ProgramsMBA Business Consulting (Spring 2021)ProjectsAnalyzing the Running Market

Project Title: Analyzing the Running Market

Adidas

Details
Project Title Analyzing the Running Market
Project Topics Growth Strategy Marketing Research & Development
Skills & Expertise
Project Synopsis: Challenge/Opportunity
While adidas was the founder of running shoes, their success at expanding beyond running shoes to keep up with Nike has created the perception of them as a "fashion brand". As a result  today's generation of runners are favoring specialty brands that cater to runners. This project will focus on analyzing market trends, understanding consumer behavior, and identifying strategies to win the loyalty of today's generation of runners against Nike and the top 3 US Running Brands (Brooks, New Balance, ASICS).
Project Synopsis: Activities/Actions Required
  • Conduct a comprehensive analysis of the runner segment, including purchase preferences and brand loyalty drivers.
  • Perform a competitive assessment of leading specialist and generalist running brands.
  • Develop customer journey maps and SWOT analysis for key competitors.
  • Identify potential strategies to deepen brand relationships with runners and enhance loyalty.
  • Propose branding and customer engagement strategies to differentiate adidas in the market.
  • Prepare a final presentation with actionable recommendations.
Project Synopsis: Expected Results
Success will be measured by the quality and depth of the market analysis, the relevance and innovation of the proposed strategies, and the potential impact on adidas’ brand loyalty and market share within the running segment. Additional metrics include stakeholder satisfaction, the accuracy of the competitor assessment, and the feasibility of the recommendations.

Project Timeline

Adidas - Analyzing the Running Market
Due Date
Activities
Deliverables
Status
Action
Mon, 01/25/21
12:00 AM UTC
Program Kickoff
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Location:
KICKOFF EVALUATION DUE
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Description:
Form link: https://forms.gle/J7VtkDkJvfD3VFxH8
Kickoff Webinar
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Description:
We�ll find a time on this day to web conference you into our class to kickoff the project. Meeting link:
SUBMIT QUESTIONS FOR Q&A
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Description:
Form link: https://forms.gle/16NvdvoeuWN8YD7M6
Mid-Point Check-In Q&A Webinar
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Description:
Meeting link:
TEMPERATURE CHECK SURVEY DUE
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Description:
Form link: https://forms.gle/iVhLaqDGsd5vKSYr6
Final Presentations Webinar
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Description:
We�ll find a time on this day to do a webinar and have the students present their final deliverables Meeting link:
Complete End of Project SELF Evaluation
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Description:
Form link: https://forms.gle/J82TbRFVfewtncsx8
Complete End of Project PEER Evaluation
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Description:
Form link: https://forms.gle/HDx6waAkNd12LBMp7
REMINDER OF CONFIDENTIALITY
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Description:
During this program, you'll be working on a real project posed by a real industry partner. By registering for the CapSource system and participating in this Program, you are bound by the Rules of Engagement, including strict confidentiality of information shared with you. Please be respectful and professional.
UPLOAD FINAL DELIVERABLE
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