Adidas vs Nike Case Study

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ADIDAS GROUP OF COMPANY
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Adidas Executive Board is composed of four members who reflect the diversity and internationality of the Group:

Herbert Hainer
The Chief Executive Officer

Glenn Bennett
Responsible for Global Operations

Robin J. Stalker
Responsible for Finance

Erich Stamminger
Responsible for Global Brands

Mission Statement
Our mission is to become the best sports brand in the world. To that end, we will never equate quantity with quality. Our founder Adi Dassler was passionate about sports. For Adi, the athlete came first. He gave those on the field, the court and that rack the unexpected and the little differences that made them more comfortable and improved performance. This is our legacy. This is what the brand stands for. This will never change.

Vision
Passion for Sport. This is Adidas. We consistently bring our passion to every single sport, wherever and whenever it is played. Whether it's football in the park or the 100 meters at the Olympics - we have been there, we are there now, and we will always be there. Our dream is to bring our passion for sport, the athlete and the product, to anyone who comes into contact with Adidas.

Objectives
1. To achieve peak performance with every product we bring to the market. 2. To continuously create a product which is socially and environmentally responsible 3. To continuously strengthening brands and products to improve our competitive position. 4. To consistently delivering outstanding financial results. 5. To innovate and design leaders who seek to help athletes of all skill levels.

Overall Strategies
1. Developing a product with a choice: Whether it is athlete looking for the best possible equipment, or for casual consumer searching for the next fashion trend. We think this strategy inspired to develop and create experiences that engage consumers in long-lasting relationships with the brands.  2. Creating a flexible supply chain speed and agility are key to outpacing the competition. If Adidas committed to meeting the full range of customer and consumer needs by ensuring product availability for sure it will result an outstanding profit growth rate. 3. Supporting employees; taking in consideration their opinions, it should be Democratic style. On the other hand, a big company like Adidas can’t be only democratic, It should use authoritarian style too, depends in what situations have to deal with. 4. Creating a powerful website wherein all products and services offered of the company are available and also a websites which interactive too. 5. Using woman athletes in their advertising tactics: commercials or models.

SWOT Analysis
Strengths
• In many invents is the biggest sponsor 
• Strong management team
• Brand recognition and reputation
• Diversity and variety in products offered on the web (footwear, apparel, sporting equipment, etc.) • Strong control over its own distribution channel
• No bad reputation like child labor or environment pollution • In the Soccer industry, Adidas has a stronghold
Weaknesses
• High prices in some products
• E-commerce is limited to USA
• Online customer service not "helpful" or NOT easy to find. Opportunities
• Increase female participation in athletics
• Collaborate with other online retailers to offer Adidas products • Possibility of outsourcing the web development and e-commerce to a third party developer  Threats
• Nike's strong reputation in the footwear and apparel industry too • Negative image created by the sponsored athletes (i.e. Kobe Bryant and his sexual assault case) • Increase in the Price of Raw materials

• Continuing challenges in import/export duties

Competitors Analysis
Strengths:
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