Đang tải... (xem toàn văn)
Developing A SWOT Matrix For ADIDAS AGImpossible is nothingHistory A name that stands for powers in all types of sport around the globe. adidas is registered as a company, named after its founder: Adi from Adolf and Das from Dassler. The idea was as simple as it was brilliant. Adi Dassler’s aim was to provide every athlete with the best possible equipment.It all began in 1920, when Adi Dassler made his first shoes using the few materials available after the First World War.TodayThe adidas product range extends from Shoes, Apparel and AccessoriesFor basketball, soccer, fitness and training to adventure, trail and golf.LogoThe shape formed by the barsrepresents a mountainindicating the challenge to be faced and the goals to be achievedForm of business ownership An international corporation with shareholders, customers, suppliers, employees and Executive and Supervisory Board members from all over the world. The name of the Corporation is adidasSalomon AG It is a listed Company (Listed in Deutsche Börse stock market)Products adidas Sport PerformanceProfessional sportswear, equipmentFunctional and innovative productsBasketballFootballGolfRunningTennisCyclingAccessory (watch, sunglasses)adidas OriginalsCasual wearPerfect fusion of sport authenticity and global street styleshoesapparelbagsadidas Sports StyleFashionable, stylishMenWomenAccessoriesFootwearSWOT ANALYSISSWOT MATRIXTHANK YOU
Developing A SWOT Matrix For ADIDAS AG Impossible is nothing Histor y • A name that stands for powers in all types of sport around the globe. • adidas is registered as a company, named after its founder: 'Adi' from Adolf and 'Das' from Dassler. The idea was as simple as it was brilliant. • Adi Dassler’s aim was to provide every athlete with the best possible equipment. • It all began in 1920, when Adi Dassler made his first shoes using the few materials available after the First World War. Today The adidas product range extends from Shoes, Apparel and Accessories For basketball, soccer, fitness and training to adventure, trail and golf. Logo The shape formed by the bars represents a mountain indicating the challenge to be faced and the goals to be achieved For m of business ownership • An international corporation with shareholders, customers, suppliers, employees and Executive and Supervisory Board members from all over the world. • The name of the Corporation is adidas- Salomon AG It is a listed Company (Listed in Deutsche Börse stock market) • adidas Spor t Perfor mance • -Professional sportswear, equipment • -Functional and innovative products • Basketball • Football • Golf • Running • Tennis • Cycling • Accessory (watch, sunglasses) Products • adidas Originals • Casual wear • Perfect fusion of sport authenticity and global street style • shoes • apparel • bags • adidas Spor ts Style • Fashionable, stylish • Men • Women • Accessories • Footwear SWOT ANALYSIS STRENGTHS WEAKNESSES 1. Global leader in sportswear industry: worldwide recognized brand, strong reputation and sustainable business. 2. Strong advertising and public relation events 3. Strong worldwide distribution network 4. Strong workforce and capital. 5. Diversified and innovated sport products in sportswear segment 6. Possess brand name: Reebok and Salmon which were the biggest competitor of Adidas 1. The prices of products are high 2. Outsourcing manufacturing causing compromises in product/service quality due to lack of necessary resources and competencies. 3. It has been serving limited segment 4. Cost structure of company is high 5. Web booking of Adidas is very limited: only in USA and EU. 6. Failure to narrow the market share gap with NIKE causing Adidas investors lose confidence on Adidas Management OPPORTUNITIES THREATS 1. 2014 FIFA World Cup™ in Brazil will be held in this June 2. Fitness and Healthy awareness among consumers are increasing more and more. 3. Expand the market of women and children 4. Explore more market in developing countries. 5. Merger and acquisitions trends are increasing to gain competency. 1. Risk of fake product on design and low quality in lower price from small manufacturers. 2. Technology is copied to produce low price products with same quality. 3. Negative exchange rate variances in emerging markets such as Russia and Argentina. 4. Increasing labor cost in cost of sales 5. Nike is gaining market share from Adidas in Europe. [...]... Strategies 1 1 2 3 4 5 6 Threats 1 2 3 4 5 Risk of fake product on design and low quality in lower price from small manufacturers Technology is copied to produce low price products with same quality Negative exchange rate variances in emerging markets such as Russia and Argentina Increasing labor cost in cost of sales Nike is gaining market share from Adidas in Europe 2 3 4 5 Use brand and reputation... Outsourcing manufacturing causing compromises in product/service quality due to lack of resources and competencies It has been serving limited segment Cost structure of company is high Web booking of Adidas is very limited: only in USA and EU Failure to narrow the market share gap with NIKE causing Adidas investors lose confidence on Adidas Management WO Strategies 1 2 3 Add more values to product.. .SWOT MATRIX Strengths 1 2 3 4 5 6 7 Global leader in sportswear industry: worldwide recognized brand, strong reputation and sustainable business Strong advertising and public relation events Strong worldwide distribution network Strong workforce and capital Diversified and innovated sport products in sportswear segment Possess brand name: Reebok and Salmon which were the biggest competitor of Adidas. .. FIFA World Cup™ in Brazil Opportunities 2014 FIFA World Cup™ in Brazil will be held in this June Fitness and Healthy awareness among consumers are increasing more and more Expand the market of women and children Explore more market in developing countries Merger and acquisitions trends are increasing to gain competency New trend of e-commerce Weaknesses The prices of products are high Outsourcing manufacturing... manufacturers for new manufacturing places with lower cost (S1,T4) Bid for sponsor of EU sport events to gain awareness and market share (S1, S2, T5) Acquire EU firms to fight with Nike (S6, T5) Offer regular selling promotion to approach low income consumers (W1, T1,T2) Concentrate production to several vendors for more effective supervision and control both in cost and quality ((W2, T4) Strong action... reputation to bid for sponsor of worldwide sport events (S1, S2, O1) Capture new trend by doing marketing to increase awareness (S2, O2) Product diversification and innovation for new users (S5, O3) Utilize worldwide distribution network to penetrate new market (S3, O4) Use strength of capital and reputation to acquire other firms to diversify product and reduce competition (S4, O4) ST Strategies 1 2 3... (W1, O1) Acquire other firms to diversify product to other segments (W3, O5) Build up a strong e-commerce to catch up new trend (W5, O6) WT Strategies Focus on quality, new design and innovation to differentiate 1 from low price competitors (S5, T1) Using marketing capability to add more values to products 2 (S1, S2, T2) Experience and skillful staffs can help reduce the effects of international currency... (W1, T1,T2) Concentrate production to several vendors for more effective supervision and control both in cost and quality ((W2, T4) Strong action to fight with Nike to gain the market share and the confidence of shareholders (W6, T5) THANK YOU ! . Developing A SWOT Matrix For ADIDAS AG Impossible is nothing Histor y • A name that stands for powers in all types of sport around the globe. • adidas is registered as a company, named after its. employees and Executive and Supervisory Board members from all over the world. • The name of the Corporation is adidas- Salomon AG It is a listed Company (Listed in Deutsche Börse stock market) • adidas. compromises in product/service quality due to lack of necessary resources and competencies. 3. It has been serving limited segment 4. Cost structure of company is high 5. Web booking of Adidas is