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Student name: Zol Ganbat
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• Brief History
• Adidas Today
• Adidas Core strategy
• 2015 Strategic Direction
• Recommendation
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1920 Adi Dassler made his first shoes in Herzogenaurach near Nuremberg in Germany at the age of 20.
In 1924, Adi and Rudolf Dassler started a shoe company - “DASSLER BROTHERS FACTORY”
1925 Developed the first special shoes for soccer and track and field. – Studs and spikes where introduced for the first time.
1947 After World War
– Adi Dassler started with 47 workers – Made post war shoes using canvas and rubber from American
fuel tank.
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1948 The two brothers Adi and Rudi Dassler split up due to dispute.
(Rudi, on the advice of an advertising agency changed his company
to Puma.)
1948 Adidas registered as a company named after its founder “Adi”
and “Das” Dassler. (“All Day I Dream About Sports” )
1954 Germany won the Soccer World Cup wearing boots with screw
in studs by Adidas in Hungary.
1960 Adidas apparel for competition and training was produced.
In 1989 invited two ex-Nike managers, Peter Moore and Rob
Strasser
Adidas acquired Reebok in 2005
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Adidas Today
BRAND ATTITUDE Adidas is All in
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Adidas Today
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Adidas Today
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What make Adidas soo sustainable in
the market for many years?
Its Core Strategy
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Adidas Core Strategy • Dazzler’s philosophy of industrialized craftsmanship - working with
professionals (athletes) to create innovative product to enhance athletic
performance.
• Diversified product range
• Sponsorship of different sports events and sports teams (Olympic Games,
FIFA world and different European Games.)
• Adidas acquired Reebok in 2005 to increase its market share. (allocation in
both sports and normal life usage apparels.)
• Celebrities working as brand ambassadors (Lionel Messi, Katy Perry, David
Beckham, Stella McCartney, Justin Bieber)
• Adidas signed a contract with Samsung to produce a shoe + phone
promotional campaign.
• Adding different innovative technology to different product line (First smart
shoe adding microchip inside the shoes)
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1. DIVERSE BRAND PORTFOLIO – multi-brand strategy
– both a mass and a niche player
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Adidas is All In (Street – Style –Sport)
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INVESTMENTS FOCUSED ON HIGHEST-POTENTIAL
MARKETS AND CHANNELS expanding activities in the emerging markets (China and Russia)
• increasing the number of stores
in China (7,600 stores in China)
building market share in
underpenetrated markets
(United States)
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CREATING A FLEXIBLE SUPPLY CHAIN
shorten creation and production lead times by continuously improving our infrastructure, processes and systems.
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LEADING THROUGH INNOVATION
Cutting-edge design
Each and every employee of the Adidas Group is responsible for driving innovation
At least one innovative improvement per year
FUTURECRAFT 3
Smart Shoes
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DEVELOP A TEAM GROUNDED IN THEIR HERITAGE
Continue spreading founder’s commitment to
the athlete, quality and love of sport.
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BECOMING A SUSTAINABLE COMPANY, CONTINUOUS SUSTAINABLE GROWTH
establishing Reebok as the leading fitness
and training brand;
leading the industry in the fields of customization and interactivity
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Recommendation Improve the shoe customization aspect
(pronation control, smart shoes)
Enhance Mi Adidas
Expend activities in emerging market thru partnership (Li, Latin America, USA)
Enhance the activity in different sports field (cricket, hockey, fence, etc.)
Try to reduce the short-term uncertainty from currency fluctuations through hedging activities
Stick with the original philosophy, maintain heritage!
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