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Adidas Strategic Management | Report Proposal


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Adidas Strategic Management | Report Proposal

  1. 1. Module Title Theory & Practice of Strategic Management Assignment Title Organisation Analysis Proposal Organisation Analysis The report will examine Adidas’ business strategy. Although the company was selected as a topic due to relevance to researcher’s major subject in master’s course, its strategy for surviving in a high competitive industry could be beneficial case to other cases. Formerly established as a Gebrüder Dassler Schuhfabrik in Germany, 1924, and then reformed to Adidas in 1949, it has thrived in sports wear industry, producing sports footwear, apparel and equipment. Although it showed sound financial result, doubling its sales and tripling for a past decade, competition in the industry, against Nike and PUMA, is considerably fierce, which resulted in Adidas’ sales follows Nike’s one. Consequently, stable finance and development of marketshare in each region are significant. Amidst these situation, Adidas conducted an restructuring in 2006, acquiring Reebok. However, since recent sales of Reebok has been declining, this initiative as well as overall Adidas’ strategy could be questioned. Therefore, the report will use Poter’s five foces model to clarify business environment. Firstly, Adidas’ general strategy will be provided from a book, Pitch Invasion: Adidas, Puma and the Making of Modern Sport (Smit, 2007). Also financial results will be collected from IR reports and news media, such as Financial Times and Forbes. Further, marketshare will be examined through market report by sort of institutions as well as news media, which provides a wide range of their perspective and presumption, will be referred. Bibliography Adidas Group (n.d.). Financial Report. Available at: financial-reports/ (Accessed: 26 February 2014) Bryan, V. (2013). UPDATE 3-Adidas says soccer, running to help it beat Nike in Europe. Reuters. Available at: (Accessed: 4 February 2014) Euromonitor International (2013). 5 Key Findings in Sportswear. Available at: http:// (Accessed: 27 February 2014) Forbes (n.d.). The World’s Most Valuable Brands. Forbes [Online]. Available at: http:// (Accessed: 3 March 2014) Goodway, N. (2009). Adidas to slash jobs as profits take a nosedive. Evening Standard [Online]. Available at: nosedive-6731786.html (Accessed: 27 February 2014) Marsh, E. (2010). Puma Profit Up, Bullish On 2010, WWD: Women's Wear Daily, 199(91), p5. 11 May 2014 (c) Yusskei, 1
  2. 2. Mesure, S. (2005). Adidas abandons slopes with deal to sell Salomon ski brand for £330m. The Independent [Online]. Available at: abandons-slopes-with-deal-to-sell-salomon-ski-brand-for-acircpound330m-6146960.html (Accessed: 27 February 2014) Polz, J., Thomasson, E., Goodman, D. (2014). Sportswear industry predicts boost from Olympics and World Cup. Reuters. Available at: sportswear-idUSBREA0L12620140122 (Accessed: 27 February 2014) Riper, T. V. (2013). Adidas Makes Its Run At Nike. Forbes [Online]. Available at: http:// (Accessed: 4 February 2014) Thomasson, E., Bryan, V. (2014). H&M lines up to compete in booming sportswear market. Reuters. Available at: idUSL6N0JY3CI20140109 (Accessed: 27 February 2014) Schäfer, D. (2009). Reebok restructures under Adidas. FINANCIAL TIMES [Online]. Available at: (Accessed: 27 February 2014) Word Count 231 words 11 May 2014 (c) Yusskei, 2