SWOT ANALYSIS ON ADIDAS
Adidas AG is a major German-based sports apparel manufacturer and parent company of the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-adidas golf company (including Ashworth), and Rockport. Besides sports footwear, the company also produces other products such as bags, shirts, watches, eyewear and other sports and clothing-related goods. The company is the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world, after its U.S. rival Nike
Adidas was founded in 1948 by Adolf "Adi" Dassler, following the split of Gebrüder Dassler Schuhfabrik between him and his older brother, Rudolf. Rudolf would later establish Puma, which was the early rival of Adidas. Registered in 1949, Adidas is currently based in Herzogenaurach, Germany, along with Puma.
The company's clothing and shoe designs typically feature three parallel bars, and the same motif is incorporated into Adidas's current official logo. The "Three Stripes" were bought from the Finnish sport company Karhu Sports in the 1950s. The company revenue for 2009 was listed at €10.38 billion and the 2008 figure at €10.80 billion.
SWOT ANALYSIS ON ADIDAS:
Strengths:
Competitive pricing
Good financial position
Effective Marketing Strategy
Market Leadership
Strong online presence
Strong brand
Strong international operations
Strong distribution chain
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Weaknesses
High cost structure
Over pricing
Low quality products/services
Limited product line
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Opportunities:
Change in consumer lifestyles.
Available technological innovations
Entering new markets
Expand customer base (Geographically or through new products)
Expand product/service lines
Market Diversification
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Threats:
Merger or takeover
Competition from foreign markets
Competitor's actions
Change in consumer lifestyles
Changing consumer patterns
Growing power of customers to set the price
Growing power of suppliers to set the price
Financial slowdown
Increase in taxation
New competitors entering the market
Price war between competitors
Bonur Achieved by competitors.
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