...Introduction Adidas is a company that manufactures shoes and sport apparel. The founder is Adolf Dassler who is German. The name created by combination of the name and surname Adi Dassler, who started producing shoes in 1920s with the help of his brother Rudolf Dassler. That make costumer, to recognize Adidas is three parallel stripes of the same color. Slogan: “IMPOSSIBLE IS NOTHING” 1. History 1949-2005 Due to the death of Adolf’s son (Horst Dassler), the Company was bought in 1990 by Bernard Tapie. Back then Tapie was specialist of rescuing bankrupt companies. Next step was to change the place of production to Asia and make a promotion campaign by using a famous person as Madonna (famous singer). In 1992 economical problems lead Tapi to sell Adidas to Lyonnais bank. Lyonnais sold Adidas to Robert Louis-Dreyfus who was also the president of the Olympique de Marseille football team. In 1997, Adidas AG acquired the Salomon Group, and its corporate name was changed to Adidas-Salomon AG. Seven years later, top English fashion designer Stella McCartney launched a joint-venture line with Adidas. This line was a sports performance collection for women called "Adidas by Stella McCartney". After 2 years, Adidas introduced the Adidas 1, the first ever production shoe to utilize a microprocessor. In August 2005, Adidas bought rival Reebok. At the same time sales had been closer to those of Nike in North America. The acquisition of Reebok would also allow Adidas to compete with...
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...Introduction Since it was established in Germany in 1949, by Adolf Dassler, Adidas has been synonymous with the sporting industry. Today, Adidas is a global public company and is one of the largest sports brands in the world. It is a household brand name with its three stripes logo recognized in markets across the world. The company’s product portfolio is vast, ranging from state-of-the-art sports footwear and clothing to accessories such as bags, watches, eyewear and other sports-related goods and equipment. Employing over 46,000 people worldwide, the Adidas Group consists of around 170 subsidiaries including Reebok, TaylorMade-adidas Golf, Rockport and CCM-Hockey. The Group's headquarters are in Herzogenaurach, Germany. In the second quarter of 2013 the Group’s revenue was €3.383 billion. Business objects Aims: Usually long term goals (and quite broad). They define who or what you want you or your company to be. Objectives: Usually medium-long term goals (and more of a sense of direction). These define the purpose and the aims of the organization. Strategies: Usually broader ways and means of achieving objectives. These say how you’re going to get to where you want to go. Tactics: Usually short term goals. These are strategies that are put in place on a day-to-day basis to help achieve the objectives. Objects | Strategies | Tactics | *To be the global leader in the sporting goods industry.* Maximize the operational and financial performance. | * Creating shareholder...
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...Advertising Strategy of Adidas: A comparative Study ADVERTISING STRATEGY OF ADIDAS A COMPARATIVE STUDY Prepared As a course Requirement of (Advertising and Public Relation-mkt 424) M. Atiqur Rahman Patuakhali science and Technology University Bangladesh atik.bdpalo@yahoo.com www.pstu.ac.bd Copyright : group-1©bba®pstu Term Paper (8th Semester) Page-1 Advertising Strategy of Adidas: A comparative Study EXECUTIVE SUMMARY Adidas Inc. is a marketer of sports apparel and athletic shoes. The German manufacturer, through its marketing strategy which rests on a favorable brand image, has evolved into a large multinational enterprise. In keeping with the brand image is its association with the distinctive logo and its advertising slogan, "Impossible is Nothing." In order to maintain and sustain this image, the company makes huge investments in advertising and brand promotion. At the critical time of global economic crisis, Adidas will react to the consumers’ pessimistic attitude and stressful emotion during this period. It may become a good chance for Adidas because it can take advantage of its previous advertising way of “Impossible is Nothing” campaign by sponsoring sports stars to express the corporate philosophy of grit, determination, passion and humor, giving people more courage and psychological comfort in face of economic crisis. But besides that, we also focus more about family function especially in Asian countries which emphasize a lot on family, which can provide...
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...Customers/Consumers As one of the most popular sportswear brands in the world, Adidas Group (AG) enjoys a strong market position worldwide. The largest portion of Adidas’s customers are customers who play soccer, which is the biggest sport in terms of player population and global revenue in the world.among the top team-sports. This includes professional athletes, who sign athlete endorsement deals as well. Adidas products are made available to the consumer in a variety of ways. In North America, the company opened up thousands of its signature retail shops and outlets carrying the latest and top-selling products; not to mention, big name retail store-chains such as Foot Locker, Champs Sports and Finish lines are significant contributors to sales of Adidas products. Moreover, their official website offers online shopping opportunities with special offers available to the public1. When it comes to selecting sportswear to purchase, consumers have numerous brands to choose from. Adidas, Nike, Under Armour, Puma and Asics just to name a few. Factors that affect the purchasing decisions of consumers vary individually, but the main reasons can be identified as quality, design, and brand image. As Adidas has more than one product segment, including performance, lifestyle and fashion, customers compare Adidas’s products with other brands using a set of varying criterion. Another factor that plays a crucial role that affects purchasing decisions are design and quality. Many consumers...
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...EFE Matrix of Adidas In 1924 the Adidas Company was founded which was further registered in 1949 and Adolf Dassier was the founder. The company is based on the industry of apparel and accessories. The company is headquartered in Herzogenaurach, Germany Portland, USA. The company is executed and controlled by the Chairman Igor Landau and CEO Herbert Hanier. The company is providing its services all over the world. The products manufactured and produced by the company are footwear, sports equipment, toiletries and sportswear etc other than that company is also engaged in the production of shirts, watches, eyewear and bags etc. Adidas Company is considered to be the second biggest sportswear manufacturer in the world. External Factor Evaluation Matrix of Adidas External Strategic Factor | Weight | Rating | Weighted Score | Comments | OPPORTUNITIES | | | | | Mobile media used for advertisement | 0.1 | 3 | 0.3 | There is an opportunity for the company to advertise their products now by using the mobile media in order to target its customers. | Trends of the people targeted | 0.11 | 4 | 0.44 | The company can target the market by various aspects most commonly by knowing the trends of the people in the whole world especially in the North America. | Digital media in use | 0.03 | 2 | 0.06 | Digital media provides the company better transactional experience than that of the television or print media. | Product innovation | 0.12 | 3 | 0.36 | The company can improve...
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...PRODUCTS Running Adidas currently manufactures several running shoes, including the adiStar Control 5, the adiStar Ride (the replacement for the adiStar Cushion 6), the Supernova Sequence (the replacement for the Supernova Control 10), and the Supernova Cushion 7 (which will soon be replaced by the Supernova Glide), among others. In addition, their performance apparel is widely used by runners. Adidas also uses kangaroo leather to make their more expensive shoes. Association football One of the main focuses of Adidas is football kit and associated equipment. Adidas also provides apparel and equipment for all teams in Major League Soccer. Adidas remain a major company in the supply of team kits for international football teams. Current examples include Spain, Russia, France, Germany, Greece, Romania, Argentina, Mexico, South Africa, Japan and Nigeria. Adidas also makes referee kits that are used in international competition and by many countries and leagues in the world. In the United States, referees wear the Adidas kits in MLS matches even though the primary referee supplier is Official Sports. The company has been an innovator in the area of footwear for the sport with notable examples including development of the Copa Mondial moulded boot used for matches on firm dry pitches for almost forty years. The studded equivalent was named World Cup follow in celebration of the 1978 tournament won by Argentina, one of the nations it supplied at the time. Some of the famous football...
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...10 adidas Group Worldwide 66 Major Sporting Events 2014 67 Group Strategy 68 Global Sales Strategy 72 Global Brands Strategy 77 Other Businesses Strategy 86 Global Operations 94 Research and Development 99 Employees105 Sustainability111 G R O U P M A N A G E M E N T R E P O R T: This report contains the Group Management Report of the adidas Group, comprising adidas AG and its consolidated subsidiaries, and the Management Report of adidas AG. 1 Group Management Report – Our Group adidas Group Worldwide / 02.1 / adidas Group Worldwide Percentage of Group sales 26 23 Western Europe North America 8 3 1 4 2 13 6 12 Greater China 7 10 European Emerging Markets 5 9 20 13 66 11 15 Latin America Other Asian Markets 1 adidas North America, Portland/Oregon, USA 6 adidas International Trading, Amsterdam, Netherlands 2 TaylorMade-adidas Golf Headquarters, Carlsbad/California, USA 7 adidas Group Headquarters, Herzogenaurach, Germany 3 Reebok-CCM Hockey Headquarters, Montreal/Quebec, Canada 8 adidas Group Russia, Moscow, Russia 9 4 Reebok International Headquarters, The Rockport Company Headquarters, Canton/Massachusetts, USA adidas Global Sourcing, Hong Kong, China 10 adidas Group China, Shanghai, China 11 adidas Group Japan, Tokyo, Japan 5 adidas Group Latin...
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...Dassler Brother Shoe Company with his brother Rudolph “Rudi” Dassler. Dassler made the shoes Jesse Owens wore when he captured for Gold Medals in the 1936 Olympics. Both brothers were reportedly members of the Nazi Party during World War II. After the war they parted ways and Rudi withdrew from their partnership to establish his own shoe company, Puma, while Adi Dassler integrated his business as Adidas AG in 1949. Adi was so obsessed with perfecting his craft that he started traveling all over to get feedback from the athletes who were sporting his cleats. On August 18, 1949, Adi registered the “Adi Dassler adidas Sportschuhfabrik” with 47 employees in the small town of Herzogenaurach. That same day he made a shoe that included the registration of the now-famous Adidas 3-Stripes. In 1954 the German national football team faced the flawless Hungarians; they won more than just a trophy. Their improbable victory served as a springboard for Adidas’ reputation as an outstanding football cleat provider. This was also the first time that screw-in-studs had been used in football cleats. Adidas AG is the largest sportswear manufacturer in Europe and the second largest in the world. The company employed approximately 46,306 people worldwide in 2012. The 3 stripes were created to keep the foot stable, but ended up being the logo. In 1978, Adi Dassler passed at age 78 and his wife Kathe ran the company. Six years later Kathe passed and the company was left...
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...Adidas “Is All In” Since both Nike’s and Adidas’s entry into the sports apparel and shoe market, Nike has been and still remains the number one seller. Adidas has set out to change their reputation with their newly revamped marketing campaign. One such Adidas commercial designed to attract new consumers first aired about a year ago targeting teens and young adults. Initially when viewing the commercial, I had a sense of inspiration because of its presentation. The commercial gave the impression that with Adidas gear, one could compete at their highest level. The video showed different views of star athletes, popular entertainers, and teenagers; each in their most stereotypical environment, doing what viewers know them best for (i.g athletes playing sports, entertainers performing, and teenagers hanging out). Adidas went “All in (Brettman)” with their new marketing ad, showing viewers the great diversity the company has. “"This is a campaign that will show the breadth and depth of the Adidas brand," said Patrik Nilsson, president of Adidas America. (Brettman)” Their ad gave consumers a sense of inspiration and happiness, believing that with these new Adidas products they could achieve their goals. The commercial begins with a rear view of a teenager jogging alone wearing a jacket the reads “Adidas” with the company’s logo across his back. Then the video transitions flashing short glimpses of the company’s sponsored athletes and musical artists such as Derrick Rose, Lionel Messi...
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...Analysis of ADIDAS AG Overview Adidas AG (adidas or 'the company') with its subsidiaries, designs, develops, produces, and markets athletic and sports lifestyle products worldwide. The company has three major brands through which it sells its products adidas, TaylorMade and Reebok. The company was formerly known as adidas-Salomon AG and changed its name to adidas AG in June 2006. adidas AG was founded in 1920 and is headquartered in Herzogenaurach, Germany. Adidas operates in Europe, the Americas and Asia and it had 53,731 people as its employee as of December 31, 2014. The company recorded revenues of E14 534 million ($19,315.7 million) during the financial year ended December 2014 (FY2014), an increase of 2.3% over FY2013. The operating profit of the company was E883 million ($1,173.5 million) in FY2014, a decrease of 25.2% compared to FY2013. The net profit of the company was E490 million ($651.2 million) in FY2014, a decrease of 37.7% compared to FY2013.(Industry Sources, MarketLine) Product Adidas AG has the footwear, apparel, and sports and fitness equipment such has balls, bags, dumbbells, etc under its adidas and Reebok brand monikers. The TaylorMade-adidas is the Golf segment which offers four brands comprising of TaylorMade, which designs, develops, and distributes golf clubs, balls, and accessories; adidas Golf that offers footwear, apparel, and accessories; Adams Golf, which designs and distributes golf clubs and a range of accessories; and Ashworth that designs...
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...INTRODUCTION AND BACKGROUND OF ADIDAS Adidas was founded in 1920 in Germany by Adi Dassler; later in 1924 his brother joined him to promote his business. Two brothers were successful to create innovative ideas and now Adidas Company has more than 700 patents and property rights. In 1948 two brothers had some kind of conflicts and both decided to split their business, one brother continued Adidas while another brother establish Adidas tough competitors Puma (Market watch, 2010). Adidas Group comprise of Adidas, Reebok, and Tailor-made. Adidas represent 72% of group revenue while Reebok represent 20% of group revenue, and Tailor-made represents 8% of group revenue (Adidas, 2008). Adidas is world’s #2 designer and distributer of sporting goods behind Nike. Currently Adidas has numerous contracts with food ball and basket ball athletes, golfers as well as New York Yankees. As of May 2010, company operates over 2200 retail stores under the Adidas and Reebok banner (Yahoo finance, 2010). According to 10k report of Adidas group, their corporate strategy is “to lead the sporting goods industry with brands built on a passion for sports and sporting life style. To generate consumer excitement and enhance brand profitability Adidas group is continually strive by executing a clear strategy i.e. focused on strengthening and developing brands to maximize group’s operational and financial performance and create shareholders value.” Similarly, corporate strategy was “focused on extending...
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...ADIDAS AND NIKE Nike and Adidas are two the largest sportswear companies of nowadays. They are the giants in the sportswear industry, which always introduce innovative products, in order to become the ultimate market leaders. Nike is an American multinational corporation, which produces footwear, clothes, equipment and other active sport items (Feifer 2014). The company was founded in 1964 by Phil Knight and Bill Bowerman. Nike uses specific method of advertising, which differentiates it from other sports companies; it creates motivational short videos, which promote sport and inspire people to stay fit. Hence, making an accent on sport, but not sportswear, Nike attracts customers in nonintrusive manner. In 2013, the total revenue of the company was $25.3 billion (Hall 2005). Adidas is a German sportswear company founded in 1924 by Adolf Dassler (Frenkel & Scott 2002). As well as Nike, Adidas focuses mainly on various types of sportswear, such as shoes, clothes, equipment and so on. The feature of Adidas manufacture is providing specific equipment for different kinds of sports, like tennis, baseball, basketball, skateboarding and cricket. The company’s total revenue was €14.49 billion in 2013 (Greeley 2014). Nike and Adidas offer similar services to clients; nevertheless, none of them have received the irrevocable advantage yet. Hence, each company has its own large audience of clients, which find something they like in a chosen sportswear provider. The analysis of...
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...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 ...
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...The Adidas Group The Adidas Group has undergone several changes since its inception in 1926 as a simple shoemaking business in Herzogenaurach, Germany. As the business continued to flourish, Adidas began to focus primarily on the manufacturing and sale of sporting goods, sports footwear and sporting apparel (“Adidas Group AG”). Their overriding theme has always been sports and the sporting lifestyle (“Adidas Group AG”). In more recent years, the Adidas Company merged with Reebok International Incorporated including its sub-brands, Taylormade and Rockport, in an effort to challenge its competitors, Nike and Puma (“Adidas Group AG”). With the merger to Reebok, the company has now focused on their sport footwear and apparel operations as well as their Taylormade golf equipment division and its Maxfli line of golf balls, clubs and accessories (“Adidas Group AG”). With over 50,000 employees worldwide and revenues in excess of $19 billion, Adidas is a global organization, selling its brand in more than 160 countries (“Adidas Group AG”). In addition, after winning the rights to becoming the official sponsor and supplier of the 2008 Olympic Games in China, Adidas began expanding its market there with the goal of controlling the sports footwear industry worldwide. (“Adidas Group AG”). Two Growth Opportunity Strategies that Adidas could consider in order to expand their business over the next 5 years could be in product development and diversification. Product development...
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...Cédric MATE ID : 200663609 ULMS 266 LEADERSHIP & PERFORMANCE MANAGEMENT Essay Submission : 1st of April 2009 To Doctor Vikram Rakesh CONTENTS ________________________________________________________________________________________________________ Contents ________________________________________________________________________________________p.2 Introduction ____________________________________________________________________________________p.3 Presentation of the company -the Adidas Group _____________________________________________________________________________p.3 -brands and products _________________________________________________________________________p.3 -strategies and values _____________________________________________________________________p.3, 4 Being a product line manager in the Adidas Group - qualities and skills required to work for the Adidas group __________________________p.4 -qualities and skills more specific to a product line manager _________________________p.4 Relevant theoretical concept: the charismatic leadership model -main qualities and skills _____________________________________________________________________p.5 -limitations and potential disadvantages of a charismatic leader ___________________p.5 Theory vs. practice analysis -the various similarities between a charismatic leader and a product line manager ____________________________________________________________________________________________________p...
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