Adidas Strategic Management Analisys

The United Kingdom has one of the highest levels of overweight and obese people in Western Europe (Ng, M et al, 2013) and unless serious changes occur soon the obesity

4. Further Research—Gather information on Nike’s recent moves and accomplishments, and those of its rival Adidas. Are both firms following the same strategies and using the same structures to support them? Or, is one doing something quite different from the other? Based on what you learn, what do you predict for the future? Will Nike stay on top, or is Adidas the next industry leader?

Obesity is a worldwide epidemic with 67.1% of adults (aged 16 and over) in the UK being overweight or obese according to the

Technological environment is the combination some factors which develop new products and also create opportunities and threats for the company. Not only does it benefit marketers greatly creating new product and market opportunities, it also creates opportunity for customers to consume new products. The evolution of technology has provided many platforms for marketers. New and improved technology can either profit the organization, or create threats of more competitors in the market. In the sportswear industry, technological factors could cause unemployment as machines replace workers. It could, however, reduce cost as more products can be made at a lower cost and lesser amount of time compared to labor made garments. Moreover, technology can benefit the sportswear marketers as a form of market research as social media and internet has outrageously developed over the past decade. Social media famous people can promote the sportswear by just wearing the items and posting a picture on the internet or simply advertising it at a really low price, almost immediately increasing sales. Political factors are those that affect the

There were two main driving issues behind our analysis of this Sport Obermeyer case: the measurement and understanding of demand from uncertain and disparate forecasts, and the allocation of production between factories in Hong Kong and Mainland China (Lo Village, Guangdong). The main challenges facing the company were long lead times, little to no feedback from the market before the first production decision (the first real demand signal is at the Las Vegas trade show in March) and inaccurate forecasts along with the lost profits that can result.

The sportswear industry is growing and becoming more competitive so the will be new producers and entries in the market with new ‘’aces up their sleeves’’. More competition in the market

Changes in the level of sports participation among individuals in the US influences interest in sports apparel. As time spent on exercise increases, consumers are more likely to purchase apparel that has a specific athlete's name or team's logo distinctly shown on the item. Participation in sports is anticipated to increase over 2015. The Licensed Sports Apparel Stores industry has grown at a healthy pace during the past five years as sports leagues and franchises have increasingly sought to capitalize on their established brands. Following the recession, industry retailers barely missed a step; industry revenue increased 8.0% in 2011 and was expected to increase at an average annual rate of 6.1% during the five years to 2015. The continual popularity of professional sports, has enabled steady sales through all stages of the economic cycle. Revenue growth is expected to increase an additional 8.1% in 2015 to $8.3 billion.

Adidas is a sportswear manufacturing company started by Adolf Dassler. Adidas group has incorporated brands including Adidas, Reebok, TaylorMade-Adidas and Rockport. The wings of the company are widespread and have assimiliated other productions including handbags, shirts, spectacles, watches, balls, and sportswear. Adidas is being the largest company that sells footwear in the European market and have achieved a momentous market share at the global platform. Adidas has achieved phenomenal sale and have reached the pinnacle of success on the global scale with other international footwear companies (McDonald & Milne, 1999).

Athletic goods industry still has unlimited potential and it is a growing industry at the moment. The sportswear is not limited to track and field anymore. It has become a daily-life goods that can be seen everywhere. Product diversification into fashion business opens up a new growth potential for athletic goods.

A comprehensive analysis, using market data and market research, allows us to assess all areas affecting Nike’s strategic direction:

As the political situation is stable, so its better for business to invest money in securely. In that case, there is no political bad affect in Nike business in the united kingdom.

Adidas was founded by Adi Dassler on August 18, 1949 in Herzogenaurach, Germany. Adidas has been in business longer than Nike, they have had their logo since the inception; thus, the three stripes on the side of their shoes. In Spring of 2015, they came out with their new strategic business plan called, “Creating the New”. The focus was on Cities, Speed, and Open Source. According to Herbert Hainer, the CEO at that time stated, “The company is working every day to inspire and enable people to harness the power of sport in their lives (Adidas Group, n.d.). Adidas current competitive strategy is not the same as Nike’s competitive strategy. In October 2016, Kasper Rorsted became Adidas’ current CEO. He believes health and fitness will continue to become a lifestyle not a fad. Furthermore, he wants to expound the three clear strategic choices: Speed, Cities, and Open Source.” They are more focused on the broad target market, a low-cost provider strategy. In March 2017, he updated the focus for Adidas to include “Corporate Culture, Digital, One Adidas, North America and Portfolio.” (Adidas Group, n.d.).

Adidas Group, as one of the world’s retail leaders in sportswear, has as primary target the sports participants, including high performance athletes, as well as non-athletes who are inspired by those at the highest level of their sport, and those that really love sports as part of their lives.

Adidas is a major German sports apparel manufacturer, which was founded in 1948. It is the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world, after Nike. The company's clothing and shoe designs typically feature three parallel bars. The company revenue for 2009 was listed at €10.38 billion. The market segmentation; targeting and position play an important role in this company. This essay will use the three factors to analyze this company.

for the company is nowadays towards teams, global sports events and sport associations (Dogiamis & Vijayashanker, 2009). Adidas can this way connect itself with emotional events in sport; they sponsor the European football championship, the soccer World Cup and the Olympics. They also sponsor national and local teams around the globe (Dogiamis & Vijayashanker, 2009). Adidas has changed their image from just targeting elite athletes and is now more about participation. (Aaker & Joachimsthaler, 2000)