The paper "Adidas Generic Strategy" is a wonderful example of a case study on management. Adidas Company was established in 1924 and is the world’ s second-largest company in the world in the manufacture of sportswear. The company has transcended all odds to expand its operations in almost all parts of the world. Most of the mature markets for its products are in Asia and the North American region. Technology has greatly helped the company in achieving its main objective of being the best company in customer satisfaction through enhancing rapid response to customer’ s claims.
The company operates both in the economic as well as the political arena. Both of these environments have effects on the companies operations which either interfere or promote the development of the company operations. The company has different brands for its products which are tailored to meet the diverse requirements of its customers, for example, there are products which are manufactured for various games such as football, netball, volleyball, cricket, hockey, tennis, running and they all suit the games they are used to play. IntroductionAdidas is the largest manufacturer of sportswear in Germany.
It is also the second-largest company in the world among the sportswear companies. It was established in 1924 by Adolf Dassler who was later joined by his brother Rudolf Dassler which was transformed into Dassler Brothers Shoe Factory and it performed well in its initial years of operations because 200,000 were sold every year before the world war two erupted. The company split in 1948 because of the misunderstanding that came between the two brothers and each one of them formed his company with similar operations.
Rudolf formed the Puma Company and Adolf remained with the original Adidas. The company formalized its registration under the name Adidas AG in 1949. The company witnessed a period of trouble that followed the demise of Horst Dassler who was Adolf Dassler’ s son. As a result, the company was bought in 1989 by Bernard Tapie who was a French industrialist. He bought the company for 1.6 billion francs which are estimated to be currently 243.918 million francs. Tapie managed this because he was famous in rescuing bankrupt companies and his reputation was well known by all the financial institutions that funded him to purchase Adidas.
Garry, A.(2001). Adidas and transnational corporations, (Colorado: Giulianotti press).
Paul, D. (2002).Political environment surrounding Adidas, (Rutledge, Rutledge publishers.)
Clara, I. (2005).Adidas and Nike comparison, (Curitiba: Ashgate publishers).
Naeim, H. (2006).Adidas sports shoes and core competitors, (Arado: Abougomaah publishers).
Laura, P. (2003). Corporate environment of Adidas, (Wokutch: Greenwood publishers)
Graham, J. (2004). Marketing strategy and positioning, (London: Oxford University press.)
Janet, B. (2007). Sports management techniques, (London: Prentice hall.)
Jay, J. (2000). Increasing competitive environment in the Adidas company, (London: Oxford Press)
Lamont, C. (1996). Implications of economic and political environment on Adidas operations, (Island: Island publishers.)
Robert, D. (2000). Dynamic management environment of Adidas company, (Heinaman: Heinemann publishers.)
Warren, J. (2001). Global marketing management, (London: Prentice hall.)