ASSIGNMENT GROUP ADIDAS 191014

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INTRODUCTION
Company Profile
Founded by Bavarian shoe designer Adi Dassler, Adidas is one of the world’s most recognized brands. From the 1950s through the 1970s, Adidas drove the world’s athletic shoe market with its product originality. During that time, Adidas grew exponentially from a small, German, family-owned business into a multi-billion dollar, global sporting goods enterprise. Building its brand on “passion for sport,” Adidas prides itself on an unrelenting work ethic, its strong international roots, and its active management style that helped establish several decades of industry leadership.

Armed with a goal to establish Adidas as the leading global sports brand, the company tradition of product excellence will play a key role in getting there. Adidas is well known throughout the world for its product range that extends from basketball, soccer, fitness and training shoes to bags and equipment. Adidas is the largest sportswear manufacturer in Germany and Europe and the second biggest sportswear manufacturer in the world.

Vision:
The Adidas Group’s vision is to be a world leader in sporting apparel and sporting products with brand built on a passion for sports and a sporting lifestyle.

Mission:
- To continuously innovate and develop the product design in each product category.
- To heavily support brand-building activities to differentiate Adidas group from competitors
- To provide the superior quality of product and of customer service to encourage the repeat sales to customers by focusing on the supply chain management
- To be responsible for society and environment by reducing the environmental impact in operation
- To gain strong financial results

Objectives:
To be a company that focuses on the customer and on strengthening and developing the brands to maximize the Group’s performance, Adidas Group targets to expand its profile and enhance brand profitability by getting highest markets share in US market and improve revenue.

SWOT ANALYSIS

A.

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