2.2.

4 Human Resource Management

Adidas has given its employees more facilities to make work more interesting, engaging and
convenient. It also started a ‘People Overview’ app in 2017 that provides an online portal to
the Adidas employees which they use to access and manage their most important personal
and work data like salary, career and team information or even their HR applications. The
benefits is that by having access to the People One View the employees do not have go to
their HR partner to manage their most important personal data. In 2017, Adidas added two
new modules to the platform which is going to let its HR partners and senior leader have
access to important information and matrices. This also lets the HR people have sufficient
time to collaborate with line managers for better people management. The brand uses a
performance management approach called The Score which involves performance
management and target setting. Performance appraisal of every employee is done at least
once or in many cases twice on year. However, this is going to be replaced with another
platform called MyBest that will allow for quality conversation between one manager and
employees as well as regular feedback. Adidas spent its time in 2017 training the employees
for the new platform as well as piloting the project.

2.2.5. Technology Trends

The opportunity is offering a toolkit for customers innovation, certainly bears some potential.
Although most of the Adidas customers will hardly have sufficient technical knowledge and
skill required for developing new form designs and new products material compositions.
Adidas has launched a design competition inviting artists, designers, and creators worldwide
to customize fashion sunglasses. Participants need to have certain design knowledge and
skills in order to contribute their own sunglasses 2D and 3D design. A toolkit for design and
innovation because it would facilitate the activity of crowdsourcing product design and
development from an external community of expects. Adidas always has and will continue to
develop new innovations to a large extent with own team of R&D specialists.

2.2.7 Organizational Culture

The culture of Adidas is both staff and customers friendly. Adidas believes on continuous
professional development and continuous professional development and continuous
improvement through the training of staff, talent management, good compensation packages
and incentives, employee engagement and a specific code of compliance. Employees from
top to bottom are treated with respect and professional dignity. The culture of Adidas
encourages positive and constructive competition among the employees.
2.2.8 Organizational Structure

General Manager

Sportswear Division Sports Shoes Division Sports Equipment

Manager Manager Division Manager
2.2.8.1 Identify The Good and the Bad Aspects

Good Aspects

Environmental
The position
Adidas does Impact
of Adidas
not useAdidas
theemployees
skinisor
a sustainability-related
hairgets the highest
of other marks
sportswear
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is a brand
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leather an fur
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sorces has
hazardous
because few employee
chemicals
Adidas usesempowerment intiativessheep
wool from unprotected by paying
and salaries.
collaborates with the Leather Working Group to improve the sustainability
industry
Bad Aspects

An Adidas
executivelostataahuge
German
offercompany
of supportheadquarters lost touch
to Nike that fans preferwith theplayers
higher Americainstead
tastes of
of
New
The Work street
rotation of
generating clothing chain
the company's
billions owners
of dollars products that
in revenue Adidas
is to
toosupportstopped
slow from
more listening
theAmerican to
design which the opinion
prevents
athletes of
the
than Adidas
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company whatleveraging
kind of theonstyle would sell
emerging in America
trends, to get
the Adidas that information
company strives toand action
reduce the
was taken time
recovery for the company
to six months. agaist its products.
 Strength
1. Globally recognised brand, and
strong image
2. Competitive edge, new technology,
and innovative sportswear
2. Range of products, good style and
high quality
3. Owns sub brands such as converse
and Jordan
4. Constant research and
development. Nike sport research
laboratories.
5. Moving factories, and lowering
manufacturing costs.
6. Nike sponsors top athletes, and
gaining valuable coverage and
recognition
7. Nikes Partnership with apple.
Helping raise awareness
8. Nike can customise products and
more personal to consumers
9. First mover advantage and strong
learning curve efficiencies
10. Dedicated mass customisation
business unit with sufficient
resources and competencies
11. Adequate financial resources for
financing future growth
12. Close customer contact at the
Adidas shop unit
13. Less fashion risks, discounts and
inventory costs
14. Largest international portfolio of
sport ambassadors
15. Sponsors football teams with
maximum fan following
16. Highest brand image in some
countries
17. Long list of Product line football,
running and basketball
18. Brand reputation in achieving sports
performance products
19. Largest market share in Europe
Weakness
1. Dependent on footwear department.
Many business offer similar products
At competitive prices
2.Nike out sources most of their
manufacturing to third world countries,
causing the loss of jobs in originated
Countries.
3.Highly priced, not all consumers within
the market can afford to make
purchases in this recession
4.Creating a fake image to customer “if
You have a body, you are an athlete
5.Competitor prices
6.No configuration system available for
online sales
7.No relationship management system
Implemented to facilitate re-orders
8.Dependence on external partners in
Manufacturing and logistics
9.High logistic costs due to
manufacturing in Asia
10.Unstable processes in unsolved
conflicts from integrating the mass
customisation system in the inline
system
11.Rigid pricing structure
12.Has not done well in some
subcontinent
13.Limited exposure to U.S market
14.Limited budget allocation to
advertisement
15.Few influential athletes in Brand
Ambassador portfolio
16.Poor Ad agency
17.Poor customer service
18.Over pricing
19.stagnation of revenue and net
profit
20.low return on equity