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Business Environment Assignment - Adidas

   

Added on  2020-10-22

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Business
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Table of ContentsINTRODUCTION...........................................................................................................................3MAIN BODY...................................................................................................................................3a) Information on the selected business organisation.................................................................3b) Discussion of the allocated business environment.................................................................4c) Application of an appropriate analytical approach.................................................................5d) Charts......................................................................................................................................8CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
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INTRODUCTIONBusiness environment is the combination of all internal and external factors which helpsin influencing business. Both factors internal and external can influence and work together foraffecting enterprise. In order to expand business in any country, different elements needs to beconsidered by company. The business plan plays vital role in success of corporation incompetitive market (Bell, Bryman and Harley, 2018). The given assignment is based on Adidaswhich was founded in 1924 at Germany by Adolf Dassler. It is multinational company whichmanufacture and design shoes, accessories and clothing. It is planning to expand business inSweden country. This report covers different analytical approach for macro environment andmarketing such as PESTLE and Porter's Five Force Model which are discussed here. MAIN BODYa) Information on the selected business organisationAs per scenario given in assignment, selected business organisation is Adidas which wasfounded in 1948 whose headquarter is located in Germany, Herzogenaurach founded by AdolfDassler. The legal form of organisation is Adidas AG and providing goods and services such asfootwear and clothing to all categories of consumers. It is operating business worldwide whichhas 1557 stores across world. According to data of US 2017, market share is 9.5% and marketstructure followed by it is monopolistic competition. The major competitors of Adidas are Nike,Under Armour and Puma. As per report of 2017, global net sales is 21.2 billion euros and
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revenue foot wear is 14.9 billion US dollars. The CEO of this organisation is Kasper Rorsted andChairman is Igor Landau. The major products are footwear, sports, toiletries, spotwear,equipment. There are more than 56,888 number of employees working worldwide in Adidasorganisation (Bharadwaj and et. al., 2013). The subsidiaries of respective enterprise areRuntastic, Matix and Reebok. This firm is largest sportswear manufacturer in Europe and secondlargest after Nike in world. This corporation was formed by Adolf Dassler in mother's home where elder brotherRudolf joined in 1924 under Dassler Brothers Shoe Factory. They helped in development ofspikes shoes for all athletic events. For improving and enhancing quality of spiked shoes, theytransitioned previous model of heavy metal to utilising rubber and canvas. Dassler persuadedU.S. Jesse Owens for using handmade spikes at 1936 summer Olympics. The logo used inAdidas is three stripes that is used for clothing of company and shoe designing. Brand name ofAdidas is capitalized and used with lower case “a”. Under category of products it has apparelsportswear and accessories. In apparel, it sells multiple clothing for men, women's jacket, pants,t-shirt, hoodies, leggings. Similarly, under sportswear, it has manufactures clothes for varioussports such as association football, basketball, golf, lacrosse, skateboarding, Kabaddi, baseball,cricket, Gymnastics, running, Tennis. Under category of accessories, products are sandals,watches, bags, socks, mobile accessories, eye-wear, baseball caps, deodorants, lotions, perfumes,aftershaves. It has produced adilette and adissage, santiossage. Adidas has done marketing andpromotion through help of game advertisement, sponsorship and collaborations. Adidas isfeatured in different games such as Commodore Amiga: Daley Thompson's Olympic Challenge,Amstrad CPC: Adidas Championship Football and Sony PlayStation: Adidas Power soccer andCommodore 64, ZX spectrum (Bloom and et. al., 2018). It has collaborations with manydesigner for increasing awareness in market along with rise in sales, profits and revenues. b) Discussion of the allocated business environmentThe business environment chosen by Adidas is Sweden where it is planning to expandtheir business and market. It lies in Europe continent which has 9,995 million populationsurviving as per 2017 data. Also the unemployment rate was 6.6% in august, 2018. Sweden iscountry which lies in Northern Europe on Scandinavian Peninsula. This borders Norway to west,Finland to north-east, Baltic sea to south and Gulf of Bothnia to east. This country has maritimeborders with Germany, Russia, Latvia, Denmark, Poland, Lithuania, Estonia. Sweden is fifth
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