Adidas Group

Adidas Group


our mission, vision, and values


Mission

The Adidas Group strives to be the global leader in the sporting goods
industry with brands built on a passion for sports and a sporting
lifestyle. We are committed to continuously strengthening our brands and
products to improve our competitive position.
We are innovation and design leaders who seek to help athletes of all skill
levels achieve peak performance with every product we bring to market.
We are consumer focused and therefore we continuously improve the quality,
look, feel, and image of our products and our organizational structures to
match and exceed consumer expectations and to provide them with the highest
value.
We are a global organization that is socially and environmentally
responsible, that embraces creativity and diversity, and is financially
rewarding for our employees and shareholders.
We are dedicated to consistently delivering outstanding financial results.

Adidas Group Values


Performance

Sport is the foundation for all we do and executional excellence is a core
value of our Group.

Passion

Passion is at the heart of our company. We are continuously moving forward,
innovating, and improving.

Integrity

We are honest, open, ethical, and fair. People trust us to adhere to our
word.

Diversity

We know it takes people with different ideas, strengths, interests, and
cultural backgrounds to make our company succeed. We encourage healthy
debate and differences of opinion.













Adidas Group


SWOT Analysis for Adidas group


First: Defining the corporate mission for Adidas


What is Adidas business?


Sporting & innovative goods industry and a sporting lifestyle.


Who is the customer?


Athletes


What is of value to customers?


Performance, Passion, Integrity, Diversity.


What will Adidas business will ?


The Adidas Group strives to be the global leader in the sporting goods
industry with brands built on a passion for sports and a sporting
lifestyle.


What should Adidas business be ?


Innovation group.


Second:


Major competitive spheres for Adidas mission


Industry : Sporting & innovative goods industry and a sporting
lifestyle.


Product and applications: products to match and exceed consumer
expectations and to provide them with the highest value


Competence: innovation and design leaders


Market segment: Athletes


Geographical: global organization


SWOT Analysis:


Strength(S):


Socially and environmentally responsible.


Creativity and diversity


Financial rewarding


Innovative group


Brand name


Weaknesses(W):


The products can sometimes be costly due to innovative technology or
production method.


Stiff competition and similar big brands means customers have high
brand switching.


Opportunities(O):


To keep up with the competition, Adidas generates close to 60 new foot-
friendly designs each year.


The company can venture into making more stylish designs and cuts


Tie up with emerging sports teams/clubs/players internationally


Brand building by setting up sports academies


Threats(T):


Other brands offer more styles and varieties, thus more competition


Threat from other competitive brand who produce sports equipment and
accessories at a lesser cost


Pirated/fake imitations affect brand image