Introduction.

History Of Adidas

http://www.adidas.com.my/

Adidas, a German multinational corporation that design and manufactures sports clothing and accessories.

In the Adidas Group, it consists of the reeboks portswear company, TaylorMade-Adidas company, golf company (including Ashworth), and Rockport.

Adidas is the largest sport-wear manufacturer in Germany and Europe and the second biggest sportswear manufacturer in the world.

 Besides sports footwear, Adidas also produces other products such as bags, shirts, watches, eyewear, and other sports- and clothing-related goods. 
                                                                           

     


Adidas was founded in 1948 by Adolf Dassler, following the split of Gebrüder Dassler Schuhfabrik between him and his older brother Rudolf.

                                                                                               Adolf Dassler

In 1995, Adidas goes PUBLIC.

Causes Flotation of the company on the Frankfurt and Paris Stock Exchange.

In 1996, it is a splendid year for Adidas.
The "three-stripes company" equips 6,000 Olympic athletes from 33 countries. adidas athletes win 220 medals, including 70 gold. Apparel sales increase 50%.

In 2000, Adidas has a new management.

The new management initiates major sports events such as European Soccer Championship EURO 2000™ and the Olympic Summer Games, where swimmer Ian Thorpe takes three gold medals, contribute to the company’s success.

In 2006, Adidas acquires Reebok.
It marks a new chapter in the history of the adidas Group.

The company revenue for 2010 was listed at €11.99 Billion.

Revenue	€14.488 billion (2012)[2]
Operating income	€1.011 billion (2012)[2]
Profit	€1185 million (2012)[2]
Total assets	€11.65 billion (2012)[2]
Total equity	€5.304 billion (2012)[2]
Employees	46,306 (2012)[2]
Website	www.adidas-group.com

In 2013 ... 

Adidas changes running forever ...

Revolutionary energy return, superior cushioning, optimal fit and temperature independence: adidas introduces the Energy Boost, a cushioning technology that provides the highest energy return in the running industry. And just like that, running will never be the same.

Reason

The reason I choose Adidas for my Assignment's Company is because Adidas is one of the industry leader of the sports world. Nowadays people are very into sports for healthy lifestyle change. Many would choose to purchase good quality equipments from well known brands. Although Adidas serves the more exclusive market, it the choice of the majority of people who enjoy sports. However, Adidas is the choice for this Assignment because they're playing a very big role in the sporting industry internationally.

Market Competition

Adidas indicates in the oligopoly competition. Oligopoly defines as A situation in which a particular market is controlled by a small group of firms.In an oligopoly competition, it is almost similar to the monopoly, which only one company exerts control over most of a market. In an oligopoly, there are at least two firms controlling the market. Adidas has larger market share of the sport shoes industry, it faces lots of competition from Nike, Admiral and Ambros. The sport shoes industry mainly consist the participation of the two largest company, Nike and Adidas. The main usage of both company are running, jogging but not extreme sports.

Issue that you're addressing

The main goal of this survey is has Adidas establish itself not just at the market leader in sport shoes but also a reliable brand.

(i) Is Adidas positioning itself well enough to its target market?

 (ii) Has Adidas been able to keep up well with its competition in terms of added value?

(iii) Is Adidas being sold at a premium price that it does not fully capture its target markets budget or spending?

(iv) What ther brands are in the same level with Adidas that is the choice of other consumers purchase

              Explanation.   

- Adidas is a well known sport shoes brands that is commonly found internationally. But is Adidas maintaining the same level of quality that it gives to its consumers, or has it improved now  better than before? A survey was conducted to college students whether they bought a pair of Adidas sport shoes before. This is to determine whether after a establishing such a good company in these many years (put the number of years here), are there people whom have not bought a pair before. Also, to determine is the initiative to buy the shoes present if they have not previously.
- With a growing number of sales and a company that large and dominant in the industry, has Adidas been able to survive the  modern market for competition in the sport shoes industry? Survey was conducted to determine whether Adidas is able to provide its consumers what it needs in the 21^st century.
-With the law of demand, (definition) the lower the price the higher the demand. This is explained as the lower the price per pair of shoes, the more people will want to buy it. Survey was conducted to determine how much lower should the sport shoes go to fully satisfy the customers price in their minds.
-With the level of competition these days, what other companies are able to provide as good as or better than Adidas?

Goals

-To find results that Adidas is the top brand of choice for the majority of their target markets, the college students.
- Adidas is considered super competitive, with purchase of reebok and owning a big market share in the sport shoes industry, is able to be the top choice for its target markets.
- Adidas is sold at a premium price that while many consumers want it lower, they are still willing to pay to buy a pair. Even with small discounts from sale price, consumers willingness to pay is there.
- Nike Converse and Puma are good substitutes for Adidas and therefore fierce

 Limitiation

- Lack of willing respondents because mostly rejected due to privacy. (add more)

- Lack of information because questions asked are broad with simple answers but respondents cannot fully give their answers out. This is mainly due to very specific dislikes of respondents that is only found out after the survey.

- Influence from peers and friends affect the results of survey because they do not want to offend their friends when doing the survey. Their friends may be using other brands than Nike, so they will not give accurate answers as they do not clearly state their opinion.

- Nobody could accurately speak out their opinions because Adidas has created so many shoes in terms of design, specific type of sports involved, price ranges and sole shape. This part of the survey is only given a general answer because most respondents use different shoes in their purchase. With varieties involved, it is hard to determine whether they are talking about this one specific pair of shoes or another pair from the older releases.