Report on Adidas Company: Business and Marketing Strategies

REPORT ON ADIDAS COMPANY
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Table of Contents
Introduction......................................................................................................................................2
About the Company.........................................................................................................................2
Mission and Vision of Adidas.........................................................................................................2
Business strategies of Adidas..........................................................................................................2
Business policies of Adidas.............................................................................................................3
Marketing strategies of Adidas........................................................................................................4
SWOT analysis................................................................................................................................4
Conclusion.......................................................................................................................................5
Reference List..................................................................................................................................5
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Introduction
In this work a report will be prepared on Adidas Company. The report will focus on the business
and marketing strategies of the company. The business policies adopted by Adidas have also
been discussed in the report. SWOT analysis has been conducted for assessing the position of the
particular company in the global market.
About the Company
Adidas is a renowned MNC which has headquarters at Herzogenaurach, Germany. The company
was founded by Adolf Dassler in 1924. This company operates in the apparel and accessories
industry. Adidas Group includes other famous brands like Reebok, TaylorMade, Runtastic and
Bayern Munich. Presently the company has employee strength of 56,888. The annual revenue of
the company in 2017 was €21.218 billion. Adidas is considered as the largest manufacturer of
sportswear across Europe and is ranked as the second in the world.
Mission and Vision of Adidas
The mission of the Adidas Group is to become the global leader with respect to the sports
accessories industry. They want to commit towards constant strengthening and development of
their products and brands in order to stay in the global competition.
Their vision is to provide innovative and useful commodities to the consumers. They will
constantly improvise the feel, look, image and quality of their organizational structure and
products for exceeding consumer satisfaction and expectation. The organization is also
environmentally and socially responsible.
Business strategies of Adidas
Business strategies are very important for maintaining the sustainability of any business
organization in the global market (Mahdi et al, 2015). Several changes with respect to business
strategies have been adopted by Adidas in order to achieve faster development and growth. The
main components of the business strategy undertaken by Adidas are discussed below.
Corporate strategy: The new strategic plan devised by Adidas bears the name “Creating the
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