Ch. 2 - Strategic Planning for Competitive Advantage

With A unique product portfolio covering accessories, apparel and footwear for professional athletes to premium trendy fashions, allows Adidas to cater to multiple customer needs and demands. This provides Adidas with the opportunity to exploit various markets locally and internationally. Together with Adidas's commitment to product innovation and its rich heritage aids in differentiating the brand from its competitors.


Like most retail giants Adidas markets its products in accordance to the seasons; for instance A heavy emphasis is placed on summer apparel when its warm outside because there is a greater demand for short and lighter clothing. Their plan is to not only market their product in accordance to the weather changes but also to the changes in the various sports seasons. Adidas has a great advantage to appeal to all markets because of the variety of products they distribute caters not only to men but also to women and even children.


In order for the company to sustain its dominance and appeal in the industry Adidas ever so often adjusts to the times, trends and changes in consumers demands. Endorsing highly publicized Athletes, Socialites and  Performers aid to market the brand and also provides a competitive advantage over its competitors.