ADIDAS: Women are the Future of Sport

Nearly half of people practicing sports are women. In France, each week, about 18 million women practice sports: they walk, swim, run, do biking or gymnastics, etc. Many studies show that women have become a strategic target for manufacturers of sporting goods.
In this context, the general management of ADIDAS decides to reinforce its marketing actions in order to conquer the female clientele. The company conducts several market studies in order to achieve a better knowledge of this target before elaborating a specific marketing policy for women.
Written in close collaboration with the general management team of ADIDAS France, this case study presents the characteristics of sport practices of women, marketing actions developed by competitors and the position of adidas on this segment.
The students are asked to prepare a marketing plan for the French market: internal and external analysis, marketing strategy (market segmentation, target definition, product positioning) and marketing-mix (product, price, distribution and communication policies).

To make students aware of the structure of a marketing plan by :
- Conducting an internal and external analysis (strengths/weaknesses, opportunities/threats),
- Developing a marketing strategy (objectives, segmentation, targeting, positioning, sources of volume),
- Elaborating a marketing mix (product, price, distribution, communication).
To valid the coherence between the different parts of the marketing plan.

Exam case - Briefing case - Initiating case - English case - Market analysis - Internal analysis - External analysis - B to C - Product marketing - Marketing-mix - Operational marketing - Strategic marketing - Marketing plan - Marketing strategy - Swot - Client segmentation - Target - Product - Price - Distribution - Communication - Action plan - Competition - Competitive market - Sports market - Consumer behaviour - Marketing review.

Business schools and universities (initial and executive education)

Sports industry

This case has been written with ADIDAS France direction. It can be used like an initiating case, a briefing case or an exam case. The time of use can be modulated according to the level of the learners ( 4 or 8 hours). If you use this case for an exam, we advise to give to the learners 4 hours to do all the marketing plan. Moreover, a table of notation is available, if you wish, in the case's debriefing. French version also available : M1510 ADIDAS est l'avenir du sport.

Année de la problématique : 2007

Livraison : Livraison par lien de téléchargement

Nombre de pages : 18

Temps d'utilisation : plus de 3 heures (4 à 8 heures)

Code du secteur d'activité : 92 - Activités récréatives, culturelles et sportives