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The document outlines an assignment for a group tasked with developing a Market Entry Strategy for Adidas into the Ethiopian market. It includes sections for company introduction, market expansion rationale, PESTL analysis, market opportunities, entry strategy, recommended entry mode, and marketing mix strategies. The assignment emphasizes a comprehensive analysis and justification for each area over 8-12 pages.

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15 views1 page

Assignment

The document outlines an assignment for a group tasked with developing a Market Entry Strategy for Adidas into the Ethiopian market. It includes sections for company introduction, market expansion rationale, PESTL analysis, market opportunities, entry strategy, recommended entry mode, and marketing mix strategies. The assignment emphasizes a comprehensive analysis and justification for each area over 8-12 pages.

Uploaded by

Haile
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Jinka University

College of Business and Economics


Department of Management
International Marketing Group Assignment (25%) Submission Date; Tir 01/2018EC

Adidas AG is recognized as a global leader in the sportswear industry, second in size only to
Nike. Headquartered in Herzogenaurach, Germany, the brand, founded by Adolf "Adi" Dassler
in 1949 is globally distinguished by its iconic three-stripe trademark. Adidas maintains its
competitive edge by serving two core markets: high-performance Sport (covering categories
such as Running, Football, and Training) and the fashion-focused Lifestyle segment (led by the
popular Originals line, featuring classic sneakers like the Samba and Gazelle). The brand's
enduring global success is fundamentally built on its ability to effectively link high-level athletic
credibility with global street style.

Assume your group is the newly appointed International Marketing Consultant for Adidas. You
are requested to develop and justify a comprehensive Market Entry Strategy for the company
into the Ethiopian market. Through thoroughly address the following areas of analysis (with 8-12
Pages):

 Introduction about the company.


 Rationality of the Market expansion.
 PESTL/Political, Economical, Socio-cultural demographic, Technological and legal
Environments of Ethiopian Market.
 Market Opportunity and Entry Strategy (Micro-Level analysis focused on Market
opportunities, Market segmentation and targeting, Competitors analysis).
 Recommended Entry Mode and Justification.
 Recommend Marketing Mix Strategies (product, Pricing, Promotion and Distribution).
 Conclusion

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