ESTUDIO DE LA IMAGEN DE LA MARCA DE ZAPATILLAS “ADIDAS” EN JAÉN
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2021-01-21
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Jaén: Universidad de Jaén
Resumen
El objetivo de este trabajo se basa en analizar la imagen de Adidas y algunos de sus productos principales, como sus zapatillas. También se pretende identificar sus principales competidores y sus posiciones en el mercado.
A nivel general, se ha introducido la evolución histórica de la empresa. Al principio, se han definido la visión, misión, valores y objetivos de la misma. Después, se ha procedido a realizar un análisis interno señalando las características de la empresa y analizando las cuatro variables del marketing mix. Seguidamente, se ha analizado el entorno de la empresa, tanto general como competitivo, se ha realizado una estimación de la demanda en Jaén y una matriz DAFO. Finalmente, a partir del análisis de los datos obtenidos mediante un cuestionario realizado en la provincia de Jaén, se han obtenido una serie de conclusiones y recomendaciones de vital importancia para el objetivo principal del estudio.
The objective of this project is based on analyzing the image of Adidas and some of its main products, such as its sneakers. It is also intended to identify their main competitors and their position in the market. Overall, the historical evolution of the company has been introduced. Firstly, the vision, mission, values and objectives of the company have been defined. Afterwards, an internal analysis has been carried out, indicating the characteristics of the company and analyzing the four variables of the marketing mix. Next, the company´s environment, both general and competitive, has been analyzed, an estimate of the demand in Jaén and a SWOT matrix have been made. Finally, from the analysis of the data obtained through a questionnaire carried out in the province of Jaén, a series of conclusions and recommendations of vital importance have been obtained for the main objective of the study.
The objective of this project is based on analyzing the image of Adidas and some of its main products, such as its sneakers. It is also intended to identify their main competitors and their position in the market. Overall, the historical evolution of the company has been introduced. Firstly, the vision, mission, values and objectives of the company have been defined. Afterwards, an internal analysis has been carried out, indicating the characteristics of the company and analyzing the four variables of the marketing mix. Next, the company´s environment, both general and competitive, has been analyzed, an estimate of the demand in Jaén and a SWOT matrix have been made. Finally, from the analysis of the data obtained through a questionnaire carried out in the province of Jaén, a series of conclusions and recommendations of vital importance have been obtained for the main objective of the study.