A SWOT analysis is a perfect tool to ascertain the strengths and weaknesses of an organisation. It also helps companies to assess their internal and external environment to understand what opportunities and threats lie ahead. So, if you want to know about the strengths, weaknesses, opportunities and threats of Adidas, an Adidas SWOT analysis is your best bet. The proven framework of SWOT analysis provides a solid benchmark for big brands like Adidas to test their position in the sportswear and lifestyle sector. Here I discuss the SWOT analysis of Adidas and understand its position in the global market –
- Adidas was founded in 1924. So it carries a long heritage that contributed to a strong brand value.
- It is the sponsor of major sporting events like the Olympics and various other teams and sportsmen.
- It is internationally recognised and boasts a strong worldwide presence.
- Adidas has a diversified product umbrella ranging from clothes, and sports shoes, to sports equipment and accessories.
- It has a vast workforce exceeding 50,000 employees.
- Adidas has several internationally acclaimed sports stars as their brand ambassadors.
- Aggressive advertising is done through online ads, TVCs, hoardings, and print media.
- Offers flexibility of buying products from e-commerce websites along with their company website.
- Neck-to-neck competition with big brands which deal in similar products. This leads to a high rate of brand switching.
- Most Adidas products can be quite costly because of the technologies and materials used. The production methods also contribute to its high price tag.
- The company is always ready to explore and break its boundaries by combining style with substance.
- Adidas generates approximately sixty new designs each year. They continuously work towards developing new products to keep up with the staggering competition.
- Adidas aggressively ties up with both reputed and emerging sports teams and players. This way, they can improve their brand presence drastically.
- They are also known to sponsor dedicated sports academies to develop athletes from the grassroots level. Thus they contribute towards philanthropic work and build a strong brand image simultaneously.
- They identified the opportunity to capture the booming market of young professionals and students. So, they focused on making a special range of products, especially for university students and young professionals.
- Others brands are offering more varieties than Adidas. They are also more adventurous in offering eccentricity and style. Hence, this makes the completion much stiffer.
- The threat also comes from other rival brands that manufacture sports accessories and equipment at a lesser price.
- There are several fake companies that make pirated versions of Adidas shoes, t-shirts, caps, and many more.
- The emergence of local companies in individual countries is also posing a threat. They are producing similar-looking products at half prices, making it harder for Adidas to penetrate local markets.
In a nutshell, these are the strengths, weaknesses, opportunities, and threats of Adidas. Here I have used the SWOT analysis model to distinguish each of the different aspects and state them down. Adidas is also one of the most successful sporting brands in the world because they also use SWOT analysis within the organisation to identify these factors and devise strategies to stay ahead of the curve.
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