Business Case Study Analysis Adidas-Salomon Ag

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Business Case study Analysis
Adidas-Salomon AG
Management 670
Professor Jon Gettman

Edsel Washington Table of Contents

Executive Summary
[Titled Overview of Analysis]…………………………………………………………………………………………. Background………………………………………………………………………………............. Identification of Strategy of Adidas……………………………………………………………………………………………. Analysis of Adidas Performance...…..………………………………………………………………...................... Strengths...…………………………………………………………………….….……………..……. Weaknesses……………………………………………………………………….……………………. Opportunities………………………………………………………………………………………….. Threats…………………………………………………………………………………………………. Target Market………………………………………………………………………………...………… Financial Summary……………………………………………………………………………….. Recommendations for Adidas…………………………………………………………………………..

Overview of Analysis

Adidas-Solomon AG, a ninety year old apparel and footwear company that has grown to become a multinational conglomerate. Adidas, the conglomerate, produces products sports equipment, clothing and apparel to the retail market via wholesale distributors as well to the professional athlete and also sports associations and international Olympic teams. Adidas has grown, by way of development or aquistion, to provide these consumers with such products as golf equipment, soccer balls, basketballs, boxing boots, track shoes, golf shoes, golf clubs and equipment {to name an abbreviated assortment} of products offered by the company. Adidas seeks to become the leader in providing the sports industry with its brand infiltration in the market and attracting consumers with sports brands built on a love for sports and sporting activity.

Adidas’s North America target market is that of the urban youth with the company’s brand assortment and brand penetration. As with many like organizations and competitors; Adidas also targets an urban market that is centered close to major metropolis and suburbia. [market position to be discussed later in this analysis]

Adidas is positioning itself to compete in the North American market as the company is continually evolving and has a clear cut market strategy that it plans to play out as it proceeds towards its centurion mark and into the 21st century.

The analysis herein will offer reasoning for Adidas’s overall position and an evaluation of Adidas-Solomon AG’s systems and tactics.
From this source, we will enable observers to conceptualize Adidas’s ability to compete as a diversified company worldwide.

Background
In 1920, Adi Dassler, an avid participant in multiple sports, produced a canvas training shoe for runners according to the following principles: •Produce the best shoe for the requirements of the sport

Protect the athlete from injury
Make the product durable
Dassler’s company that he eventually branded “Adidas,” built a legacy of operating on the cutting edge of sports technology, beginning in 1925 with studded and spiked special shoes for soccer and track and field. His company’s different offerings for specific distances, and use of state-of-the-art materials to achieve weight savings, attracted elite athletes. Jesse Owens was among the first, setting new bests in almost all of the twelve events he entered in the historic 1936 Berlin Olympic Games and winning four gold medals wearing Adidas shoes. Adidas continued to thrive through post-War material shortages, employing canvas and rubber from American fuel tanks to produce shoes in 1946. The “Samba” all-round soccer shoe launched in 1950 is still regarded by most as the classic all-round training shoe and by the 1952 Helsinki Olympics, Adidas was the most widely work German sports shoe worn in the games. Adidas played a pivotal role in what Germans historians call the “Miracle of Bern,” the 1954 World Cup Games. Germany, still reeling from the cruxhng...
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