Adidas Company: Swot, Ethical Approach, and Management Principles

RUNNING HEAD: ADIDAS COMPANY
Adidas Management

ADIDAS COMPANY 1
Table of Contents
Introduction............................................................................................................... 2
Swot of Adidas....................................................................................................... 3
Strength............................................................................................................. 3
1. Legacy and heritage................................................................................. 3
2. Diversified................................................................................................ 3
3. Collaboration and memberships...............................................................3
Weakness........................................................................................................... 3
1. Premium price range................................................................................3
2. Outsource manufacturing.........................................................................4
Opportunities...................................................................................................... 4
1. Changing lifestyle..................................................................................... 4
2. Expansion in the product line...................................................................4
3. Backward integration............................................................................... 4
Threats............................................................................................................... 4
1. Competitions............................................................................................ 4
2. Government regulation............................................................................4
Ethical Approach.................................................................................................... 5
CSR Approach........................................................................................................ 5
Exemplary business behaviour...........................................................................5
Key Elements......................................................................................................... 6
Company cultural.................................................................................................. 7

ADIDAS COMPANY 2
Concept of management principles, and organisation structure in Adidas............8
Traditional and contemporary theory of leadership in Adidas...............................9
Recommendations for the future growth in the company...................................10
Conclusion........................................................................................................... 11
Bibliography............................................................................................................ 11

ADIDAS COMPANY 3
Introduction
Adidas is a multinational corporation that was founded in the year 1949 and
headquartered in Herzogenaurach, Germany. The main business of the company is to design
and manufacture clothing, shoes, and accessories. Globally it is the second largest sportswear
manufacturer whereas in Europe it holds the first position. Adidas logo consists of three
strips, which are used as the identity for their clothing and shoe design as a marketing aid
(Piller, 2012).
The company was started by the Adolf Dasslerin, he was joined by his brother Rudolf
and named the company as Dassler Brother Shoe factory. Dassler focused on the growth of
the spiked athletic footwear, by transforming the previous of metal to utilizing canvas and
rubber (Fredberg, 2011). However, after sometime conflict arises between two brothers
and become a rival. This will focus on the company culture, ethical approach and its swot
with various recommendations which can help the company to enhance its growth.
Swot of Adidas
Strength
1. Legacy and heritage
Since the year 1949, the company has travelled a long way to establish itself as a
youthful brand.
2. Diversified
The company has various products portfolio with various ranges if accessories and
footwear.