adi & rudi presentation
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CASE STUDY – ADIDAS & PUMA
Presented By:Khushboo
GujrathiAnuja
KshirsagarPrajakta NavalMayur
MotiramaniJaved PinjariSudip Singh
RajputVinod Rajpal
Christoph
Rudolf
Armin Gerd
Marie
2 Sons
Fritz Adolf
Horst + 4 children
DASSLER FAMILY
Adolf and Rudolf Dassler were born in Herzogenaurach in 1898 and 1900;In the small town of Herzogenaurach, two brothers laid the foundation for what would become the European capital of sportswear.In 1924 Rudolf and Adolf Dassler incorporate their first shoe company the Gebrüder Dassler Schuhfabrik produce slippers and outdoor shoesRudolf Dassler ran the business, while Adolf took care of the technical operations and production.
HISTORY
Later on, they switched their focus to the manufacture of track shoes and football boots
In 1925, with a great deal of luck the company acquired its first major client, the Sports Club in Herzogenaurach, which ordered no fewer than 10,000 pairs of athletic shoes
In 1928, Half of all athletes at the Olympic Games wore Dassler shoes
In 1936, African-American track star Jesse Owens brought the company into the public eye.
REASONS OF RIVALRY In the 1930s, both Dassler brothers joined
the Nazi Party, with Rudolf reputed as being the more ardent National Socialist.
Rudolf was drafted, and later captured, while Adi stayed behind to produce boots for the Wehrmacht.
Rudolf was capture by American troops and sent to prison war camp , he was convinced it was Adi who had turned him in.
On top of the contrasting characters of the wives, an ideological divide started to emerge between the brothers around their political believes and loyalties
In 1948, the two brothers had a serious falling-out, and they stopped talking to each other.
SETTLEMENT OF RIVALRY In 1948, the two brothers had a serious
falling-out, and they stopped talking to each other
Their company was split into two new companies
Adolf Dassler formed his own business named “ADIDAS”, combining his nickname Adi with the first three letters of his last name Das
Rudolf Dassler set up his own shop called “PUMA” Schuhfabrik Rudolf Dassler.
The two brothers had become competitors.
Strives to be the leader in sports gear and apparel
ADIDAS MISSION
ADIDAS FACTS
Adidas Group, the parent company of Adidasand Taylor Made
Golf, - the world's second largest maker of athletic footwear, apparel and equipment by sales
Run-DMC – “My Adidas” in 1980
"Impossible is Nothing“ - the current slogan for Adidas
2005 - Adidas shoes with a computer chip
Only 30% of Adidas’ 2007 sales coming from North America
Adidas is rapidly expanding its presence in emerging markets like Asia and Latin America;
Adidas Group generated roughly $13.7 billion in revenues in 2007
46% of the generated revenue is from footwear, 42% from apparel, and 12% from hardware.
David Beckham
Dimitar Berbatov
Ana Ivanovic
SPONSORS OF ADIDAS
Adidas sponsors David Beckham, Marat Safin, Ana Ivanovic, Dimitar Berbatov, Kaká, Michael Ballack and others;
Adidas supplies team kits for international football teams - France, Germany, Greece, Romania, Argentina and others;
Adidas produces balls to favour more attacking play.
SWOT ANALYSIS OF ADIDAS
SWOT Analysis of Adidas
Strength
Weakness
Opportunities
Threats
STRENGTH OF ADIDASGeographically-diversified Operations
Top Market Position
Strong Brand Name
WEAKNESS OF ADIDASPoor Margins
Under Performance of Reebok
Low Inventory Turnover
OPPORTUNITIES OF ADIDASSponsorship Agreements
Adoption of Healthier Lifestyle
Growing Global Footwear Market
Consignment goods
THREATS OF ADIDASRising Costs of Raw Materials
Counterfeits
Legal Risks
Becoming the most Desirable Sport Life Style Company
PUMA MISSION
PUMA FACTS Puma AG is the third top
successful company in the world of sportswear
Puma AG manufactures athletic footwear (58.5% of 2007 revenue), apparel (34.8%), equipment and accessories (6.7%)
At the end of 2007, the company ran 116 concept stores worldwide
The company manufactures under four different brands: Puma, Tretorn, Mihara and Rudolf Dassler
Only 25.3% of its 2007 sales came from the Americas region
Puma AG is aggressively pursuing expansion opportunities in emerging markets
as part of its growth strategy;
Puma AG generated $3.8 billion in revenues in 2007.
SPONSORS OF PUMA
SWOT ANALYSIS OF PUMA
SWOT Analysis of Adidas
Strength
Weakness
Opportunitie
s
Threats
STRENGTH OF PUMA Brand
Product Range
Design
WEAKNESS OF PUMAPrice
Young consumers only
Too few stores
Outlet
OPPORTUNITIES OF PUMAOpen more stores
Cooperate with more designers
Licensing
Consignment goods
THREATS OF PUMAIntratype Competition
– Nike– Adidas– Reebok
Intertype Competition–Watch–Eyewear
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