Executive Summary
In this research project, we comprehensively examine the strategic plan of a company named Adidas. Adidas is a German multinational business corporation, founded by Adolf Dessler in 1924, that deals with sports products and sports accessories especially manufacture sports shoes. Some key products of the company include clothing related goods, eyewear, bags, bottles, watches, footballs, and shirts. The company is recognized as a leader of the global sports industry following Nike and largest manufacturer of sportswear in Europe. Adidas is having 59000 employees around the world and operating business activities in almost 100 plus countries. The fundamental objective of Adidas is to develop the organization as the most respected and most renowned brand around the world. In order to achieve faster global growth, the Adidas has made numerous modifications to its business strategy during the last couple of years.
These changes led to a durable financial position and transformed the company to be more competitive. However, Nike is ruling the global market nowadays but sustainable sales growth of Adidas postulates that the company might be gearing up for becoming a sports market boss in the near future. Speed is recognized as a key element of the Adidas new business strategy and the ultimate purpose of the company is to become the true fast sports company. After internal and external analysis of the company we conclude that the Adidas is focusing on following key strategies; 1) innovation leadership and extending design, 2) meeting the customer expectations, needs, and desires, 3) quality and delivery improvement, 4) emphasis on financial health and 5) attaining a strong market position in major marketplaces. Moreover, Adidas should improve its product line in order to get ranked 1st position in the global market. Another area that required key attention is innovation along with the strategic partnership, for example, shoe plus phone promotional campaign contract between Samsung and Adidas.
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