ADDITIONAL ASSESSMENTProgram of Study :MBA (all programme)Module Name:MarketingManagement:MBSModule Code1123Date and Time:06/11/2020Venue:Limkokwing University, Cyberjaya CampusFormat:Adidas SummaryInstructions:NILStudent Name:Ward HaidarStudent ID:110035460Program Name:MBAPMStudentSignature:Limkokwing University of Creative TechnologyPage 1 of 6Centre for Postgraduate Studies (PGC)POINTS TO NOTEïThis question paper is an additional assessment to substantiate the final examination for therespective module.ïAnswer the questions legitimately avoiding high or moderate plagiarismïThe answers should be in digital format and particularly in WORD document. Conversion to PDFand attaching OTHER documents as supplement to these answers are unacceptable.ïThere are TWO sections in this question paper. Section A is a case study. You may answer thequestions asked at end of this section. Section B has few set of questions and you may answer themin your own words.
Planning effective marketing strategies for a target audienceIntroductionSince 1949, adidas has been equal with the sporting industry. Today, it is one of the largestsports brands in the world. With its three stripes logo it is recognized across the planet.The company’s product portfolio isvery diverse in sports-related goods and equipment. Withmore than 46,000 employees globally, the adidas Group consists of around 170 affiliatesincluding Reebok, TaylorMade-adidas Golf, Rockport and CCM-Hockey. Headquarters based inGermany. In the second quarter of 2013 the Group’s revenue was €3.383 billion.The brand relies on passion for sports excellence and innovative design to help athletes achievegreatness. Adidas supported iconic athletes to attain abundant results at the Olympic Games. Inthe UK, adidas has partnered and supplied Team GB since 1984. Since 1928 in Amsterdamadidas’ running shoes were debuted.Athletes use at every Olympic Games since. British medal-winning athletes at the last 8 Olympic Games wore adidas merchandises.There are countless historic sporting achievements that have taken place in adidas products.These include:•Jesse Owens’ 4 gold medals inBerlin 1936.•Cassius Marcellus Clay (Muhammad Ali) taking gold in the boxing light-heavyweightdivision at Rome 1960.•Dick Fosbury’s revolutionary new back-first high jump technique at Mexico 1968, knownas the ‘Fosbury Flop’.•Gymnast Nadia Comaneci’s perfect 10 at Montreal 1976.This case study shows how adidas used innovative marketing strategies in its sponsorship dealwith the London 2012 Olympic Games to engage with young consumers in the UK and across theglobe.The marketing mixMarketing function is fundamental. As The Chartered Institute of Marketing defines marketingas:‘Marketing is the management process responsible for identifying, anticipating and satisfyingconsumer requirements profitably.’Main reasons of the marketing function, are:•to compete in a competitive marketplace•to identify and anticipate consumer requirements and then satisfy these requirements