Reebok 2014 Annual Report Download - page 50

1
adidas Group
/
2014 Annual Report
Group Management Report – Our Group
46
2014
Group Strategy
/
02.1
/
Group Strategy
The adidas Group strives to inspire and enable people to harness the power of sport in their
lives. Inspired by our heritage, we know that a profound understanding of the consumer
and their journey in sport is essential to achieving this goal. To anticipate and respond
to their needs, we continuously strive to create a culture of innovation and creativity. By
harnessing this culture together with our insights and knowledge of sport, we push the
boundaries of products, services and processes to drive a long-term strategic advantage.
This, in turn, will drive value creation for our company and our shareholders.
Diverse brand portfolio
We are a sports company. Our brands are driven to create and innovate through a common passion
for sport and a sporting lifestyle. To maximise our consumer reach, we have embraced a multi-brand
strategy. Consumers want choice. Whether it is the athlete looking for the best possible equipment,
or the lifestyle consumer searching for the next fashion trend, we are inspired to develop and create
products, experiences and services that engage consumers in long-lasting relationships with our
brands. This approach allows us to tackle opportunities from several perspectives, as both a mass
and a niche player, providing distinct and relevant products to a wide spectrum of consumers. In
this way, each brand is able to keep a unique identity and focus on its core competencies, while
simultaneously providing our Group with a broad product offering, increasing our leverage in the
marketplace.
Investments focused on highest-potential markets and channels
As a Group, we target strong market positions in all markets in which we compete. However,
we have prioritised our investments based on those markets which offer the best medium- to
long-term growth and profitability opportunities. In this respect, we place considerable emphasis
on expanding our activities in the emerging markets as well as building our market share in the USA
and Western Europe.
No matter in which market we operate, we recognise that consumer buying behaviour and the retail
landscape are unique. Therefore, to fully exploit market opportunities, we tailor our distribution
strategy to present our brands to the consumer in the most impactful and seamless way. This is
achieved by following a coordinated distribution through our omni-channel approach.
see Global Brands Strategy, p. 53
see Global Sales Strategy, p. 49
01
/
adidas Group strategic pillars
Brand Portfolio
Build and manage a
diverse brand portfolio
with distinctive
brands covering
consumers from sport
performance to sport
lifestyle.
Innovation
Maintain a culture of
continuous innovation
through improvements
of products, services
and processes.
Markets/Channels
Focus investment on
the highest-potential
markets and our
distinct channel
approach.
One Team
Develop a team that
is grounded in our
rich heritage, that
is committed to the
positive values found in
sport – performance,
passion, integrity and
diversity – and that
values sustainability.
Supply Chain
Become closest to
every consumer by
building and managing
a supply chain that
quickly responds to
changing market needs
and supports multiple
distinct business
models.
Sustainable
Company
We strive to be a
sustainable company
that recognises its
responsibilities towards
the environment, our
employees and the
people who make our
products.