Adidas Management Paper

Topics: Adidas, Reebok, Nike, Inc. Pages: 8 (2178 words) Published: April 10, 2012

Table Of Contents

* Introduction2

* 4 Environmental Factors3

* 2 Major Factors4

* Planning, Strategizing, Organizing, Leading, Controlling5

* General Conclusion 6

* General Recommendations7


Adidas Group. A company that is still delivering state-of-the-art sports footwear, apparel and accessories that has been renown for it tradition trademark of it “three stripes” internationally over the years. Its success being a global leader in the sporting goods industry and offers a broad portfolio of products which are available in virtually every country of the world.

Adidas Group was dates back to 1948. It was derived from the first syllables of its founders first and last name Adolf “Adi” Dassler. The first shoes were made using materials available after the First World War in his hometown Herzogenaurach, Bavaria in 1920. In 1949 its three strip was register as a trademark. By 1928 Adi Dassler’s shoes are worn by Lina Radke-Batschauer who is the first athlete to win an Olympic gold medal in a Adidas shoes. During 1936 Summer Olympic in Berlin, Adi Dassler persuaded U.S. sprinter Jesse Owens to take up their sponsorship. It was the first sponsorship in history for an African American athlete, where at that time African Amercians were treated as inferior and denied equal right. Not only did Jesse Owen won four gold Medal his success cemented the good reputation of Adi Dassler shoes among the world's most famous sportsmen. By 1937 Adi Dassler’s Range now Comprises 30 different shoe for a total of eleven sports. On August 18th 1949 Aid Dazzler finally registers the “Adolf Dazzler adidas Sportschuhfabrik” in the commercial register (Handelsregister) in Furth. After a rift with his older Brother who decide to part way and created his owned brand puma. It was too at the same time when Finnish Sport Brand Company Karhu Sports decide to sell it three-stripe trademark to Adidas for 1600 euros and two bottles of Whiskey. It was from that moment onwards adidas was cemented as the most recognize brand in world.

4 Environments Factor That Affect The Business

Global Consumer Preferences

Like every global sport brand in the world Adidas always strive to give all athlete and Consumer an edge to improve its performance regardless if are they playing competitive sports or non-competitive sports, yet as time changes so does generation gap. Nowadays young adults around the world are much more demanding as compared to the last decade. Instead of enquiring the basic necessities for an example a pair of sport shoes to be made of good quality and also durable, they now have more requirements. The shoes of their desire has to be of desirable color and model to make a fashion statement yet lighter and allow them to improve their performance without suffering injures they are also more price concern then the older generation.

Management Across Cultures

Adidas has been supplying their goods all around the world. With the world class Research lab, it allows them to optimize and suits the different cultures demand in the country or region and still maximize the product performance the same way. For instance, a pair of football boots can be produced and imported to the European region, Singapore and Southeast Asia, but the differences are the boot studs due to the seasonal changes in Europe. Adidas football boots are suited in Europe, are imported with metal studs so as to accommodate the winter season players as compared to Singapore or Southeast Asia. Due to the tropical season here in Singapore or Southeast Asia, the football boot studs are imported to suit the firm ground condition in the football pitch.

Changing Demographics

CEO of Adidas Mr Herbert Hainer was quote saying “ Thirty years ago, the average person retired at 63 and died at 65. Today, people retire at 60 or 61 and then live till 74 or 76. That means they have a...
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