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    publié le 02/06/2009

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    Strategy Case Study: Adidas (2009)

    Document de 27 pages au format WORD

    RÉSUMÉ

    Adidas was founded in 1924 by Adolf Dassler, a German entrepreneur. The Headquarters are located in Herzogenaurach, Germany and the current key people are Herbert Heiner (CEO), Erich Stamminger (CEO, Adidas brand) and Hans Friderichs (Chairman of the supervisory board).

    AUTRES

    Adidas industry deals with clothing and consumer goods manufacturing with footwear, sportswear and sport equipment products.

    In 2008, the global revenue of the group was €10.799 billions with €1.070 billions of operating income and €642 billions of profit. Moreover the Group employs 38.980 people all around the world.

    The following case study exposes the current strategy of Adidas Group by analyzing internal/external environment, competitive position and different future strategies.

    Table of contents:

    Introduction

    I) Description of current corporate strategy

    A. Corporate Mission
    B. Corporate strategy
    C. Business strategies
    D. Recent strategic decisions

    II) External analysis

    A. General environment
    B. Industry Environment
    C. Summary: attractiveness of the industry

    III) Internal Analysis

    A. Resources
    B. Capabilities
    C. Value Chain Analysis
    D. Summary: Core competencies
    E. SWOT

    IV) Competitive position

    V) Alternative Solutions

    A. Growth, Retrenchment or Stability
    B. Cost leadership or differentiation
    C. Functional strategic alternatives
    D. Implementation

    Conclusion

    References
    Annexes

    27

    Docs en anglais publié le 02/06/2009

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