Adidas Case Study

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Adidas case study

Mission Statement Evaluation Matrix
Adidas has a non-traditional form of a mission. Adopting the “one” theme, the company wants to signify a sense of harmony and integration between its people, plan and goals. “ AG is ccommitted to being a global leader in the sporting goods industry by producing brands that are novel, fun, and have a passion for atheltics and active people worldwide. We are committed to delivering industry leading financial results, innovating and the most advanced products, focusing on our consumers, and maintaining all of this while being a good corporate citizen”

The mission stsatement indirectly presents many of the well known components of a mission as follows: Component| Availability| Comment|
Customers| Yes| * The mission statement directly refers to a certain type or category of customers, who are the athletes and the active people. | Products| Yes| * It mentioned that it is targeting to be a global leader in the sporting goods industry|

Component| Availability| Comment|
Market| No| * As a “ global enterprise”, no specific Market has been referred to | Concern for Profitability | Yes| This component is apparent in: * The Goal “ producing barnds that are novel, fun and have a passion”| Technology | No| * Not mentioned directly, though “leading financial results, innovation and producing most advanced products” requires employing modern technology. | Self Concept | Yes| What differentiates Ford as self concepts are: * Working together effectively as a lean team. * Demonstrate and build functional and technical excellence| Concern for Employees | No| * The mission statement does not mention any thing about the employees| Concern for Pubic | Yes| * Since success is measured by customers, they did not forget to highlight being “a good corporate citizen” | *

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Strategy Formulation
* External Factor Evaluation Matrix – EFE Matrix
The External Factor Evaluation (EFE) Matrix|
Key External Factors| Weight| Rating| Weighted Score | Opportunities|
1| * Increase female participation in athletics| 17%| 4| 0.68| 2| * Collaborate with other online retailers to offer Adidas products| 16%| 3| 0.48| 3| * Possibility of outsourcing the web development and e-commerce to a third party developer| 11%| 3| 0.33|

Threats |
1| * Nike's strong reputation in the footwear and apparel industry.| 18%| 3| 0.54| 2| * Negative image created by the sponsored athletes (i.e. Kobe Bryant and his sexual assault case)| 8%| 2| 1.6|

3| * Increase in the Price of Raw materials| 10%| 1| 0.1| 4| * Continuing challenges in import/export duties| 5%| 2| 0.1| 5| * Nike has signed up 22 of China’s 28 sports federations to outfit most of its athletes. | 10%| 2| 0.1| 6| * On going global recession| 5%| 2| 0.1|

Total | 100%| | 3.49|
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Weights based on importance of each factor as in;0% not important, 50% important and 100% very important Rating based on how Addidas current strategies responses to the external factors as in ; 1 = poor, 2 = average, 3 = above average and 4 = superior *

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* Internal Factor Evaluation Matrix – IFE Matrix
The Internal Factor Evaluation (IFE) Matrix|
Key Internal Factors| Weight| Rating| Weighted Score | Strengths |
1| * In many invents is the biggest sponsor| 5%| 3| 0.15| 2| * Strong management team| 10%| 3| 0.3|
3| * Brand recognition and reputation| 10%| 3| 0.3| 4| * Diversity and variety in products offered on the web (footwear, apparel, sporting equipment, etc.)| 5%| 3| 0.15|
5| * Strong control over its own distribution channel
| 5%| 3| 0.15|
6| * In the Soccer industry, Adidas has a stronghold| 5%| 3| 0.15| 7| * No bad...
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