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Adidas is one of the leading manufacturers of sports accessories such as clothing, footwear and other apparels. The paper is going to focus on a specific Adidas product that is the soccer cleats. Adidas started out by making soccer cleats and running shoes to help give athletes something more advanced and different to what they are used to. Adidas has been successfully evolving its product line of cleats to suit athlete’s needs such as comfort, speed, light weight, leather and many other features. This report is going to talk about the supply chain of Adidas and the strategies the company uses to compete in the industry.
The company has been successfully marketing its products in different sports. The core products of the company are its clothing. Adidas’ clothing segment range from jerseys, polo shirts, t-shirts and pants. The company has over thousands of clubs and athletes that they sell their products to and its core business is in the soccer market. The main objective of Adidas is to be the global leader in sporting goods industry. Adidas has a strategy to achieve this option by identifying the needs and wants of the consumers. This allows the company to create different products and multi-brands strategy as well as a flexible supply chain to help in delivering its products to consumers. Adidas’ strategy is to focus on providing quality products through innovation. Innovation has been a big part of the company and their products have been tailored to meet consumer needs.
The characteristics of Adidas products range between high-end to consumable. They are high quality and the prices are expensive relative to the product. Their products are designed for professional or people who want to take their game to the next level. The end users of Adidas products expect quality products at a medium to high price range. Adidas’ end users also expect performance, good service and a good investment. The market for soccer cleats is very competitive. Adidas has the largest market share for soccer cleats in Europe, but it has the second largest market share in the world. The main competitors for Adidas is Nike, Puma and Under Armor. Nike is the global leader followed by Adidas, Puma and Under Armor. There is a potential future growth for Adidas by expanding its business to other markets such as Africa and Asia. Adidas’ products are slightly affordable compared to Nike so there is a potential market out there for the company.
Adidas focuses on six different strategies to compete in their industry. They are diverse brand portfolio, investing in the highest potential market and channels, creating a flexible supply chain, innovation, sustainability and focusing on company heritage. These six pillars of strategies is what helps Adidas to thrive in its industry. The current strategies that Adidas has are effective in helping the company to achieve its objectives, but the ones that stands out most from the six strategies are innovation and creating a flexible supply chain. The sporting goods industry has the objective to meet consumer needs. Consumers wants products with the latest technology that will help them be productive and efficient. Adidas’ innovation helps meet the needs of the consumer by producing new products that fits the needs of a modern day consumer and makes sure that the products are able to get to the consumer regardless of where they are through the establishment of a flexible supply chain. The supply chain helps Adidas to distribute its products and services globally to meet consumer needs.
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