Adidas Btb Company Case Study

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Adidas BTB Company
We have chosen the worldwide company Adidas. The company started as a small company in a washroom in the region of Bavaria, Germany. Adolf Dassler is the companies’ founder and he started his work in his mother’s wash kitchen in 1924. His mission was to provide athletes with what he thought was the best equipment available at that time. The first athlete to wear adidas equipment and win a gold medal in the Olympic Games in Amsterdam 1928 was Lina Radke. This was the start of something big. In 1949 he changed the name of his company from “Gebrüder Dassler Schuhfabrik” to “Adi Dassler Adidas Sportschuhfabrik” and created the famous symbol available even today, the 3-stripes. He provided the German national football
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Every B2C transaction considers a different number of B2B transactions. An example is a shoe from Adidas that comes in form of fabrics and plastics to the main fabric for the making of the shoe, that later on is send to a retailer that sells the shoe to a customer. So the structure and working strategy of Adidas effects from all these internal and external factors.

Network perspective and focal companies
The Adidas supply chain
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For global companies this can be a different challenge with its on competitiveness to create campaign with understanding different set of values of different locations, geographies and influence areas. Adidas defines its consumer segmenting strategy with: “To be successful across consumer segments, we acknowledge that a strategy of mass production or mass marketing is no longer sufficient. Only by identifying and understanding consumers’ motivations and goals for doing sport, their individual lifestyle, their fitness level and their buying habits can we create meaningful products, services and experiences that build a lasting impression and brand loyalty.” (adidaswebsite: focus on

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