2. Adidas Overview Adidas is a German-based sports apparel manufacturer selling shoes, accessories and clothes appealing to all different demographics and interests.
3. Challenges Separating and establishing themselves over their competitors. (Nike, Reebok, Under Armour) Current economy (consumers spend their money more carefully) Stealing/obtaining celebrity endorsers from Nike/Under Armour
4. Goals Be the top seller in the shoe, sports wear, clothing and accessory industry far beyond their competitors. Developing marketing strategies such as “impossible is nothing.”
5. MiAdidas Custom design your own shoe Colors, designs, shapes, sizes of your own shoe If they can make their feature more prominent than Nike’s, they can gain a different consumer segment.
6. Build Individual Outlet Stores/Theme Build individual outlet stores in more locations (malls, stand alone stores) Something Nike and Under Armour does not do If people see Adidas store's popping up everywhere, people will buy more of their products because they are more accessible to the public
7. Social Media Twitter it is the fastest way people connect to a mass group of people. Start a facebook group for each store that is opening up and post status's that say "5% off everything in the store in the next 15 minutes." (generate attention and extra revenue that necessarily would not be there) Also will have a blog that people in the store can be running of the interesting things people say/do while shopping for Adidas wear. All these things can help bring attention and develop personality within the store and the products.
8. Measuring Success See how much money big outlet stores make in a month, week, holiday season. If the percentage of revenue is similar after paying employees, promotions, marketing, rent etc. Than establishing and building new stores is a good idea.
9. Regular Budget 8,000 per store. That includes rent and utilities ($1000), paying employees ($6000), shipping products to store($500), marketing running promotions($500). If each store can make 20,000 during the course of a regular month (about $666 per day, which is feasible because they are pricier products with longer lives so people will spend money on durable products).
10. Holiday Budget During the holidays, you would pay a little bit more to keep the employees working/working more hours because it is busier and a little bit to run more promotions. Rent ($1200), paying employees ($8000), shipping products ($600), marketing, running promotions ($600). It would cost about $10,400 for a seasonal month. Each store can definetly make about $25000 during one seasonal month (about $830 per day)
