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Adidas bsc  Slide 1 Adidas bsc  Slide 2 Adidas bsc  Slide 3 Adidas bsc  Slide 4 Adidas bsc  Slide 5 Adidas bsc  Slide 6 Adidas bsc  Slide 7 Adidas bsc  Slide 8 Adidas bsc  Slide 9 Adidas bsc  Slide 10 Adidas bsc  Slide 11 Adidas bsc  Slide 12 Adidas bsc  Slide 13 Adidas bsc  Slide 14 Adidas bsc  Slide 15 Adidas bsc  Slide 16 Adidas bsc  Slide 17 Adidas bsc  Slide 18 Adidas bsc  Slide 19 Adidas bsc  Slide 20 Adidas bsc  Slide 21 Adidas bsc  Slide 22 Adidas bsc  Slide 23
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Adidas bsc

  1. 1. • • • • Nabduan Omar Raveepitchaya Chulaluck D. N. R. C. ID:5520212002 ID:5520212005 ID:5520212007 ID:5520212008 1
  2. 2. • Adidas is the largest sportswear manufacturer in Germany and Europe and the second biggest sportswear manufacturer in the world. • A German multinational corporation that designs and manufactures sports clothing and accessories. • Founded: August 18, 1949 • Headquarters: Bavaria, Germany 2
  3. 3. FOUNDER • Adolf "Adi" Dassler • His brother Rudolf returned to Herzogenaurach to join his younger brother's business 3
  4. 4. MISSION • The adidas Group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. We are committed to continuously strengthening our brands and products to improve our competitive position. VISION • The company is innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to market. • The company are consumer focused and therefore we continuously improve the quality, look, feel, and image of our products and our organizational structures to match and exceed consumer expectations and to provide them with the highest value. • The company are a global organization that is socially and environmentally responsible, that embraces creativity and diversity, and is financially rewarding for our employees and shareholders. • The company are dedicated to consistently delivering outstanding financial results. 4
  5. 5. CORE VALUE • • • • Performance Sport is the foundation for all we do and executional excellence. Passion Passion is at the heart of our company and continuously moving forward, innovating, and improving. Integrity The company are honest, open, ethical, and fair. People trust us to adhere to our word. Diversity The company takes people with different ideas, strengths, interests, and cultural backgrounds to make our company succeed. We encourage healthy debate and differences of opinion. BRAND VALUE • • • • • • Authentic Passionate Innovation Inspirational Committed Honest BRAND ATTITUDE Impossible is Nothing KEY MARKETS • North America • Russia • Greater China KEY STRATEGIC PILLARS • • • Gaining sales and market share with key growth categories such as Running and Basketball within Adidas Sport Performance. Expanding Adidas Sport Style in the fastfashion business. Maintaining adidas Originals’ strong momentum to serve the needs of the fashion-driven lifestyle consumer. 5
  6. 6. STRENGTH • Financial strength • Effective marketing strategy, distribution mix, diverse brand portfolio and Supply Chain Management and Innovations • Brand Value • The company has worldwide presence and is internationally recognized. WEAKNESS • High dependency of raw material prices • Low margin • Poor share price in U.S. Market • Customers have high brand switching OPPORTUNITIES • Investments focused on highest potential markets and channels • Technological innovations • Tie-up with emerging sports teams/clubs/players internationally • Brand building by setting up sports academies THREATHS • Price fluctuation in raw materials • Unstable currencies exchange • Other brands offer more styles and varieties • Pirated/fake imitations affect brand image 6
  7. 7. Market Segmentation GEOGRAPHIC SEGMENTATION: Divided the market into different units of location • Neighborhood, • States, cities • Regions, countries • Adidas Bold 2009 have operated in urban and semi-urban cities of India. BEHAVIORAL SEGMENTATION: Divided the consumers according to their attitude, knowledge, response and use of the product. Below are the behavioral segmentation for adidas: • Benefits • Gym regular users • Sports lovers • Athletes • Image seekers • Brand freaks PSYCHOGRAPHIC SEGMENTATION: Divided different personalities of each consumers and only key is to be different. • Achievers • Well-experienced • Hard workers • Goal achievers DEMOGRAPHIC SEGMENTATION: Divided into different segments based on the variables of family size, family life cycle, income, gender, age and etc. As follows: • • • • Age 15-36 Income level: $15,000 Social Class: Upper middle, upper class and lower upper. Gender: Both male and female 7
  8. 8. Target Markets • Sports personalities involved in various sporting activities such as soccer, rugby, athletics and basketball. • Young people • Male and Female • Ages between of 10 to 30 8
  9. 9. Product Positioning adidas • The brand strive to be the globally leading and most popular sporting goods brand • Focus is on innovation and technology adidas Originals • The first brand leveraging its sports assets in the lifestyle area • Regarded as a legitimate sports lifestyle brand. adidas Sport Style • "Future of Sportswear" • Includes the labels Y-3 • Porsche Design Sport adidas NEO, From the track to the catwalk, it helps you to "Style your Life" 9
  10. 10. 4Ps Products  Providing high quality products aimed at providing the best value to the costumer.  The products portfolio is continuously enhanced through creations and innovations throughout the companies various categories. This is pursued in order to cater to the various needs and wants of consumers worldwide.  Well-known brands for sports apparels, equipment and accessories, the Adidas group has a diverse brand portfolio consists of: Adidas , Reebok , TaylorMade Adidas Golf , Rockport, CCMHockey 10
  11. 11. 4Ps Price  Using adapted pricing strategies, depending on which market they are operating in, so as to achieve its goals.  Penetrating attack markets with lower prices or using market skimming tactics, for instance.  In intense competition in the global market, the company is involved in regular evaluation of its price to ensure that the products stay competitive at the point of sale. 11
  12. 12. 4Ps Place  Distribute its products to the consumer with a strong focus on controlled space, including: Own-retail business, ecommerce, Shop-in-Shop, Joint ventures with retail partners, mono-branded franchise stores, co-branded stores with sports organizations and other brands. Hence, a high level of brand control is provided.  In addition, an “integrated distribution roadmap” has been set up to ensure further growth and to increase brand presence in under-penetrated, affluent cities, without cannibalizing their own brands and distribution mix. 12
  13. 13. 4Ps Promotion  Different promotional tools are used in order to reduce the number of lost customers and to increase sales.  The group has set up an unparalleled portfolio of promotion partnerships with international recognized sports associations (e.g. UEFA, FIFA, NBA, NFL, and NHL).  Commercials, ads, apps for smartphones, product placement, sponsorships for athletes and sport events (e.g. Berlin Marathon 2011) 13
  14. 14. Strategies         Creating shareholder value Investments focused on highest-potential markets and channels Creating a flexible supply chain Leading through innovation Develop a team grounded in company heritage Becoming a sustainable company Brand’s Broad and Unique Product Portfolio Brand Extension Strategies Adidas Core Competencies – – – – – Technology Customer focus Brand recognition Supply chain Collaboratively competitive 14
  15. 15. Why Adidas is number two ? • Nike has an overall better selection of gym shoes, and basketball shoes compare to than Adidas. • Nike have wider variation of types of shoes which ranges anywhere from boots, to basketball shoes. • Nike also are endorsed by higher profile athletes than Adidas does. • Nike has players like Kobe, and Cristiano Ronaldo while Addidas has Kevin Garnett, who is passed his prime. • Nike's shoes are also more stylish, and well known. • Nike have higher modification function for customers on design and technology 15
  16. 16. How to improve to rank no.1 in this market? • Adidas should improve its product lines substantially as variation in products could lead to better and improved sales which form a major objective of any business organization. • Adidas should concern more on innovation along with strategic partnership, Now, Adidas signed a contract with Samsung to produce a shoe + phone promotional campaign. In this strategic partnership, both the companies developed a phone to be used with shoes during training • Improve brand association of professionals with Adidas is that it has a culture of technology and has a history of achieving a strong position in the minds of target customers. • Adidas should work towards improving market share and being at par with Nike which is currently the world leader in Athletic footwear. Adidas should focus on roping in more celebrities to promote their products 16
  17. 17. Strategies Map 17
  18. 18. Balance Scorecard Perspectives Objectives Targets Measurements 2012 2013 12% Measures profitability a company is for the owner of the investment, profitably a company employs its equity. New customers % increase new customers through registration 10% 15% 20% Promotions/ Advertisment/ Marketing/ New products 200M Marketing, R&D Customer retention % repeated sales through database % repeated sales through database and surverys % increase sales: both new customers and old customers 72% 75% 78% Promotions/ Advertisment/New products, good quality,reasonable price 100M R&D, Marketing, Sales Department 95% 95% 95% Value customer project/ Surveys 25-50M HR, Sales Department 60% 40% 60% Advertisment/ Marketing, more outlets/ New products 200M R&D, marketing 11.30% -7.00% -10% Cycle process system/ Supply chain and inventory management 7,118M Production manager, plant manager 20%-40% From using ABC costing,ABM,EmployeeLeadershipProgram,BetterSupplyChainProcess,Outsourcing - Accounting, Finance, Management 4 3 2 1 2,600M-5,200M Accounting, Finance, Management Financial Perspective Sustainable company Revenue growth Customers Perspective 12% 20%-40% Champion Increase Share Value Financial Perspective 12% Budget (€) Return on Equity(NI/Equity) Net income attributable to shareholders as a percentage of net sales Earning per share increased Operating Margin Operating Expenses Net borrowing/EBITDA Revenue increased Gross Margin Share Price increased above standard Creating long-term value 20%-40% Programs 2014 10%-15% 12%-16% 14%-18% Indicator of the profitability of the company 8% 9% 10% From using ABC costing,ABM,EmployeeLeadershipProgram,BetterSupplyChainProcess,Outsourcing 40% 40% 40% From using ABC costing,ABM,EmployeeLeadershipProgram below 2 below 2 below 2 Strong balance sheet increased flexibility to the best interest of sharesholders 11% 11% 12% From using ABC costing,ABM,BetterSupplyChainProcess,Sales,Marketing,OnlineRetailer 47.50% 48.0%-48.5% 49.00% From using ABC costing,ABM,EmployeeLeadershipProgram,BetterSupplyChainProcess,Outsourcing 10% 12% 15% Better performance of the company Customer Perspective Customer satisfaction Increase demand Reduce product and supply chain cost % change in cost of sales 2,500M 1,500M 2,000M - Accounting, Finance, Management Accounting, Production, Management Accounting, Management Accounting, Finance, Management Accounting, Management,Sales,CustomerService,R&D Accounting, Management,Production,Purchasing Accounting, Finance, Management Internal Process Perspective Internal Process Reduce standard lead times for footwear and apparel Perspective Standard lead times 60 days < 60 days Manufacturing flow mangement process/ Customer service management/ Warehousing management/ Physical < 60 days distribution/Increase proximity to sourcing countries 2,000M Production manager, logistics, customer service, regional manager Production creation system/Quality control management 130M Research & Develop manager/ Quality control manager Leadership excellence programme / Best-in-class tools 2,300 Senior management Product development, creation & innovation 1. Increased number of new ideas 2. Improved quality of ideas % increase in R&D expenses No. of successful product launch 12% 17 13% 19 14% 21 Create leadership excellence % global engagement survey 80% 83% 86% Enabling employee to reach their personal best Annual training hours by employee (in hours) 18 19 20 Targeted development programmes 1,200 All management levels Employee satisfaction Turn over rate 1% 1% 0% Rewards programme / Global Salary Management System / Bonus programme, Profit participation programme, Long-term incentive programmes, Champion Bonus 1,900 HR Department Creating an attractive work environment Average length of service (in years) 5 6 7 Work-life Integration Programme 700 HR Department 2 42,541 N/A 3 46,824 850 700 N/A HR Department HR Department HR Department Learning and Growth Perspective Learn & Growth Perspective Continuing to be the employer of choice Retaining of Top talent employees Number or new system support Online communication platforms to drive employee engagement and learning Number of employees Recruitment activities / Employee referral Programme 6 Learning Management System / Ask the Management / e-Learning 46,306 Recriutment process Reorganization of culture % product defection 25% 20% 15% Internal Training Programmes / Employee engagement surveys 2,300 Production and HR Department Increase the propotion of women in management % Management position 28% 32% 35% Mixed leadership team / Work-life integration /Gender balance 2,300 HR Department 18
  19. 19. Balance Scorecard Learning and Growth Perspective 19
  20. 20. Balance Scorecard Internal Process Perspective
  21. 21. Balance Scorecard Customer Perspective 21
  22. 22. Balance Scorecard Financial Perspective
  23. 23. 23
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