Adidas Marketing Plan

(Adidas Group Annual Report, 2008) This marketing plan will focus on the Adidas brand. While research indicates there’s a belief that Adidas makes better footwear than Nike (Vertical Ascent Website), it has been unsuccessful in penetrating the young hip-hop crowd. With a generation that has grown up with i-pods, blogs and video games, Adidas is looking to appeal to his younger generation through technology that they have become used to using. (Marina, 2009) Adidas 1, claimed to be the world’s first computerized smart shoe, went on sale March 18, 2005. Adidas has long focused on being the footwear for sports and high performance with its core base being sports. According to the Adidas Group 2008 Annual Report, the company targets three brands: sports performance, sports heritage and sports styles. It’s known for its technological innovation and cutting edge design, with its mission being to challenge and lead through creativity. Adidas has positioned itself as a leader in professional and competitive sports, notably soccer, basketball, and running. As the technology permeates everyday life, Adidas hopes to live up to their changing expectations and deliver the best consumer experience through using creative new initiatives including interactive fitting footwear for peak performance and fit. With that focus on technological innovation, Adidas is going high tech, with everything from high tech sneakers, high tech virtual stores, and high tech promotion. This high tech is not just for show or glitz. It has a purpose – to deliver the best fitting, and best performing footwear tailored to the consumer’s individual needs. Adidas is hoping the high tech approach will eliminate potential customer dissatisfaction through virtual fitting. This eliminates producing shoes that don’t fit properly or perform well. It also leads to the best fit for the best performance out of footwear, something desired by professional or amateur athletes, as well as anyone embarking upon a running or fitness program. Adidas is looking at the changing interests of the up and coming market who also have i-pods, video games, email, internet, youtube and other highly technological devises as a way of life rather than traditional television or print media. With this change in media delivery, there’s also a change from it being one way to two-way communication, and with rapid advances in technology, they expect new and different things, and new and different footwear and sportswear is a way to reach that market. With an emphasis on fitness in today’s world, Adidas must create an image that Adidas footwear excels for everyone who is looking to improve their health. The goal is to maintain its traditional base as well while developing a technological environment that will broaden appeal to a younger consumer. Adidas’ strategy is to come up with a technology that meets a consumer need – excellent fitting footwear that has top notch performance. By having technology where one is not just fitted for the footwear, but also can gauge them for exact pressure and running posture, the company continues to follow its positioning as being the world’s favorite footwear for sports, and setting the pace for their footwear to meet their customer’s performance needs. The company is taking that image to its traditional promotional use of television and print advertising, as well as its exclusivity banners at major sporting events, especially European soccer matches. It also has made deals with professional football players and the New York Yankees to endorse Adidas. The company is the official sponsor of the 2008 Beijing Olympics that will reach millions, billions, and potentially open up strong Chinese Markets, and renew interest in sports performance which will lead to increased sales Adidas is distributed in corporate stores, throughout the web, high end sporting stores, the internet, and more limitedly in sporting goods stores throughout the US and Europe. It is also rethinking its distribution practices after last year’s purchase of Reebok and will close Reebok sports apparel and sneaker distribution centers in Massachusetts, Tennessee and Kentucky, and move those operations to an expanded center in South Carolina. Spartanburg was chosen for the two brands’ consolidated distribution center in part because it’s close to the two brands’ product shipping locations and to many customers (The Associated Press, 2008) Adidas high tech strategy is moving into its internal operations departments, adopting a better delivery system, increasing retail distribution, and taking customer service to a new level, beyond satisfaction to delight, thus trying to obtain return and possibly ifetime customers, something that would be very profitable for the company. The company can benchmark its success by measuring sales, web traffic to its innovative color based on-line advertisements that never mention the product, the number of downloaded pod casts and the number of visits to their Paris high-tech store. Works Cited http://usatoday30.usatoday.com/money/industries/2005-03-02-smart-usat_x.htm Adidas Marketing Plan (Adidas Group Annual Report, 2008) This marketing plan will focus on the Adidas brand. While research indicates there’s a belief that Adidas makes better footwear than Nike (Vertical Ascent Website), it has been unsuccessful in penetrating the young hip-hop crowd. With a generation that has grown up with i-pods, blogs and video games, Adidas is looking to appeal to his younger generation through technology that they have become used to using. (Marina, 2009) Adidas 1, claimed to be the world’s first computerized smart shoe, went on sale March 18, 2005. Adidas has long focused on being the footwear for sports and high performance with its core base being sports. According to the Adidas Group 2008 Annual Report, the company targets three brands: sports performance, sports heritage and sports styles. It’s known for its technological innovation and cutting edge design, with its mission being to challenge and lead through creativity. Adidas has positioned itself as a leader in professional and competitive sports, notably soccer, basketball, and running. As the technology permeates everyday life, Adidas hopes to live up to their changing expectations and deliver the best consumer experience through using creative new initiatives including interactive fitting footwear for peak performance and fit. With that focus on technological innovation, Adidas is going high tech, with everything from high tech sneakers, high tech virtual stores, and high tech promotion. This high tech is not just for show or glitz. It has a purpose – to deliver the best fitting, and best performing footwear tailored to the consumer’s individual needs. Adidas is hoping the high tech approach will eliminate potential customer dissatisfaction through virtual fitting. This eliminates producing shoes that don’t fit properly or perform well. It also leads to the best fit for the best performance out of footwear, something desired by professional or amateur athletes, as well as anyone embarking upon a running or fitness program. Adidas is looking at the changing interests of the up and coming market who also have i-pods, video games, email, internet, youtube and other highly technological devises as a way of life rather than traditional television or print media. With this change in media delivery, there’s also a change from it being one way to two-way communication, and with rapid advances in technology, they expect new and different things, and new and different footwear and sportswear is a way to reach that market. With an emphasis on fitness in today’s world, Adidas must create an image that Adidas footwear excels for everyone who is looking to improve their health. The goal is to maintain its traditional base as well while developing a technological environment that will broaden appeal to a younger consumer. Adidas’ strategy is to come up with a technology that meets a consumer need – excellent fitting footwear that has top notch performance. By having technology where one is not just fitted for the footwear, but also can gauge them for exact pressure and running posture, the company continues to follow its positioning as being the world’s favorite footwear for sports, and setting the pace for their footwear to meet their customer’s performance needs. The company is taking that image to its traditional promotional use of television and print advertising, as well as its exclusivity banners at major sporting events, especially European soccer matches. It also has made deals with professional football players and the New York Yankees to endorse Adidas. The company is the official sponsor of the 2008 Beijing Olympics that will reach millions, billions, and potentially open up strong Chinese Markets, and renew interest in sports performance which will lead to increased sales Adidas is distributed in corporate stores, throughout the web, high end sporting stores, the internet, and more limitedly in sporting goods stores throughout the US and Europe. It is also rethinking its distribution practices after last year’s purchase of Reebok and will close Reebok sports apparel and sneaker distribution centers in Massachusetts, Tennessee and Kentucky, and move those operations to an expanded center in South Carolina. Spartanburg was chosen for the two brands’ consolidated distribution center in part because it’s close to the two brands’ product shipping locations and to many customers (The Associated Press, 2008) Adidas high tech strategy is moving into its internal operations departments, adopting a better delivery system, increasing retail distribution, and taking customer service to a new level, beyond satisfaction to delight, thus trying to obtain return and possibly ifetime customers, something that would be very profitable for the company. The company can benchmark its success by measuring sales, web traffic to its innovative color based on-line advertisements that never mention the product, the number of downloaded pod casts and the number of visits to their Paris high-tech store. Works Cited http://usatoday30.usatoday.com/money/industries/2005-03-02-smart-usat_x.htm

The Dangers of Cyber-Terrorism Research Paper Example | Topics and Well Written Essays - 1250 words

The Dangers of Cyber-Terrorism - Research Paper Example The face of international terrorism is beginning to change at a quick speed. Even though the motives keep on being the identical, United States is now confronted with cutting edge and unusual tools. The intelligence strategies, safety strategies, and devices which are designed to shield us, now are immobilized against this latest disastrous tactic, known as cyber terrorism. Moreover, the ways of counter terrorism that the world depends on have become fairly outdated since this opponent is not going to strike people with explosives, however, this enemy strikes with computer viruses and aims to interrupt our computer units which people have grown to be so reliant on. (Collin, 1997) Cyber strikes, system safety and data present complicated troubles that hit into new places for nationwide safety and public plan. This paper examines one list of concerns – those associated with cyber-terrorism and cyber offenses on crucial system and their ramifications for countrywide safety. Cyber-terrorism is â€Å"the consumption of computer system resources to turn off crucial national infrastructures (for example power, transport, federal government procedures) or even force or torment a government or civilian populace.† The idea of cyber terrorism tends to be that as countries and vital infrastructure grew to become more influenced by computer systems for their functioning, innovative vulnerabilities are built – â€Å"a substantial computerized Achilles heel.†

Barclay bank Indian Essay Example | Topics and Well Written Essays - 2000 words

Barclay bank Indian - Essay Example There are approximately 33 foreign banks in India. Barclays has been one among them. The report presented below tries to analyse the environment in which Barclays Bank India has been operating. Further, it tries to analyse the reason for Barclays’s success. It has been analysed that the main reason for Barclays Bank’s success in India has been its innovative strategies. The report tries to analyse the organisation by conducting the value chain analysis. In addition to this, the report further tries to explore the competitive stances of the organisation and evaluates its sustainability Table of Contents Executive Summary 2 Overview 4 Section A 5 Analysis of Organisation Business Environment 5 Porter’s Five Forces Model 5 Industry Life Cycle 7 Key Reasons for Barclays’s Success 7 PEST Analysis 9 Section B 10 Value Chain Analysis 10 Competitive Stance 11 Scope and Scale 11 Evaluation of Sustainability 12 Critical Appraisal of Strategy 13 References 14 Bibliog raphy 16 Overview Barclays PLC can be considered as one of the leading financial firms of Britain catering to the needs of the customers by providing financial services. In India, the Barclays Bank is considered to be one of the most esteemed foreign banks that provide services to more than 9 lakh customers. The bank started serving the needs of the commercial customers from the year 2006 November onwards and aims at offering the premier banking services. In addition to the commercial customers, Barclays Bank in India also serves the needs of public sector companies, small and medium enterprises and multinationals (Maps of India, 2011). The management report of Barclays Bank India has been aimed at understanding and analysing the strategic situation of the firm. The report will begin with the analysis of organisation’s business environment and of industry survival and the success factors. The second section of the report will contain in-depth strategic analyses of the Barclay s Bank in India. Finally, the report will conclude with the decisive appraisal of the strategy. Section A Analysis of Organisation Business Environment Porter’s Five Forces Model According to Michael Porter, the five forces models tend to understand the level of competitiveness in the market and also affect the profitability of the firms that already exist in the industry. Threat of Substitute Products It has been analysed that although there are various foreign banks in India such as ABN AMRO Bank, American Express Bank, Citibank, Deutsche Bank, HSBC bank and Standard Chartered Bank, there are few features as well as products of which they can only be obtained from the Barclays Bank such as Hello Money, the country’s only 7-year personal loan scheme, premier banking services and NRI banking services. Thus, it can be revealed that this force is favourable to Barclays Bank in India. It, therefore, bears a positive sign. Bargaining Power of Suppliers It can be demonstrat ed that the core business of the banking industry can be considered as ‘service’ that mainly focuses upon the safety of the wealth. It has been evident from the case study that the bank has invested heavily to acquire the talented pool of workforce. In addition to this, the suppliers at the banking sectors are the providers of tangible goods such as cheque books, furniture and others. However, the impact of such tangible goods is not that significant. The provision of talent pool has an impact upon the operation. In context of