Adidas 2008 Study Case

1488 Words Apr 2nd, 2011 6 Pages
Adidas in 2008: has corporate reestructuring increased shareholder value

February 25, 2010


1. Introduction (History)

Gebrüder Dassler Schuhfabrik was established in Germany around 1920 by two brothers Adolf Dassler and Rudolf Dassler whom in 1948 decided to separate and created their own firms. The first one called Adidas (Adolf-Adi) and the second Puma. After the World Cup in 1954 Adidas become in a famous brand when Germany team decided to wear it, followed by the sponsoring of sports stars. After the death of Adi Dassler in 1978, his Horst son remained to the front of Adidas. Horst was only president until 1987, when it died to the 51 years.
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* We are a global organization that is socially and environmentally responsible, creative and financially rewarding for our employees and shareholders * We are committed to continuously strengthening our brands and products to improve our competitive position. * We are dedicated to consistently delivering outstanding financial results

b) Strategy and Core Values

Our goal as a Group is to lead the sporting goods industry with brands built upon a passion for sports and a sporting lifestyle. Inspired by our heritage, we know that a profound understanding of the consumer and customer is essential to achieving this goal. To anticipate and respond to their needs, we continuously strive to create a culture of innovation, challenging ourselves to break with convention and embrace change. By harnessing this culture, we push the boundaries of products, services and processes to strengthen our competitiveness and maximise the Group’s operational and financial performance. This, in turn, will drive long-term value creation for our shareholders.

* Reorganisation of Group provides solid platform for growth * Diverse brand portfolio * Investments focused on highest potential markets and channels * Creating a flexible supply chain * Leading through innovation * Develop a team grounded in our heritage * Creating Shareholder value

Core values: Passion, Performance, Integrity, Diversity

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