Analysis Of Adidas In Germany Using Marketing Theories Contemporary Issues in International Business

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Abstract

Each student is required to select an international company which has its head office in one

of the following countries; namely, Singapore, Germany, Vietnam, South Korea, or Dubai

and identify a key contemporary challenge that the company is facing in the international

business environment.

Adidas is the second largest sportswear and accessory producing company of the world

followed by Nike. Albeit the global sales of Adidas is growing globally but growth of its

competitors is much slower than its competitors and the gap is huge. As observed by,

(Kasudia & Roberts, 2015) the global sales of Nike increased by more than 10% in the year

2014. Global sales of another competitor of Adidas; Under Armour grew by 30% whereas

the growth of Adidas was just 2%. The current report aims to understand the reason for the

slow growth.