Adidas strategy Essay

Adidas AG is one of the world leaders in sportswear, equipment and accessories. In 2011, the company recorded a net income of $934.3 million, an increase of 18.3% oer fiscal year 2010. Adidas excellence stems from its strong focused differentiation strategy. boil down on look and development has facilitated continuous development of new products and it plans to leverage its strong brand portfolio to create profits from its innovative products and by establishing plentiful retail operations.adidas goal is to be the leading sports brand in the world. maven major lever to achieve this is the brands broad and alone(predicate) product portfolio spanning from apparel and footwear for professional athletes to premium fashion. The companys leading food market position is built on its portfolio of strong brands desire adidas, reebok, and TaylorMade. It allows adidas to address multiple consumer needs, exploit market opportunities from various angles as sound as be less affected by one -dimensional market risks. adidas commitment to product innovation by focusing on research and development differentiates the brand from competitors and provides a solid platform for future growth. 1) distributionStrong brand portfolio to establish a strong retail presence and increase profit margins by increasing retail sales as a percentage of total sales. Adidas currently operates 2,041 stores for the adidas and Reebok brands worldwide. Adidas strong brand and heighten retail presence generates brand loyalty, which enables easier customer recall and gives adidas a matched advantage. Revenue $18,580.2 million 11.3%Operating profit $1,407.7 million 13.1%170 subsidiaries in Europe, the Americas and AsiaWholesale, retail and other businesses2) Research and development$160.1 million in R&D