Can you show a swot analysis for Adidas?

Strengths

Weaknesses

· Took advantage of the trend in mobile media advertising early, before many competitors

· The Respect M.E. ad campaign reached out to America's youth

· Ahead of the curve on innovative advertising, due to limited budget

· Partnership with MTV further enhanced its image of cool

· Attained consumer confidence and comfortability with the Adidas logo on their cell phones

· The Adidas arcade-style soccer game Applet creates a complete brand experience for users

· Breaking into the large, urban basketball market (U.S.)

· Consumers on average receive no more than 8 minutes of Adidas advertising per year through all forms of broadcast media

· Many of its ad campaigns in Europe focused on older consumers, and not the key 12-24 demographic

· Rigid pricing structure

· Many Adidas shoes are low quality and over-priced

· Limited product line

· A line of shoes targeted towards athletes (many Adidas are) should not be so heavy

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Opportunities

Threats

· Video Games can provide a brand experience specifically aimed at the 12-24 year old demographic

· Digital media offers richer, more personal, transactional experiences than television or print

· Advertising through mobile media can be delivered directly to a targeted audience

· While having the portability of print, mobile media devices are more time-sensitive, providing continuous on-time delivery content

· 3G-equipped cell phones allow users to browse the web, watch movie clips and sporting events, download music and play games; this opens new doors for Adidas

· Lag in technology adoption in the U.S. cell phone market enables Adidas to test new products in Europe before launching them in the U.S.

· Target the achievers psychographic

· Trends in North America tend to have enormous impact on consumer preferences around the world

· Consumers may be annoyed by advertisements intruding into their personal lives (mobile media)

· Pop-up blockers and digital video recorders provide customers with ways to avoid unwarranted messages

· Scarcity of time available to directly address consumers

· The dot-com-induced Stock Market decline of 2000 lost the confidence of many would-be advocates of digital media

· Hard to measure the effectiveness of mobile marketing in a rapidly changing technological environment

· Advertising must be tailored to regional tastes in different countries

· Out of Adidas, Reebok, and Nike, Adidas is the least preferred brand among consumers

· Failure to expand in North America could hamper Adidas's prospects in Asia and threaten its leadership in Europe, where Nike is growing