Hence the company is now engaged in accelerating its shift to the online technology by strengthening the “moments of celebration and acknowledgement” marketing strategy (Joseph, 2014). Te specific objectives of the current study are; t investigate the digital opportunities, tols, hrdware and software used for digital marketing and to suggest a model that optimizes the “adida Group” company’s digital marketing strategy. Fr this purpose some of the adida Group’s digital marketing initiatives and the RACE framework developed by Dave Chaffey will be thoroughly examined. Capters of this report as follows.
Bckground of the “adidas Group” is illustrated in the proceeding section focusing on its brands, mrket positioning and the digital marketing initiatives adopted for achieving the business goals. Scond chapter on literature review illustrates the concepts of digital marketing, is advantages and the disadvantages. Tird chapter describes the approaches for setting up a “digital marketing optimization” program, icluding a review of how people, pocess, masures and tools can be combined as suggested by Dave Chaffey and Mark Patron in 2012. Aidas was founded by Adolf Dassler on 1949 in Germany.
Snce then the adidas brand has become a household brand name with its trade mark, tree stripes logo, rcognized in markets across the world. Is main competitors in the market are Nike, Pma and New Balance which cumulatively comprise approximately 70 percentage proportion of the market share in sports footwear and apparel industry. Coperate mission stated in the “adidas Group” Annual Report (2013) says “striving to be the global leader in the sporting goods industry with brands built on a passion for sports and a lifestyle” Nvertheless, te company observed drop down in its sales in 2013 especially in the European rejoin markets.
Crrently the key brands of “adidas Group” include: aidas; iproves athletes performances in football, bsketball, rnning, taining and outdoor, TylorMade; lader in the metal-wood, glf industry, Rebok; Aerican-inspired fitness brand, Rckport; cmfortable fashion footwear made by the latest technologies, Rebok-CCM Hockey; cmbines the two brands, Rebok Hockey and CCM to create the leading designer and marketer of ice hockey equipment and apparel and NEO; te newest addition. ..
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