Strategic Analysis and Competitive Intelligence in Footwear Industry

The document analyzes a Business Strategy Group (BSG) management team's meeting agenda focused on evaluating the footwear industry's strategies, policies, and delivery mechanisms. The review highlights frameworks for strategic planning, role determination within teams, corporate system values, and plan implementation across branches. Key discussions involve setting structures for success, determining roles based on skills, knowledge, and experience, and assigning specific tasks to realize plans effectively. The analysis also emphasizes the importance of evaluating competitive intelligence carefully to maintain market leadership in footwear production.

Running head: REPORT ON FOOTWEAR INDUSTRY 1
Report on Footwear Industry
Name
Institution

REPORT ON FOOTWEAR INDUSTRY 2
Table of Contents
Synopsis of the report......................................................................................................................4
Historical background and location of Adidas Professional Global Footwear............................4
Products........................................................................................................................................4
Consumers and market.................................................................................................................5
Competitors..................................................................................................................................5
Environmental practice................................................................................................................5
Notes of Business Strategy Game team meeting.............................................................................5
Synopsis of the meeting...........................................................................................................6
Notes on the review of the report.............................................................................................6
References........................................................................................................................................8
Appendix........................................................................................................................................10
MEETING AGENDA............................................................................................................10

REPORT ON FOOTWEAR INDUSTRY 3
Synopsis of the report
Footwear industry market is greatly contested sectioned with both big and small sized
players with marketers, designers and manufacturers looking for market. Footwear market has
been fragmented into two major categories namely; athletic wares and non- athletic. Athletic
footwear consists of sporting wares and lifestyle shoes. Also may include wares that are not
designed for sport but are specifically meant for other activities (Nasir & Ito 2015). The boots of
snowboards can also fall under the category of footwear industry. Globally, Adidas and Nike are
able to collect a revenue of $ 5.0 plus billion dollars. The report will give insight on the
geographical sections of the company and total market share. On athletic shoes comprises of
different shoes like slippers, work and dress shoes (Bharadwaj, El Sawy, Pavlou &
Venkatraman, 2013).
Historical background and location of Adidas Professional Global Footwear.
The review of this report will intensely focus on the location, size, production strength,
costing and pricing of the company and finally, the market share in the global market. The
competitive intelligence will further weigh on the crucial market strategies and portfolio of the
product.
Adidas is a German corporation operating worldwide. It’s headquartered in Herzogenaurach,
Bavaria. It was founded in 1949, month of August. Adidas is the largest sportswear producing
company in Europe and probably the second biggest producer globally. In the previous financial
year, Adidas garnered about $ 19.6 plus billion dollars (Annual Report, 2016).
Products
The key products of Adidas include the following sportswear of both men and women
and game ball equipment. The sports wares manufactured by the company are sport shoes,

REPORT ON FOOTWEAR INDUSTRY 4
boots, jackets and hoodies for the referees and players internationally. Balls and related
equipment in football, baseball, basketball and cricket are also produced and supplied by the
company.
Consumers and market
Adidas enjoys a great deal of customer loyalty due to its branding all over the world.
India, for a very lengthy time has remained Adidas’ speculative market. It has reached out
various world celebrities including Kanye who ensure that the products are notable and coveted
worldwide.
Competitors
The key rivals of the company are Puma and Nike companies. In the previous year,
Adidas went to court against Sketcher for producing replicas of Adidas e.g. springblade.
Environmental practice
Adidas broke links with Asia Pulp Paper that was listed as forest bandit thereby
regaining, as far environmental conservation is concerned, its reputation. (Uhrich, Koenigstorfer
& Groeppel-Klein, 2014).
Competitive intelligence of Adidas is to face-lift its market by faster delivery of its products by
use of ATM machines.
Notes of Business Strategy Game team meeting.
The members in attendance;
Stuart Smith- chairman
Leipzig Ken- member
Jostone Kreig- member

REPORT ON FOOTWEAR INDUSTRY 5
Synopsis of the meeting
The meeting deliberates on how to put in place strong structures for implementing
framework for entrepreneurial practices and committing efforts toward the same by assigning
duties to departmental and branch heads.
The minutes of the previous meeting were reviewed and the apologies of members absent
on request were accepted. Member proposed a framework that runs across the management for
strategic implementation by stating different planning levels e.g. Unit planning, Market planning,
and Resource Sharing planning etc. On the third agenda, members discussed how determine
roles; a member proposed that skills, knowledge and experience be used in determining their
roles so as to realize policy, strategy and delivery depending on the following functions;
monitoring, controlling, planning and execution. On the fourth agenda, a member had a proposal
that various teams and departmental heads be assigned duties relating to objects of the company,
competitiveness and clear focus on the theme of the company. On the last two agendas, the
meeting was called to an end with remarks from the chairman and the next meeting for
30/12/2017
Notes on the review of the report
The BSG team suggests that in order to generate proper insights on the strategies and
policies, the competitive intelligence regarding the industry ought to be evaluated carefully. The
pace at which the products are delivered into the market and the means by which the products are
delivered should be calculated carefully so that the company remains the powerhouse of
footwear production (Bharadwaj, El Sawy, Pavlou, & Venkatraman, 2013).

REPORT ON FOOTWEAR INDUSTRY 6
References
Annual Report, 2016. Retrieved from; https://www.adidas-
group.com/media/filer_public/a3/fb/a3fb7068-c556-4a24-8eea-
cc00951a1061/2016_eng_gb.pdf
Bharadwaj, A., El Sawy, O. A., Pavlou, P. A., & Venkatraman, N. V. (2013). Digital business
strategy: toward a next generation of insights.
Uhrich, S., Koenigstorfer, J., & Groeppel-Klein, A. (2014). Leveraging sponsorship with
corporate social responsibility. Journal of Business Research, 67(9), 2023-2029. Nasir,
N., & Ito, T. (2015). A Proposal of Cloud Manufacturing Architecture for Footwear
Industry in Product Life Cycle Management.

REPORT ON FOOTWEAR INDUSTRY 7
Appendix
MEETING AGENDA
Name of the meeting: BSG Mgt team Date of the meeting: Sept. 20,
2017
Location of the meeting: Hilton Hotel, Canada Start of the meeting: 2.00 pm
Item Matter for deliberation Sponsor
1.Reviewing of the
preceding minutes
Jostone Kreig
2. Review of the present
agenda
Stuart Smith
3. framework planning for
strategic, policy and
delivery
What structures should be put in
place for the success of this
industry?
James Livingstone
4. Determining roles of the
BSG team
How will the team determine their
role to address strategy, policy and
delivery?
Leipzig Ken
5. value of the corporate
system
Things that can inculcate
commitment to the policies and
strategies of the industry
Elizabeth Ksoing
6. Plan implementation Identify the branches and assign
specific tasks and actions for the
realization of the plan
Moses Swindler
Caroline Mustaf
7.Closing remarks S. Hamilton