Strategic Group Analysis Of Adidas
14 / 20 control larger market shares, small vendors who have entered the market through a small retailer will find it more difficult to maintain market share. Regardless, larger firms like Nike and Adidas will continue to maintain the name recognition and infrastructure to remain industry leaders through their aggressive acquisition of smaller companies threatening to take market share.
Strategic Group Analysis:
Strategic Map
Figure 4.
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Factory Outlets and Vendor Stores
Reebok, Nike, Adidas, Puma, and other major brands have led the move to capitalize on a new growth market, running their own brand name stores. These stores threaten the health and buyer power of the current retailers in the athletic footwear industry by competing directly. Also, this highly integrated business model allows the companies to increase margins and boost brand presence. Adidas has experienced a 13% increase in margins for 2005, mainly because of the rapid growth of its stores unit. They currently have 714 stores and plan to increase that number to 800 by the end of 2006 (Drbul 2006).
It is apparent that operating wholly-owned manufacturing plants is not a margin-driver, but the retail stores, the last link in the chain, is proving a valuable tool for growth. Advertising costs can decrease considering that the storefront becomes an interactive marketing symbol. Also, the escalation of opening brand name retail stores will inherently put a dent in the sales of the specialty and
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