Strategy

As urbanization continues, the decision to shift our focus to major cities (London, Los Angeles, New York, Paris, Shanghai, Tokyo) was made.

Investments will increase substantially to growth share of mind, market share, and trend. In addition to grand events that will be conducted on a timely basis, we will also work closely with influencers to promote the products in the minds of customers. Furthermore, new products (including exclusive collections) will be constantly introduced and promouted across all six cities.

Our efforts will also be aimed at providing extraordinary experiences to consumers in these cities while maintaining synergy between our efforts.

As a result of the expansion project, the company will gain a significant advantage over its competitors.

Business objectives

It is essential to keep the following business objectives in mind when growing a successful company:

• Expand market share in megacities in a profitable manner.
• Become the number one retailer in megacities;
• Market and category opportunities should be capitalized on by the brand;
• Grow qualitatively and sustainably;
• Maintain competitiveness at a reasonable cost.

Project description

Adidas manages their strategic planning in five-year strategic cycles. The 2015-2020 five-year strategic cycle was called "Creating the New''. For this period the company had one major goal: brand desirability. In order to achieve it they set 3 main objectives: Speed, Location and Open brand.

For this assignment the team will focuse on their second strategic goal: Location. Considering that 80% of the global GDP is generated in cities, and there is a continous megatrend of global urbanization the company decided to increase their efforts and investment in talent, attention and marketing spend, focusing on 6 key cities (New York, Los Angeles, Shanghai, Tokyo, London, and Paris), in order to become the top-of-mind brand as well as increase their market share in relevan geographical areas. In consequence the comapny introduced the Top City Strategy 2020 to focus on the afromentioned cities, hoping to double sales through a new brand distribution strategy. This project included imoprovements in retail experiences, socialmedia engagement and local brand advocacy.

Project objectives

The goals set for 2020 por this project included:

• Grow net promoter score higher that the competition
• Increase net sales faster than sports market
• Grow market share higer that the competition https://www.brand-experts.com/best-practice/brand-distribution-strategy/#:~:text=In%20March%202015%2C%20Adidas%20introduced,a%20new%20brand%20distribution%20strategy risks and preliminary plan for the project above