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EXECUTIVE SUMMARY
As a leader in the sporting goods industry, Adidas-Group is exposed to a global marketplace, offering significant growth and profitability potential for all their brands. Identifying, assessing and exploiting opportunities in a structured and organized way is fundamental for them to achieve medium- and long-term revenue and profitability goals. In addition to seizing opportunities they have continuously strive to deliver strategic initiatives at a Group and brand level in order to capture future growth and profitability.
The strategies adopted by Adidas-Group have been successfully implemented in several areas. They always ensure that the needs of various consumer groups are fulfilled by going into partnership with high-end designers and technology.
Acquisition / Merger
Adidas-Group bought over Reebok to establish a stronger foothold in the Sports Industry. This merger is indeed a success which has achieved significant sales growth. Merger of Adidas & Reebok complement each other in competing with their competitors, Nike; and is more cost efficient and beneficiary to both brands with Reebok’s strong presence in US market and the global recognition of Adidas.
Marketing
Adidas-Group has successfully established their brand image by getting sports personalities like, David Beckham to endorse their products. Consumers are able to relate with Adidas products through the eyes of their Sports ‘Stars’.
Research and Development
The expenses set aside for Research & Development has not gone wasted. Adidas has always been coming up with innovative ideas and designs to launch fashionable and trendy products compared with their competitors. They h ...