To achieve this, the plan is focused on three strategic choices: With Creating the New, brands are closer to consumers than ever before. These brands connect with consumers therefore, their success defines the success of the business. This allowed the company to reduce complexity and focus on the adidas and Reebok brands. As the brown shoe category was not core to this strategy, 2015 saw the divestiture of the Rockport brand. Everything the company does is rooted in sports. The strategy translates that competence in sports into streetwear and fashion because sport is an attitude and a lifestyle. The company is working every day to inspire and enable people to harness the power of sport in their lives. 'Creating the New' is the strategy and attitude that leads adidas into the future. In March 2015, the next five-year strategic business plan for the company is presented.
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