Adidas Group is a German sports apparel manufacturer and parent company. It offers its products through three brands, including Adidas, Reebok sportswear company and TaylorMade-Adidas golf company (including Ashworth). Besides sports footwear, the company also produces other products such as bags, shirts, watches, eyewear, and other sports- and clothing-related goods. The guiding principle of the adidas Sport Performance Division is to equip all athletes to achieve their “impossible”. adidas Sport Performance brings its passion for great products to athletes in all sports and mainly focuses on four key categories globally: football, running, training and basketball.
The company is the largest sportswear manufacturer in Europe and the second-biggest sportswear manufacturer in the world, with American rival Nike being the biggest.
Adidas was founded in 1948 by Adolf "Adi" Dassler, following the split of Gebrüder Dassler Schuhfabrik between him and his older brother Rudolf. Rudolf later established Puma, which was the early rival of Adidas. Registered in 1949, Adidas is currently based in Herzogenaurach, Germany, along with Puma.
The company's clothing and shoe designs typically feature three parallel bars, and the same motif is incorporated into Adidas's current official logo. The "Three Stripes" were bought from the Finnish sport company Karhu Sports in 1951. The company revenue for 2010 was listed at €11,990 million, an increase of 15.5% over FY2009.
This study looks to undertake a situational analysis for Adidas through analysing external and internal environments with further assessment of its current strategies.
External Environment Analysis
In order to assess the external environmental forces impacting upon the adidas Group, a PEST analysis have been undertaken, with the aspects regarded as the most important being discussed here. The full external analysis can be found in appendix 1.
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