Chapter2: Strategic Planning

Chapter 2: Strategic Planning for Competitive Advantage

Adidas is a very competitive brand and wants to become the leading provider of sporting goods around the world. Also, they want to create as much value for their stakeholders as possible. Even though sporting goods is their main focus, Adidas wants to make shoes that can also set trends for fashionistas.

When it comes down to it, Adidas wants is customers to get the best possible product and service. But being the best you have to look out for those around you also. This is why balance for stakeholders in the Adidas Company is essential. But being a global company may cause a little friction between few stake holders. For this issue Adidas came up with a six key strategic plan to create a balance for both stake holders and customers.

Key1:  Investments Focused On Highest- Potential Markets and Channels

As a company targeting the leading the leading market, Adidas has to choose its battles to reach the top wisely. We have prioritized our investments based on those markets which offer the best medium- to long-term growth and profitability opportunities. With this in mind, Adidas continues to place a considerable emphasis on expanding their activities in the emerging markets, particularly China and Russia, as well as building market share in under-penetrated markets such as the United States.  But no matter what market they operate Adidas strives to provide our customers with superior service to secure prime shelf space for their brands, while continuing their commitment to building a strategic competency in own retail and e-commerce.

Key2: Diverse Brand Portfolio

With the various athlete and fashion lovers, Adidas wants to provide the service and products to meet everyone individually.

Key3: Creating a Flexible Supply Chain

With consumer trends rapidly changing, Adidas wants to not only serve but set them. In sports, speed and agility are key elements and with this they plan to out will its competitors. With this, Adidas tries to shorten creation and production lead times by continuously improving their infrastructure, processes and systems.

Key4: Leading Through Innovation

Adidas’s style and technology in their products is essential in becoming a leader their industry. They believe innovation is not only in the products of the company but the employees.  The culture of channeling convention and embracing change helps produce innovative improvement on a yearly basis.

Key5: Develop a Team Grounded In Our Heritage

Adidas group will always be influenced by its past aspirations, as well as its present and future.  Keeping its founders commitment to athletes, Adidas has partnered with a number of athletes such as basketball player Derrick Rose, Soccer player Lionel Messi are just the name of few. Thus creating better communications between the company and their employees in completing the company’s objective

Key6: Becoming a Sustainable Company

Adidas strives to keep internal balances between employees in office, factories, and all other members of the Adidas group. Therefore creating a suitable working environment that employees can enjoy meeting the demands of their customers.