Nathan Coury Christien Crynes Erin Dodds Priya Nathan Jackie Smith
April 30, 2010
Adidas has been around since 1924 and has grown to be one of the top companies in
providing a variety of high quality products to consumers interested in sports. It is currently the number two brand in the sporting goods industry, trailing its main competitor Nike. Adidas has a strong focus on both performance and style, as opposed to Nike’s more pure performance emphasis. Adidas is currently surviving in its market but has many barriers holding it back from becoming a more dominant and thriving company. Right now, adidas is facing an array of opportunities that it can choose to capitalize
on, which requires it to partially change its focus in order to seek out less established markets of consumers that have a huge potential for future growth, profits and customer loyalty. Adidas is also facing issues with the communication between its customers and the company, and how that affects sales volumes. If Adidas continues on its current path it will likely continue to survive in its market, but it will also continue to be wholly dominated by Nike. However, by making some key changes in its approach to its current situation, Adidas has the potential to grab hold of a much greater base of loyal consumers besides its soccer market. We have five recommendations that, if implemented effectively, will lead adidas into
a new era of market penetration and customer loyalty that will put adidas in position to truly compete with its rival Nike. Our first recommendation is to become a more socially responsible company by improving supply chain management practices. Secondly, we recommend that adidas put a strong focus on the female market of active women who will not accept the “make it pink” model. Third, we recommend that adidas streamline its ...