Adidas
BACKGROUND Adidas AG FWB: ADS, ADR:Pink Sheets: ADDYY) is a German sports apparel manufacturer and parent company of the Adidas Group, which consists of the Reebok sportswear company, golf company (including Ashworth), and Rockport. Adidas was founded in 1948 by Adolf "Adi" Dassler, following the split of Gebrüder Dassler Schuhfabrik between him and his older brother, Rudolf. Rudolf later established Puma, which was the early rival of Adidas. Registered in 1949, Adidas is currently based in Herzogenaurach, Germany, along with Puma. The company 's clothing and shoe designs typically feature three parallel bars, and the same motif is incorporated into Adidas 's current official logo. The "Three Stripes" were bought from the Finnish sport company Karhu Sports in the 1951. The company revenue for 2009 was listed at €10.38 billion and the 2008 figure at €10.80 billion.
Vision * Innovate, creating the world’s leading products * Work collectively, across ethnic and regional differences * Perform and lead, delivering superior financial results and investment returns, and * Maintain the highest standards of corporate responsibility in the communities in which we operate.
Mission * create the best and most productive workplace in the world * Supporting the Group 's entities in their efforts to provide a long-term future for sport. * instilling a performance culture, based upon strong leadership, setting the ground for winners
SWOT ANALYSIS FOR ADIDAS
Strengths | Weakness | * Global brand * Diverse set of products * Great advertising * Endorsed by professional athletes | * High cost structure * Over pricing * Low quality services * Limited product line | Opportunities | Threats | * Change in consumer lifestyles * Available technological innovations * Entering new markets * Expand customer base (Geographically or through new products) * Market Diversification * Merger or takeover | *
Vision * Innovate, creating the world’s leading products * Work collectively, across ethnic and regional differences * Perform and lead, delivering superior financial results and investment returns, and * Maintain the highest standards of corporate responsibility in the communities in which we operate.
Mission * create the best and most productive workplace in the world * Supporting the Group 's entities in their efforts to provide a long-term future for sport. * instilling a performance culture, based upon strong leadership, setting the ground for winners
SWOT ANALYSIS FOR ADIDAS
Strengths | Weakness | * Global brand * Diverse set of products * Great advertising * Endorsed by professional athletes | * High cost structure * Over pricing * Low quality services * Limited product line | Opportunities | Threats | * Change in consumer lifestyles * Available technological innovations * Entering new markets * Expand customer base (Geographically or through new products) * Market Diversification * Merger or takeover | *
References: http://www.adidas.com http://www.adidas-salomon.com/en/news/archive/2000/2000-07.asp, October 2003 http://www.adidas-salomon.com/en/overview/welcome.asp, October 2003 http://www.wikiswot.com/SWOT/7_Apparel/Adidas.html http://www.urlwire.com/newsarchive/062499.html, October 2003