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Strategic Analysis of Adidas Ag

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Strategic Analysis of Adidas Ag
Strategic Analysis of Adidas AG

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Sections | | Pages | Ⅰ. | Introduction | 3 | Ⅱ. | Suitability Evaluation | | | 1. Strategic Position | 3 | | 1.1 Competitive characteristic | 3 | | 1.11 Five Forces Framework | 3 | | 1.2 Strategic capabilities | 5 | | 1.21 Dynamic Capabilities | 5 | | 1.22 VRIN | 5 | | 1.3 Vertical Integration | 6 | | 2. Strategic options | 7 | | 2.1 Market development | 7 | | 2.11 Market Driver | 7 | | 2.12 Competitive drivers | 8 | | 2.13 Cost drivers | 8 | | 2.2 Product development | 8 | | 2.21 Product innovation | 8 | | 2.22 E-Business development | 9 | | 3. Method | 10 | | 3.1 Merger | 10 | | 3.11 Motivation | 11 | | 3.12 Strategic Alliances | | Ⅲ. | Acceptability Evaluation | | | 4. Risk | 11 | | 4.1 Reputation risks | 11 | | 4.2 Financing and liquidity risks | 12 | | 4.3 Risks related to rising input costs | 12 | Ⅳ. | Feasibility Evaluation | | | 5. Integrating resources | 12 | | 5.1 Vertical Integration | 12 | | 5.2 Logistic Outsource | 13 | VI. | Conclusion | 13 | | Appendix 1 | 14 | | Appendix 2 | 20 | | Reference | 21 |

Ⅰ. Introduction
Adidas AG is the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world. Adolf Dassler registered it in 1948.
The aim of this report is to critically analyze the strategic options of Adidas AG, in order to accurately and completely understand the concept of strategy and organization. The analysis will be based on three evaluation criteria, (i) suitability; (ii) acceptability; (iii) flexibility.
The first section – suitability - would be an analysis of the competitive characteristics of the company, strategic capability, market development, and production development and merger theory. The tools of analysis used are the theory of five forces, vertical integration, theory of VRIN. The second section would analysis the
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