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Adidas mission is to strives to be the global leader in the sporting goods industry
with brands built on a passion for sports and a sporting lifestyle. We are committed
to continuously strengthening our brands and products to improve our competitive
position. Meanwhile, the vision is to enhance social and environmental performance
in the company and the supply chain, thereby improving the lives of the people
making our products.
In order to not get left behind in the global competitive position on manufacturing
sports apparel, the adidas made an outstanding strategy to maintain their position
in the said matter. The adidas focus on many objectives; the adidas team used
different strategies, it includes the use of SWOT Analysis, ANSOFFs Matrix etc. that I
will discuss as we go further on my report.
So, Adidas AG is one of the major sports apparel manufacturer. It consist of Reebok
Sportswear Company, Taylormade Golf Company, Maxfli Golf and Adidas Golf. It was
said that it is the second largest sportswear manufacturer of the world after Nike.
The company was founded by Adolf (Adi) Dassler in 1948 and is named after him.
But the story started way back in 1920 when Dassler and his brother Rudolf Dassler
started making shoes Herzogenaurach, near Nuremberg. His brother, Rudolf, is also
a establisher of a another sports good manufacturer company which is Puma. The
group is actually named as Replica Adidas Shoes.
To be able to understand, what the adidas do to their strategy to stay on top of the
sports apparel industry. The team use the SWOT analysis in order to identify the
main strategic issues in maintaining their global competitive position. SWOT
analysis of Adidas involves the evaluation of its internal as well as external
environment. In order to be ahead of the curve and to gain more and more profits,
Adidas always attempt to develop new opportunities which make it highly prone to
risks.
Moreover, talking about the SWOT analysis of adidas. There are three key strengths
of adidas group. First of the strength is the Renowned Brands this is one of the
major strengths of the company. The adidas group possess brands like Reebok,
TaylorMade etc. The brand loyalty of the strong brand image of Adidas has enlarge
which in turn has led to increase in profits. It is the brand reputation which has
helped Adidas to be the market leader in almost every part of the world. Second is
the Extensive Marketing Infrastructure due to this extensive marketing
infrastructure and advertising, they had been able to undergo market penetration
which helps them to draw more profits. Third is Diversity and Variety According to
the Corporate Website of Adidas We will remain committed to understanding,
valuing and incorporation the diversity into the corporate culture of the Adidas
Group This helps them in market penetration and gain competitive advantage. The
company has achieve strong reputation in every part of the world due to its nonstop innovative technology and continuous introduction of new brands. Next is the
weaknesses, the main weakness of adidas was the Underperformance of Reebok
the affiliation between Reebok and Adidas was basically an attempt of Adidas to
gain more market share in US (nikes own turf). Adidas wanted to dare Nike on its
own home land. The adidas made a friendly takeover and both of the companys
stock prices started to improve after the announcement. But unfortunately the sales