Research Question

To what extent does Adidas motivation theory increase its revenue

Introduction

Adidas AG is a German multinational corporation, founded and headquartered in

Herzogenaurach, Germany, that designs and manufactures shoes, clothing and

accessories. It is the largest sportswear manufacturer in Europe, and the second

largest in the world, after Nike. It is the holding company for the Adidas Group, which

consists of the Reebok sportswear company, 8.33% of the German football club

Bayern München, and Runtastic, an Austrian fitness technology company. Adidas'

revenue for 2018 was listed at €21.915 billion.

Adidas sells a range of clothing items, varying from men's and women's t-shirts,

jackets, hoodies, pants and leggings. One of the main focuses of Adidas has always

been football kits, and the associated equipment. Adidas remains a major company

in the global supply of team kits for international association football teams and

clubs. The company has been an innovator in the area of footwear for the sport, with

notable examples including the 1979 release of the Copa Mundial moulded boot

used for matches on firm dry pitches. Adidas has also provided baseball equipment

and sponsors numerous players of Major League Baseball and Nippon Professional

Baseball in Japan. Adidas began manufacturing cricket footwear in the mid 1970s,

with their initial target market being Australia

By analyzing the effectiveness of Adidas’ motivation strategy and financial data, the

research question “To what extent does Adidas motivation theory increases its

revenue” can be asnwered.

Methodology

Data and information were gathered through secondary research which were

conducted through online sources and also Business Management textbook. Most of

the information about Adidas were obtained from Adidas website itself and other

website such as Wikipedia. For the information from Adidas website could be biased

as Adidas would not expose any negative topic about the company. To solve this

problem, I also refer to other online sources such as pressure group to know about

information that were not revealed by Adidas. For the tools, theories, business

concept and techniques used in this research will be gained from Cambridge

Business Management textbook. Numerical data like financial statement will be

analyzed from years 2016 until 2020 to further discuss the implementation of

motivation strategy on the finance of the company.

Introduction of Adidas motivation strategies

“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” is Adidas’ mission statement that it try to achieve. In order to be the global

leader in sporting goods industry, Adidas start with improving its workforce

productivity by adopting many motivational strategies.