Market Communication

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Adidas is a world recognised company which manufactures shoes and sport apparel. It was founded by two brothers Adi and Rudolf Dassler in Germany in 1924 when it was first known as Dassler shoes. During the Olympics the company gained recognition with the Dassler shoes being seen. In 1948 Rudolf left to start his own company which is known as Puma today. Adi Dassler came up with the three famous stripes logo and Adidas name once his brother left which became a trademark for Adidas. In 1978 Adi Dassler died, his wife and son decided to run the company. They brought a lot off success to the business. However in 1984 Adi Dassler’s wife died followed by their son in 1986. The company’s stock was then bought by Bernard Tapie as the company was suffering from financial problems. Due to economical problems in 1992 Bernard Tapi sold Adidas to Lyonnais Bank who then sold Adidas to Robert Louis-Dreyfus, who was also the president of the Olympique de Marseille football team. This meant Adidas moved from being a manufacturing and sales based company to a marketing company. In 1997 Adidas’ corporate name was changed to Adidas Salomon AG after they acquired the Salomon Group. In August 2005 Adidas purchased rival company Reebok. “At the same time sales had been closer to those of Nike in North America. The acquisition of Reebok would also allow Adidas to compete with Nike worldwide as the number two athletic shoemaker in the world. Three months later Adidas released a new version of the Adidas 1, make it better, stronger and faster. On April 11 2006, Adidas announced an11-year deal to become the official NBA apparel provider”. Adidas’ vision, mission and objective statement.

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 100meters 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”. Mission:

“The adidas Group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. We are committed to continuously strengthening our brands and products to improve our competitive position. We are innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to market. We are consumer focused and therefore we continuously improve the quality, look, feel and image of our products and our organisational structures to match and exceed consumer expectations and to provide them with the highest value. We are a global organisation that is socially and environmentally responsible, that embraces creativity and diversity and is financially rewarding for our employees and shareholders. We are dedicated to consistently delivering outstanding financial results”. Objectives:

“We are innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to the market. We are a global organization that is socially and environmentally responsible, creative and financially rewarding for our employees and shareholders. We are committed to continuously strengthening our brands and products to improve our competitive position and financial performance. In the medium term, we will extend our leading market position in Europe, expand our share of the US footwear market and be the fastest growing major sporting goods supplier in Asia and Latin America. The resulting top-line growth, together with strict cost control and working capital improvements, will drive over-proportionate earnings growth”.

Political factors
To protect the human health and environment, the policy of Adidas is to control and monitor hazardous substances. One of the factors in order to make progress is to eliminate...
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