidas is a sportswear corporation founded by a German entrepreneur. The three striped company’s name is derived from the founders name, Adolf Dassler. Adi is short for Adolf and Das comes from Dassler. Though, Adidas is also an acronym for “All Day I Dream About Sports” (Adidas, n.d). Adolf was motivated to provide athletes with the greatest performing equipment and that is what led him to create the famous Adidas. He began his work in his mother’s kitchen in 1924, but not until August 1949 did he register the “Adi Dassler Adidas Sportschuhfabrik” and begin working alongside 47 employees in a small town in Germany (Adidas, n.d.). That same year Adolf created the three striped shoes that would kick off his international success. In 1954, the Germany national football team had used Adidas “screw-in-studs on lightweight football boots”, leading them to write history and winning the 5th world cup in FIFA history (Adidas, n.d.).
b.
- Adidas AG revenue for the quarter ending September 30, 2019 was $7.128B, a 4.38% increase year-over-year (Macrotrends, n.d.).
- Adidas AG revenue for the twelve months ending September 30, 2019 was $25.961B, a 1.22% increase year-over-year (Macrotrends, n.d.).
- Adidas AG annual revenue for 2018 was $25.882B, a 7.92% increase from 2017 (Macrotrends, n.d.).
- Adidas AG annual revenue for 2017 was $23.983B, a 12.34% increase from 2016 (Macrotrends, n.d.).
- Adidas AG annual revenue for 2016 was $21.347B, a 13.66% increase from 2015 (Macrotrends, n.d.).
- It is a publicly traded company(ADDYY): As of January 28, 2020, their stock price was $166.09 (Google Finance, n.d.).
According to Macrotrends (n.d.),“Adidas AG ADRs are dollar denominated securities backed by the shares trading in Germany”.
c.
Mission Statement: The Adidas Group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. We are committed to continuously strengthening our brands and products to improve our competitive position (Sorbello, 2019).
d.
Frost & Strauss (2014) mentioned that businesses must follow the necessary steps in the e-marketing plan, with the strategic plan being the second step (p. 61). Under the second step, the business must decide who they will target. Adidas targets those who are devoted to sports. Reference (n.d.) found that Adidas, “is focused on targeting and strengthening its brand with the next generation of athletes in the 14- to 19-year-old age group”. Specifically, organizations use segment descriptors to define its consumer target, like “demographics, geographic locations and past behavior towards the product” (Frost & Strauss, 2014, p. 63). Adidas audience includes middle class, young athletes or sports fans located anywhere around the world, given that Adidas is a multinational organization. A middle class American highschool basketball player, who practices seven days a week in hopes to get recruited to college ball, is a perfect example of a target audience for Adidas.
References
Adidas. (n.d.). History. Retrieved from https://www.adidas-group.com/en/group/history/
Adidas. (n.d.). ADR Program. Retrieved from https://www.adidas-group.com/en/investors/share/adr-program/
Google Finance. (2020, January 28). Adidas AG/S ADR. Retrieved from OTCMKTS: ADDYY
Macrotrends. (n.d.). Adidas AG Revenue 2006-2019. Retreived from https://www.macrotrends.net/stocks/charts/ADDYY/adidas-ag/revenue
Reference. (n.d.). Who is Adidas’ Target Market Today? Retreived from https://www.reference.com/business-finance/adidas-target-market-today-363bdc15dc5a013e
Sorbello, A. (2019, November 28). Adidas mission statement and vision analysis. Retrieved from https://www.astrogrowth.com/blog/adidas-mission-statement/
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