Adidas is a German company that focuses on the design, manufacturing, marketing, and selling of sports clothing, shoes, and accessories. Due to its technological innovations, sustainable products, and customer loyalty, this multinational corporation belongs to the Prime Ionology quadrant. First of all, Adidas offers timeless goods that are recognizable worldwide, and its products are associated with belonging to a particular culture created by the brand that unites athletes across the globe. In other words, Adidas proposes not only sports apparel but a particular ideology and lifestyle that have already become prestigious. The company targets both women and men and supports young talents engaging in various sponsorship programs and bringing its values to the market. It offers highly innovative products taking into consideration the importance of sustainability and environmental safety. At the same time, Adidas is a customer-oriented business that aims to meet people’s demands and exceed their expectations.
All in all, in the present day, Adidas is a multinational brand which resources and capabilities allow it to be highly demanded. In addition, due to its reputation and performance, customers are looking for the company’s products by themselves, and partners are ready for collaboration without being bribed or convinced. And it goes without saying that collaborations with famous people, including Beyoncé, Kanye West, and Mikaela Shiffrin, strengthen the brand’s positions. The mission of Adidas is “to be the best sports brand in the world” – thus, the company’s improvement strategy should emphasize innovations, sustainability, and the brand’s culture (“Profile,” n.d., para. 7). In other words, Adidas should focus on flexibility, exceeding customers’ expectations, and technologies for being a competitive and future-oriented corporation.
Another company that operates in the same industry but belongs to another quadrant is Reebok, a company acquired by Adidas. Although they both produce and sell sports apparel and accessories under their brand names, companies focus on different areas not to compete with each other directly. Thus, Adidas manufactures products for traditional sports while Reebok is more fitness-oriented. Despite being connected with Adidas, Reebok is currently in the Attention Ionology quadrant due to its growth and development. This means that Reebok competes with similar brands for clients’ attention developing brand awareness and customer loyalty. In the present day, its target audience is limited as Reebok focuses primarily on women (“Reebok brand strategy,” 2019). At the same time, the company aims to develop in the sport of fitness, and its mission is to become the best fitness brand on the basis of its potential and creativity.
In order to reach corporate goals, it is recommended for Reebok to continue searching for and attracting customers and promote its products using channels such as advertisements, social media, online advertising, TV, and billboards. The brand should always monitor customer satisfaction and address people’s demands, expanding its presence and attracting more and more individuals. For this, it should recognize “the importance of building strong apparel and footwear franchises, establishing innovative but repeatable product lines that become annuities for the brand and essential items for the consumer” (“Reebok brand strategy,” 2019, para. 5). During the pandemic, the company should focus on the development of its channels for online and hybrid sales. Subsequently, it should emphasize innovations to exceed consumers’ expectations and change its quadrant. In general, being together with Adidas, Reebok has considerable resources and capabilities for stable growth and development.
References
Profile. (n.d.). Adidas. Web.
Reebok brand strategy. (2019). Adidas. RWeb.