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1.Make a SWOT analysis of the Adidasmarket position. (max 1 pages) 2.Adidas aims to introduce a new high-performance and sustainable sneaker. Conduct an international market selection forthe new Adidas high-performance shoe using the MACS approach. Please select the most attractive country out ofthe countries in Table 5 (max 2 pages)3.Describe which segmentation strategy you would apply for the new high-performance sneaker, and provide arguments why you suggest this specific segmentation approach.

Identify the target segment within the selected country, and describe it shortly. (max ½ pages)4.The marketing research department of Adidas conducted a Choice-Based-Conjoint study to configure the new product.

Canvas1.8Normal0Adidas265USD2Plastic2.1Nylon2.2No name095USD0Sustainable plastic2.8The total utility for the no-choice option was 9.4.1.

Which specification generates the highest/lowest overall value? Please use the product features to describe the product concept with the highest and lowest total utility. Please calculate the total utility values of these two concepts, and give a recommendation regarding the product configuration.4.2.

Determine the total utility and calculate the market share for eachof the alternatives Adidas 1, 2 and 3. In the market share calculation,please consider each of the Adidas shoes, the Nike shoesand the no-choice option. What is the best configuration for Adidas?