Executive summary The marketing plan relates to Adidas Company which intends to launch a new product called Adidas Score. The new shore is targeted to non-players. A Situation analysis evaluating the market condition and the firm’s performance is given. In addition, the firm’s strengths, weaknesses, opportunities and threats are given through a SWOT analysis. The firm’s core strategy and strategic options in the process of producing and launching the product are also analyzed. The set of objectives which the firm intends to achieve by launching the new shoe are outlined. A comprehensive marketing strategy is incorporated in marketing the product. This is attained by evaluating the various marketing variables which include price, product, promotion and place. The plan also includes the firm’s organization, implementation and control strategy to ensure effective marketing of the product. Situation Analysis (Market audit) Over the past few years, the footwear industry has become very concentrated (Arnis & Cornwell 2005).The industry consists of a large number of smaller and segmented players. The large number of market players has resulted from the lucrative nature of the industry. In its operation, Adidas specializes in designing and manufacture of various sports apparels and shoes. Through a market research conducted by the firm, the findings indicated that there is a high market potential with regard to the shoe industry. The findings of the market research revealed that customers are increasingly appreciating soccer. As a result, consumption of soccer products has increased (Cashmore 2010). Despite the effects of the recession, a large number of consumers in the European Union are preferring quality and fashionable footwear (Arnis & Cornwell 2005). In addition, demand for footwear products is also associated with personal lifestyle. Over the years, Adidas has been well positioned with regard to designing and manufacture of football shoes to various football clubs around the world. Its growth has also been enhanced by growth of football industry globally (CBI 2010). According to a study conducted in 2010 by NPD Sports, Adidas had a global market share of 34% with regard to football shoe brands (Boyle 2010). In its core market which includes North America and Germany, the firm’s football market share is above 50%.Considering the shift in consumer behavior amongst the fans and non-players, the firm has identified an opportunity for it to grow. Microenvironment In its operation, Adidas is faced with intense competition from other companies which deal with designing and manufacturing of street soccer shoes. The firm’s core competitors include Nike Inc., Amer Sports Corporation, Callaway Golf Company, Puma, Reebok, New Balance and K-Swiss. In its effort to launch the new shoe, the firm is faced by intense competition from Nike Inc. which as launched Nike Total90 Shoot III which is a street soccer shoe (Innovation Leaders 2010). In marketing its products, Adidas has a well established network of suppliers and distributors. The distributors are located in various regions to ensure ease of accessibility of the firm’s products. The firm has 1000 distributors around the world. In marketing its products, the firm has targeted consumers of diverse age groups. For example, the firm targets both the young and the elderly. As a result, the firm is able to increase the size of its