Reebok 2014 Annual Report Download - page 53

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adidas Group
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2014 Annual Report
Group Management Report – Our Group
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2014
Global Sales Strategy
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02.2
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Global Sales Strategy
Global Sales drives the commercial performance of the adidas Group by building brand
desire and by consistently meeting consumer needs across all touch points. Global Sales
is responsible for all commercial activities of the adidas and Reebok brands. In 2014,
we reviewed our sales strategy to enable and propel a heightened consumer-centric
omni-channel mindset. As the consumer environment becomes even more dynamic with
trends quickly changing, we are also increasing our focus on anticipating these changes
and responding with speed.
Market set-up consolidated
All of our markets across the globe are managed by the Global Sales function and supported by a
centralised Sales Strategy & Excellence team which was created in 2014. Our market organisations
are responsible for driving sustainable and profitable market share growth while increasing brand
desirability. They are in charge of all our distribution channels – Wholesale including Franchise,
Own Retail and eCommerce – within their geography. We tailor the way we serve our consumers
according to the local needs. Our channel mix therefore varies across markets.
In order to reduce organisational complexity and increase consistency in execution, in 2014, we
further consolidated our market structure by creating nine global markets. In the course of 2014,
we for example successfully integrated all Western European markets. As a result, we have a fully
consistent approach to our European key account partners as well as to our direct-to-consumer
channels which are now operated by a single organisation.
We see significant growth opportunities for our brands across the globe. Western Europe, North
America, Greater China and Russia/CIS are our key markets. We have initiated a major revamp of
our business in North America. We are directing substantial resources into this key geography with
the objective to increase desire for our brands and products, strengthen their relevance amongst
US consumers and improve execution at the point of sale, thus achieving significant market share
gains. In Greater China, we are further optimising the way we serve local consumers with the goal
to become market leader. Given the economic and political uncertainty in Russia/CIS, we continue to
closely monitor the developments in this region. We have adjusted our investment plans to account
for current market risks. While we firmly believe in the long-term potential of the market, the
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adidas Performance execution in Karstadt Sports
Hamburg, Germany