...How state own companies improve their innovation in Germany Contents 摘要 ii Abstract iii 1. Introduction 1 1.1 The Significance of Topic 1 1.2 The Introduction of SOE 1 2. The Situation of Germany 2 2.1 The Conditions of Germany 2 2.2 The Conditions of Companies 2 3. The Informations about Adidas 3 4. Statement of the Problem 3 4.1 2012 "Shackle" Sneakers 4 4.2 Sweatshops and Labor Rights Violations 4 4.3 The Effect of the Problems 5 5. Significance of the Research 6 5.1 The First Point 6 5.2 The Second Point 6 5.3 The Third Point 6 6. Scope and Limitations of the Study 7 6.1 Boundaries of the Research 7 6.2 The Solving Methods of the Issues 7 7.1 Questions of the Research 7 7.2 Objectives of the Research 7 8. Conclusion 8 摘要 葛兰素史克公司中国研发中心副总裁鲁白认为，创新是一种用充满想象力的方法来解决问题的能力。想象力是人类创新的源泉。如何提高创新？正当今时代,科技知识创新、传播、应用的规模和速度前所未有,科学研究、技术创新、产业升级一体化发展态势更加明显。增强自主创新能力是发展科学技术的战略基点,是调整产业结构、转变发展方式的中心环节。我们必须把科技创新作为持久动力,以创新促转型,以转型促发展,大幅度提高科技进步对经济增长的贡献率,加快实现经济发展从要素驱动向创新驱动的转变。 关键词：企业创新能力 技术创新 科技创新 基础研究 Abstract The vice president of China research and development center of GlaxoSmithKline LuBai thinks: Innovation is skill that use an imaginative way to solve problems. Imagination is the source of human innovation. How to improve the innovation? In this century, technology innovation, spread, the size and speed of the application...
Words: 2370 - Pages: 10
...Nike Case Analysis 1 Nike Case Analysis Contents I. Introduction............................................................................................................................................................3 II. Conclusions of Nike Core Marketing Strategy .......................................................................................................3 2.1. Pros: ............................................................................................................................................................3 2.2. Cons: ...........................................................................................................................................................3 2.3. Risks: ...........................................................................................................................................................3 III. Nike Core Marketing Strategy ...........................................................................................................................4 3.1. IV. Core marketing strategies .........................................................................................................................4 SWOT analysis .................................................................................................................................................6 4.1. 4.2. Weakness ..................................................................
Words: 1601 - Pages: 7
...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...
Words: 364 - Pages: 2
...Executive summary The Adidas Group is a large multi national company that is known all over the world. Its mission statement is to be the global leader in the sporting good industry (Adidas Group;2011A). The Group is made up of 7 different sub groups all designated to different sporting events for lifestyle choices. Adidas groups Internal communication consists of face to face meetings and online communications. Although they try to include all employees in these to functions they have yet to do this and are trying to improve the communications through a scheme in place called route 2015. The external communications at the Adidas group happen successfully though the many advertisements and celebrity endorsements the company use all based around lifestyle choice and major social and sporting events. However they must ensure that the Adidas groups reputation isn't tarnished though unethical business decisions, as in todays society its highly encouraged to act ethical in all aspects of business. 2. Introduction This report will provide a critical analysis of the corporate communications function at he Adidas Group. It will look specifically at the internal and external communication function and examine the effectiveness of the communications. 2.1 Summary of The Adidas Group The Adidas Group is a large multinational company that operates in practically every country all over the world (Adidas Group;2010). Its mission statement...
Words: 2530 - Pages: 11
...Introduction: STP strategy used by Adidas: Segmentation: All successful organizations have outstanding marketing strategies which they segment strategically. The market you sell to is very important to you organization. Companies such as Adidas market to athletes of all ages over the world. Adidas markets to professionals and amateur athletes. The market segmentation plays a key role in the marketing strategy. Each market is unique so the organization has to be careful upon choosing the right one(s). The purpose of market segmentation is to enable the marketer to adjust marketing mixes (product, price, promotion, place) to meet the needs of one or more specific segments. Basically marketers use the market segmentation process to divide big markets into smaller segments according to characteristics of individuals, different groups and locations. Adidas the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world markets by looking at buying attitudes and buying practices of different people. The sellers design a separate market program for each buyer. Adidas mainly focuses on demographic and psychographic segmentation's. So Adidas develops their brand in 3 different styles of segmentation. Demographic segmentation refers to dividing the market into groups based on demographic variables, such as sex and age. This method has long been used in clothing market. Adidas brands products into range of male, female and kids, according...
Words: 2684 - Pages: 11
...of the city will bring an entire following of new consumers as well as create priceless awareness in a different location. Edgemont is a neighborhood community and is convenient in terms of location to multiple fitness centers, schools, stores, and higher disposable income families. We believe that investing into this area would have increasing returns over the long term. More about implementing a new store will be in the next section: target market analysis. 2. Introduction of Nike and Adidas to the current product line The current target market of Stride’s is currently very concise to people who are experienced and regularly exercise. One trend that has become increasingly common is the balance between the form (looks of a product) and the functions of a product. Two brands that have done an exceptional job over the years is Nike and Adidas. For many consumers, these are must have brands that affect loyalty between choosing which store to purchase from. Even more important for other consumers, Nike and Adidas are...
Words: 1212 - Pages: 5
...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 recognised 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. Adidas and the Olympic Games The Adidas brand is built on a passion for sports excellence and innovative design to help athletes perform to the best of their ability. It is therefore no surprise that Adidas has supported many iconic athletes to achieve great things at the Olympic Games. In the UK, Adidas has partnered and supplied Team GB since 1984. The company’s heritage with the Olympic Games dates back to the Games in Amsterdam in 1928 when Adidas’ running shoes were debuted. Footwear and clothing by Adidas has been seen on athletes at every Olympic Games since. In fact, all British medal-winning athletes at the last 8 Olympic Games wore Adidas products. There are countless historic...
Words: 1815 - Pages: 8
...markets. To this end, Adidas Company is critically reviewed. Adidas manufactures sportswear and equipment. This report uses a survey design where a questionnaire or an opinion survey is the data collection instrument. Ethical consumerism is influenced by several factors some of which are, the quality of the products, advertisements, brand image and the moral value that users attach to different products. Corporate social responsibility and appropriate advertising are some of the activities that improve ethical consumerism. The data collected in this study is analyzed and presented in tables and figures. Contents Executive Summary 2 List of Tables 4 List of Figures 5 1.0 Background of the Study 6 1.1 Introduction 6 2.0 Literature Review 6 2.1 Overview of Ethical consumerism 6 2.2 Review of Adidas Company 9 2.2.1 Adidas Mission, Vision and Values 10 3.0 Methodology 12 4.0 Results of Survey 12 4.1 Response rate 12 4.2 Price of Adidas products 13 4.3 Quality of Adidas products 15 4.4 Brand Image of Adidas 16 4.5 Convenience for purchasing Adidas products 17 4.6 Attractiveness of Adidas products 18 4.7 Usefulness of Adidas Products 19 4.8 Advertisement for Adidas products 20 4.9 Ethical Values attached to Adidas products 21 5.0 Conclusion 22 6.0 Recommedations 22 Reference List 24 Questionnaire 25 List of Tables Table 4.1 Response Rate……………………………………………………………………13 Table 4.2 Price of Adidas...
Words: 3626 - Pages: 15
..._______________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.6 -nevertheless, several characteristics differ between theory and practice ______p.6, 7 Conclusion ______________________________________________________________________________________p.7 Bibliography_________________________________________________________________________________p.8, 9 Introduction Leaders are essential...
Words: 2667 - Pages: 11
...Marketing at Adidas Course Code : MAN702 Lecturer Name : Prof Linda De Vries Compulsory Plagiarism Declaration I Shauna Windvogel, declare that the work attached is my own work. I acknowledge that copying someone else’s assignment or essay, or part thereof is wrong. All sources used in this work have been correctly referenced, using the Harvard system of in-text referencing. The work does not contain any sections that can be regarded as cut-or-paste technique, as a mere translation, or as “mono-phrasing” (work taken from a single source). I realise that a research argument has to be constructed, and declare that my text is a reflection of the integration of relevant sources. Further, I know that plagiarism is wrong. Plagiarism is to use another’s work and pretend that it is your own. Additionally, I have not allowed and will not allow anyone copy my work with the intention of passing it off as his/her own work. Signed: [pic] Date: 12 March 2012 Table of Contents Topic question: Given the reading of 2 marketing classics articles (13+17) and your understanding of marketing strategy processes consider recommending a specific market strategy for Adidas. Contents 1. Introduction 3 2. Market Objectives of Adidas 4 2.1. Branding 4 2.2. Positioning Strategy 5 3. Segmenting Adidas 5 4. Considering the Family Life Cycle 8 5. Conclusion 9 THE BRAND IN THE HAND: MOBILE MARKETING AT ADIDAS Introduction In entering the US market Adidas realised...
Words: 1891 - Pages: 8
...1.0 Introduction 1.1 Problem statement According to Price (2014), any useful marketing research study begins with a clearly defined problem. A clear research problem should declare the specific question that necessitated the research and its importance. Management decision problem What can Adidas do to expand its market share to become number one sportswear company in Malaysia? Marketing research problem Determine the sportswear users’ preferences and perception of customers toward Adidas sportswear. 1.2 Research questions 1.What are the main considerations of the consumers in sportswear buying? 2.What is the customers’ satisfaction level toward various attributes of Adidas products? 3.Are the customers loyal to Adidas? 1.3 Hypotheses 1. Consumers are emphasized on the sportswear quality. 2. Adidas customers are less satisfied toward Adidas sportswear design. 3. Adidas brand loyalty is low especially Adidas accessories. 1.4 Objective of the Study The root causes of the problems have to be defined clearly in order to help Adidas to improve its performance by achieving maximum sales. We understand that sportswear users’ preferences and perception of Adidas customer is the vital reasons for Adidas to achieve the organization’s goal. Gunelius (2014) indicates that a preferred brand means something to consumers who buy it, and Adidas need to continually research existing and prospective customers to understand how they perceive Adidas brand. Customer loyalty...
Words: 1306 - Pages: 6
...Adidas Myrna Biacan October 25, 2013 Adidas In the world of athletics exists a wide span of products; products that are the athletes’ sole support in their sport. Numerous companies worldwide strive to be competitive, innovative, and socially responsible. They are the leaders of the best athletic performance products that are needed. One of these striving leaders is Adidas. Adidas deems to be the leading brand in sports equipment and continues to be successful in delivering the best footwear, clothing, and accessories for all sports, gender, and age. Their passion and mission to provide the best brands for sports and the sporting lifestyle and what sets them apart from the competition is what makes the company successful to this day. In the sporting industry, how do they continue to be the global leaders, as a global organization how do they embrace the responsibility to our environment, and what is their strategy is to support their efforts and continuously satisfy their international consumers. In general, I will give you an idea of how Adidas remains to be an efficacious, sustainable, publicly traded, international company. In a small town in Germany, Adolf Dassler began his mission to provide athletes with the best equipment in 1924. He formed the company name from a combination of his first and last names: 'Adi' is short for 'Adolf,' and 'Das' came from 'Dassler.' Originally, Adolf and his brother Rudolf ran the 'Gebrueder Dassler Schuhfabrik,' which means the 'Dassler...
Words: 2626 - Pages: 11
...from each organisation P2 Describe the constraints and limitations under which marketers operate, making use of examples to explain your point M1- Compare, discussing the similarities and difference, the marketing techniques described in task1 used for the product or service chosen in each organisation Unit 3: Introduction to market To Date: 18th October 2011 Introduction to market Introduction In this assignment I will be working for a professional organisation for marketers i was asked to carry out research into two possible contenders for inclusion on the ‘A’ classed marketers list. 1. There are many ways organisation use market technique I would be describing how two different organisation which is Adidas and Halifax banks use market technique such as branding and relationship marketing to market their products . One way that both of these organisations are using branding is through the customers earning ‘Nectar points’ by signing up for Adidas, as Adidas is one of the largest store in the U.K and Halifax bank is also one of the best and popular bank providing different range of services . Branding often consist of a brand name such as Adidas it involve creating a unique name and image for the products. Some of these may be trademarked to prevent competitors from using similar branding. Brand is powerful tools that help to achieve market objectives such as gaining market leadership and raising customer awareness while relationship marketing is where a business...
Words: 700 - Pages: 3
...63 Abstract Brand image is an important consideration for any of the firm or company operating inhyper competitive business environment. In this study, brands chosen for comparison areNike, Adidas and Puma with respect to the actions and strategies adopted by them inorder to enhance and strengthen their brand image. These are the top 3 sporting brands of the world. Nike is at 26 th position; Adidas is at 62 nd while Puma has just entered at 97 th position in top 100 brands ranking list published in Year 2009 as best global brands byinter brand dot com. Nike and Adidas are in the world's top 100 brands list for last somany years. All of these three brands are growing brands and consistently movingupward in that list. As per the year 2009 figures published by interbrand.com and otherbrand rating agencies/bodies, the brand values of Nike, Adidas and Puma are $13,179millions, $5,397 millions and $3,154 millions respectively. This study has identified thekey steps and strategies adopted by the decision makers of these brands which resulted inthe strong brand image for them. Moreover, those areas were also identified whichrequire the improvement particularly by comparing Puma with Nike and Adidas. Keyword s: International brands; Nike; Adidas; Puma; Marketing. 1. Introduction Brand Image for any brand is built by many different factors which includes brandawareness, brand associations, brand loyalty, perceived quality and so on. All of thesefactors mainly depend upon...
Words: 984 - Pages: 4
...MARKETING AT ADIDAS David Wesley prepared this case under the supervision of Professors Andy Rohm and Fareena Sultan solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. Ivey Management Services is the exclusive representative of the copyright holder and prohibits any form of reproduction, storage or transmittal without its written permission. This material is not covered under authorization from CanCopy or any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Management Services, c/o Richard Ivey School of Business, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 6613882; e-mail cases@ivey.uwo.ca. Copyright © 2005, Northeastern University, College of Business Administration Version: (A) 2005-11-07 Nick Drake, Global Media manager (Global Media Group) for adidas, arrived at the company’s headquarters to present a bold new marketing strategy, based around mobile phones. “We call it the Brand in the Hand,” he told the senior marketing executives who had gathered to present their strategy for the upcoming year. The Global Media Group had been arguing that mobile marketing was the surest, and perhaps only, way for adidas to break...
Words: 3499 - Pages: 14
