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addidas的营销方案英文版.ppt

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Strategy Europe 云志网络 Roland Auschel Head of Europe Group Home Base 50% of Group sales Market dominance Key Assets Football Apparel Heritage division / fashion market People / trade relationships adidas in Europe adidas in Europe Key Challenges ahead Market Urban youth target Women Future Potential on Fashion/Leisure Market Har- monization Complexity Reduction Elevating Growth Base Strategic Growth Initiatives What is “WiE” about? 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 Growth and Complexity 1998 2001 “CHASING“ Growth “PIONEER“ Growth External Factors: - Increasing competitive environment - Trade evolution - Consumer behavior evolution 1994 2006 “REJUVENATED Long-term Growth“ Reduce complexity “Winning in Europe“ Growth and complexity Area Formation Area Design Product Range Harmonization Logistics Concept Key Strategic Pillars 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 STRATEGY EXPECTED BENEFITS Area Formation Har- monization Complexity Reduction KEY AREA OF ACTION KEY STRATEGY EXPECTED BENEFITS Area Design Area organized as a single market Similar organization structures across Areas Common systems and process platform for all markets More responsive and effective organization Provide all markets with higher starting base - best practices

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