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Adidas, Athletic And Non-Fashion Apparel

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1.0 Introduction
Globalisation has given vast opportunities to the companies to operate globally. But, globalisation has its negative side too especially for the companies. Globalisation has brought more intense competition among the rival companies (Strucke 2013). Globalisation has given more options to the customers to select from various companies regarding a particular product. Sneaker market is a highly beneficial and highly competitive market as well (Powell 2015). As because of globalisation all the multinational sneakers companies operate almost every countries of the world, so the sneaker companies need to deal with various cultures of different countries. Most of the time all the sneakers companies give too much importance on product …show more content…
Mr Herbert Hainer is the Current CEO of (Adidas Official Website, 2016). Adidas group which is the world's biggest sports apparel company, additionally the world's second biggest sports gears producing organization (Bloomberg 2015 and Fortune 2015). Adidas has four key auxiliaries which are Adidas, Adidas-TaylorMade, Reebok and Ashworth (Adidas Official Website, 2016). Adidas item range is exceptionally differing. Adidas produces Athletic and Non athletic Footwear, Sports Apparel and Fashion Apparel, Sports Equipment for different games and various accessories for example, fragrances, watches, sunglasses and so on. (Adidas Official Website, 2016).Nike, Puma, Under Armour, Sketchers and Asics these are the major competitors of Adidas (Business Insider 2015 and Fortune 2015).
1.2 Overview of the Key concerns – GAP Analysis
Gap Analysis contrasts the present circumstance and the future express that an organization needs to accomplish once the venture is finished. An organization can distinguish what it needs to do to overcome any issues and make the venture a win by directing a Gap Analysis (Mind Tools 2016).
Adidas sneakers sales has declined all over the world consistently since 2011 (Leach 2015). Adidas endured a 30% global sales decline in sneakers segment in 2014 (Market Watch, 2015). In the US Market Adidas Sneaker sales have fallen subsequent to 2012. (The Wall Street Journal 2015) "The U.S. is 40% of the world's tennis shoe business sector and 100% of the world's shoe society. To win the world, you have to win the U.S." (Powell, M

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