Adidas Organizational Analysis

By: Obaid Bin Abdul Rehman

Shahriyar KhanSohail Tanoli

Omar Farooq Khan Zeenat Ahmed

To: Miss Amna Haleem

Table of Content

• History• Short Company Profile• Company Mission • Company Vision• Adidas Global Strategies• Slogans• Company Logo• Advertisements• Adidas Organizational Chart• Adidas Supply Chain• Adidas Brand Identity Prism• Adidas Global Shares• Competitors • Swot Analysis• Conclusion

Adidas AG is a sports clothing manufacturer.

Adidas was founded in 1948 by Adolf Dassler.

Adolf Dassler started to produce his own sports shoes in his mother's wash kitchen in Herzogenaurach, Bavaria after his return from World War I. In July 1924, his brother Rudolf returned to Herzogenaurach to join his younger brother's business, which became Dassler Brothers Shoe Factory. In 1949 ,Adolf changed the company name to Adidas (Adi from his nick name and Das from Dassler)

HISTORY

Short Company Profile

Founder and Founded Adolf (Adi) Dassler (1924)

Headquater D-91074, Herzogenaurach, Bavaria, Germany

Industry Costa del Esta Panama, Republic of Panama

Product Shoes and Clothing (sports & fashion)

Revenue €14.88 billion /18.42 billion US Dollar (2013)

Employees 50,728 employer (2013)

Company Mission

The Adidas group strives to be the global leader in sporting goods industry with sport brand built on a passion for sports and a sporting lifestyle.

“We are consumer focused and therefor we continuously improve the quality, look ,feel and image of our products and our organizational structures to match and exceed consumer expectations and to provide them with the highest rank.

We are committed to continuously strengthening our brands and products to improve our competitive position.”

Company Vision

Adidas vision is to enhance social and environmental performance in the company and supply chain, thereby improving the lives of people making there product ,it strives to be global leader in sporting goods industry.

Adidas Global Strategies

Adidas has an increased focus on sustainable business and innovation that they hope to integrate across all of their business strategies.

Adidas believes that sustainability is the key to growth and innovation.

Adidas strategy is to build a more lean, green, empowered and equitable supply chain.

Company logo

Adidas company Trefoil logo was born in August 1971.

For the first time this logo was used on product in 1972, and become the company corporate symbol later on

After the merge of Adidas and Salomon in August 1988, they introduced a new corporate logo. The two colors of the previous group, blue for adidas, red for Salomon was combined to form the logo.

The space between the shapes form a shape of a person raising the hand for victories. This logo only apply on all Adidas-Salomon corporate document only.

"Impossible is Nothing" was the previous mainstream marketing slogan for Adidas.

This campaign was developed by 180/TBWA based in Amsterdam.

SLOGANS

"Adidas is all in" is the current global marketing strategy for Adidas.

The slogan aims to tie all brands and labels together, presenting a unified image to consumers interested in sports, fashion, street, music and pop culture.

Hiring famous Athletes as brand Ambassador

Commercials and Infomercials on print and electronic media

Using social networking sites i.e. Facebook and twitter

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Adidas organizational chart

Adidas Supply Chain

The company's supply chain is long and complex, relying on about 570 factories around the world. In Asia alone, its suppliers operate in 18 different countries.

It has a global supply chain network with the complete supply chain being outsourced.

Adidas IT infrastructure was based on the IBM AS/400 at the time. Taylor Made in the US was operating on the HP 3000. Mean while the global website was operating based on IBM Netfinity.

Supply chain structure

Country warehouse

Manufacturing unit

Store 4

Store 3

Store 2

Store 1

Adidas GLOBAL SHARES

Competitors

Competitors of Adidas include;

•Nike •Gucci•Puma•Lacoste•Reebok•Converse

STRENGHTS

-Good financial positionStrong international operations

-Strong distributive chain

WEAKNESS

-High cost structure

-Limited product line-Over pricing

OPPERTUNITIES

-Exception in emerging markets

-Increase demand in product innovation

-Change in customer life style

THREATS

-Fierce industry completion

-Economic recession-Increase in taxation

SWOT ANALYSIS

Conclusion

Adidas has grown 10 times every 10 years. This is due to their main marketing strategies and uniqueness from day one.

Despite a changing marketplace for athletic footwear, Adidas wants to expand their product lines and marketing reach to become a more powerful global brand.

The lesson from Adidas to new and old companies is very simple-”Adidas is all in”.