The Company SWOT Analysis Of Adidas

This paper is dealing with the German apparel “Adidas”, which is one of the world’s largest manufacturers for sportswear and sport utilities. But why are they one of the leading global players in this certain industry? There are some key factors, which influenced their

Adidas is one of the most famous manufacturers of top-quality sporting goods. It is the market leader in sporting good alongside with its competitive rival Nike. It also consists of Reebok Sportswear Company.They produce different types and variety of products to all age categories such as bags, shoes, shirts and more. The Adidas group, headquartered in Herzogenaurach (Germany) started in 18th August 1920 by Adolf Dassler. Adidas witnessed its first international success in 1954 and that is when the German have won the soccer world championship. Adidas has 169 branches worldwide and total revenue of 11.9 M Euros. Adidas is well known of sponsoring many sports events such as world cup or Olympics in addition to the use of its products

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).

As we look at our SWOT analysis to follow, we are in a sustainable overall position, we have strengths to balance our weaknesses, and particularly our knowledge of where we are heading for and what our customers need. We also have some attractive opportunities. However, we have a weakness in competiting against price-oriented competition from both local and international brand names.

The biggest competitors for Adidas is Nike. Nike is the worlds-leading brand in athletic footwear and holds 16% of the market share in the industry (Hitesh, 2016). Nike’s scope of operations spans through America, Europe, the Middle East, Africa, and Asia Pacific. They have wide product lines with strong marketing and strong innovation. Nike has in the past come under scrutiny about how their products are made in other countries. They have had acquisitions of using sweatshops to produce their products, which has slightly affected their brand image (Bells et al, and UK

Adidas is a large sportswear brand with a large customer base for all genders and ages. Adidas who is a very similar brand to Nike, have exclusive ranges, including their Jordan range and Original, they are also a

Adidas is a globally recognized brand. In terms of finances and sales they are the #2 sporting goods manufacturer, only behind NIKE. In terms of reputation many argue they are at the peak of the industry. They hold true to quality products and innovative designs.

As Nike is an international company that has their product selling worldwide, they have countless of competitors, including many domestic local firm. However, not all of these companies have the power to compete with Nike, only a few international companies are Nike¡¦s major competitors, for instance, Adidas and Reebok.

Adidas was established by German Shoemaker Adi Dassler in Herzogenaurach. This brand focus on innovation and quality products that satisfy people’s excitement, and meet the physical challenges (13). They start with the athletic running footwear and currently produce a great range of products like watches, bags, shirts and accessories. They are the second largest manufacture of sportswear products (4).

Adidas is a German worldwide corporation that designs and produce sports shoes, clothing and accessories headquartered in Herzogenaurach, Bavaria. It is the largest sportswear manufacturer in Europe and the second biggest in the world. Football kits and the associated equipment for football has always been Adidas main focus  . Adidas remains a major company in the supply of team kits for international association football teams and clubs. Adidas makes referee kits. Adidas referee kits  are used in  competition internationally  and used by many countries and leagues in the world. Adidas has been a go-getter in the area of footwear for the sport, with famous examples including the 1979 release of the Copa Mundial moulded boot used for matches on firm dry pitches. It holds the honor of the bestselling boot of all time. The soft-ground equivalent was named World Cup and it too remains on the market, timeless and iconic.

Adidas is a German international company that designs and produces sportswear and footwear. Over the years Adidas has created a group called the Adidas Group it consists of Reebok, TaylorMade-Adidas company, Ashworth, and Rockport.

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.).

1. What is adidas’ position in the athletic shoe market? How does the brand seem to be doing in this market? Position: the position of adidas has transferred from “leading supplier of soccer footwear worldwide” to “leading sport brand”. Adidas was founded in Germany in 1920. In 1995, it became a public company as well as the leading supplier of soccer footwear due to its great performance of footwear sales. In 1998, adidas began to move into the U.S. market. Adidas doubled its U.S. market share within only one year, so it hoped to continue to make big move in following years. In its way to U.S. market, adidas confront with the

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.

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)