THE COHESION CASE: ADIDAS GROUP - 2011
Evaluation of Vision/Mission Statement 1. The Adidas Group strives to be global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. * Market * This mission component clarify that AG compete with other competitors such as Nike, Under Armour (UA), Callaway Golf (ELY), and the Armani Group.

2. We are committed to continuously strengthening our brands and products to improve our competitive position. * Products or services * In this component of mission statement, Adidas Group has sold three main product groupings to their customers which are footwear, apparel and hardwear. * For example, Adidas even become the major supplier of team kits for international football teams to remain international competitive.

3. We are innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to market. * Technology * Regarding to the component in this statement, it can be seen that the new Adidas product is the Adizero Feather, the lightest everyday running shoe weighing only 160g which enables the athletes to run faster and improve performance. 4. We are consumer focused and therefore we continuously improve the quality, look, feel and image of our products and our organizational structures to match and exceed consumer expectations and to provide them with the highest value. * Customers * Adidas Group has breaks their products down into two primary divisions in which Sport Performance division focuses on athletes in four areas: football, running, training and basketball, while the Sport Style targeted at youth and fashion-minded people.

5. We are a global organization that is socially and environmentally responsible, that embraces creativity and diversity and is financially rewarding for our employees and shareholders. * Concern for public image, Concern for employees, * Adidas Group has presented detailed Sustainability Report at its corporate website to show environment concern for pulic.

6. We are dedicated to consistently delivering outstanding financial results. * Concern for survival, growth, and profitability * In Adidas Group’s Consolidated Income Statement 2010, company’s sales increased 15.5 percent that is to 11,990 million euros whereas company’s net income increased 131 percent.

7. Being committed to provide the most technologically advanced sportswear. * Technology * Adidas Group has their mission towards the London 2012 Olympic & Paralympic Games that to provide athletes with the lightest products to make them perform better in the games.

For additional information, we found that Reebok, one of the brands of Adidas Group hold the vision: “fulfilling and leading through creativity”. While their purpose for this vision is being committed to corporate responsibility and enabling the youth and underprivileged youth around the world to fulfill their potential as well as maintain a healthy lifestyle. From this statement, we analyzed that Adidas Group also fulfill the components of concern for public image in which responsive to social, community and environmental concerns.

From the vision or mission statement of Adidas, we can conclude that the statement lacks 2 components which are self concept and philosophy. In our group opinion, we think that Adidas can improve their mission statement, so that their employees and stakeholders have a clear direction. For example, in the mission statement of Adidas, the statement merely includes the word “customers”. They do not specifying who the customers are. Our group recommends that in mission statement, Adidas needs to write out their customers in more specific like provides products to amateur athletes, professional athletes, fitness-minded people, youth and fashion-minded people. With the informative, inspiring, enduring statement, it encourages and motives stakeholders and employees to action.