Strategic Analysis and Business Plan Management Report

This report provides an overview of a strategic business plan, focusing on key aspects such as strategic choices, financial ambitions, and sales strategies. The plan, titled 'Creating the new,' aims to increase sales and profits by understanding and connecting with customer needs. Strategic choices include 'Speed' (efficient delivery), 'Cities' (expansion into key markets), and 'Open Source' (innovative methods). The plan also addresses portfolio management, particularly focusing on Adidas North America and leveraging digital platforms to enhance customer relationships. Financial ambitions include top-line growth, market share acquisition, improved profitability, and increased shareholder returns. The sales and distribution strategy emphasizes customer satisfaction and global commercial performance. The report highlights the importance of adapting to market trends, collaborating with key partners, and utilizing technology to achieve business objectives and drive sustainable growth. The analysis covers various elements, including the acceleration plan, financial performance, and market dynamics within the sports industry.

Running Head: INTRODUCTION TO MANAGEMENT
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Introduction to management
11/13/2018

INTRODUCTION TO MANAGEMENT
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Strategic Choice:
 Speed: (How we deliver) The Company aims to discover the ways, through which
they can provide comfort and satisfaction to their customers at their earliest
convenience.
 Cities: (Where we deliver) we wish to explore the countries where the products can
be easily shipped, and due to that the modern cities are now becoming consumer-
oriented. It includes 7 cities, where our business would be expanded, London, Los
Angeles, New York, Paris, Shanghai, and Tokyo. The improvement in these cities
would be enhanced by focusing on the proportional growth over market share by
analysing trends.
 Open source: (How we create) It includes some specific methodologies and tools to
attract the consumers towards our offerings in the market. We collaborate with the
famous athletes to foster the growth and success of our products.
Strategic Business plan:
The new strategic business plan ‘Creating the new’, up to the year 2020 focused upon
increasing sales and profits from the products, as the plan. In order to become successful,
connecting, and understanding to the needs and wants of customers is essential, which will
lead to achievement of goals consisting of speed, cities, and open source. Thus, it will lead to
attainment of these strategic objectives.
Creating the new ‘Acceleration plan’
‘Creating the new’ strategy aimed towards improving the financial performance besides
momentum, which further accelerated the sales in the year 2016, and led to increased growth
by the year 2017.

INTRODUCTION TO MANAGEMENT
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 Portfolio: The Company aims to achieve goals through increased focus on the brand
portfolio, to enhance their stability, and coordination with assistance of Adidas, and
Rebook to help emphasize on footwear and apparel section, and reduce complexity.
 Adidas North America: The Company made high investments in North America, as
it represents as biggest growth opportunity for Adidas brand, which in turn leads to
significant increase in profits into US business.
 Digital: Technology is the greatest weapon to enhance customer relationship in the
company, and increase the rates of sale through their e-commerce platform.
Financial Ambition Until 2020
It has been found that as a part of the acceleration plan, the three strategy choices and the
enhanced corporate culture will become the stepping stones to achieve brand desirability and
advocacy.
 To achieve a top line growth: The ambition of the organisation is to raise the currency-
natural credits, each year from the average 10% to 12% in the year 2015-2020.
 To acquire potential share in the market share across key markets: Depending upon
the structure of macro-economics, the market has been regulated effectively with
cooperation and coordination between Adidas, and Rebook, leading to enhanced
performance.
 To improve our profitability: It was aimed for the year 2015 till 2020, to increase
profits of the company through significant methods which will result into average
increase in the net income of 20-22% annually.
 To deliver timely to raise shareholder returns: The acceleration plan ‘Creating the
new’, will lead to greater achievements to increase returns to the investors, which defines
about the distribution of profit rate between 30% and 50%.
Sales and Distribution Strategy
The company has the global sales function which focuses to work and perform to enhance
company’s commercial performance by converting the brand into sustainable and profitable
business leading to future growth. The organisation operates with a goal to satisfy customers
with best shopping experience in the sports industry.