경영학 아디다스 마케팅 전략과 인적자원 관리 분석(영문)

경영학 아디다스 마케팅 전략과 인적자원 관리 분석(영문) [경영학] 아디다스 마케팅 전략과 인적자원 관리 분석(영문).docx 목차 I.Branding II.Research and development III.Strategy IV.Marketing V.Promotion VI.Financial Statement VII.Management of supply chain VIII. Human resource management IX.Leadership X. Social Responsibility 본문 3.Adidas Originals: from niche to fashion mainstream The cornerstone of the Sport Style division is adidas Originals: the original lifestyle brand, born in sport heritage but living in contemporary lifestyles. Adidas Originals with its Trefoil logo has become a relevant part of many people’s lives. With a holistic offering in products and communications, adidas Originals engages the youth in authentic, creative and new ways with the “Celebrate Originality” philosophy. To address the needs of its diverse consumer groups and maximise business opportunities, Adidas Originals takes a two-tier strategy to brand and product marketing: Statement and Core. Statement product concepts aim to generate buzz and to keep the brand fresh and relevant. Core product concepts aim to generate sales volumes by presenting a constant collection that is uniquely adidas. In addition, Adidas Originals will continue to build a connection with teenage consumers and is now using a constant stream of digital content to keep them interested 365 days per. This is an exciting area for the brand’s consumers and an area where adidas Originals is currently a leader. IV.Marketing 1.Product: Adidas divided the brand into three main product lines with each a separate focus: Adidas Performance was designed to maintain their devotion to the athlete; Adidas Originals was designed to focus on fashion and life-style; and Adidas Sports Style, about sport style, with the main group within this one being Y-3. 2.Price: Adidas‘ products are shopping product, and able to penetrate the market by its proper price within competitors. Also Adidas practice price differenciation strategy to its products from sneakers to limited products. 3. Place: Adidas has selective distribution that distributes its products to the various 본문내용 ion Financial Statement VII. Management of supply chain VIII. Human resource management IX. Leadership X. Social Responsibility Branding History Adidas was founded by Adolf (Adi) Dassler, who started producing shoes in the 1920s with the help of his brother Rudolf Dassler who later formed rival shoe company PUMA AG. Today Adidas is a major German-based sports apparel manufacturer and parent compan