MARKETING COMMUNICATION AUDIT

Marketing Communication Audit of Adidas

Marketing Communication Audit of Adidas

Introduction

Marketing communications is an important and integral tool of marketing strategy and practical implementation of the objectives of market enterprise. A company exists by providing information and communicating the nature of the company, and any organization, is expressed precisely in the processes of communication and communication with the environment. This is because it includes a set of measures and actions by which the company shall provide to the market information related to the product or company, formed for the buyers and other stakeholders. In the literature, the term "marketing communication (market)" is often synonymous with the term promotion, even though these concepts are not fully identical (Hargie, 2009).

Traditionally, companies followed a narrow approach to communication, limited to one-way impact of business on the market, while the communication implies the need for a kind of "listening" in a variety of market signals (its trends and megatrends of development, design and transformation of macro-and micro-environment, needs and preferences of buyers) and appropriate response on it. The dynamics of transformation of the modern world, the progressive globalization of markets and the tightening of competition on the international scene make the companies face the need to replace the existing "marketing communication " formed by interaction through a one-way marketing communications, constituting a kind of process of interaction and "dialogue" between the company and its stakeholders.

Discussion

Stakeholders

The stakeholders of Adidas include the following:

Commercial agent / Trader: Adidas research and look for the best suppliers of raw material, who can collaborate with the company in the manufacturing of final goods and ensure that Adidas receive the supplies on time. Adidas negotiates with the suppliers and often takes care of control the quality of production and to check the compliance with other requirements. A sales agent can also search for raw materials and organize the supply. The services of commercial agents are also used by Adidas in most parts of the world, as the company operates worldwide. Agency trading or sourcing company has the same function as a commercial agent, but it's a business, therefore, usually of larger size (Roy, 2010).

Professional association or business association: Adidas has associations with World Federation of Sporting Goods Industry and European Apparel and Textile Organization, which represent a number of firms in the sector. Such organizations may impose any obligations on its members (about compliance with rules codes of conduct, laws, etc.). As a result, Adidas ensures that it communicates effective messages regarding performance and compliance to its stakeholder.

Distributors: Distributers are an integral part of Adidas whose main business is selling sports goods to consumers. These distributors may also provide product promotion activities in stores and malls. Distributors of clothing are hypermarkets, department stores, specialty stores, small retailers etc. Mostly, Adidas sell its goods through exclusive outlets.

Communication Objective

The communication of Adidas has not always been productive because the company failed to realize the shortcomings of its communication department. Management decisions pertaining to marketing communication to motivate consumers to buy the ...