Adidas Case Discussion
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Adidas: Will Restructuring Its Business Lineup Allow It to Catch Nike
Case Discussion Assignments
Assignment 1: Prepare a competitive strength assessment for adidas-Salomon’s four business groups prior to restructuring. Use the table below to summarize your assessment.
Feel free to add to the list of competitive measures. Assign weights to the importance of each measure (remember the sum of the weights should equal 1.0). Assign each business a strength measure using the scale below. If you lack data to assign a strength measure, use a rating of 5 or average on that measure to avoid biasing your overall strength ratings.
Scale
1 = very weak 5 = average 10 = very strong
Competitive Strength Measure
Weight
Adidas
Salomon
Mavic
Taylor Made
Relative market share
Marketing and promotion
Product innovation capabilities
Distribution capabilities
Resource match to industry KSFs
Brand name recognition/image
Totals
Assignment 2: Prepare an industry attractiveness assessment for the adidas-Salomon business lineup as of 2004. use the table below to summarize your assessment.
Feel free to add to the list of attractiveness measures. Assign weights to the importance of each measure (remember the sum of the weights should equal 1.0). Rate each industry on each of the factors using the scale below.
Scale
1 = low attraciveness 5 = medium attractiveness 10 = very high attractiveness
Attractiveness Measures
Weight
Athletic Footwear & Apparel
Winter Sports equipment
Bicycle Components
Golf Equipment
Market size and growth rate
Industry profitability
Intensity of competition
Emerging opportunities and threats
Resource requirements
Product innovation
Social, political, environmental