The Dassler Brothers Shoe Factory

Running head: PRESENTATION TRANSCRIPT
Presentation Transcript
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1PRESENTATION TRANSCRIPT
Hello everyone, welcome to this meeting today. I, the CEO of Adidas is really happy
to work with you people. You are our asset and we don’t want to lose you in any way. I hope
you all are doing well and are enjoying working with us. However, today I am here to share
something about our company and the business. Actually, it is about strategic management of
our company. As you are well aware that we are presently holding 59th position among the
top most valuable brands in the world, having more than 92 innovative companies. We are
also holding the second position among the largest manufacturers of sportswear.
Our vision is to spread our message worldwide and you all know right what the
message is? It is “Impossible is nothing”. Our mission is to be the leading sports brand in the
world and we can only do so by planning strategically. You all must be knowing what
strategy actually means. It is a high level of plan that we use for attaining our goals. It is very
important in every field, be it in business or education or personal life, Growth and
development of any business depends to the ability of ours, how we identify and realise the
existing opportunities within our core markets. It is of no doubt that we are running
successfully since of emergence in the year 1924. We are one of the world’s market leaders.
Adidas today is regarded as the world’s most renowned brand for sports products. We were
primarily named as the Dassler Brothers Shoe Factory and today we actually lived up to our
tagline “impossible is nothing” while earning about 14.88 billion Euros. The founder of our
company is Adolf Dassler who established a shoe factory with his brother in the year 1924.
The brothers later parted their ways for forming two individual firms on their accord- Puma
and Adidas.
For analysing our internal and external environment, I have used SWOT and
PESTLE. As far as we consider SWOT, it is to state that our significant strengths that is
helping us to lead the market lies on the facts that we deliver wide range of products for
online selling and have association with several online distributers in the market like Amazon

2PRESENTATION TRANSCRIPT
and flipkart and this is further helping us to increasing our sales. With the same, we are also
sponsoring many significant sports events and make use of celebrity endorsements in the
marketing of the products globally. However, we also possess some weaknesses. For
example, customers perceive that we provide high priced products as of the latest technology
that we use. This is influencing the online selling channels of ours. Furthermore, there is
comparatively less product range of Adidas as compared to our competitors like Puma. We
also have several opportunities that we can make use of to ensure better business growth. For
instance, people today are more interested in sports that ever before and so they are in the
sports accessories. Also, we can develop our own online distributing channels and can
digitise our selling as well. We can ever enter into several tie-ups with the developing sports
team. Lastly, if we consider the current threats, then it is the present of high competition in
the market. Our competitors are also adopting several strategy of online selling and
distribution and this might affect the sale of our goods. Also, we even might face threats
related t9o regulatory and legal provisions of different nations. Lastly, pirated imitation can
significant hamper our brand image.
Furthermore, in terms of PESTLE analysis, it is to mention that we need to consider
the political changes and the technological factors to a great extent in order to ensure that we
run smooth in our business. As we all know that we have devised our own new technology
for our manufacturing units and we have focused more on the e-marketing technologies for
ensuring efficient marketing. But we should work more towards adopting more technological
changes to keep a pace. Also we need to analyse the trend in the political policies as we are
international company and we work with different nations. In terms of economic factor, the
different economic dynamics such as inflation, per capita income and unemployment are the
factors that can influence our business. Before investing in the current market, we should
therefore start analysing the purchasing power of ourselves. Furthermore, in terms of social

3PRESENTATION TRANSCRIPT
factors, it is to note that Adidas should focus on the current trends and technological
advancements and must update its products accordingly. In terms of social factor, it is to
mention that Adidas should start focusing on more on the younger generations for its services
and products and must avoid indulging in any kind of legal controversies that are likely to
hamper the business growth and reputation. In terms of environmental factor, we need to start
using organic and eco-friendly products as today’s customers are highly concerned about the
environment. Some of the key strategies and initiatives that we have recently used are that we
have already started using sustainable materials, ensuring sustainable production and
practising sustainable recycling and have teamed up with Parley for saving the ocean. We
have even recently introduced the use of plant based shoes that are highly sustainable and
environment friendly. Also, we have recently introduced plant based shoes that are
sustainable. All these are helping us in creating a positive brand image. Apart from this, we
use diversification strategy and customer-focused and this is helping us to rule the market.
However, it is recommended that we should now start working to frame a strategy
that is both consistent with the prevailing political conditions and our threats and weaknesses
that are influencing our business. We need to adopt a fair price policy strategy and must make
our product range more diverse. Also, there could be notable cost savings if the business
functions of ours are outsourced. The costs of labour, raw materials, the costs of employee
compensations and the office space expenses are all linked with the working space or the
manufacturing are decreased. Hence, it must start outsourcing as it would be helping the
company to make use of the new capabilities and sources of the nation that they are trading
in. With the same, we must keep on sponsoring many significant sports events and make use
of celebrity endorsements in the marketing of the products globally. This will help in building
more brand awareness for our company and would help us in holding the 1st position in the
global market.

4PRESENTATION TRANSCRIPT