{"id":884,"date":"2015-04-16T17:27:11","date_gmt":"2015-04-16T17:27:11","guid":{"rendered":"https:\/\/reachoutsol.com\/2015\/04\/16\/how-adidas-lost-their-footing-with-the-u-s-market-2\/"},"modified":"2016-07-27T15:43:27","modified_gmt":"2016-07-27T15:43:27","slug":"como-adidas-perdio-el-equilibrio-con-el-mercado-de-ee-uu","status":"publish","type":"post","link":"https:\/\/reachoutsol.com\/es\/2015\/04\/16\/como-adidas-perdio-el-equilibrio-con-el-mercado-de-ee-uu\/","title":{"rendered":"C\u00f3mo Adidas perdi\u00f3 el equilibrio con el mercado de EE.UU."},"content":{"rendered":"<p>En todo el mundo, se reconoce el ic\u00f3nico logotipo de Adidas de tres rayas. La marca deportiva multinacional de Herzogenaurach, Alemania fue dominante en el mercado de zapatos de deporte de Estados Unidos en torno a la d\u00e9cada de 1970, cuando los zapatos de Adidas fueron usados por todas partes en las calles de Estados Unidos. De 2002 a 2013, Adidas vio el cu\u00e1druple del precio y su eminente asimiento en el mercado de zapato de deporte llev\u00f3 a las expectativas de \u00e9xito continuo. <strong>Pero en 2014, Adidas perdi\u00f3 su equilibrio en la industria de art\u00edculos deportivos competitivos.<\/strong> Su stock cay\u00f3 38% entre 2013 y 2014 sus ventas reportadas en Am\u00e9rica del Norte de \u20ac 2,97 bill\u00f3n bajaron un 7% a partir de 2013. Por el contrario, su famoso competidor Nike aument\u00f3 un 10% entre 2013 y report\u00f3 $ 12.3 mil millones de d\u00f3lares en ventas de Estados Unidos en el a\u00f1o fiscal 2014. [1]<\/p>\n<p>Hoy Adidas se esfuerza por mantener su asimiento en EE.UU., que posee el 40% del mercado de la zapatilla de deporte del mundo y el 100% de la zapatilla de deporte la cultura del mundo. <strong>El primer paso en falso de la marca comenz\u00f3 con la administraci\u00f3n superior, donde creci\u00f3 la tensi\u00f3n entre los ejecutivos de Adidas en EE.UU. y Alemania, este \u00faltimo dictando demasiado control sobre el primero. Debido a que los ejecutivos alemanes no entienden la cultura de Estados Unidos tan a fondo como los estadounidenses, la marca no pudo capturar el atractivo del mercado objetivo.<\/strong> Un ejemplo cr\u00edtico es no haber ofrecido un acuerdo de patrocinio a Michael Jordan en la d\u00e9cada de 1980, que supuestamente estaba interesado en ser patrocinado por Adidas cuando profesional. Aunque los ejecutivos de Estados Unidos en ese momento eran fuertemente a favor de la idea, los ejecutivos alemanes supuestamente no cre\u00edan que el mercado objetivo podr\u00eda relacionarse con el jugador de baloncesto. Esto dej\u00f3 la puerta abierta para Nike, que no s\u00f3lo el d\u00eda de hoy vende la l\u00ednea Jordan altamente popularizada, sino mantiene un control sobre el 90% del mercado de venta al p\u00fablico de zapatos de baloncesto de Estados Unidos; a pesar del acuerdo de Adidas con la Asociaci\u00f3n Nacional de Baloncesto (NBA). Desde el principio, Nike vio lo que Adidas no hizo, lo cual era que el mercado estadounidense escoge los zapatos seg\u00fan lo que las estrellas del deporte eligieron individualmente para calzar. [1]<\/p>\n<p>Desesperado por rectificar sus errores del pasado, este a\u00f1o Adidas est\u00e1 dando a los ejecutivos estadounidenses m\u00e1s libertad para hacer lo que ellos creen que ser\u00eda mejor para la marca en su mercado originario, comenzando con la marca y la creaci\u00f3n de productos originarios por primera vez en EE.UU. Adem\u00e1s , Adidas tambi\u00e9n estar\u00e1 acelerando su ciclo de producto para m\u00e1s variaciones de productos, acortando su proceso desde el tablero de dibujo al mercado de 18 meses a 6 meses. Mark King, el nuevo presidente de Adidas Am\u00e9rica del Norte, tambi\u00e9n se ha hecho m\u00e1s hincapi\u00e9 en el patrocinio de los deportes americanos como el f\u00fatbol americano y el b\u00e9isbol en lugar de f\u00fatbol, que es m\u00e1s popular para los pa\u00edses que se encuentran en el resto del mundo. Errores y p\u00e9rdida de atractivo de Adidas en Am\u00e9rica del Norte demuestra el poder del mercado de Estados Unidos y c\u00f3mo la falta de comprensi\u00f3n de la cultura estadounidense desde el interior cuesta una multinacional m\u00e1s que un acuerdo de patrocinio. Pero con la estrategia y l\u00edder correctos, Adidas puede recuperar su posici\u00f3n dominante en la industria de art\u00edculos deportivos y recuperar su atractivo para el pueblo estadounidense. [1]<\/p>\n<p>[1] <strong>La expansi\u00f3n de su negocio a nivel internacional no es tarea f\u00e1cil; se requiere paciencia y un conocimiento en profundidad.<\/strong> Pero si usted est\u00e1 interesado en expandir su negocio a EE.UU. o desea ayuda sobre c\u00f3mo denominar correctamente su empresa, \u00a0ReachOut Business Solutions puede ofrecer a usted y su empresa nuestros m\u00e1s de 20 a\u00f1os de experiencia en ayudar a las empresas de todo el mundo a establecerse y crecer significativamente en EE.UU.<\/p>\n<p>[1] De acuerdo a\u00a0<a href=\"http:\/\/www.wsj.com\/articles\/how-adidas-aims-to-get-its-cool-back-1427072066?mod=WSJ_hpp_MIDDLENexttoWhatsNewsForth\">How Adidas Aims to Get Its Cool Back<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En todo el mundo, se reconoce el ic\u00f3nico logotipo de Adidas de tres rayas. La marca deportiva multinacional de Herzogenaurach, Alemania fue dominante en el mercado de zapatos de deporte de Estados Unidos en torno a la d\u00e9cada de 1970, cuando los zapatos de Adidas fueron usados por todas partes en las calles de Estados [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":333,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[110,122,123],"tags":[172,111,112,113,114,117,161,173],"class_list":["post-884","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-es","category-marketing-es","category-retail-es","tag-adidas-es","tag-brazilian-business-consultant-es","tag-business-consultant-in-orlando-es","tag-business-expansion-to-the-us-es","tag-developing-a-business-internationally-es","tag-marketing-consultant-in-florida-es","tag-marketing-strategy-es","tag-us-market-es"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - 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