Adidas Case Study

Adidas’ corporate strategy has been focused on becoming the leading global sporting goods company surpassing Nike. They have done this through a unique portfolio of products that span from apparel and footwear for professional athletes to first-class fashion. The same strategy has always been the company’s goal. The actual strategy spurred them to acquire Salomon SA in hopes of achieving the number one spot. During those days the Adidas Corporation was the number three sports company in the world. Adidas has always strived to become the top sports company in the world and has sought to make moves throughout their existence to take the number one spot.

Adidas is still striving to become the top company but have focused on strengthening their product line making sure it has been differentiated and stands out above the competition. They also focus on product design and new innovation. They have decided that more is not better and have divested the winter sports brand along with the bicycle brand. They are still involved in acquisitions as they purchased Reebok International, Ltd thinking that would put them in the driver’s seat in the world of sports companies. Before it was restructured, Adidas tried to expand into more areas than it could handle. In terms of focus on product specialization, its major rival Nike fared better. After restructuring, Adidas narrowed-down its marketing segments and resolved to focus on its core competencies while continuing to cater to multiple consumer needs through its unique brand portfolio.

They have positioned themselves well with the core brands that the company now manages (Adidas, Reebok, and Taylor Made-Adidas Golf,). They have solidified themselves within several different markets where they are strong competitors. They have even opened up retail chains to sell their products in the US, Russia, China, and Europe to connect better with their customers offering a personalized experience with their products. Even though...