Introduction Marketing strategy is basically incorporation of strategic way of thinking in the field of marketing. It is the process that enables an organization to focus its resources to greater opportunities to enhance sales and attain competitive advantage (Cravens & Piercy, 2006, p. 6). Marketing strategies are normally based on the concept of consumer satisfaction. Marketing strategy is most effective when it is integrated into the business strategy. In such case, it defines how the organization engages with its customers, makes plans and handles its competitors (Cravens & Piercy, 2006, p. 8). Given the fact that customers are the major source of the company’s income, marketing strategy is highly linked to sales. The main aim of marketing strategy is to align marketing with business goals and objectives (Kriemadis & Terzoudis, 2007, p. 30). Marketing strategy also acts as a foundation for the marketing plan and vice versa. Marketing strategy entails a set of action that enhances marketing plan. For that reason, marketing strategy is the foundation of marketing plan intended to satisfy market needs and accomplish marketing goals (McDonald, 2002, p. 13). In most cases the marketing strategy combines business goals, policies and activities into one. Marketing strategy thus acts as the reference point for all the marketing activities within an organization (Cravens & Piercy, 2006, p. 10). The aim of this paper is to develop a marketing checklist for Adidas Company that would focus on corporate or organizational capability, competition, target markets and business environment. Marketing checklist is meant to provide direction for the business managers on factors to consider when formulating and implementing marketing strategy. The marketing checklist also helps to enhance the current marketing activities and to establish prospective opportunities. The checklist is also meant to help the company to effectively service the requirements of the target market. Market Analysis Global Sporting Apparel and Footwear Market The competitors of Adidas company are spread all over the world. The price margin between these companies is small and consumers can switch to different products with ease (Kriemadis & Terzoudis 2007, p. 32). Athletic footwear being the most premium products, these companies focus more on the quality and durability of sports shoes since consumers are also looking for good quality and value for their money. In addition to large multinational companies dealing with similar products, for instance, Puma and Nike, competition also come from local companies found in different market segments. Three quarters of the world athletic apparel market and about 20% of the global shoe market belongs to localized companies (Pulendran, Speed & Widing 2003, p. 478). The massive economies of scale are a major barrier for new entrants into the industry. Entering this market calls for enormous capital investment for developing and promoting a highly innovative product (McDonald 2002, p. 3). In addition, most consumers are looking to buy high quality products from reputable companies with already strong brand names. Creation of a company with highly innovative products and strong brand name in the global market takes a very long period of time, thus makes it very hard for new entrants to survive in this industry (Kriemadis & Terzoudis 2007,