Description
Adidas is a German multinational corporation that designs and manufactures sports shoes, clothing and accessories. Adidas is the largest sportswear manufacturer in Europe and the second biggest in the world, after Nike.
Presented By:
Ed Williams
Astra Curry
Kenneisha Seymour
Cody Weflen
Introduction
•
Adidas History
•
Corporate Mission
•
SWOT Analysis
•
nternational Challen!es and Competitors
•
"lo#al mar$et
•
ndustry Analysis
•
"lo#al ssues
•
%e&ommendation
History
•
Background Information
•
Head'uarters( Her)o!enaur&h* "ermany
•
Employees( +,*-., as of /e&em#er +00,
•
We#site( 1112adidas2&om
History Timeline
•
34+0 Adi /assler made his first shoes in
Her)o!enaura&h near 5urem#er! in "ermany at
the a!e of +02
•
34+6 /e7eloped the first spe&ial shoes for
so&&er and tra&$ and field2
8
Studs and spi$es 1here introdu&ed for the first time2
•
349. After World War
8
Adi /assler started 1ith 9. 1or$ers
8
Made post 1ar shoes usin! &an7as and ru##er from
Ameri&an fuel tan$2
Timeline Cont.
•
349: The t1o #rothers Adi and %udi /assler split
up due to dispute2
•
349: Adidas re!istered as a &ompany named
after its founder ;Adi< and ;/as< /assler2
8
%udi* on the ad7i&e of an ad7ertisin! a!en&y &han!ed
his &ompany to Puma2
•
3494 %e!istered the unmista$a#le three stripes2
•
3469 Brea$throu!h &ame 1hen "ermany 1on the
So&&er World Cup 1earin! #oots 1ith s&re1 in
studs #y Adidas in Hun!ary2
•
34,0 Adidas apparel for &ompetition and trainin!
1as produ&ed2
Timeline Cont.
•
34.: Adi /assler dies at the a!e of .:2
•
34:. =ne>pe&tedly Horst /ied at the a!e of 632
•
34:4 Adidas 1as transformed into a &orporation
;A$tien!esells&haft< and retained family
o1nership2
•
3443 Adidas e'uipment 1as laun&hed2
•
344+ A youn!er tar!et 1as addressed 1ith street
#all2
•
344- %o#ert ?ouis /reyfus too$ o7er
mana!ement if Adidas2
Timeline Cont.
•
3446 n "ermany sto&$ mar$et* Adidas 1as one
of the most interestin! ne1 listin!s2
•
344, Adidas e'uipped ,*000 Olympi& athletes
from -- &ountries2
8
Adidas athletes 1on ++0 medals* in&ludin! .0 !old2
8
Apparel sales in&rease #y 60@2
•
344. Adidas A" o#tained the Salomon "roup
1ith the #rands Salomon* TaylorMade* Ma7i&
and Bonfire2 The ne1 &ompany is named
Adidas(Salomon A"2
Timeline Cont.
•
+003 first Adidas ori!inal store opened in Berlin follo1ed
#y To$yo in /e&em#er2
•
+00+ Adidas opened its ne1 5orth Ameri&an
head'uarters do1nto1n Portland* Ore!on2
•
+00- Adidas 1as in&luded in /o1 Aones Sustaina#ility
nde>es B/ASC for a 9th &onse&uti7e year2
•
Opened a -*600 s'uare foot meter Da&tory Outlet 1ith
sales floor spa&e around +*000 s'uare meters2
•
Sales rea&hed ,2- #illion and net in&rease of 39@ to +,0
million2
Timeline Cont.
•
+009 Adidas partnership 1ith Stella M&Cartney2
•
+006 Adidas Salomon A" sold Solomon
#usiness se!ments Bin&ludin! Salomon* Ma7i&*
Bonfire* Cli&hE and Ar&FTery>C to the Amer
Sports Corporation2
•
+00, Adidas(Salomon A" #ou!ht %ee#o$2
•
+00: Adidas 1ill #e the Offi&ial Sports1ear
Partner for the Olympi&s in BeiGin!2
Corporate Mission
•
Stri7es to #e the leader in sports !ear and
apparel
•
mpro7in! operations
•
Core Halues
8
Performan&e
8
Passion
8
nte!rity
8
/i7ersity
•
SWOT – Strengths
•
Top mar$et position
•
Stron! #rand name
•
"eo!raphi&ally(di7ersified operations
•
SWOT – Weaknesses
•
Poor mar!ins
•
?o1 in7entory turno7er
•
Poor %OA and %O
•
=nderperforman&e of %ee#o$
•
SWOT – Opportunities
•
Sponsorship a!reements
•
Adoption of healthier lifestyles
•
"ro1in! !lo#al foot1ear mar$et
•
SWOT – Threats
•
%isin! &osts of ra1 materials
•
Counterfeits
•
?e!al %is$s
International Challenges and
Competitors
•
5i$e &hallen!es Adidas in home mar$et
•
Adidas A&'uires %ee#o$ to &hallen!e 5i$e
•
Competitors
8
5i$e
8
Puma
8
Others
• Amar Sport
• %ossi!nol
Mar$et Share
•
5i$e
8
-,@ in =nited States Mar$et
•
Adidas and %ee#o$
8
+3@ in =nited States Mar$et
8
%ee#o$ !a7e Adidas a +
share in foot1ear
mar$et
•
Puma
8
323@ in =nited States
lo!al Market
•
5um#er of Employees
+,*-.,
•
Mer!ed 1ith %ee#o$
•
"lo#al mar$et share of -6@
•
Produ&t line is 1idely ran!ed
Industry "nalysis
•
Adidas is lar!e part of industry
•
ndustry in&ludes apparel* foot1ear* and
a&&essories
•
Adidas pur&hase of %ee#o$
•
"didas Su!di#isions
•
Adidas
8
Main part of &ompany
8
/ifferent /i7isions
•
Sport Performan&e
8 Te&hnolo!i&ally oriented Bmi inno7ation &enterC
•
Sport Herita!e
8 Ori!inal and past inspired produ&ts
•
Sport Style
8 Duture stylish sports1ear
•
"didas Su!di#isions
•
TaylorMade(Adidas "olf
8
Dounded 34.4
8
?eader of !olf industry
8
Endorsements and Sponsorships
•
%etief "ooson
•
S&ott Herplan$
•
Ser!io "ar&ia
•
Aohn /aily
•
"didas Su!di#isions
•
%o&$port
8
Dounded 34.3 #y Saul and Bru&e Kat)
8
Operates in ,, &ountries
8
Pur&hased #y %ee#o$ in 34:9
8
Adidas a&'uired %o&$port 1hen it a&'uired
%ee#o$
•
"didas Su!di#isions
•
%ee#o$
8
Bou!ht #y Adidas in +00, formin! the Adidas
"roup
8
Pur&hased to #etter &ompete 1ith 5i$e
8
5i$e still num#er one #ut Adidas "roup 7ery
&lose
lo!al Issues
•
Europe
8
Slo1 "ro1th
•
/ue to risin! &osts of resour&es
•
China
8
Bi! Boom
•
/ue to in&reasin! popularity of sports
•
$uture Trends
•
More internationally oriented
•
More Endorsements and Sponsorships
•
n&reased % I /
8
?oo$in! at ne1 te&hnolo!ies
%ecommendations
•
Short Term
8
n7est in produ&ers of ra1 materials
8
Keep up 1ith endorsements and
Sponsorships
•
?on! Term
8
n&rease % I /
8
Ad7an&e further in Te&hnolo!ies
8
Keep supportin! di7ersity
Any JuestionsK
doc_448056914.ppt
Adidas is a German multinational corporation that designs and manufactures sports shoes, clothing and accessories. Adidas is the largest sportswear manufacturer in Europe and the second biggest in the world, after Nike.
Presented By:
Ed Williams
Astra Curry
Kenneisha Seymour
Cody Weflen
Introduction
•
Adidas History
•
Corporate Mission
•
SWOT Analysis
•
nternational Challen!es and Competitors
•
"lo#al mar$et
•
ndustry Analysis
•
"lo#al ssues
•
%e&ommendation
History
•
Background Information
•
Head'uarters( Her)o!enaur&h* "ermany
•
Employees( +,*-., as of /e&em#er +00,
•
We#site( 1112adidas2&om
History Timeline
•
34+0 Adi /assler made his first shoes in
Her)o!enaura&h near 5urem#er! in "ermany at
the a!e of +02
•
34+6 /e7eloped the first spe&ial shoes for
so&&er and tra&$ and field2
8
Studs and spi$es 1here introdu&ed for the first time2
•
349. After World War
8
Adi /assler started 1ith 9. 1or$ers
8
Made post 1ar shoes usin! &an7as and ru##er from
Ameri&an fuel tan$2
Timeline Cont.
•
349: The t1o #rothers Adi and %udi /assler split
up due to dispute2
•
349: Adidas re!istered as a &ompany named
after its founder ;Adi< and ;/as< /assler2
8
%udi* on the ad7i&e of an ad7ertisin! a!en&y &han!ed
his &ompany to Puma2
•
3494 %e!istered the unmista$a#le three stripes2
•
3469 Brea$throu!h &ame 1hen "ermany 1on the
So&&er World Cup 1earin! #oots 1ith s&re1 in
studs #y Adidas in Hun!ary2
•
34,0 Adidas apparel for &ompetition and trainin!
1as produ&ed2
Timeline Cont.
•
34.: Adi /assler dies at the a!e of .:2
•
34:. =ne>pe&tedly Horst /ied at the a!e of 632
•
34:4 Adidas 1as transformed into a &orporation
;A$tien!esells&haft< and retained family
o1nership2
•
3443 Adidas e'uipment 1as laun&hed2
•
344+ A youn!er tar!et 1as addressed 1ith street
#all2
•
344- %o#ert ?ouis /reyfus too$ o7er
mana!ement if Adidas2
Timeline Cont.
•
3446 n "ermany sto&$ mar$et* Adidas 1as one
of the most interestin! ne1 listin!s2
•
344, Adidas e'uipped ,*000 Olympi& athletes
from -- &ountries2
8
Adidas athletes 1on ++0 medals* in&ludin! .0 !old2
8
Apparel sales in&rease #y 60@2
•
344. Adidas A" o#tained the Salomon "roup
1ith the #rands Salomon* TaylorMade* Ma7i&
and Bonfire2 The ne1 &ompany is named
Adidas(Salomon A"2
Timeline Cont.
•
+003 first Adidas ori!inal store opened in Berlin follo1ed
#y To$yo in /e&em#er2
•
+00+ Adidas opened its ne1 5orth Ameri&an
head'uarters do1nto1n Portland* Ore!on2
•
+00- Adidas 1as in&luded in /o1 Aones Sustaina#ility
nde>es B/ASC for a 9th &onse&uti7e year2
•
Opened a -*600 s'uare foot meter Da&tory Outlet 1ith
sales floor spa&e around +*000 s'uare meters2
•
Sales rea&hed ,2- #illion and net in&rease of 39@ to +,0
million2
Timeline Cont.
•
+009 Adidas partnership 1ith Stella M&Cartney2
•
+006 Adidas Salomon A" sold Solomon
#usiness se!ments Bin&ludin! Salomon* Ma7i&*
Bonfire* Cli&hE and Ar&FTery>C to the Amer
Sports Corporation2
•
+00, Adidas(Salomon A" #ou!ht %ee#o$2
•
+00: Adidas 1ill #e the Offi&ial Sports1ear
Partner for the Olympi&s in BeiGin!2
Corporate Mission
•
Stri7es to #e the leader in sports !ear and
apparel
•
mpro7in! operations
•
Core Halues
8
Performan&e
8
Passion
8
nte!rity
8
/i7ersity
•
SWOT – Strengths
•
Top mar$et position
•
Stron! #rand name
•
"eo!raphi&ally(di7ersified operations
•
SWOT – Weaknesses
•
Poor mar!ins
•
?o1 in7entory turno7er
•
Poor %OA and %O
•
=nderperforman&e of %ee#o$
•
SWOT – Opportunities
•
Sponsorship a!reements
•
Adoption of healthier lifestyles
•
"ro1in! !lo#al foot1ear mar$et
•
SWOT – Threats
•
%isin! &osts of ra1 materials
•
Counterfeits
•
?e!al %is$s
International Challenges and
Competitors
•
5i$e &hallen!es Adidas in home mar$et
•
Adidas A&'uires %ee#o$ to &hallen!e 5i$e
•
Competitors
8
5i$e
8
Puma
8
Others
• Amar Sport
• %ossi!nol
Mar$et Share
•
5i$e
8
-,@ in =nited States Mar$et
•
Adidas and %ee#o$
8
+3@ in =nited States Mar$et
8
%ee#o$ !a7e Adidas a +
share in foot1earmar$et
•
Puma
8
323@ in =nited States
lo!al Market
•
5um#er of Employees
+,*-.,
•
Mer!ed 1ith %ee#o$
•
"lo#al mar$et share of -6@
•
Produ&t line is 1idely ran!ed
Industry "nalysis
•
Adidas is lar!e part of industry
•
ndustry in&ludes apparel* foot1ear* and
a&&essories
•
Adidas pur&hase of %ee#o$
•
"didas Su!di#isions
•
Adidas
8
Main part of &ompany
8
/ifferent /i7isions
•
Sport Performan&e
8 Te&hnolo!i&ally oriented Bmi inno7ation &enterC
•
Sport Herita!e
8 Ori!inal and past inspired produ&ts
•
Sport Style
8 Duture stylish sports1ear
•
"didas Su!di#isions
•
TaylorMade(Adidas "olf
8
Dounded 34.4
8
?eader of !olf industry
8
Endorsements and Sponsorships
•
%etief "ooson
•
S&ott Herplan$
•
Ser!io "ar&ia
•
Aohn /aily
•
"didas Su!di#isions
•
%o&$port
8
Dounded 34.3 #y Saul and Bru&e Kat)
8
Operates in ,, &ountries
8
Pur&hased #y %ee#o$ in 34:9
8
Adidas a&'uired %o&$port 1hen it a&'uired
%ee#o$
•
"didas Su!di#isions
•
%ee#o$
8
Bou!ht #y Adidas in +00, formin! the Adidas
"roup
8
Pur&hased to #etter &ompete 1ith 5i$e
8
5i$e still num#er one #ut Adidas "roup 7ery
&lose
lo!al Issues
•
Europe
8
Slo1 "ro1th
•
/ue to risin! &osts of resour&es
•
China
8
Bi! Boom
•
/ue to in&reasin! popularity of sports
•
$uture Trends
•
More internationally oriented
•
More Endorsements and Sponsorships
•
n&reased % I /
8
?oo$in! at ne1 te&hnolo!ies
%ecommendations
•
Short Term
8
n7est in produ&ers of ra1 materials
8
Keep up 1ith endorsements and
Sponsorships
•
?on! Term
8
n&rease % I /
8
Ad7an&e further in Te&hnolo!ies
8
Keep supportin! di7ersity
Any JuestionsK
doc_448056914.ppt