1. Impossible is nothing

2. A name that stands for powers in all types of sport around the globe.
The adidas Story
A name that stands for powers in all types of sport around the globe.
adidas is registered as a company, named after its founder: 'Adi' from Adolf and 'Das' from Dassler.
The idea was as simple as it was brilliant.
Adi Dassler’s aim was to provide
every athlete with
the best possible equipment.
It all began in 1920, when Adi Dassler
made his first shoes using the few
materials available after
the First World War.

3. The adidas product range extends from Shoes, Apparel and Accessories
Today
The adidas product range extends from
Shoes, Apparel and Accessories
For basketball, soccer, fitness and training to adventure, trail and golf.

4. Logo The shape formed by the bars represents a mountain
indicating the challenge to be faced
and
the goals to be achieved.

5. business ownership Form of
An international corporation with
shareholders, customers,
suppliers, employees and
Executive and Supervisory Board members
from all over the world.
The name of the Corporation is
adidas-Salomon AG
It is a listed Company (Listed in Deutsche Börse stock market)

6. What to Produce adidas Sport Performance
-Professional sportswear, equipment
-Functional and innovative products
~Basketball
~Football
~Golf
~Running
~Tennis
~Cycling
~Accessory (watch, sunglasses)

7. adidas Originals - Causal wear
- Perfect fusion of sport authenticity and global street style
~shoes
~apparel
~bags

8. adidas Sports Style -Fashionable, stylish ~Men ~Women ~Accessories
~Footwear

13. Factor of production Labour
adidas employs many employees. In 2006, the new adidas Group has more than 25,000 employees.
Employees belong to labour because they work for adidas to run the internal and external business .

14. Capital
adidas’s buildings, machineries, fabrics, and other raw materials are capital.
It is because they are man-made resources used to assist production.
It is private capital because it is owned privately and used for production.

15. Target customers Brand adidas Sport Style : fashion conscious customer
adidas Sport Heritage : Sports lifestyle customer
adidas Sport Performance : Performance athletes
Salomon : free ride athletes
Tailor-Made – adidas Golf : golfers

16. Demand and supply
~ As adidas is a brand with long history and good quality,
~ It developed into a sports and fashion label gradually.
~ It had a large number of supporters to buy adidas’s products.
~ Elasticity of demand is inelastic.
~ The price of its products ~TR will
~ Gain > Loss
As a result the total revenue will increase.
adidas products (apparel, footwear)

17. Demand and Supply ~As accessories are not daily necessities,
~the elasticity demand of adidas’s accessories is more elastic than the footwear and apparel
~it is elastic.
~When the price of accessories decrease , the TR increase
adidas’s product (accessories)

18. VS Competitive environment ~Non price competition Advertisement
For example :
Nike adidas VS

19. Market Structure adidas belongs to monopolistic competition
Reason :
1~ A large number of sellers and buyers
2~ The goods sold are heterogeneous
3~ Imperfect information of the market
4~ The sellers are price-searchers
5~ Non-price competition is involved

20. SWOT Strength : 1 International status is high.
2 Has large market shares
because it has many lines and branches
3 Gain benefit from economies of scale
Large scope of specialization
Making efficient use of modern machines
6 Getting bank credit and capital at a lower interest cost
7 Advertising costs are spread over a larger output
8 Market diversification

21. Weakness : Opportunity : Threat :
1 Lots of substitutes ( e.g. Puma , Nike )
2 Reduce efficiency
Due to the problems of communication and co-ordination
Opportunity :
1 Open more lines such as elderly
2 Expand the market of women and children
3 Explore more market in developing countries
Threat :
1. Many Competitors

22. Conclusion
As Hong Kong is now facing the problem of ageing, the market of the elderly will become larger.
Therefore, we suggest adidas to open more production lines for the elderly in order to increase its market size and profit.
Moreover, women are fashion-conscious, so their demand for this fashion label will increase .
Therefore, adidas should increase its market share in women’s market.
Nowadays, sports become more important for children. The parents will buy more sports hardware for their physical development, adidas should focus on children market also.
As a result, the profit of adidas will increase!!!!

23. Sources: http://www.adidas.com
The END
Thank you for your attention
The project is done by
Christy Law
Kennis Lau
Gladie Ng
Erica Tam
Sources: