Adidoor by Adidas: Analysis
Essay MBA03 Strategic Management
Topic Adidas Outdoor “Adidoor”
Lecturer: Dr. Vilmar
Author: Maarouf, Samir registration number: 1111867477883 Hohenzollernstraße 23, 40211 Düsseldorf
Degree course: Business Administration
Target degree: Master of Business Administration (MBA) Presented: 09.07.2012
Number of words: 2532
1
Index
INTRODUCTION
1. ADIDAS THE COMPANY 2. TARGET/ ACTUAL COMPARISON 2.1 ACTUAL SITUATION 2.2 TARGET SITUATION 3. STRATEGIC ANALYSIS 3.1 FIVE FORCES BY PORTER 3.2 THE PEST ANALYSIS 3.3 SWOT-‐ ANALYSIS 4. ADIDAS SWOT-‐ ANALYSES 5. STRATEGY OVERVIEW 6. ADIDOOR STRATEGY 7. DISTRIBUTION CHANNELS 8. CONCLUSION 4 5 6 6 6 7 7 9 9 10 11 13 14 16
2
List of abbreviations
AG= Aktiengesellschaft/ stock corporation SWOT= Strengths, Weaknesses, Opportunities, Threats VIPs= Very important Persons CI= Corporate identity EU= Europe B2B= Business to Business B2C= Business to Customers
3
INTRODUCTION
Within the scope of this essay, the target is to do divers strategic- analyses and to show alternatives and possibilities for a companies core business. For that purpose we chose the DAX30 Company Adidas AG. For the strategic reorientation of this brand, the access of a new segment will be proved. The lifestyle- division outdoor is a global growing segment with profitableness prospects for success. The integration of an subsidiary company of the Adidas AG with the name “Adidoor” should help to reach a new target group and to attain more market shares. With the construction of SWOTAnalyses and existing strategies, a concept was made, which shall be analysed by different points of view of market maturity. Mr. Marco Quitteck analysed the integration of the
Topic Adidas Outdoor “Adidoor”
Lecturer: Dr. Vilmar
Author: Maarouf, Samir registration number: 1111867477883 Hohenzollernstraße 23, 40211 Düsseldorf
Degree course: Business Administration
Target degree: Master of Business Administration (MBA) Presented: 09.07.2012
Number of words: 2532
1
Index
INTRODUCTION
1. ADIDAS THE COMPANY 2. TARGET/ ACTUAL COMPARISON 2.1 ACTUAL SITUATION 2.2 TARGET SITUATION 3. STRATEGIC ANALYSIS 3.1 FIVE FORCES BY PORTER 3.2 THE PEST ANALYSIS 3.3 SWOT-‐ ANALYSIS 4. ADIDAS SWOT-‐ ANALYSES 5. STRATEGY OVERVIEW 6. ADIDOOR STRATEGY 7. DISTRIBUTION CHANNELS 8. CONCLUSION 4 5 6 6 6 7 7 9 9 10 11 13 14 16
2
List of abbreviations
AG= Aktiengesellschaft/ stock corporation SWOT= Strengths, Weaknesses, Opportunities, Threats VIPs= Very important Persons CI= Corporate identity EU= Europe B2B= Business to Business B2C= Business to Customers
3
INTRODUCTION
Within the scope of this essay, the target is to do divers strategic- analyses and to show alternatives and possibilities for a companies core business. For that purpose we chose the DAX30 Company Adidas AG. For the strategic reorientation of this brand, the access of a new segment will be proved. The lifestyle- division outdoor is a global growing segment with profitableness prospects for success. The integration of an subsidiary company of the Adidas AG with the name “Adidoor” should help to reach a new target group and to attain more market shares. With the construction of SWOTAnalyses and existing strategies, a concept was made, which shall be analysed by different points of view of market maturity. Mr. Marco Quitteck analysed the integration of the
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