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    BCG Matrix Adidas

    Uploaded by

    SAJID Hussain
    The document discusses the BCG matrix of Adidas, a major sportswear manufacturer. It analyzes Adidas' various product lines according to the BCG matrix categories of cash cows, stars, question marks, and dogs. It identifies Adidas' clothing and apparel as cash cows, its Reebok and Adidas shoe brands as stars, the TaylorMade and Rockport brands as question marks, and its hats and sunglasses lines as dogs. The analysis helps Adidas evaluate the strategic position of its different product portfolios and determine where to allocate resources.

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    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd

    BCG Matrix Adidas

    Uploaded by

    SAJID Hussain
    895 views2 pages
    The document discusses the BCG matrix of Adidas, a major sportswear manufacturer. It analyzes Adidas' various product lines according to the BCG matrix categories of cash cows, stars, question marks, and dogs. It identifies Adidas' clothing and apparel as cash cows, its Reebok and Adidas shoe brands as stars, the TaylorMade and Rockport brands as question marks, and its hats and sunglasses lines as dogs. The analysis helps Adidas evaluate the strategic position of its different product portfolios and determine where to allocate resources.

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    The document discusses the BCG matrix of Adidas, a major sportswear manufacturer. It analyzes Adidas' various product lines according to the BCG matrix categories of cash cows, stars, question marks, and dogs. It identifies Adidas' clothing and apparel as cash cows, its Reebok and Adidas shoe brands as stars, the TaylorMade and Rockport brands as question marks, and its hats and sunglasses lines as dogs. The analysis helps Adidas evaluate the strategic position of its different product portfolios and determine where to allocate resources.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    895 views2 pages

    BCG Matrix Adidas

    Uploaded by

    SAJID Hussain
    The document discusses the BCG matrix of Adidas, a major sportswear manufacturer. It analyzes Adidas' various product lines according to the BCG matrix categories of cash cows, stars, question marks, and dogs. It identifies Adidas' clothing and apparel as cash cows, its Reebok and Adidas shoe brands as stars, the TaylorMade and Rockport brands as question marks, and its hats and sunglasses lines as dogs. The analysis helps Adidas evaluate the strategic position of its different product portfolios and determine where to allocate resources.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    of 2

    BCG Matrix :-

    The growth–share matrix (aka the product portfolio matrix , Boston Box , BCG-matrix , Boston
    matrix, Boston Consulting Group analysis , portfolio diagram ) is a chart that was created by Bruce D.
    Henderson for the Boston Consulting Group in 1970 to help corporations to analyze their business
    units, that is, their product lines. This helps the company allocate resources and is used as an analytical
    tool in brand marketing, product management , strategic management , and portfolio analysis.

    BCG Matrix of adidas :-


    Adidas is one of the biggest names in the sports industry, and diversified itself in apparels and
    footwear. It employs over 53,731 people across 160 countries, which produce over 660 million units of
    products annually, and generate the sales of around €14.5 billion (2014 figures). Adidas is the famous
    sportswear manufacturer across Europe, and successful in positioning itself in the minds of consumers
    to such an extent that everyone can easily recognize the brand by its logo. It has segmented itself on
    the basis of psychographic, behavioral and demographic factors. The Adidas Group owns four strong
    brands portfolios- Adidas, Rockport, Reebok, and Taylor made. Here is the BCG matrix of the Adidas,
    which helps in determining the company’s strategic position.

    Cash Cows

    These products have high market share but low market growth, which means they are generating the
    profit through sales in the current market, but does not possess the potential of more growth and
    expansion in the market. For Adidas, its clothing and apparels are the cash cow items, and it is
    necessary for the Adidas to consider this point, and position itself well in customers mind by targeting
    different geographic markets .
    Stars

    The products which have high market share and high level of market growth fall in this category.
    Products are wisely categorized for this, as these items are mainly bringing the larger portion of profit
    in the company, but it is necessary for the company to reinvest in this category, and try to bring more
    innovations and creativity for retaining the position. For the Adidas group, Reebok and Adidas are the
    stars, as both have the stronger market share; despite of the tough competition they are facing in the
    fitness and sports industry, mainly its shoes. The competitors like Nike and Pume are also fighting for
    the large portion of the market share, are the biggest fear of the Adidas Group .

    Question Marks

    The products categorize in this are with low market share but high market growth which means if
    companies will pay more strategic attention to them, they might bring the large volume of sales for the
    company, and generate more profit. Taylor made and Rockport are the question marks for Adidas, as
    both have very low market shares but still possess the potential of growing more in the competitive
    market. Adidas needs to revise its strategies for turning the potential into the benefits for the strategic
    objective of the Group. In the product category, its Sports equipment are the question mark and it need
    to pay attention to this domain .

    Dogs

    These are the items with low market share and market growth and mostly stand at the breakeven point.
    Hats and sunglasses of Adidas are categorized in this because these are the less selling items of the
    company and many people are not interested in spending their money in it, as they have better options
    in this category. Adidas is not successful in beating the competition in this range, and still struggling
    hard to survive in this category .

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