Apart from Individual targets, Adidas group goes ahead sets departmental targets which obliges employees in a particular department to work in a team so as to meet the set targets. Adidas promotes and rewards innovativeness of its employees through its various staff meetings, deliberation and training.Adidas has engaged global brands which is responsible for its marketing and product function and the long run development of Reebok and Adidas brand. The main objective of electing this strategy is to ensure that these brands get a bigger market share through clear laid down methods. Each brand is continuously developed through use of market feedback. In order to achieve long-term acceleration for the group, Global brands aims to drive growth of Adidas and Reebok. Generally, the major objective of Global brands is to build enviable consumer perception of the brand so as to meet have sustainable growth. Global brands contributed significantly in the creation of Route 2015, which is Adidas business strategic plan that was officially unveiled in the year 2010. Both brands are expected to lead to achievement of about 80 percent planned growths for the company until year 2015. The major areas that have been identified within Reebok and Adidas as main contributors and magic transformers for the group comprise of; getting marketing and sales share in crucial universal categories (basketball and running) with Adidas sport performance, expanding the style of Adidas sport with the Neo label, making Reebok the leading brand in fitness and making Adidas the preferred lifestyle fashion. It also assists in creating efficient implementation of Route 2015 by working on consistency, speed and focus on the consumer. It is planning to present Reebok and Adidas in a more consistent way to the customers in terms of pricing and ranges. This will lead to profit optimization and efficiencies in the size range.Global brand intends to create a strong reputation and loyalty of the brands to consumers by continuously creating desirable products inspires brand experience. Global brands want to achieve excellent customer experience of the brands by having a correct segmentation strategy. It recognizes that Adidas group can only develop good products by accurate identification and comprehension of consumer’s level of fitness, lifestyle, buying habits and their objectives of doing sport. In line with these, a Global brand has identified five key components that are
Baines, P., Fill, C., & Page, K., 2010. Marketing. Oxford: Oxford University Press
Cant, M. C., 2006. Marketing management. Cape Town, South Africa: Juta.
Chandrasekar, K. S., 2010. Marketing management: Text and cases. New Delhi: Tata McGraw-Hill.
Hartline, M and Ferrell, o., 2012. Marketing strategy. [Cengage Learning].
Jain, A., 2009. Principles of marketing. New Delhi: VK Enterprises.
Proctor, T., 2014. Strategic marketing: An introduction. [Routledge]
Vieceli, J. and Valos, M., n. y. marketing Management. [Atlantic Publishers & Distributors].
Please type your essay title, choose your document type, enter your email and we send you essay samples