Sherzod Artikov Brian Ross Clara Fischer Daniel Boudreau
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Transcript Sherzod Artikov Brian Ross Clara Fischer Daniel Boudreau
Sherzod Artikov
Brian Ross
Clara Fischer
Daniel Boudreau
http://www.youtube.com/watch?v=BEPamNh9ocM&NR=1
Introduction
Sherzod
History
SWOT Analysis
Brian
Global Expansion
Domestic & International Operations
Clara
Competitors
Industry
Daniel
Recommendations
History
1948- Dassler Brothers Shoe Factory
split up forming Adidas & Puma
April 18, 1949- officially registered as
Adidas AG
2006- acquired British rival, Reebok,
for $3.8 billion
SWOT Analysis
Strengths
Weaknesses
First movers in ecommerce
Brand recognition
& reputation
Strong foothold in
different industries
through mergers
with other
companies.
E-commerce is
limited to USA &
United Kingdom
Online customer
service
SWOT Analysis
Opportunities
Threats
Increasing demand
for online products
Expand ecommerce to
global markets
Collaborate with
other online
retailers to offer
Adidas products
Strong competition
Global economic
downturn
Increase in the
price of providing
e-commerce
Price increase in
raw materials
Global Expansion
Headquarters: Herzogenaurach, Germany
January 31, 2006: acquisition of Reebokowning two of the three top brands
behind Nike
Made a strong & powerful identity
throughout the world for athletes & teams
Types of corporate units: baseball,
basketball, soccer, golf, & many others
Global Expansion
Opened its first U.S. based store in
2002 in N.Y.C.
One of the largest sportswear
manufactures in Europe
Number two behind Nike worldwide
Sponsors many teams such as the
New England Rugby team
Domestic & International Operations
Be on the back of TaylorMade-Adidas
golf which has a tremendous uprise:
48% from 2008
World’s largest Adidas wholesale store
in Beijing, China
Advertising worldwide increases profit
& broadens opportunities
Expanding more will solidify a better
relationship with countries
Competitors
Nike
Puma
New Balance
Nike
Largest supplier of sports footwear &
apparel, with Adidas following as the
2nd largest
Publicly traded company that
competes internationally
Headquarters: Beaverton, Oregon
Slogan: “Just Do It”
Founded: 1972
Went public in December 1980
Nike
Owns four key subsidiaries: Cole
Haan, Hurley International, Converse
Inc. & Umbro
Reported a decline in sales for the
quarter ending February 28, 2009
Future orders for shoes and apparel
have declined 10%
Puma
Emerged from the ownership split
between two brothers
Headquarters: Herzogenaurach,
Germany
Distributes products in more than 80
countries
Current CEO: Jochen Zeitz since 1993
Puma
During the final 3 months of 2006,
profits had fallen by 26%
Due to increased expansion costs
Sales actually rose more than a third
Receives most of its recognition
through sponsoring athletics
In the 2008 Beijing Olympics, Puma
sponsored a three time gold medalist
in track
New Balance
Founded: 1906
Headquarters: Boston, Massachusetts
Privately held company, also sells
internationally
Offer their shoes in a wide variety of
sizes & widths
Brands owned by New Balance:
Dunham, PF Flyers, Aravon, Warrior,
& Brine.
New Balance
Manufacturers its shoes in the United
Kingdom-produce over 28,000 pairs
of shoes per week
Also manufacture in the U.S.
Marketing strategy: not giving shoes
a name, rather a number
Most affordable
Does not want celebrity endorsers,
rather everyday people
Industry
100 manufacturers, 1,500 wholesalers &
30,000 retail outlets
Combined annual retail revenue= $25
billion
Demand driven by fashion &
demographics
Athletic shoes account for 30% of sales in
the retail market
Average person in the U.S. purchases
more than four pairs of shoes each year,
labeling the U.S. as the world’s largest
importer of footwear
Short-term Recommendations
Go Green- Produce more eco-friendly
products
Create more sponsorships with
professional athletes
Better advertisements in the USA
Long-term Recommendations
Keep building brand equity (buying
out companies)
Work together with technology
(Reebok is currently making the best
hockey equipment)
Sponsor a premier soccer team for
the World Cup in 2010
Conclusion
Adidas was introduced in 1948
Number 2 sports apparel supplier world
wide next to Nike
Revenues of Adidas are approximately 25
billion dollars a year
CEO Herbert Hainer has made promises to
take Adidas into the next generation and
become the number one sports apparel
brand in the World