Mission statements are an insight into a companys intent, it tells various stakeholders the basic premise for the existence of an organisation. Analysis of the global brand adidas linkedin slideshare. The analysis shows that the total assets of the company increased from 20 to 2014 and there is a slight increase in total current assets. The landscape of the sporting goods industry has changes, but adidas has not changed with it. The company is base in herzogenaurach, bavaria, germany. In this report, i have discussed the case history of nike that majorly covers the child labor problem and the problem of change in consumers preferences after which i have done the swot analysis and have come up with strategic objectives, market driven strategy objectives. Adidas brand analyses presentation linkedin slideshare. They first named the brand dassler shoes that started getting popular thanks to sponsored athletes in the olympics. The holding company named adidas ag is based in herzogenaurach, germany and it owns several sportswear brands like reebok, rockport, taylormade adidas golf, etc pestle analysis. May2014, p1 a strengths, weaknesses, opportunities and threats swot analysis for sportswear and sports manufacturer adidas ag is presented. Adidas focus on both athletic performance and fashion trends has contributed to this growth. The products of adidas are shoes, clothes, and other sportswear. It is the biggest company in europe and 2nd largest company globally after nike.
Adidas is the second largest company who manufactures sporting goods all over the world. Adidas company has a long heritage and high brand value since 1924. Conclusion as youve seen, adidas is an extremely strong brand in the world of sporting goods. Precisely the swot analysis is a structure, employed to assess a companys. Adidas consumer goods and retail analysis and data from. An introduction to adidas sporting goods company kibin. Adidas swot analysis adidas strengths below are the strengths in the swot analysis of adidas.
Swot analysis is a strategic planning tool that can be used by adidas managers to do a situational analysis of the company. More about swot analysis of adidas swot analysis adidas capital. They are a multinational corporation now that produces sports clothing, casual clothing, sports gear, and accessories. Adidas introduction adidas is a multinational firm which. Adidas company background was analysed and studies thoroughly to understand adidas strategic changers and change management. Adidas ag group consist of the reebok sportswear company, taylormadeadidas golf company including ashworth, rockport, and 9. Here is a swot analysis of adidas highlighting its strengths, weaknesses, opportunities and threats. An industry analysis, by definition, establishes the attractiveness of an industry and provides a starting point for understanding a companys competitive market position and for formulating a. It achieved this success by developing cleated shoes for the soccer and track and field sports. Analysis of adidas in germany using marketing theories.
The sports footwear market is significantly characterized by the high speed of innovation, which forces the. The firs specialized in designing and manufacturing of sports clothing and accessories. The company is based in herzogenaurach, bavaria, germany. Adidas was the dominating manufacturer of sporting goods. Before 2009, adidas focused on making acquisitions that would ultimately lead to overtaking nike as the leader of the global sporting goods industry. In 1948, though, rudolf decides to start its own company named puma. Adidas also boasts a wide variety of products including shoes, all major apparel, accessories, and other products in nearly every type of major sport. Mcdonalds also enjoys strong brand awareness in most corners of the globe. The companys first manufacture were slippers and after that they decided to make sport shoes which went so successful that it led them to open their own shoe making factory in 1926. The company is headquartered in herzogenaurach, bavaria and has around 56,888 employees globally as of 2017. More than 93% of its restaurants are managed by franchisees. Merger of adidas and reebok history of adidas the companys creator adi dasslers aim was to provide every athlete with the best equipment. Employees from about 100 nations are working at our global hq in herzogenaurach, germany the world of sports. White mang 497 march 29, 2012 adidas case analysis current strategy adidas went through a stage of restructuring when the companys corporate strategy needed to be revamped.
The following is an overview of sponsor contracts in the company and current status in the sport industry. Adidas swot analysis swot analysis of adidas marketing tutor. General history the global footwear market is a growing market with an increase in consumer demand based on globally increasing consumer incomes. The corporation basically consists of three companies, adidas, the brand itself, reebok sportswear and tailormadeadidas golf company. Sometimes products are not the best quality because they are made in third world countries. Swot analysis of adidas adidas swot analysis marketing91. One of the largest sports brands in the world employing over 46000 employees around the globe. Topics discussed include the companys financial performance in the fiscal year to december 20, strengths such as continuous new product development, and weakness arising from a dependence on third party manufacturing. Adidas swot analysis detailed swot analysis of adidas.
Adidas groups strengths in order of importance are 1 its significant brand reputation, first in europe, and then in the rest of the world, since its began manufacturing shoes, its first product. It began in 1920, when adi dassler made his first shoes, using the few materials after the first world war. This powerful branding alongside with its brilliant distribution infrastructure is balanced only by a few small weaknesses namely outsourced manufacturing, a narrow product line, and limited celebrity endorsements. Adidas is experiencing significant financial growth. Adidas swot analysis by kelsey baarda and megan johal weaknesses threats 1. Adidas strategy recommendation by ecenur demir on prezi. Adidas was born after the split of the dasler brother shoe factory, a political tension between the two. Corporate strategies and analysis of adidas marketing essay. Adidas has many competitors although, adidas innovative vision helps create a name for them that will help the company expand and create new trends that will be wanted globally by consumers.
It is the holding company of the adidas group, which consists of the reebok a sportswear company, taylor made adidas golf company that also includes ashworth, 9. The brand was started in 1949 and has travelled a long way since then. The company operates its restaurants across more than 100 countries. Swot analysis of adidas pestle analysis business and. After the death of adolph dassler, adidas had struggled through unsteady. The repurchase plan by the german company comes as part of a previouslyannounced 3bn share buyback programme. Nonfood products adidas adidas expects china profitability to shrink in long term.
Nikes primary goal is to supply athletes with exceptional products. It was found by bill bowerman and phil knight in the year 1964. In addition, concerned about the european home market, because the united states is a adidas overseas markets, so the company should be personalized by putting more elements into its future product design in. Topics discussed include the companys financial performance in the fiscal year to december 20, strengths such as continuous new product development, and weakness. The eius consumer goods and retail service offers indepth analysis of adidas so industry executives can make informed decisions. By speaking to them directly, getting them engaged and excited about opportunities at adidas group. Nike swot 2020 swot analysis of nike business strategy hub. A financial analysis of the sports manufacturer adidas. As well as this they have links to several established research partners such as university of loughborough, the university of michigan and waseda university tokyo adidas has a youthful appeal which. Adidas is a german sports equipment manufacturer and was founded in 1949.
A strengths, weaknesses, opportunities and threats swot analysis for sportswear and sports manufacturer adidas ag is presented. This case study focused on studying the various marketing strategy of adidas. It sources from 16 factories which employ 3,800 people in india. The adidas company has evaluated by using method of swot and pest. Essay on pestel analysis, adidas 3273 words bartleby.
Even though the adidas brand is restricted within the sportswear industry, the companys products are diversified. Global recession can effect adidas ability to generate sales, in 20 for the second quarter, sales fell 4 per cent to 3. Essay on strategic analysis of adidas ag 6685 words. Adidas, founded in 1924, by adi dassler, is a german multinational company, specializing in clothing, sports shoes and accessories. Since december 1995 it has been a 100 per cent subsidiary of the parent company. Company overview adidas was registered as a company germany, 1949. Reebok is a subsidiary of adidas since 2005 and also a manufacturer of.
The brand manages its business using a franchisee model. The company has worldwide presence and is internationally recognized. Since 1995 adidas is listed in the dax on the frankfurt stock exchange and currently the corporation has a market capitalization of 14,7 billion euros. Adidas is a multinational firm which was founded in 1948.
What is the industry analysis relevant to the company. Adidas market analysis a market analysis of adidas by 3. Competition adidas sports footwear operate in a oligopolstic market, meaning that the market is dominated by only a. Limited products, they only have a limited amount of product lines. Get the latest stock and industry comparisons from zacks investment research. Mcdonalds is a leading name in the fast food industry. The company also maintains a strong financial position with stores located all around the globe and a reported 4. Adidas sponsors major sporting events including olympics and major sportsmen and teams. Beginning with a discretion of the games sector utilizing the five forces display, pestel analysis, at that point the vision and statements of purpose will be examined critically, then the assets and abilities of the firm will be recognized, swot analysis. Apart from revamping its marketing strategy, the brand has retained its focus on product innovation and some other key areas of business. The company specializes in athletic wear, providing footwear, apparel, athletic equipment, and accessories.
The purpose of this analysis for each company is to know whi ch category it has a core competence in, and the categories o f the strat egy diamond are. The company can venture into making more stylish designs and cuts tieup with emerging sports teamsclubsplayers internationally brand building by setting up sports academies 16. Company and market share data provide a detailed look at the financial position of adidas group, while indepth qualitative analysis will help you understand the brand strategy and growth prospects of adidas group. The result of the analysis shows that this sporting goods manufacturer is indeed represented worldwide, but mainly in europe and should therefore invest more in the american market. This swot analysis of adidas is picking apart the strengths, weaknesses, opportunities, and threats affecting the sportswear company.
Since their manufacturing activities were concentrated in china and other southeast asian countries, most of these countries transact in u. Company history the company was founded in germany in 1924 by the brothers adolf and rudolf dassler. Some strategic changes during the recent years have helped adidas find faster growth. The company is based in herzogenaurch, bavaria, germany. The result has been the start of a great new year financially.
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