阿迪达斯营销计划方案.ppt

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1、StrategyEuropeRolandAuschelHeadofEuropeGroupHomeBase50%ofGroupsalesMarketdominanceKeyAssetsFootballApparelHeritagedivision/fashionmarketPeople/traderelationshipsadidasinEuropeadidasinEuropeKeyChallengesaheadMarketUrbanyouthtargetWomenFuturePotentialonFashion/Leisur

2、eMarketOrganization-Harmonization-ComplexityHar-monization&ComplexityReductionElevatingGrowthBaseStrategicGrowthInitiativesReducingCostsWhatis“WiE”about?19982001“CHASING“Growth“PIONEER“GrowthCreatingcomplexity-IncreasedSKUs-Systems&processes-Eurologistics,...Limited

3、complexityandcompetitionExternalFactors:-Increasingcompetitiveenvironment-Tradeevolution-Consumerbehaviorevolution1994GrowthandComplexity19982001“CHASING“Growth“PIONEER“GrowthCreatingcomplexity-IncreasedSKUs-Systems&processes-Eurologistics,...Limitedcomplexityandcom

4、petitionExternalFactors:-Increasingcompetitiveenvironment-Tradeevolution-Consumerbehaviorevolution19942006“REJUVENATEDLong-termGrowth“Reducecomplexity“WinninginEurope“GrowthandcomplexityAreaFormationAreaDesignProductRangeHarmonizationLogisticsConceptKeyStrategicPill

5、arsHar-monization&ComplexityReductionReducingCostsReducetotaloperatingoverhead>€30million(cumulative2003-2006)-administrativecost-organizationalignmentAreaNorth(UK,Benelux)AreaCentral(D,A,CH,PL,CZ/SR,H,RO,SLO)FutureAreaFormationstobeannounced2003KEYAREAOFACTIONKEYST

6、RATEGYEXPECTEDBENEFITSAreaFormationHar-monization&ComplexityReductionKEYAREAOFACTIONKEYSTRATEGYEXPECTEDBENEFITSAreaDesignAreaorganizedasasinglemarketSimilarorganizationstructuresacrossAreasCommonsystemsandprocessplatformforallmarketsMoreresponsiveandeffectiveorganiz

7、ationProvideallmarketswithhigherstartingbase-bestpracticessharing-skillsElevateGrowthBaseKEYAREAOFACTIONKEYSTRATEGYEXPECTEDBENEFITSRangeHarmonizationHar-monization&ComplexityReductionElevateGrowthBaseReducingCosts50%articlescommontoallAreasinEuropefromSpring200225%c

8、ommon2ndhalf2003IncreasedofferforallmarketsIncreaseaccountspecificdevelopmentsforkeyaccountsTotalreductionofno.SKUsby>=20%acrossEuropeAddi