Adidas is one of the famous and top brand in the World, ranks on 61st among all the valuable brands of the world. It is operating more than 92 companies, who continually engage in bringing innovation. Adidas positioned itself as the market leader in the shoe industry in the global market. It is famous for sportswear, bags, watches, accessories, eyewear and many other sports goods (Adidas, 2017). Adidas has gained a powerful image in the mind of consumers and gain the competitive advantage in many areas. It is following the marketing approach of “Brand in Hand” for bolstering its sales. Adidas is much aware about their image in the industry, but still they never failed to bring progress in their promotional strategies. Adidas Research and development department is always busy and putting their efforts in designing new and unique style, with low cost of production and good quality products for customers.
To gain the strongest competitive advantages is the major concern for Adidas, because it has to compete with giant competitors like Puma, Nike, New balance and others. It achieved competitive advantage by adding value in its products. It greatly focuses on quality of products for customers. Competitive advantage revolves around the positioning of the brand among the consumer mind, which answers why consumer buys their product among many alternatives. Adidas has gained competitive advantage over its marketing strategies. It has a broad distribution network across the globe, its brand equity and its product quality. It has 2400 stores in all over the world accounting business for $4.3 billion. For associating itself with society and community, Adidas has sponsored different sport events like UEFA, NBA, FIFA, Olympics and cricket. Adidas is comfortable to use and famous for its best quality products in the global market, beyond long lasting and normal products. There have been strong relationship with different companies such as International labor companies, International finance organization and other corporations, has provided Adidas edge over its competitors for the sustainable business (Bhasin 2017).
Adidas is considered as a giant in sportswear and clothing, using effective promotional strategies, like associating with famous celebrities and idols of the sports world. This helps them in gaining steady sales and revenue. It creates a good image as their favorite celebrities are using Adidas. Adidas worked hard at gaining the highest degree of customer loyalty and involvement. It appreciates regular feedback from customers, so that they could be able to improve the area where they are lacking. This is the best strategy for staying ahead in an industry and could be able to maintain the long term profitable relationship with customers at lower cost. Adidas worked tremendously in innovation and technological advancement, and always develop and new design, according to the needs of the customers. Regular market research and handling customer satisfaction queries and questionnaires, help Adidas in creating added value in their products for gaining competitive advantage (Knoji, 2017).
References
Adidas, (2017). Company profile. [Online], Available at: https://www.adidas-group.com/en/group/profile/#/reebok-macht-sie-fit-furs-leben/, [Accessed on: 13th December, 2017].
Bhasin, H. 2017. Marketing strategy of Adidas. [Online], Available at: https://www.marketing91.com/marketing-strategy-of-adidas/, [Accessed on: 13th December, 2017].
Knoji, 2017. Competitive advantage and Adidas marketing strategy. [Online], Available at: https://business-strategy-competition.knoji.com/competitive-advantage-and-adidas-marketing-a-high-level-of-added-value-to-consumers/, [Accessed on: 13th December, 2017].
Success Story, (2017). Adidas AG success story. [Online], Available at: https://successstory.com/companies/adidas-ag, [Accessed on: 13th December, 2017].