Adidas Growth Strategies
IV. Introduction
This analysis is about the company adidas that belongs to the adidas Group. The adidas Group sells products under the brands adidas, Reebok and TaylorMade-adidas Golf. Adidas is on the market over 80 years and sells products for every kind of sports. The adidas group was founded in the year 1949 by Adolf Dassler. A company that started with selling soccer shoes contains today a wide product assortment with footwear, apparel and accessories. The brand is further divided into three subbrands called adidas performance, original and sport style. TaylorMade-adidas also offers wide range of golf equipment and matching golf apparel and accessories.
On their homepage the adidas Group claims to be “a global leader in the sporting goods industry” (adidas group, what we do). The company can be described as a global player because they have 170 subsidiaries in different countries that are directed from their headquarter in Germany which is the home of the adidas brand. Headquarters of Reebok and TaylorMade-adidas Golf are in the US in Massachusetts and California. Besides the international subsidiaries of the company, products of the group are available in every country through their online store. Their strategy to success is “continuously strengthen our brands and products to improve our competitive position and financial performance”.
The following paper is going to analyze external and internal situation of adidas. Further, their marketing and growth strategies will be analysed. Major focus of this paper will be on the customer analysis.
Growth Strategies
The evaluation of the performance of a company is often measured trough growth in sales. Growth strategies determine how companies want to increase their market share or sales. They are crucial for the success of a company and should be selected carefully. There are different strategic options that companies have. Many companies pursue different types of growth strategies. Main decisions of a
This analysis is about the company adidas that belongs to the adidas Group. The adidas Group sells products under the brands adidas, Reebok and TaylorMade-adidas Golf. Adidas is on the market over 80 years and sells products for every kind of sports. The adidas group was founded in the year 1949 by Adolf Dassler. A company that started with selling soccer shoes contains today a wide product assortment with footwear, apparel and accessories. The brand is further divided into three subbrands called adidas performance, original and sport style. TaylorMade-adidas also offers wide range of golf equipment and matching golf apparel and accessories.
On their homepage the adidas Group claims to be “a global leader in the sporting goods industry” (adidas group, what we do). The company can be described as a global player because they have 170 subsidiaries in different countries that are directed from their headquarter in Germany which is the home of the adidas brand. Headquarters of Reebok and TaylorMade-adidas Golf are in the US in Massachusetts and California. Besides the international subsidiaries of the company, products of the group are available in every country through their online store. Their strategy to success is “continuously strengthen our brands and products to improve our competitive position and financial performance”.
The following paper is going to analyze external and internal situation of adidas. Further, their marketing and growth strategies will be analysed. Major focus of this paper will be on the customer analysis.
Growth Strategies
The evaluation of the performance of a company is often measured trough growth in sales. Growth strategies determine how companies want to increase their market share or sales. They are crucial for the success of a company and should be selected carefully. There are different strategic options that companies have. Many companies pursue different types of growth strategies. Main decisions of a