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ADIDAS COMPANY

Vision : To being part of the world of sports on every level, delivering state-of-the-art sports footwear, apparel and accessories. Mission : To being a global leader in the sporting goods industry by producing brands that are novel, fun, have a passion for athletics and active people. To delivering industry leading financial results, Innovating the most advanced products, Focusing on our consumers, Maintaining all of this while being a good corporate citizen.

Mission Statement Components: 1. Customers Who are the firms customers? Amateur athletics, professional athletics and all fitness-minded people. 2. Products What are the firms major products/services? Footwear, apparel & shoes for the world of sports, treadmills, stationary bikes, elliptical machines and much more. 3. Markets Geographically, where does the firm compete? Europe, North & Latin America, Asia 4. Technology Is the firm technologically current? Adidas introduced their TECHFIT line of under-jersey compression garments to aid performance of basketball players wearing the product. 5. Concern for Survival, Growth and Profitability Is the firm committed to growth and financial soundness? Adidas AG reported a third-quarter 2009 net income decline of 30percent to 213 million euro a share, from 302 million in the year-earlier quarter. Adidas today has more than 1.150 retail locations and thousands of distributors.

6. Philosophy- What are the basic beliefs, values, aspirations and ethical priorities of the firm? Values of Adidas ; performance, passion, integrity, diversity. 7. Self-Concept What is the firms distinctive competence/major competitive advantage? Adidas has a long history sponsoring football federation, NBA, other sport tournaments. So that the company is able to best advertising. 8. Concern of Public Image Is the firm responsive to social, community and environmental concern? Adi Dassler Fund has been established for children in less developed countries. Children are happy with Red Balls project is the most important of social responsibility. 9. Concern for Employees Are employees a valuable asset of the firm? Achieving firms goal to be the global leader in the sporting goods industry depends on the talents, enthusiasm and engagement of their employees.

External Factor Evaluation (EFE) Matrix for ADIDAS AG


Key External Factors
Weight Rating Weighted Score

Opportunities
1. 2. 3. 4. 5. 6.

Growing market for sports apparel. Collaborate with other online retailers to offer Adidas products. Possibility of outsourcing the web development & e-commerce to a third party developer. In many invents is the biggest sponsor. (i.e FIFA , World Cup) Diversity & variety in products offered on the web.

0.08 0.09 0.05 0.1 0.06 0.06

4 3 3 4 3 4

0.32 0.27 0.15 0.4 0.18 0.24

Joint venture of Adidas with English fashion designer Stella McCartney for female participation in athletics. 7. Adidas signed an 11-year partnership with the NBA, making Adidas the official uniform provider until the year 2017.

0.08

0.32

Threats
1. 2.

Increasing in the price of raw materials.

0.09 0.08 0.05 0.07 0.06 0.07 0.06

4 3 2 3 2 3 1

0.36 0.24 0.10 0.21 0.12 0.21 0.06 3.18

Nikes strong reputation in the footwear & apparel industry. 3. Negative image created by sponsored athletes. (i.e Kobe Bryant & his sexual abuse.)
4. 5.

Increasing number of competitors. Continuing challenges in import or export duties.

6. Global economic crisis

7.

Increase in product diversity of rival firm.


1.00

Total

CPM Competitive Profile Matrix


UNDER ARMOUR
Rating Weighted Score

ADIDAS
Critical Success Factors Weight Rating Weighted Score

NIKE
Rating Weighted Score

CALLAWAY GOLF
Rating Weighted Score

Price competitiveness Global Expansion Organizational Structure Customer Loyalty Innovation Product Quality Brand Name Market Share Advertising Product Safety Culture Factor Financial Position Total

0.14 0.08

3 3

0.42 0.24

2 2

0.28 0.16

4 4

0.56 0.32

1 1

0.14 0.08

0.02 0.11 0.10 0.11 0.10 0.08 0.09 0.10 0.03 0.04 1.00

4 4 1 4 3 4 3 3 2 3

0.08 0.44 0.10 0.44 0.30 0.32 0.27 0.30 0.06 0.12 3.09

3 3 2 3 4 3 4 2 3 4

0.06 0.33 0.20 0.33 0.40 0.24 0.36 0.20 0.09 0.36 3.01

1 2 4 2 2 2 2 1 1 1

0.02 0.22 0.40 0.22 0.20 0.16 0.18 0.10 0.03 0.04 2.45

2 1 3 1 1 1 1 4 4 2

0.04 0.11 0.30 0.11 0.10 0.08 0.09 0.40 0.12 0.08 1.65

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