Strategic Sports Marketing – The impact of sport advertising upon consumers

Adidas - A Case Study

Tesis Doctoral / Disertación , 2008 , 53 Páginas , Calificación: 2,0

Deporte - Economía del deporte, Gestión del deporte

The study was based on the subject that is of great interest of the author and therefore attempted to illustrate an evaluation of the impact of Adidas advertising upon purchase decisions of consumers nowadays.
To enable the author to provide an evaluation of Adidas’ marketing strategies, the present importance of marketing and modern challenges of advertising decisions were determined as fundamentals of a global brand based on review of relevant literature. Furthermore, an investigation of the strengths, weaknesses, opportunities and threats (SWOT) related to
companies in the sports industry was conducted. Moreover the benefits of a global brand were illustrated. This examination was mainly based on marketing specialised literature linked with selected examples of Adidas as no representative of the Adidas company was found to be interviewed.
On the one hand it was found that Adidas’ historically grown passion for sports in order to provide athletes with the best possible equipment positively contributes to improve brand awarness and brand image. On the other, it was found that the identified weaknesses reduce the effectiveness of global operations in order to improve consumer satisfaction
throughout the world.
The research concluded that although the strategic marketing operations of the Adidas company can be reduced by weaknesses and threats, the advertising decisions represent a promising source of enhancing the brand image.

Inhaltsverzeichnis (Table of Contents)

• Abstract
• Acknowledgements
• Table of contents
• List of abbreviations
• List of tables and figures
• Chapter 1 Introduction
  • Background
  • AIMS AND OBJECTIVES
• Chapter 2-Literature Review
  • Marketing and Advertising
  • Brand Loyalty and Buying Decisions
  • The History of Adidas
• Chapter 3 – Methodology
• Chapter 4 - Analysis
  • The Structure of Adidas
  • SWOT Analysis
• Chapter 5-Conclusion
• Appendix
• Bibliography

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation aims to evaluate the impact of Adidas advertising on consumer purchase decisions. It seeks to explore the effectiveness of Adidas's marketing strategies within the context of global branding and modern advertising challenges. The research examines the company's strengths, weaknesses, opportunities, and threats (SWOT) to understand how these factors influence its marketing efforts.

• The impact of sports advertising on consumer behavior
• The effectiveness of Adidas's marketing strategies
• The role of global branding in the sports industry
• The strengths, weaknesses, opportunities, and threats facing Adidas
• The importance of brand awareness and brand image in achieving marketing goals

Zusammenfassung der Kapitel (Chapter Summaries)

Chapter 1 provides an introduction to the topic, outlining the background and objectives of the research. Chapter 2 delves into a comprehensive literature review, exploring key concepts in marketing and advertising, brand loyalty and buying decisions, and the historical development of Adidas. Chapter 3 outlines the methodology employed in the research, providing insights into the approach and data sources used. Chapter 4 presents a detailed analysis of Adidas, examining its organizational structure and conducting a SWOT analysis to identify strengths, weaknesses, opportunities, and threats. While Chapter 5, the conclusion, is excluded from this preview to avoid spoilers, it likely provides a summary of the findings and recommendations for Adidas.

Schlüsselwörter (Keywords)

The dissertation focuses on strategic sports marketing, Adidas advertising, consumer purchase decisions, global branding, brand awareness, brand image, SWOT analysis, marketing strategies, and the sports industry. The research explores the impact of advertising on consumer behavior and examines the effectiveness of Adidas's marketing efforts within the context of global branding and modern advertising challenges.

• Universidad: Cardiff University
• Curso: International Business Management
• Calificación: 2,0
• Autor: Christian Berger (Autor)
• Año de publicación: 2008
• Páginas: 53
• No. de catálogo: V118053
• ISBN (Ebook): 9783640225163
• ISBN (Libro): 9783640226948
• Idioma: Inglés
• Etiqueta: Strategic, Sports, Marketing, International, Business, Management