Using the analytical tools from the Excel file identify the three most relevant strategies to solve problems/issues. Include IE, BCG, SPACE, GRAND and QSPM matrices, and financial projections with short and long term implementation plan.

Case Study: Adidas

Background and History

In a village called Herzogenaurach in Nuremberg, Germnay simple three stripes were brought to life by Adidas' founder, Adolf "Adi" Dassler and his brother. He created the small company after realizing the need for performance athletic shoes. Starting with soccer and running shoes, which still remain as the main products that it is known for, Adidas has continued to gain momentum because of quality, styling and reputation. During Late 1940s, there was split between the two brothers and Rudolf left the company and built his own known as Puma. Until 1987, the company was still in the hands of the Dassler family. Robert Louis-Dreyfus bought the company in 1993 and since then the company has grown to become one of the largest sportswear suppliers in the world. A critical leap forward was the company's partnering with Team GB since 1984. Its heritage with the Olympic Games that dates back to the Games in Amsterdam in 1928 at the year Adidas first marketed its running shoes. Afterwards it has been always seen on athletes at every Olympic Games. This association help the company build it global brand value and to strengthen its position in the sports industry. In late 1995, the company went public with its stock. It was a tremendous success and continues to trade internationally. Adidas has worked with many famous people and has a signature shoe line for Stan Smith, Kevin Garnett, Tracy McGrady aka TMAC, Missy Elliot, and many others.

Basic Industry Description:

Adidas AG is the largest sportswear manufacturer in Europe and the second largest in the world. Adidas employs over 50,000 people worldwide. Its approximately 170 subsidiaries are directed from our headquarters in Herzogenaurach, Germany. The its global net sales amounted to about 14.53 billion euros in 2014. Footwear and apparel are two of the adidas Group's biggest segments. In 2014, the company produced 258 million pairs of shoes worldwide and 309 million units of sports apparel. It has four brand portfolios: Adidas (flagship line footwear, apparel, and accessories) with headquarters in Herzogenaurach, Germany; Reebok (specialized in footwear, apparel, and accessories in both the sport and performance arenas) located in Canton, Massachusetts; TaylorMade-adidas Golf (focus on golf equipment as well as footwear, apparel, and accessories) headquartered in Carlsbad, California; and Rockport (dress, casual and outdoor footwear as well as apparel and accessories with dynamic technology and modern style) located in Canton, Massachusetts.

Mission Statement:

The general vision of Adidas is to become "the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle." To that end, it maintains a strong commitment to ensure a continuous strengthening of its brands and products and to improve its competitive position. More specifically, the company strives to achieve four key missions and organizational objectives:
First, it is an innovation and design leader who seeks to help and promote athletes of all skill levels in achieving top performance with every product that they bring to market. This high emphasis on innovation and performance for the specific target group that is people involved in the sports sector helps the industry to be efficient in designing highly successful business strategy and hence increases profitability.

Second, the company is consumer focused that competes with itself to match and exceed the expectations of consumers through continuous improvement of the quality, fashion, feel and image of the products and therefore provides them with highest value. This is core of Adidas' brand image and consumer loyalty that ensures it long term competitiveness as well as higher profit margin.
Third, it is global organization creating an appeal all over the world transcending boundaries as well as is maintains its social and environmental responsibility making a good balance between creativity, diversity and financial rewards to its employees and shareholders. This strengthens the company's internal organizational structure as well as its global reach to emerge as a global brand popular in different corners of the world.

Fourth, it is highly committed to deliver outstanding financial results and this helps the company maintain very informed and well calculated strategic decision-making and its long-term sustainable organizational objectives.

Core Values:

Adidas pursues four major group values. These include: (1) Performance: Adidas places top most importance on the executional excellence in the field of sports. (2) Passion: It is continuously moving forward through innovation and improvement, passion acts as the heart of the company. (3) Integrity: people's trust is what it cares about and to that end an honest, open, fair and ethical journey is what the company adheres to. (3) Diversity: it believes in accommodating diverse ideas, strength, interest and background to reach a working environment that encourages healthy debate and differences of opinion.

Sources Consulted:

"Adidas Group History." adidas-group.com.

Adidas 1 Is The Most Technically Advanced Running Shoe Popular Mechanics, 7 December 2004

Chadwick, Simon and Arthur, Dave. 2007. International Cases in the Business of Sport. Butterworth-Heinemann.

Smit, Barbara. 2007. Pitch Invasion, Adidas, Puma and the Making of Modern Sport. Penguin.

Attachment:- Assignment.rar