Strategic Management of International Enterprises ( Adidas ) Essay

Strategic Management of International Enterprises ( Adidas ) - Essay Example Moreover, establishing strong brand image and a sustainable business position in the global business environment is also a common and widely practiced motivational factor for the multinationals, which can frequently be observed in the recent pace of globalisation2. In keeping with the unconventional trend of internationalisation of the multinationals, the primary aim of this report is to critically analyse the strategic directions and practices of Adidas Group, a German based footwear manufacturing giant in the present global business environment. In order to critically assess the strategic direction of the company, the report would focus on examining the international operations of Adidas that led the company to sustain its dominant position in the global footwear manufacturing and marketing industry. Moreover, the report also critically evaluates issues surrounding its future strategic endeavours. In this context, the report focuses on identifying potential issues driven by the current business trends and develops effective measures that can enable Adidas to uphold its competitive position in the global footwear business industry. Founded in the year 1920, the Adidas Group (Adidas) is a highly valued and a renowned brand operating in the industrial periphery of manufacturing footwear and sports apparels for both men and women. The company is highly envisioned with the aim of being as the dominant marketer in providing best portfolio of sports brands to the customers across the different global markets3. The corporate strategy of Adidas significantly incorporates a wide range of strategic measures that ensures to build its strong and sustainable position in the competitive sports goods business industry. In relation to the current business performance of the company, the corporate strategies can be observed to play a crucial role for Adidas to build its strong brand position in the present