Thesis on sport marketing

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Thesis on sport marketing

Chapter 1 — Introduction 1. Background The relationship between important advertising decisions and successful companies has become very close these days. There has to be a complex process in order to create an effective marketing campaign. Kotler et al as well as Tayeb state that marketers have to do at least five steps when developing an advertising scheme.

However, the aim of this research is to find out the similarities of theory and practice with a certain example, Adidas, a successful German company which symbol obtained global acceptance. How does such a global player achieve its marketing strategies?

Wherever sports events take place, the Adidas outfit has been increasingly popular all over the world in recent years. The influence of sport product manufacturers on sports events nowadays grows endlessly.

This industry has been created its own market with the orientation on an active target group. Interesting to find out would be what makes Adidas so special from other sport product manufacturers?

There may be the triple tracked target group orientation of sport heritage, sport performance and sport style a reason. However, during the last 75 years, Adidas has been created a legendary symbol which stands for innovation and success. It is a company with a strong global reputation.

Moreover the author was totally impressed of the development of Adidas within the last decade and their passion of providing athletes with the best Thesis on sport marketing for their sports that led to the aim to study their story. The second chapter carefully regards the basic literature of the research topic.

Therefore it is aimed to identify the relevant importance of Adidas as a global brand and to provide a basic understanding of what a brand, brand loyalty and the buying behaviour of customers is.

The methodology in chapter three is aimed to be a precise description of the used methods to achieve the research aims and objectives. As it was not possible to get an interview with an Adidas official, the research was limited to base the analysis on secondary data, received from books, journals, newspaper articles, government publications and from the internet.

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Moreover the methodoloy examines the decision making process of drawing upon theory on secondary sources and gives evidence of the final choice through its detailed comparison of primary and secondary data as well as links to their advantages and disadvantages.

The purpose of the fourth chapter is to analyse the interior structure of the Adidas Group and therefore it is aimed to examine its strenghts and weakness as well as its opportunities and threats in a SWOT analysis.

Furthermore this chapter examines the diverse brands and divisions of the Adidas company.

Thesis on sport marketing

As the strategies and marketing decisions are mainly focused in this paragraph, the analysis is the most important part of this research. Additionally this chapter assumes in detail the global operations and financial performance of the Adidas Group.

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The last chapter concludes the results of this research as it is of great importance to utilise effective marketing communication tools to become global leadership in the sports industry.

Moreover it is a study about the influence of advertising icons on consumer buying decisions nowadays, how both relate to each other. The objectives therefore are as follows: To critically review the available literature regarding the importance of marketing and modern challenges in advertising decisions in the sports industry nowadays.

To discuss consumer buying behaviour in order to brand loyalty and to identify types of buying behaviour. To determine which factors might cause people to buy Adidas products. To establish a historical overview of the interesting development of Adidas and their passion of providing athletes with the best equipment for their sports.

To analyse the interior structure of this sports company. To discover the specific characteristic of the triple tracked target group orientation of sport heritage, sport performance and sport style.

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Due to the huge amount of literature available to this topic this review aims to cover only the basic literature for reasons of practicability and limited scope. Marketing and Advertising The present importance of marketing As Kotler et al state, marketing is a process where people receive their needs as a result of their production and replacement of goods and services with others.

Adidas Group, Therefore it is important for them to operate effective and competitive in international markets, for example in the sports industry.

To achieve that aim they are obliged to create the relevant skills of its workforce, the outstanding expertise of its management team and an effective knowledge about innovative techniques of production.

The United Nations organisation estimated the world population to reach 10 billion by United Nations, That results in global growing economies and a larger demand of goods. So companies such as Adidas or Nike have to compete in the sports industry markets by creating an international marketing orientation.

Doole and Lowe, The strategic focus concentrates on getting a competitive advantage in comparison to other companies.

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In this context Doole and Lowe argue that marketing is important to concentrate on the needs of consumers, to know the most suitable method of satisfying those needs and to create the best way of purchasing that satisfaction.

To judge that, the Adidas Group aims to hand out surveys to its customers in order to receive feedback from them.The Master of Science in Sport Management degree program at UW-Parkside is designed to prepare you for success in a wide variety of careers at all levels of the industry including professional, college, high school, nonprofit, and amateur sports.

The Department of Sport Management Graduate Thesis Guide Page 3 General Information I. Purpose This guide describes the general guidelines for completion of the proposal and thesis for.

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