Adidas

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Adidas

  1. 2. COMPANY’S INFORMATION
  2. 3. <ul><li>World’s second largest manufacturer of athletic equipment, footwear and apparel </li></ul><ul><li>Major German manufacturer founded by Adi Dassler </li></ul><ul><li>Acquiring the Salomon group and sold it in 2005 </li></ul><ul><li>Bought Reebok International Ltd. in 2006 </li></ul><ul><li>Company’s named changed to the adidas Group </li></ul>
  3. 4. <ul><li>CHIEF EXECUTIVE OFFICER : Herbert Hainer </li></ul>
  4. 5. <ul><li>“ To be the global leader in the sporting good industry” </li></ul><ul><li>Not only returning of strong financial results is required, but also how success is achieved. </li></ul><ul><li>Gives direction of how employees are expected to behave and inspires them to give their best. </li></ul>VISION
  5. 6. <ul><li>ADIDAS GROUP MISSION </li></ul><ul><ul><li>“ To lead the sporting goods industry with brands built on a passion for sports and a sport lifestyle” </li></ul></ul><ul><li>COMPANY’S CORE VALUES </li></ul><ul><ul><li>Performance, Passion, Integrity and Diversity </li></ul></ul>Mission
  6. 7. Mission <ul><li>ADIDAS MISSION </li></ul><ul><li>“ To be the leading sports brand in the world” </li></ul><ul><li>REEBOK MISSION </li></ul><ul><li>“ Always challenge and lead through creativity” </li></ul><ul><li>TAYLORMADE-ADIDAS GOLF MISSION </li></ul><ul><li>“ To have the leading performance golf brands in the world” </li></ul>
  7. 8. Strategies <ul><li>ADIDAS-GROUP OVERALL STRATEGIES </li></ul><ul><li>“ To lead in the sporting goods industry with brands built on a passion for sports and a sport lifestyle” </li></ul><ul><ul><li>Consumer-driven company </li></ul></ul><ul><ul><li>The group’s philosophy and mission are rooted in its origins “helping athletes to perform to their best” </li></ul></ul><ul><ul><li>Committing to using technology and innovation to enhance identity across its brand </li></ul></ul><ul><ul><li>Performance culture </li></ul></ul>
  8. 9. Strategies <ul><ul><li>More flexibility </li></ul></ul><ul><ul><li>Acquiring Reebok – extended its global position </li></ul></ul><ul><ul><li>Adidas focuses : increasing awareness and visibility, providing clear and consistent messaging across their brands, operational excellence and “go to extra mile” </li></ul></ul>
  9. 10. adidas Strategies <ul><ul><li>Focus on the global major and sport lifestyle markets </li></ul></ul><ul><ul><li>“ Impossible is Nothing” </li></ul></ul><ul><ul><li>Women’s market </li></ul></ul><ul><ul><li>Position as “Premium Brand” </li></ul></ul>
  10. 11. <ul><li>“ IMPOSSIBLE IS NOTHING” </li></ul>
  11. 12. Reebok Strategies <ul><li>“ Always challenge and lead through creativity” </li></ul><ul><ul><li>Affirmation of the Uniqueness of people. </li></ul></ul><ul><ul><li>Consumer-Driven, fit , comfort and credible brand </li></ul></ul><ul><ul><li>Position in “Premium” brand at high and mid-price points </li></ul></ul><ul><ul><li>Cannibalization with adidas </li></ul></ul><ul><ul><li>Partnership with 50 Cent: “I AM WHAT I AM” </li></ul></ul>
  12. 13. <ul><li>“ I AM WHAT I AM” by 50 Cent </li></ul>
  13. 14. Reebok Strategies <ul><ul><li>Adopting adidas “Best Practice” process and distribution networks </li></ul></ul><ul><ul><li>Main focus: Running, Basketball, Football, Sport Licensing and Rockport </li></ul></ul><ul><ul><li>Strong position in the North America, Sport Licensing with American Sports (NFL, NHL, and MLB), also leader in Hockey market through Reebok- CMM Hockey. </li></ul></ul>
  14. 15. Taylormade Strategies <ul><ul><li>“ Authenticity, Innovation, and Quality” </li></ul></ul><ul><ul><li>Leader in technology development </li></ul></ul><ul><ul><li>Distribution Strategy : Focus more on sporting goods retailers and adidas retail networks </li></ul></ul><ul><ul><li>“ Top Price Point” </li></ul></ul><ul><ul><li>“ Innovation and Technology” through series of r7 ® irons </li></ul></ul><ul><ul><li>Series of “Clima” Technology, partnerships with outstanding players. </li></ul></ul><ul><ul><li>Repositioned as a top-value golf brand, “Long Ball Rebel” </li></ul></ul>
  15. 16. Products & Technology
  16. 17. Strengths & Weaknesses <ul><ul><li>STRENGTHS </li></ul></ul><ul><ul><li>Strong international operations (20% of global market share) </li></ul></ul><ul><ul><li>Strong distribution chain </li></ul></ul><ul><ul><li>Adidas’s age(operating 60 years) </li></ul></ul><ul><ul><li>Adidas’s size (36,900 employee, €10.38 billion revenue) </li></ul></ul><ul><ul><li>WEAKNESSES </li></ul></ul><ul><ul><li>High cost structure </li></ul></ul><ul><ul><li>Limited product line </li></ul></ul>
  17. 18. Opportunities <ul><ul><li>International growth (Latin America and Asia) </li></ul></ul><ul><ul><li>New product development </li></ul></ul><ul><ul><li>Partnership with many companies </li></ul></ul>
  18. 19. Threats <ul><ul><li>Growing power of customers to set the price </li></ul></ul><ul><ul><li>Centralization </li></ul></ul><ul><ul><ul><li>Headquarters </li></ul></ul></ul><ul><ul><ul><li>Cultural barriers </li></ul></ul></ul><ul><ul><li>Competitors </li></ul></ul><ul><ul><ul><li>Nike </li></ul></ul></ul><ul><ul><ul><li>Puma </li></ul></ul></ul><ul><ul><ul><li>Umbro </li></ul></ul></ul><ul><ul><ul><li>Callaway </li></ul></ul></ul>
  19. 20. Recommendation <ul><ul><li>Headquarters are situated in Herzogenaurach, Germany and Portland, Oregon in North America., they should set up headquarters in Asia region. </li></ul></ul><ul><ul><li>Focusing more on its retail shops </li></ul></ul><ul><ul><li>Creating a new brand representative in Asia. </li></ul></ul><ul><ul><li>In motor sport market, adidas just at the beginning state of the business comparing to PUMA </li></ul></ul><ul><ul><li>Should emphasize on the teenagers </li></ul></ul><ul><ul><li>Emphasize on E-Commerce </li></ul></ul>

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