Adidas Internal Analysis
Table of Content
1. Introduction
Competition and competitive markets are common in every industry. Especially since Globalization is influencing our economy, companies need to stay competitive in order to survive against new rising competitors, which are basically rooted in the Middle East Asia. Analyzing own strengths and weaknesses and capturing new opportunities or avoiding threats, are one of the most important factors for reaching this goal.
This paper is dealing with the German apparel “Adidas”, which is one of the world’s largest manufacturers for sportswear and sport utilities. But why are they one of the leading global players in this certain industry? There are some key factors, which influenced their worldwide success. A part of different departments, e.g. : research and development, human resources and in-and outbound logistics, which are working together in a fluent way, elements like customer relationship management and brand recognition are the main drivers for capturing new customers and the retention of regular customers.
The intention of this dissertation will be, to explain Adidas’ internal strategies and the construction of their individual competitive advantage. One important basis for this competitive advantage is the “resource based view model“.The resource-based view as a basis for a competitive advantage of a firm lies primarily in the application of the bundle of valuable intangible and tangible resources at the firm's disposal. (Crook, T. R., et. al., 2008).
In this scientific paper, I will conduct an internal organizational analysis of the firm. I will figure out how and why Adidas is one of the most important companies in its industry and will identify their success.
2. General Information and Organizational Structure
The Adidas AG (Adidas Group) is a German multinational corporation, which designs and produces sportswear, accessories and sport utilities. The company is based in Herzogenaurach,
1. Introduction
Competition and competitive markets are common in every industry. Especially since Globalization is influencing our economy, companies need to stay competitive in order to survive against new rising competitors, which are basically rooted in the Middle East Asia. Analyzing own strengths and weaknesses and capturing new opportunities or avoiding threats, are one of the most important factors for reaching this goal.
This paper is dealing with the German apparel “Adidas”, which is one of the world’s largest manufacturers for sportswear and sport utilities. But why are they one of the leading global players in this certain industry? There are some key factors, which influenced their worldwide success. A part of different departments, e.g. : research and development, human resources and in-and outbound logistics, which are working together in a fluent way, elements like customer relationship management and brand recognition are the main drivers for capturing new customers and the retention of regular customers.
The intention of this dissertation will be, to explain Adidas’ internal strategies and the construction of their individual competitive advantage. One important basis for this competitive advantage is the “resource based view model“.The resource-based view as a basis for a competitive advantage of a firm lies primarily in the application of the bundle of valuable intangible and tangible resources at the firm's disposal. (Crook, T. R., et. al., 2008).
In this scientific paper, I will conduct an internal organizational analysis of the firm. I will figure out how and why Adidas is one of the most important companies in its industry and will identify their success.
2. General Information and Organizational Structure
The Adidas AG (Adidas Group) is a German multinational corporation, which designs and produces sportswear, accessories and sport utilities. The company is based in Herzogenaurach,
Bibliography: "Annual Report 2012". Adidas. Retrieved on 10th March 2013 from http://www.adidas-group.com/en/investorrelations/financial_data/default.aspx Barney, J.B., (1991) Borowski, A. (2011). Adidas Marketing Strategy – An Overview. Norderstedt: GRIN Verlag Böhm, A., (2008).The SWOT Analysis Crook, T. R., et. al., (2008). Strategic resources and performance: A meta-analysis. Strategic Management Journal. UK: John Wiley & Sons, Ltd. Daft, L.R., (1983). Organizational Theory and Designs, St. Paul: West Pub. Co. Freiling, J., (2001). Resource-based View und ökonomische Theorie: Grundlagen und Positionierung des Resourcenansatzes. Heidelberg: Deutscher Universitäts-Verlag. Kumar, V. & Reinartz W. (2012). Customer Relationship Management - Concept, Strategy, and Tools. Berlin/Heidelberg: Springer Verlag. Nickels, W. G., McHugh, J. M., and McHugh, S. M. (2012). Understanding Business (10th edition). UK: McGraw-Hill Education. Porter, M.E. (1980). Competitive Advantage: Creating and Sustaining Superior Performance. New York: Free Press. Satya Sekhar, G.V., (2009). Business Policy and Strategic Management. New Delhi: I K International Publishing House Pvt. Ltd 7