Strategic Management 4850
Case Write-up #2
Adidas in 2009: Has Corporate Restructuring Increased Shareholder Value?
What generic corporate strategy is Adidas pursuing? Is this strategy the same for all its business units? 2.
Was there a common strategic approach utilized in managing the company’s lineup of sporting goods businesses prior to its 2005 – 2006 restructuring (related versus unrelated diversification)? Has the corporate strategy changed with restructuring? Provide examples to support your conclusions a.
Adidas-Salomon’s corporate strategy (1998 – 2004):
Adidas’ post-restructuring corporate strategy (Since 2005): 3.
What is your evaluation of Adidas’ line-up of businesses in 2009? Complete the necessary information in the charts below. Draw a 9-cell industry attractiveness/business strength matrix displaying what Adidas’ business units look like. What information does the 9 cell matrix tell you about how Adidas should allocate its resources or what decisions it should make?
Industry Attractiveness Assessment for Adidas’ Businesses
(Scale 1 = very low attractiveness, 5 = average attractiveness, 10 = very strong attractiveness)
Unweighted / Weighted Ratings
Athletic Footwear and Apparel
Casual Men’s Footwear
Hockey Equipment Market Size and Growth Rate
Intensity of Competition
Emerging Opportunities and Threats
Social, Political, Environmental Factors
Competitive Position/Business Strength Calculations for Adidas’ Business Units (Scale 1 = very weak, 5 = average, 10 = very strong)
Unweighted/Weighted Strength Ratings
TaylorMade Adidas Golf
CCM/Rbk Hockey Relative Market Share
Marketing and Promotion
Product Innovation Capabilities
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