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On August 18, 1949, Adidas is registered as a company. Its name came from its founder Adolf Dassler (Adi from Adolf, Das from Dassler). One year later, Adi Dassler registered the Three Stripes as a trademark. After a period spanning almost 70 years, the Dassler Family withdrew from the company in 1989, and the enterprise was transformed into a corporation. In 1997, Adidas purchased the Salomon group, and the company’s name changed to Adidas-Salomon AG.
On January 31, 2006, Adidas-Salomon AG bought Reebok International Ltd. By combining two of the most respected and well-known companies in the worldwide sporting goods industry, the new group will benefit from the larger market share, a wide range of products, well brand identities and a stronger position on the sporting market.
The new Adidas Group has more than 25,000 employees worldwide. More than 80 subsidiaries guarantee marketplace presence for Adidas products around the world.
Sales and distribution of Adidas products is grouped in four regions worldwide: Europe/Emerging Markets, North America, Asia/Pacific and Latin America.
Adidas’ Challenges in Chinese Market When Adidas expand their business into Chinese Market, it is unavoidable to face some conflicts and challenges. First, Adidas have design problems because Asian people’s body type is different to Europe/America people’s body type. Therefore, Adidas need to re-design the model and do some changes in their products. Second, Adidas don’t have sharp sense to Chinese fashion idea.
Adidas have to consider whether they need to set up the design department in China in order to catch the customer’s preference and fashion idea in Chinese market.
Third, there are a lot of competitors such as Nike, Lotto, Joma, Umbro, Marathon, Puma and local sporting brand in Chinese market. Adidas have to consider how to create the competitive advantage and build the stronger position in this market. Through Adidas’ strategies, risk management system and implication, we can understand that Adidas how to overcome these challenges and obtain the stronger position in Chinese market.
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