Marketing Capstone Addidas Part 2


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In the second step of the project, after you have conducted background research on the client’s business and had at least one initial meeting with them, you will focus your understanding of their competitive environment as a specific Objective Statement/ Project Proposal for a specific business unit or product category (e.g., Adidas Tennis, Adidas Terrex outdoor, Adidas Originals, Adidas Sustainability). Specifically, working in your student teams create a no more than five (5) PowerPoint slide presentation for your client defining:

The organization’s mix of Price, Promotions, Product, and Place tactics; Who do they compete against? Identify at least three (3) close competitors (either within- or across- industries) and describe their competitive position relative your client: What mix of Functional, Symbolic, and Experiential Value do they offer? How does this mix differ from their close competitors? What are the client’s important Tangible Resources, Intangible Resources, and Organizational Capabilities; Discuss the client’s resources/ capabilities mix as: Valuable, Rare, and Inimitable [How would they stack up relative their closest competitors?] at least one (1) of the identified themes as the particular focus for your project: Intense Competition, Changing Consumer Preferences, Digital Transformation, Brand Identity and Relevance, Supply Chain and Sustainability, Innovation and Technology Trends, Emerging Markets, Athlete Endorsements, Global Economic Factors, Managing Counterfeit and Intellectual Property one (1) of below as the focus of your Marketing Capstone Consulting Project: or In addition, provide the client with a sense of the timeline for the project (we will provide our final recommendations by the end of the term), brief backgrounds and bios for your team, and a sense of what the final deliverables will consist of (a written tactical plan as well as at least one case study illustration of what implementation of your recommendations would look like—e.g., Eric Kidwell described using an Apple Store case study help a retail client)

– Explore the Apple/Nike failed collaboration in 2006

Explanation & Answer

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