3. University Of Central Punjab
Punjab College Kamoke
Marvel League
Umme Rubab K1F14MCOM0006
Sana Shah K1F14MCOM0016
Noor Ul Ain K1F14MCOM0017
Mah Noor Latif K1F14MCOM0026
Zohaib Azam K1F14MCOM0038
Asad Adnan K1F14MCOM0039
Sidra Shah K1F14MCOM0042
6. Adidas is the biggest sportswear manufacturer in Europe and one of the biggest in
the world.
Owns a global market share of 35%
The company that started in 1924 is one of the favorites for many athletes.
Adidas has also won the trust of many customers as a strong and reliable brand.
Their core products are Footwear, Clothing, and Accessories
Introduction
Impossible is Nothing
8. Adidas began when Adolf Dassler began making shoes in his mothers wash
kitchen in Germany after he returned from the great war in 1924.
The first name for Adidas was Gebrüder Dassler Schuhfabrik (Dassler
brother shoe factory)
Their big break came when Adolf Dassler drove from Bavaria to Berlin
where the 1936 summer Olympics were held. He had created special shoes
for a African American sprinter named Jesse Owens. This was the first time
Adidas reveled its self to the world.
Background
Impossible is Nothing
9. Impossible is Nothing
Founder and Founded Adolf (Adi) Dassler (1924)
Head quarter 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)
Short Company Profile
11. Vision:
“To be the most respected and successful enterprise,
delighting customers with a wide range of products and solutions in
the automobile industry with the best people and the best
technology"
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. They are committed to continuously strengthening
their brands and products to improve their competitive position.
Impossible is Nothing
13. Goals:
Be the top seller in the shoe, sportswear, clothing and accessory industry far beyond
their competitors.
Developing marketing strategies such as “impossible is nothing.”
Challenges:
Separating and establishing themselves over their competitors. (Nike, Reebok, Under
Armour)
Current economy (consumers spend their money more carefully)
Stealing/obtaining celebrity endorsers from Nike/Under Armour
Goals & Challenges
Impossible is Nothing
14. Investment Focused on High-Potential Markets & Channels
Creating A Flexible Supply Chain
Focusing On Sustainability
Creating Long-Term Shareholders Value
Innovation and Design Leadership
Pricing strategy
Marketing and PR
Strategy of Adidas
Impossible is Nothing
18. Impossible is Nothing
Working at adidas is more than just a job
It's a mindset. A way of life
Place where work and play are one and the same
Adidas employees, regardless of status, put this same passion
Working as a team to achieve our goals is natural at Adidas
People from all walks of life come together to deliver one shared goal
—to be the best.
Chance to demonstrate and improve their capabilities
Organizational Behavior
19. Impossible is Nothing
Benefits Working At Adidas:
Health Insurance
Retirement Plans
Supplemental Insurance
Compensation & packages
Vacation & Flextime
Learning & Development
Lifestyle
21. Impossible is Nothing
Free language courses
Strong global career opportunities
Full-service kitchens offering international cuisine
(discounted rates for employees)
Company cafes
Remote connectivity and employee collaboration
platforms
Adi Dassler Fund global volunteering opportunities
Daycare in selected locations
Organizational Culture
23. Labor Rights Principles
Adidas Group Code Of Conduct
Complaints And Non-Compliances
Ensuring Data Protection
First AID Training
AIDS Policy
Ethical Behavior
Impossible is Nothing
24. Impossible is Nothing
Focus on the global major and sport lifestyle markets
“Impossible is Nothing”
Women’s market
Position as “High quality Brand”
Three different categories of adidas strategies: adidas products
divisions, distribution, and pricing strategies.
Interesting about Adidas
29. Products:
The core benefit is to satisfy consumers’ needs or want.
Caters for different needs and wants of consumer
Uphold its brand by constantly upgrading and improving products’ innovative
features and quality to satisfy its customers.
Today, Adidas has established itself as a strong brand for sports apparels.
Price:
Adidas is a shopping product
Able to penetrate the market as it is cheaper than its competitors
Uses market skimming
e.g white T-mac 4 shoes is being charged at a higher price than the other colour of
the same version
Marketing Mix ( 4Ps )
Impossible is Nothing
30. Promotion:
Promotion objective
Become the NO.1 sporting brand in the world.
Promotion Mix
Advertising commonly through the mass media.
Through the use of the internet
Point of Sale
‘Impossible is Nothing’ campaign
Place:
Distributing some of the Adidas products to the various sporting outlets
e.g Royal Sporting House, World of Sports, Sportslink
Adidas outlets
Online purchasing through the internet
Impossible is Nothing
32. Political
change in the Chinese government
Tax’s paid as well as possible
35% of Adidas’ production comes from china
Economic
decrease in demand
Global recession
consequential unemployment
Macro Environment
Impossible is Nothing
33. Social
There will be an increase in demand for sports shoes in Olympics
Vintage running shoes from the 80’s are coming back into fashion
Global appeal in the shoes in all races
Technological
First company to put a microchip in a shoe
Legislation
Production is in China
Chinese government could force new laws
Impossible is Nothing
Macro Environment
36. Impossible is Nothing
Five competitive forces
Rivalry among competing firms
Potential development of optional products
Potential entry of new competitors
Bargaining power of suppliers
Bargaining power of consumers
38. Impossible is Nothing
Strengths
•Good financial position
•Effective Marketing Strategy
•Market Leadership
•Strong online presence
•Strong brand
•Strong international operations
•Strong distribution chain
• Competitive pricing
Weaknesses
High cost structure
Over pricing
Limited product line
Online customer service
not helpful
SWOT Analysis
39. Impossible is Nothing
Strengths
•Good financial position
•Effective Marketing Strategy
•Market Leadership
•Strong online presence
•Strong brand
•Strong international operations
•Strong distribution chain
Competitive pricing
Weakness
High cost structure
Over pricing
Low quality products/services
Limited product line
Online customer service not helpful
Opportunities
•Change in consumer lifestyles
•Available technological
innovations
•Entering new markets
•Expand customers
•Expand product/service lines
•Merger or ACQUISITION
Threats
•Competition from foreign markets
•Competitor's actions
•Growing power of customers to set
the price
•Growing power of suppliers to set the
price
•Increase in taxation
•Price war between competitors
SWOT Analysis
41. Impossible is Nothing
2014 – Adidas Group among the "Global 100 Most Sustainable
Corporations
2012 - Inclusion in the Carbon Disclosure Leadership Index for
Germany, Austria and Switzerland
2013 - Adidas AG again included in the STOXX® Global ESG
Leaders indices
2011 – Silver medal for adidas AG as 'Sustainable Retail
Company 2011'
Awards & Recognitions
43. Impossible is Nothing
They should encourage new products
Bring innovations in the existing products
They should conduct more surveys
Build individual outlet stores in more locations
Social Media
Suggestions & Recommendations
