addidas 的营销方案.pptVIP

adidas in Europe Group Home Base 50% of Group sales Market dominance Key Assets Football Apparel Heritage division / fashion market People / trade relationships adidas in Europe What is “WiE” about? Growth and Complexity Growth and complexity Key Strategic Pillars Area Formation Area Design Product Range Harmonization Logistics Concept Area Formation Area Design Range Harmonization Logistics Concept “Winning in Europe” adidas Europe adidas home market Market dominance “Winning in Europe“ as new organizational foundation Leaner and faster Base for growth strategies to outgrow competition * Investor Day 2002 - Strategy Europe Strategy Europe Roland Auschel Head of Europe Key Challenges ahead Market Urban youth target Women Future Potential on Fashion/Leisure Market Organization - Harmonization - Complexity Har- monization Complexity Reduction Elevating Growth Base Strategic Growth Initiatives Reducing Costs 1998 2001 “CHASING“ Growth “PIONEER“ Growth Creating complexity - Increased SKUs - Systems processes - Eurologistics, ... Limited complexity and competition External Factors: - Increasing competitive environment - Trade evolution - Consumer behavior evolution 1994 1998 2001 “CHASING“ Growth “PIONEER“ Growth Creating complexity - Increased SKUs - Systems processes - Eurologistics, ... Limited complexity and competition External Factors: - Increasing competitive environment - Trade evolution - Consumer behavior evolution 1994 2006 “REJUVENATED Long-term Growth“ Reduce complexity “Winning in Europe“ Har- monization Complexity Reduction Reducing Costs Reduce total operating overhead € 30 million (cumulative 2003 - 2006) - administrative cost - organization alignment Area North (UK, Benelux) Area Central (D, A, CH, PL, CZ/SR, H, RO, SLO) Future Area Formations to be announced 2003 KEY AREA OF ACTION KEY STRATEG