Report on Adidas PEST and SWOT

Topics: Adidas, Brand, Logo Pages: 6 (1472 words) Published: April 9, 2014

Department Of Management Sciences
PEST and SWOT analysis of adiddas

Submitted by:
Zaheer Abbas
Reg # 2010-KIU-075
Subject Seminars in business
Group BBa-It (8th semester)
Contact +92 355 5555811

1. Introduction
2. Addias
2.1 Mission and vision of Adidas
2.1.1 The Mission statement
2.1.2 The Vision Statement
2.2 The Functional over view of the company:
2.3 The Strategy of Adidias Group
3. The SWOT Analysis
3.1 Strengths
3.2 Weaknesses
3.3 Opportunities
3.4 Threat
4. The PEST analysis
4.1 Political
4.2 Economical
4.3 Social
4.4 Technological

5. Conclusion
6. References

1. Introduction:
In this report I have tried to sketch a complete organizational picture of the adidas company. This include of current position of the company and its market share though out the world. To explain it the company’s SOWT and PEST analysis is briefly elaborated. A contrast of the Adidas with its competitors is added and the internal structure of the company is tried to shown in graphical snaps. The future strategies of the company are also listed that what kind of strategies formulated for adidas by their top managers. 2. Addias:

Adidas is a sportswear manufacturing company that was started by Adolf Dassler. Adidas group has several brands including Adidas, Reebok, Taylor Made-Adidas and the Rockport. The company has spread its wing to incorporate other productions including handbags, shirts, spectacles, watches, balls, and sportswear. It is the largest company that sells footwear in the European market and has gained a significant market share at the global platform. Adidas has had a remarkable sale and has risen to the competition at the global scale with other international footwear companies. McDonald & Milne, (1999) state it in their journal.

2.1 Mission and vision of adidas:
As the company is leading the global business of manufacturing and distribution of sports wear and accessories primarily to improve the sportsmen lifestyle. Adidas Group focuses on the objectives and puts total commitment towards strengthening the brand names. That’s why the mission and vision statement of the company is defined according to global context. Lussier & Kimball (2009) have both shown it in their work.

2.1.1 The 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 Adidas, the athlete came first. He gave those on the field, the court and the track 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."

2.1.2 The Vision Statement:
“To make adidas, products as high as sky and as wise as an owl” 2.2 The Functional over view of the company:
The company operates in different segments under the executive brand name across the globe. These segments include retail and wholesale. The wholesale segment plays the leading role in the distribution of products from both Adidas and Reebok centers to all retail stores across the globe. On the other hand, the retailers are solely responsible of meeting with the demand of customers at the retail shops across the global market. Plunkett, ( 2008) explain it in his research. The Current Brand Division of Adidas Group:

2.3 The Strategy of Adidias Group:
The adidas Group strives to be the global leader in the sportswear industry with brands built upon a passion for sports and a sporting lifestyle. We know that a profound understanding of the consumer and customer is essential to achieving this goal. To anticipate and respond to their needs, they continuously strive to create a culture of innovation, challenging there selves to break with convention and embrace change. By harnessing this...

References: McDonald, M. A., & Milne, G. R. (1999). Cases in sport marketing. London: Jones & Bartlett Learning.
Lussier, R. N., & Kimball, D. C. (2009). Applied sport management skills. London: Human Kinetics.
(Plunkett Research Ltd & Plunkett,2008).
Lussier, R. N., & Kimball, D. C. (2009). Applied sport management skills. London: Human Kinetics.
The website of adidas,
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