As part of Adidas Group-wide strategic business plan and process Route 2015, e-commerce has defined its strategic priorities which include:
Establish e-commerce as the third sales pillar
Balance Wholesale and e-commerce activities by implementing
a new distribution policy
Create one consumer destination by integrating brand, shop and
Build a best-in-class technology platform
Drive attraction, conversion and retention by building enhanced
The success of Adidas e-commerce strategy will be on their ability to attract, convert and retain the consumer in a crowded marketplace.
For them to attract their consumers, they need to optimise the visibility of their site and how it ranks in online searches.
They also improve their placement paid management and link their own site to social media to attract larger numbers of the right type of consumers. They drive higher conversion rates, they intend to simplify and improve functionality of their e-commerce platforms to create best in class shopping experiences. By doing this, they intend to retain consumers, as well as to strive to create targeted communication as they gain a deeper knowledge through improved CRM solutions that will allow them for more robust consumer interaction. With the respect of this, social media will have to play an important role as it facilitates a deepening of the dialogue with their consumers and a more evolving relationship with them.
With these initiatives, the Group targets to generate € 500 million in sales from eCommerce by 2015. (Adidas et al, 2011).
Define types of organisation: There are different types of organisations which are made of groups of people who uses their own skills and other kind of resources to make a product or provide a service. We have variety of legal types of organisation, which includes: Non- Government Organisations and Cooperative Organisation etc.
The different aims they can have.
Non-Government organisation: NGOs normally exist for a variety of purposes, which usually further the political or social goals of their members. Examples which include improving the state of the natural environment, encouraging the observance of human rights, improving the welfare of the disadvantaged or representing a corporate agenda. Though, there are huge numbers of such organizations and their goals cover a broad of political and philosophical positions. It also can apply to private schools and athletic organizations. Some act primarily as lobbyists, while others conduct programs and activities primarily. For example, some are concerned with poverty alleviation, which might provide needy people with the equipment and skills they need to find food and clean drinking water. (NonProfitExpert, 1998-2011)
Cooperative Organisation: All members and legal entities are owned by cooperative body within a corporate organization. These members have control over the product and services offered within the organisation as well as associating with enterprise core values to consumers, producers and its employees. The focus relies on the corporative format practiced. The format practiced may varied from size of company as limited to unlimited corporations; shares, partnerships etc. Other may also be unincorporated associations or business corporations such as limited liability companies or partnership. Such forms are useful when the members want to accept:
Accept members to have a greater share of the control. Or maybe
Accept investors to have a return if their capital exceeds fixed interest.
Cooperatives often share their earnings with the membership as dividends, which are divided among the members according to their participation in the enterprise.
Adidas adhere to governing laws in all sectors within its company like; production at fulfilment centres, managing issues concerning health and safety, and support employees rights while protecting its reputation at all times. The laws has enforced an awareness to elimination of PVC (Polyvinyl Chloride) and enhances the plastic recycling practices resulting at monitoring and controlling substances that are harmful, disastrous as well as hazardous, perhaps on human health, environment and business standards
Community service is an important concern for multinational company like Adidas. Adidas is committed to reducing unemployment and providing opportunities to prospective candidates within her fulfilment, industrial production and business centres. Within 2001 to 2003 Adidas achieved 1%, but in 2004 also achieved 1.7% employment growth in Germany. Though labour cost in Portugal and France are on a high side, it lessen in China meaning that Adidas has a major stake in employment rate in Asia but less in Portugal and France.
Adidas products are fit for use across all ages, sex, location or geographical exposure and life styles. The consumer fashion it with different needs and purposes like casual wear, athletes or sport. It paramount drive redeems from sale price affordable for all.
Advancement on technology
Adidas advances its claws into emerging technologies while floating noticeably high against its competitors to become the first company to produce product that posses the following characteristics: sensor in-sole plated shoes, portable wireless musical devices, easy-smart shoes. The production systems are capable of melting hundreds of tones while recycling (heat activated adhesives) papers, plastics and other packaging materials for a safe and friendly environment. The power booted mechanisms packages and repackage products that are useful both in season and out of seasons that is low or hot temperatures (humid, extreme etc.) as well as travelling long distances
Stakeholders can be defined as people or organizations that affect, or are affected by the company operations. Companies do not operate in isolation from society, and their stakeholders have a legitimate interest in the way they do business.
By involving the stakeholders in the decisions that shape day-to-day operations, they gain an understanding of current and emerging issues and can best balance interests and improve their performance.
Satisfying different stakeholder objectives:
Having accurate understanding of what the rest of your organization perceives, thinks, feels, wants and does about the group in essential to succeeding. They can work more effectively within the organization, obtain better collaboration. Increased satisfaction about the group’s work leads raises, promotions and other career opportunities for you and the members of your group. In general, increased satisfaction among your customer means more sales, in creased market share and greater profitability.
The organization is perceived as being made up powerful and divergent sub-groups-management and trade unions. This kind of approach sees conflicts of interest and disagreements between managers and workers over the distribution of profits as normal and inescapable. Though, the role of management would lean less towards enforcing and controlling and more toward persuasion and co-ordination. Trade unions are deemed as legitimate representatives of employees. Conflict is dealt by collective bargaining and is viewed not necessarily as a bad thing and if manager could in fact be channelled towards evolution and positive change.
What is a corporate mission objectives:
In Adidas for example, social and environmental affairs, Adidas are accountable for the way they do business. They take responsibility for the way their products are manufactured by their suppliers.
They are dedicated and socially responsible, safe and environmentally sound practices in the company and its supply chain to enhance the value of their brands by:
. Partnering their suppliers as they plan and implement continuous improvements in empowerment, health, safety and environmental conditions.
. Reflecting the needs and concerns of stakeholder affected by the group’s business operations.
. Supporting the group’s entities in their efforts to provide a long term future for sport.
Their objective is clear, to enhance social and environmental performance in the supply chain, thereby improving the lives of the people making their products.
Why company have a policy.
It makes good business sense to have policies on issue such as:
. Policies on intellectual property production confidentiality: If you design products or create other original output, such as music or printed matter, it is important to protect intellectual property.
. Policies on dress and appearance: You are expected to set out a code covering how you expect employees to dress and generally present themselves. This is particularly important where there are health and safety issues involved, e.g. in factories, building sites or kitchens. However, you must ensure that these codes are non-discriminatory, particularly in relation to gender and religion/belief.
Core business objectives: To determine a method of distributing product to the niche market a strategically marketing objectives must be structured in other to generate workable profit margin and revenues which will aid the company’s growth and success. This could only be achieved by using tools suited for strategic analysis. There are profound structures that measure the objectives within marketing this include product dominance and management, promotion, customer, product services, advertisement, contract and public relations.
Sales objectives: Companies and individuals contradict sales with marketing objectives. There are definite distinctions between both, marketing refers to profit marginalization while sales refer to personal selling, the fact that a marketing manager of a company possesses an eye at profit making is a typical practice. The ability to associate with people of common and uncommon interest is a trait that every sales professional must possess. Nevertheless, the luxury to utilize more time for proper decision making is that of a marketing manager while sales manager opt for decision making on the spot and quick. Furthermore, in other to avoid risk of dangerous struggle politically both marketing and sales practices must be embraced, focused together and support well.
Operation: as product manufacturing becomes a major company main drive several functions has to be processed on like company that manufacture nothing other than every day activities like; marketing, sales, transportation, or services etc. The control of facilitating equipment for a ship, delegating staffs for a major consulting corporation, shipping customer’s orders to its destination etc. usually the key functions for manufacturers involve: control of inventory, shop outlet management, planning operations, purchasing, industrial mechanizing, picking and packaging, quality assurance, shipping and training etc.