Internationalization of Adidas

Running head: INTERNATIONALIZATION OF ADIDAS
INTERNATIONALIZATION OF ADIDAS
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INTERNATIONALIZATION OF ADIDAS1
Executive Summary
This report aims to discuss brief overview of Adidas, a multinational German sports -wear
company. The paper also provides the generic idea about different strategies used by the firm to
expand their business in internal market and problems faced by them while continuing their
business in Asian market.

INTERNATIONALIZATION OF ADIDAS2
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Recommendation...........................................................................................................................10
Conclusion.....................................................................................................................................11
Reference.......................................................................................................................................12

INTERNATIONALIZATION OF ADIDAS3
Introduction
This report aims to introduce a brief overview of the Adidas brand, one of the famous
multinational German company that produce shoes, clothes and other accessories. The firm has
is headquarter in Herzogenaurach, Germany (Forbes.com, 2019). This paper also discusses
Adidas‘s strategies to expand its business internationally. Another goal of this paper is to
examine the different approaches and strategies applied by the company to practice
internalization and focusses on the problems and risk faced by the firm while entering into the
Asian market (Adidas-group, 2019). This organization has the specific mission to become the
largest sportswear brand in the world. For this reason, this firm has framed different strategies to
put their steps forward to different countries. They use to follow strategies based on aspects like
Urbanization, mobility, innovation and collaboration to expand their business. With the purpose
of improving the sale and profit margin of the organization, Adidas use to innovate new
footwear. They use to produce durable products with high quality leather. Adidas has formulated
a unique strategy that would help them to enter in the Asian market, at the beginning, they stated
producing shoes and sports for celebrities, this would help them to expand their target consumers
and make a possible path to expand their business in Asia.
Discussion
Adidas is considered as the famous multinational sportswear company, founded by Adolf
Dassler along with his brother Rudolf in the year 1924. Adidas believes that changes in anyone’s
life can be achieved by the power sports. Keeping this purpose in mind, this organization has
started manufacturing sports shoes, sports apparel and other accessories. The main motive of this
firm is to improve the performance of athletes by providing suitable shoes, clothes and