Adidas was a global organization, so it implemented the concept of “global brand, local touch” to achieve its target in the competitive market. First, Adidas applied the strategies that anticipating and fulfilling consumer desires to build powerful brands, so that a lot of people know “Adidas” in global sporting market.
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Adidas’ Globalization Strategies
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For example, in Europe, Adidas extend its leading position by concentrating on key categories such as football and running. In North America, its goal is to significantly increase both market share and profitability within the next three to five years. In Asia, Adidas are striving to generate sales of over $ 2 billion by 2008
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