Professional Documents
Culture Documents
Type Traded as nd!stry F"!nded Aktiengesellschaft FWB: ADS, OTCQX: ADDYY Apparel, access"ries #$%& as 'e(r)der Dassler Sch!hfa(rik *registered in #$&$+ F"!nder*s+ ,ead-!arters Ad"lf Dassler ,er."gena!rach, 'er/any 0"rtland, Oreg"n, 1SA Area ser2ed 4ey pe"ple W"rld3ide g"r 5anda! *Chair/an+ ,er(ert ,ainer *C6O+ 0r"d!cts 7e2en!e Operating inc"/e 0r"fit T"tal assets T"tal e-!ity 6/pl"yees We(site F""t3ear, sp"rts3ear, sp"rts e-!ip/ent, t"iletries 8##9$$ (illi"n *%:#:+ 8;$& /illi"n *%:#:+ 8<=> /illi"n *%:#:+ 8#:9=% (illi"n *end %:#:+ 8&9=#= (illi"n *end %:#:+ &%,<&: *end %:#:+ 3339adidas?gr"!p9c"/
Adidas is a 'er/an sp"rts cl"thing /an!fact!rer and parent c"/pany "f the Adidas 'r"!p, 3hich c"nsists "f the 7ee("k sp"rts3ear c"/pany, Tayl"r@ade?Adidas g"lf c"/pany *incl!ding Ash3"rth+, and 7"ckp"rt9 Besides sp"rts f""t3ear, Adidas als" pr"d!ces "ther pr"d!cts s!ch as (ags, shirts, 3atches, eye3ear, and "ther sp"rts? and cl"thing?related g""ds9 Adidas is the largest sp"rts3ear /an!fact!rer in 6!r"pe and the sec"nd (iggest sp"rts3ear /an!fact!rer in the 3"rld9
Adidas 3as f"!nded in #$&; (y Ad"lf Dassler, f"ll"3ing the split "f 'e(r)der Dassler Sch!hfa(rik (et3een hi/ and his "lder (r"ther 7!d"lf9 7!d"lf later esta(lished 0!/a, 3hich 3as the early ri2al "f Adidas9 7egistered in #$&$, Adidas is c!rrently (ased in ,er."gena!rach, 'er/any, al"ng 3ith 0!/a9 PRODUCTS Sh"es
Cl"thing
6-!ip/ent Access"ries
Strength #9 The c"/pany has a l"ng heritage and high (rand 2al!e since #$%&9 %9 The c"/pany sp"ns"rs /aA"r sp"rting e2ents incl!ding Oly/pics and /aA"r sp"rts/en and tea/s9 B9 The c"/pany has 3"rld3ide presence and is internati"nally rec"gni.ed9 &9 The c"/pany has a 2ery di2ersified pr"d!ct p"rtf"li" ranging fr"/ sp"rts sh"es, e-!ip/ents t" cl"thing and access"ries9 <9 Str"ng and inn"2ati2e /arketing since years ha2e created a str"ng (rand retenti"n in the /inds "f c!st"/ers =9 ,as a 3"rkf"rce "f "2er &<,::: e/pl"yees
Weakness #9 The pr"d!cts can s"/eti/es (e c"stly d!e t" inn"2ati2e techn"l"gy "r pr"d!cti"n /eth"d %9 Stiff c"/petiti"n and si/ilar (ig (rands /eans c!st"/ers ha2e high (rand s3itching
Opportunity #9 T" keep !p 3ith the c"/petiti"n, Adidas generates cl"se t" =: ne3 f""t? friendly designs each year9 %9The c"/pany can 2ent!re int" /aking /"re stylish designs and c!ts B9 Tie?!p 3ith e/erging sp"rts tea/sCcl!(sCplayers internati"nally &9 Brand (!ilding (y setting !p sp"rts acade/ies
Threats #9Other (rands "ffer /"re styles and 2arieties, th!s /"re c"/petiti"n
%9 Threat fr"/ "ther c"/petiti2e (rand 3h" pr"d!ce sp"rts e-!ip/ent and access"ries at a lesser c"st B9 0iratedCfake i/itati"ns affect (rand i/age
Type nd!stry F"!nded F"!nder*s+ ,ead-!arters Area ser2ed 4ey pe"ple 0r"d!cts Get inc"/e 0arent We(site
S!(sidiary Sp"rts e-!ip/ent #;$< *as D9W9 F"ster and S"ns+ in 6ngland, 1nited 4ingd"/ D9W9 F"ster E#F Cant"n, @assach!setts, 1S W"rld3ide 1li Becker *C6O+E%F Sp"rts3ear, f""t3ear H<&::/ Adidas EBF ree("k9c"/
7ee("k nternati"nal 5i/ited, a s!(sidiary "f the 'er/an c"/pany Adidas since %::< is a pr"d!cer "f athletic sh"es, apparel, and access"ries9 The na/e c"/es fr"/ the Afrikaans spelling "f rhe("k, a type "f African antel"pe "r ga.elle9 n #;$: in ,"lc"/(e Br""k, a s/all 2illage = /iles n"rth east "f B"lt"n, 1nited 4ingd"/, D"seph Willia/ F"ster 3as /aking a li2ing pr"d!cing reg!lar r!nning sh"es 3hen he ca/e !p 3ith the idea t" create a n"2elty spiked r!nning sh"e9 After his ideas pr"gressed he A"ined 3ith his s"ns, and f"!nded a sh"e c"/pany na/ed D9W9 F"ster and S"ns in #;$<9
PRODUCTS
7ee("k S!nglasses
7ee("k Watch
7ee("k Sh"es
'""d decisi"n?/aking9 F"r eJa/ple, 7ee("k let A2ia stand al"ne, and it helps the c"/pany generate /"re /arket share fr"/ the sh"e ind!stry9 C"/pany re2en!e and net inc"/e kept increasing fr"/ #$;B?#$$#9 Specialty f""t3ear f"c!s f"r the C"/panyIs n"n?7ee("k (rands and t" p!rs!e /"re aggressi2ely /arkets "!t?side 7ee("kIs pri/ary f"c!s9 $# Weakness 7ee("kIs c!rrent p"siti"n in the apparel ind!stry is n"t str"ng9 '" f"r t"" /any seg/ents, s" c"/pany canIt handle all "f the/ 3ell, and it /ay ca!se c"/pany t" l"ss its /arket in the l"ng r!n9 0"siti"n "n the pr"d!ct "n high end /ay lead t" l"ss /arket share in the l"ng?r!n *0rice elasticity+ 0!t the c"/pany "perati"n "2ersea /ay get c"/pany p"tential risks9 The c"/panyIs n"n?7ee("k (rand f""t3ear /ay (e p"tential c"/petit"r f"r itself9 %# Opportunity The /arket is (ig, and the increasing de/and is eJpected9 0r"d!ce "2ersea 3ill help c"/pany t" c!t d"3n its c"st "n la("r, and generate /"re /argins "n its pr"d!cts9 Fads are !nkn"3n9 Yet, if the fir/ can react -!ickly en"!gh t" the fads, it can generate l"ts "f pr"fit fr"/ the ne3 trends9 Ge3er Techn"l"gy de2el"p/ent "r inn"2ati"ns can help c"/pany t" get /"re pr"fit and /arket share "n its f!t!re pr"d!cts9 6Jtend its distri(!ti"n net3"rk 2ia its "3n s!(sidiaries "r indi2id!al distri(!t"rs 3ill increase 7ee("k Is f!t!re sales9 &9 Threats
The ind!stry is c"ntr"lled (y fads and the fads are nearly n"t predicta(le9 0r"d!ct /!st (e !ni-!e and c"/petiti2e distincti"n9 7ee("k facing str"ng c"/petit"rs in the cas!al /arket, and c"/petit"rIs pr"d!cts are trendy, fashi"na(le, and fleshy9 C"/petiti"n is 2ery str"ng in each "f the sp"rts and fitness f""t3ear /arket seg/ents, 3ith ne3 entrants and esta(lished c"/panies pr"2iding challenges in e2ery categ"ry9 C"/petiti"n in each "f the /arkets f"r the C"/panyIs pr"d!cts is /anifested in a 2ariety "f 3ays, incl!ding price, -!ality, (rand i/age and a(ility t" /eet deli2ery c"//it/ents t" retailers9 7apid changes in techn"l"gy and c"ns!/er preference that can "cc!r in the f""t3ear and apparel /arkets c"nstit!te significant risk fact"rs in the C"/panyIs "perati"ns9 The C"/panyIs "ther pr"d!ct lines als" c"ntin!e t" c"nfr"nt str"ng c"/petiti"n As 3ith its internati"nal sales "perati"ns, the C"/panyIs f""t3ear and apparel pr"d!cti"n "perati"ns are s!(Aect t" the !s!al risks "f d"ing (!siness a(r"ad, s!ch as i/p"rt d!ties, -!"tas and "ther threats t" free trade, f"reign c!rrency fl!ct!ati"ns and restricti"ns, la("r !nrest and p"litical insta(ility9
&ike
Type Traded as
nd!stry F"!nded
Apparels, access"ries #$=& *as Bl!e 7i(("n Sp"rts+ #$>; *as Gike, nc9+
F"!nder*s+
,ead-!arters
0r"d!cts 7e2en!e Operating inc"/e Get inc"/e T"tal assets T"tal e-!ity 6/pl"yees We(site
Athletic f""t3ear and apparel, sp"rt e-!ip/ents and "ther athletic and recreati"nal pr"d!cts increase 1SH %:9;=% (illi"n *FY %:##+ increase 1SH %9;&& (illi"n *FY %:##+ increase 1SH %9#BB (illi"n *FY %:##+ increase 1SH #&9$$; (illi"n *FY %:##+ increase 1SH $9;&B (illi"n *FY %:##+ B;,::: *@ay %:##+E%F Gike9c"/
Gike, nc9 is a /aA"r p!(licly traded cl"thing, f""t3ear, sp"rts3ear, and e-!ip/ent s!pplier (ased in the 1nited States9 The c"/pany is head-!artered near Bea2ert"n, Oreg"n, in the 0"rtland /etr"p"litan area9 t is the 3"rldIs leading
s!pplier "f athletic sh"es and apparel and a /aA"r /an!fact!rer "f sp"rts e-!ip/ent, 3ith re2en!e in eJcess "f 1SH#;9= (illi"n in its fiscal year %::; *ending @ay B#, %::;+9 As "f %::;, it e/pl"yed /"re than B:,::: pe"ple 3"rld3ide9 The (rand al"ne is 2al!ed at H#:9> Billi"n /aking it the /"st 2al!a(le (rand a/"ng sp"rts (!sinesses9 Gike and 0recisi"n Castparts are the "nly F"rt!ne <:: c"/panies head-!artered in the state "f Oreg"n, acc"rding t" The Oreg"nian9
The c"/pany 3as f"!nded "n Dan!ary %<, #$=& as Bl!e 7i(("n Sp"rts (y Bill B"3er/an and 0hil 4night, and "fficially (eca/e Gike, nc9 "n @ay B:, #$>;9 The c"/pany takes its na/e fr"/ Gike the 'reek g"ddess "f 2ict"ry9 Gike /arkets its pr"d!cts !nder its "3n (rand, as 3ell as Gike '"lf, Gike 0r", GikeL, Air D"rdan, Gike Skate("arding, and s!(sidiaries incl!ding C"le ,aan, ,!rley nternati"nal, 1/(r" and C"n2erse9 Gike als" "3ned Ba!er ,"ckey *later rena/ed Gike Ba!er+ (et3een #$$< and %::;9 n additi"n t" /an!fact!ring sp"rts3ear and e-!ip/ent, the c"/pany "perates retail st"res !nder the Giket"3n na/e9 Gike sp"ns"rs /any high pr"file athletes and sp"rts tea/s ar"!nd the 3"rld, 3ith the highly rec"gni.ed trade/arks "f MD!st D" tM and the S3""sh l"g"9
PRODUCTS
Bags Bra Capris Caps Cas!al sh"es D!ffle (ags Flats ,and (ags Dackets Aerseys @!fflers Sandles Sh"rts Skirts Slippers S"aks Sandals T"ps Track pants Tracks!its Waist p"!ch
#9 Gike is a 3"rld3ide rec"gni.ed t" (e the n!/(er "ne sp"rts3ear (rand in the W"rld9 %9 Gike (eing a c"/petiti2e "rgani.ati"n has a healthy a2ersi"n t"3ards its c"/petit"rs i?ed!ring Atlanta Oly/pics, 7ee("k eJpensed "n sp"ns"ring the ga/esN Gike h"3e2er sp"ns"red the t"p athletes and d!e t" this step, it gained 2al!a(le eJp"s!re9 B9 Gike has n" fact"riesN rather it !ses c"ntract fact"ries t" get the 3"rk d"ne 3hich /akes it -!ite a lean "rgani.ati"n9 t has c"ntracts 3ith a("2e >:< sh"ps gl"(ally in a("!t &= different c"!ntries9 &9 Gike is -!ite str"ng regarding its research and de2el"p/entN -!ite e2ident regarding its e2"l2ing and inn"2ati2e pr"d!ct range9 <9 there are near a("!t <:: F"rt!ne c"/panies9 =9 t has e/pl"ys a("!t /"re than B: th"!sand pe"ple all "2er the 3"rld9 Weaknesses #9 Al th"!gh it has a eJpand range f"r sp"rts3ear, h"3e2er it is still hea2ily reliant !p"n its share "f the f""t3ear /arket 3hich lea2es it at a -!ite defenseless place if f"r any reas"n its /arket share c"rr"de9 %9 62ery (!siness retail sect"r is price sensiti2e that /eans trader !s!ally ha2e a pr"pensity t" "ffer a 2ery si/ilar kn"3?h"3 t" the c!st"/ers 3ith a ne3 cheaper pr"d!ct9 B9 Gike 3as f"r pretty s"/e ti/e l"ath t" re2eal any type "f inf"r/ati"n relating t" its c"lleag!e c"/panies9 &9 This c"/pany 3as als" acc"!nted t" ha2e practical child e/pl"y/ent in 0akistan and Ca/("dia t" pr"d!ce f""t(alls9 <9 Anti?gl"(ali.ati"n gr"!ps d!e t" its !nr!ly and eJpl"ited /anner that 3as -!ite a disaster f"r its rep!tati"n p"siti"ned9 Opportunities #9 A large n!/(er "f c!st"/ers p!t "n Gike pr"d!ct A!st (eca!se they de2el"p a fashi"n style rather than t" take part in any type "f sp"rt9 t is /"stly see/s in y"!ng generati"n9
%9 Gike is a trendy (rand, 3hich als" pr"2ides chances f"r Gike since its pr"d!cts 3"!ld (ec"/e "ld?fashi"ned (ef"re e2en the pr"d!ct 3ears "!t that is c"ns!/ers, 3ill sense the need t" replace the ite/ 3ith a ne3er fashi"n9 B9 Gike thr"!gh the ad2ertise/ent "f c"rp"rate (rand and sp"ns"rship agree/ents gi2e a (!nch "f eff"rt "n its (!siness /arketing9 Threats #9 There are hea2y c"/petit"rs "f Gike in the /arket that al3ays seeking the 3ay t" "2ertake it (y applying ne3 techni-!es99 %9 A sl!/p in internati"nal ec"n"/y /ay lead t" A"( scarcity in /"st "f GikeOs 3"rld3ide sh"ps9 B9 Clients 3hich are al3ays sh"pping ar"!nd f"r a (etter deal that eJpress a g""d -!ality K if "ne st"re takes higher price f"r the pr"d!cts, the (!yer 3"!ld try t" seek a (etter deal "f the sa/e pr"d!ct in any "ther place that c"n2ey the sa/e 2al!e (!t cheaper9 &9 D!e t" at/"spheric p"ll!ti"n, Gike is care3"rn t" /aintain its ec"l"gical rep!tati"n in the 3h"le 3"rld9
Pu'a
Type Traded as nd!stry F"!nded S"cietas 6!r"paea FWB: 01@ Cl"thing and c"ns!/er g""ds /an!fact!re #$%& as 'e(r)der Dassler Sch!hfa(rik *registered in #$&;+ F"!nder*s+ ,ead-!arters 7!d"lf Dassler ,er."gena!rach, 'er/any
W"rld3ide D"chen Peit. *Chair/an+ Fran. 4"ch *C6O+ 4la!s Ba!er *COO+
0r"d!cts 7e2en!e Operating inc"/e 0r"fit T"tal assets T"tal e-!ity 6/pl"yees 0arent We(site
F""t3ear, sp"rts3ear, sp"rts g""ds, fashi"n access"ries 8%9>:= (illi"n *%:#:+ 8B:=9; /illi"n *%:#:+ 8%:%9% /illi"n *%:#:+ 8%9B=> (illi"n *end %:#:+ 8#9B;= (illi"n *end %:#:+ $,B#: *a2erage, %:#:+ 007 3339p!/a9c"/
The c"/pany 3as f"r/ed in #$%& as 'e(r)der Dassler Sch!hfa(rik (y Ad"lf and 7!d"lf Dassler9 The relati"nship (et3een the t3" (r"thers deteri"rated !ntil the t3" agreed t" split in #$&;, f"r/ing t3" separate entities, Adidas and 0!/a9 B"th c"/panies are c!rrently (ased in ,er."gena!rach, 'er/any9
0!/a is kn"3n f"r its f""t(all sh"es and has sp"ns"red acclai/ed f""t(allers, incl!ding 0elQ, 6!sQ(i", D"han Cr!iAff, 6n." Francesc"li, Dieg" @arad"na, 5"thar @atthR!s, 4enny Dalglish, Didier Descha/ps, 7"(ert 0ires, 7ada/el Falca", @arc" 7e!s, and 'ianl!igi B!ff"n9 0!/a is the sp"ns"r "f the Da/aican track athlete 1sain B"lt9 n the 1nited States, the c"/pany is kn"3n f"r the s!ede (asket(all sh"e it intr"d!ced in #$=;, 3hich e2ent!ally ("re the na/e "f Ge3 Y"rk 4nicks (asket(all star Walt MClydeM Fra.ier, and f"r its end"rse/ent partnership 3ith D"e Ga/ath9
PRODUCTS
ASSI(&)E&T*"ST
S!(Aect?B!siness 6n2ir"n/ent
Sub'itted To+ 5ect9 ,9S9 Sidh! DB @CS Sub'itted y+ 4iran2ir 4a!r 7"ll n"9 <B Class? @BA #st se/
Strength
#9 0!/a is esta(lished "2er $: c"!ntries and e/pl"ys ar"!nd ;B:: e/pl"yees all "2er the 3"rld9 %9 0!/a is the /ain pr"d!cer "f enth!siast dr"2ing sh"es and racing s!its in ("th F"r/!la One and GASCA79 B9 0!/a is entered int" partnerships 3ith fa/"!s c"/panies like Ferrari and B@W9 &9 0!/a (rand is 2ery inn"2ati2e and has a 2ery rich 7esearch and De2el"p/ent tea/9 The C"/pany pr"d!ced the first scre3 (""ts f"r f""t(all and S@eJic" =;T 3ith the inn"2ati2e (r!sh s"les, 3hich 3ere the /"st c"/f"rta(le r!nning sh"es9 <9 0!/a has an eJcellent (rand na/e thr"!gh"!t the 3"rld9 =9 The (rand has eJcellent /anage/ent and /arketing strategies and has the ad2ertised the pr"d!cts 2ery 3ell and eye?catching thr"!gh"!t the 3"rld9
>9 0!/a has entered int" sp"ns"rships 3ith 2ari"!s players and tea/s in different sects "f the sp"rting ind!stry9 ;9 0!/a 3as the "fficial sp"ns"r "f the F FA f""t(all W"rld C!p
Weakness #90!/a has t"!gh c"/petiti"n and li/ited /arket share c"/pared t" Gike and Adidas %9The c"/pany has less financial strength c"/pared t" the "ther (rands in the ind!stry B9 Tie?!ps 3ith sp"rts acade/ies and sch""ls
Opportunity
#9 The c"/pany can attain /"re sp"ns"rship as /"re internati"nal e2ents in the sp"rting ind!stry are taking place9 %9The c"/pany can start entering the lifestyle secti"n "f the ind!stry
Threats
#9 The c!rrent ec"n"/ic sit!ati"n is 2ery (leak, hence eJpansi"n is /ini/al9 %9 There is eJtensi2e c"/pleti"n fr"/ eJisting players an ne3 players 3hich is gr"3ing in the ind!stry9 B9 /itati"ns "f the (rand is eJtensi2ely increasing