Customer Satisfaction OF Adidas PDF

Preview

Summary

MINOR PROJECT REPORT SUBMITTED TOWARDS A PARTIAL FULFILMENT OFBACHELORS OF COMMERCEMINOR PROJECT REPORTONCUSTOMER SATISFACTION OF ADIDASBATCH: 2018-SUBMITTEDBY: PROJECT GUIDENAME:ADITYAKUMAR NAME: KANIKASHARMAENROLLMENTNO:DESIGNATION:A S T. P R O F E S S O RTRINITY INSTITUTE OF PROFESSIONAL STUDIESA...

Description

MINOR PROJECT REPORT SUBMITTED TOWARDS A PARTIAL FULFILMENT OF BACHELORS OF COMMERCE

MINOR PROJECT REPORT ON CUSTOMER SATISFACTION OF ADIDAS BATCH: 2018-2021

SUBMITTED BY:

PROJECT GUIDE

NAME: ADITYA KUMAR

NAME: KANIKA SHARMA

ENROLLMENT NO:00520688818

DESIGNATION: AST.PROFESSOR

TRINITY INSTITUTE OF PROFESSIONAL STUDIES AFFILIATED TO GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY, NEW DELHI

ACKNOWLEDGEMENT

It is in particular that I am acknowledging my sincere feelings towards my mentor who graciously gave me her time and expertise.

She has guided me with the valuable guidance sustained effort and friendly approach. It would have been difficult to achieve the result in such a short span of time without her help.

I deem it my duty to record my gratitude towards the project supervisor MS. Kanika Sharma who devoted her precious time and interact, guide and gave me the right approach to accomplish the task and also helped me to enhance my knowledge in understanding the project.

Signature Aditya Kumar 00520688818 B.com(h), Ist shift, 2nd sem.

1

CERTIFICATE

TO WHOMSOEVER IT MAY CONCERN

This is to certify that the project work “CUSTOMER SATISFACTION TOWARDS ADIDAS” made by Aditya Kumar of B.com(h) Ist shift 00520688818 is an authentic work carried out by him under the guidance and supervision of Ms. Kanika Sharma

The project report submitted has been found satisfactory for the partial fulfilment of the degree of bachelors of communication

Project supervisor: Ms. Kanika Sharma Signature: Name:

DECLARATION

I hearby declare that the following document project report tilled “COSTUMER SATISFACTION TOWARDS ADIDAS” is an original and aunthetic work done by a particular fulfilment of Bachelors of Commerce degree programme.

I hearby certify that all the endeavour put in the fulfilment of the task are the genuine and original to the best of my knowledge and I have not submitted it earlier elsewhere.

Signature Aditya Kumar B.com(h) Ist year, Ist shift 00520688818

INDEX

SO. NO

1

CONTENT

CHAPTER-1 INTRODUCTION 1.1) HISTORY 1.2) ADIDAS TODAY 1.3) EXCLUSIVE BOARD 1.4) AWARDS AND RECOGNITION

2

7 15 16 21

CHAPTER-2: RESEARCH METHODOLOGY 2.1) OBJECTIVES OF STUDY 2.2) SCOPE OF STUDY 2.3) DATA COLLECTION 2.4) SAMPLING DESIGN

3

PG. NO

25 26 27 29

CHAPTER-3: DATA ANALYSIS AND INTERPRETATION 3.1) GRAPHICAL ANALYSIS

31

4

CHAPTER-4: FINDINGS

42

5

CHAPTER-5: LIMITATIONS

44

6

CHAPTER-6: SUGGESTIONS

46

7

CHAPTER 7: CONCLUSION

48

8

BIBLIOGRAPHY

49

9

ANNEXURE

50

CHAPTER-1 INTRODUCTION

EXECUTIVE SUMMARY The Adidas Group is one of the global leaders within the sporting goods industry, offering a broad range of products around the core brands: Adidas, Reebok, Taylor Made, Rockport and Reebok-CCM Hockey. Headquartered in Herzogenaurach, Germany, the Group has more than 46,000 employees and generated sales of € 13.3 billion in 2011.

INTRODUCTION Established in post-war Germany in 1949 (in its current form) by Adolf Dassler, the Adidas Group has been synonymous with sports and sportswear for the last 60 years. The company has been part of many significant sporting moments, including but not restricted to the 1954 and 1974 German victories in the football World Cup, the recently in news Boston and Vancouver Marathons, and all World Cup and Euro Cup footballs since 1970. The phenomenal growth of the company has been primarily off the back of clever sponsorships of key athletes and teams, and also through the design of innovative new technologies. For example, Adidas was the first footwear brand to develop football boots with removable studs in the 1954 World Cup, and more recently in 2005, the design of the first shoe with an in-built microprocessor that can adjust itself as per the runner’s needs. Alongside this, their revenues have been growing roughly at 11% year-on-year with the latest financial reports of 2012 showing Revenues of €14.9 billion and Net Income of €526 million. Adidas Group counts amongst its brands the flagship “Adidas marque”, “Adidas Originals” and “TaylorMade-Adidas” (golf range), amongst many others. In 2005, Adidas acquired Reebok for $3.8 billion, thus bringing it closer to its largest rival Nike in terms of Sales, and making it the number two athletic shoemaker in the world. Apart from Nike, other competitors for adidas include Puma, Deckers, Crocs and Callaway Golf (competing with adidas’ golf range – TaylorMade). The operating environment of adidas is the sportswear and fashion industry, which has seen outstanding growth since the economic recession. Worth less than $200 billion in 2008, it is projected to grow to $300 billion in 2017. This growth provides tremendous opportunities for sportswear firms, both large and small, to expand and establish their business in this arena. Most of the growth in this segment is provided for by the United States, Brazil, China and Russia, who together account for 60% of the total growth. However, challenges for the industry still remain in the form of market saturation in developing countries and the subdued economic environment.1 In the following report, they analyse the corporate structure of adidas AG, and look at the firm’s Capital Structure, Dividend Policy and the Firm Valuation. They 4 use their analysis to determine the stock value of the firm and they compare that to the actual price at which the stock is trading.

MISSION The adidas Group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. They are committed to continuously strengthening their brands and products to improve their competitive position. Authentic: adidas is the first genuine sports brand. They were founded by a true athlete whose one guiding principle was to make equipment that makes athletes better. This is what made Adi Dassler Authentic then, this is what makes Adidas authentic today, and this is what will always make them authentic. Passionate: Passion is at the heart of sport and of every true athlete. Passion knows know borders, no age, no race and not time. Passion is what drives athletes to succeed and is what drove Adi Dassler to make his first pair of athletic shoes in 1920. It is this same passion that will

always guide adidas. Innovative: There is continuous innovation in every area of their business – from product technologies that help athletes perform better to communications that help athletes understand their

brand and their products. New ideas and solutions can be found in every office and department around the world. Inspirational: Being inspirational helps build and maintain relationships with the athletes adidas support. It is their emotional connection to their heritage, their athletes and to sport that inspires them to create products and communications that, in turn, inspire others. Committed: Adidas commitment to their athletes and sport is uncompromising, unwavering and forever. They will continue to sponsor, advice, listen to and support athletes with the same resolve as Adi Dassler. Honest: At all times and in all relationships, adidas is genuine, ethical and fair. Consumer focused: and therefore Adidas continuously improve the quality, look, feel, and image of their products and their organizational structures to match and exceed consumer expectations and to provide them with the highest value. Global organization: that is socially and environmentally responsible, that embraces creativity and diversity, and is financially rewarding for their employees and shareholders. 5 They are dedicated: To consistently delivering outstanding financial results.

HISTORY Adidas started in a wash room and conquered the world. And in-between, they have scored big and also, sometimes, struggled to reach their goals. They have done their best for the best. They have improved and grown. Looking ahead to the future, always remembering where they came from. This is their story. 1900-1949 THE EARLY YEARS Every great story has a beginning. This one started in a small town in Bavaria, Germany. After first steps in his mother’s wash kitchen, Adi Dassler registered the “Gebrüder Dassler Schuhfabrik” in 1924 and embarked on his mission to provide athletes with the best possible equipment. Gold medals in Amsterdam (1928, Lina Radke) and Berlin (1936, Jesse Owens) were first rewards and milestones – and only the start of their story.

FIRST GOLD MEDALS

FOUNDING FATHER On August 18, 1949, Adi Dassler started over again at the age of 49, registered the “Adi Dassler adidas Sportschuhfabrik” and set to work with 47 employees in the small town of Herzogenaurach. On the same

day, he registered a shoe that included the Registration of the soon-to-become-famous adidas 3-Stripes. From humble beginnings to a global success story – this was accelerated by a miracle…

A MIRACLE IN BERN Who would have thought that screw-in-studs on lightweight football boots would help write history? When the German national football team faced the unbeatable Hungarians in the 1954 World Cup final, they won so much more than just a trophy. Their unbelievable victory would be heard around the world for decades to come. And it made adidas and its founder a household name on football pitches everywhere. "WHAT A DASSLER"

REEBOK: A BROTHER-TO-BE, STILL MILES AWAY Two brothers working together for the best of the athlete. Sounds familiar? Well this story started across the channel, miles away from Herzogenaurach. While adidas continued to grow after its own 1954 miracle, two British men by the names of Joe and Jeff Foster gave their grandfather’s company “J.W. Foster and Sons” (founded in 1895) a new name: Reebok. Keep it in mind for now; they will get back to this later.

1967 FINE FEATHERS MAKE FINE BIRDS What’s in a name? Everything, when you name it after a “Kaiser”. When the Franz Beckenbauer tracksuit model celebrated its debut, it became the first piece of apparel for adidas and opened a whole new business to a company that, so far, was famous for shoes.

THE ATHLETES’ TRUST

How do you consistently earn the trust of world-class athletes through the decades? Produce innovative products that make them better for once. Adi Dassler’s secret to success had an additional personal ingredient: he met with athletes (some of them even as visitors in Herzogenaurach), listened carefully to what they said and constantly obs erved what can be improved or even invented to support their needs. The best of the best trusted adidas and its founder from the beginning. And that would not change throughout the decades to come. THE ATHLETES' TRUST

ONE BALL FOR ALL Footwear for gold medal winners? Check. Apparel for record breakers? Check. Now, how about something to kick with? Consider it done. In 1970, adidas conquered yet another branch of the sporting goods industry, delivering the official ball, TELSTAR, for the 1970 FIFA World Cup™. As the name TELSTAR already tells, the ball was designed to improve visibility on Black and White TV. It was the beginning of a wonderful partnership, with adidas providing the Official Match Ball to every FIFA World Cup™ that followed. 1971 OUT OF THE TRUNK, INTO THE WORLD – THE BIRTH OF ROCKPORT The best businesses seem to come out of family. Across the pond, a father and son hit the US roads to sell shoes out of their trunk. Saul and Bruce Katz started the first company to ever combine advanced materials and technologies in casual footwear: Rockport. Again, this will be important later on. THE TREFOIL AND THE OLYMPIC IDEA In 1972, the world turned to Germany when the Olympic Games opened in Munich. Just in time for the event, adidas presented a new logo that was here to stay: the Trefoil. Then, symbolizing performance. Today, the adidas Originals collection stands for lifestyle and street. Times may change, but trefoil quality will always remain

BECOMING A TRUE MULTI-SPORTS SPECIALIST From Herzogenaurach to the world: the 3-Stripes kept expanding to more and more sports throughout the years. This is reflected in the broad range of athletes who trust adidas to make them better: besides the usual suspects such as the world’s best football players, like the Argentinean national team, outdoor icon Reinhold Messner climbed mountains in adidas shoes and gymnast Nadia Comaneci scored a perfect 10, repeatedly. BECOMING A MULTI-SPORTS SPECIALIST

DEATH OF A SHOEMAKER Adi Dassler died on September 6, shortly before his 78th birthday. The man who almost single-handedly redefined the sporting goods industry and lifted the benchmark by a mile left behind a flourishing company. The end of one Dassler era became the start of another: Adi’s son Horst, with support from his mother Käthe, took over and – among many other things – continued to master his invention, the modern sports marketing.

THREE IS NOT A CROWD – TAYLORMADE’S FIRST STEPS What can you do with just three employees? Lay the foundation for a future market leader, for example. While adidas continued its flourishing ways, Gary Adams and two colleagues started a company in California that will produce metal woods tailored to make players better. TaylorMade will eventually become market leader, proving that three is not always a crowd.

A BROTHER-TO-BE FINDING ITS WAY – REEBOK ON THE MOVE 30 years after Joe and Jeff Foster renamed their grandfather’s company, Reebok was fit to lead. Literally. Following the booming fitness trend, women around the world work out in the Reebok Freestyle while fitness professional Gin Miller became the face of Step Reebok. And that’s not all: THE PUMP innovation hits markets in 1989, making Reebok a household name in other categories as well. REEBOK ADVERTISING

A COMPUTER FOR YOUR FEET It sounds quite common today, but back in the ‘80s, a computer did not belong, much less fit, in your shoe. Didn’t stop adidas from putting it in there. An innovation ahead of its time, the Micropacer featured a system – known today as miCoach – providing performance statistics to athletes.

THE MERGE OF ARTS AND SPORTS When US-based hip hop group Run DMC released “my adidas” it was about setting the record straight about hard working people in troubled neighbourhoods and about pure enthusiasm about their sneakers. Adidas itself only found out about this love story when the band held up the 3-Stripes shoes during a concert in front of 40.000 fans – one of these concertgoers was an adidas employee. The song became a hit and Run DMC and adidas unexpected and unique partners. This merge of art and sports not only set the everlasting street fashion trend off but also marked the birth of nonathletic promotions in the sporting goods industry. RUN DMC AND ADIDAS

END OF THE FAMILY BUSINESS Horst Dassler’s sudden death in 1987, two years after his mother Käthe passed away, meant troubled waters for adidas. After the Dassler family exited the company, it is changing leadership and questionable strategic decisions that caused a record loss in 1992 and brought the company near bankruptcy. But who does not love a comeback story?

A SLEEPING GIANT’S NEW MASTER Robert Louis-Dreyfus. The new CEO made an almost impossible job seem easy. Together with his partner Christian Tourres, he understood that the almost bankrupt adidas did not need to be reinvented; it simply needed a new direction. He turned the sleeping giant from sales- to a marketing-driven company and steers adidas back on the growth path. In 1995, six years after becoming a corporation, adidas went public and its new marketing slogan could not sum it up better: “They knew then, they know now”.

INNOVATION NEVER SLEEPS While the company was still dealing with financial challenges, a new marketing team refocused adidas on what it has been known for years: making athletes better. Some of the most famous adidas innovations, such as Torsion (1989), the Equipment concept (1991), the Streetball campaign (1992) and the Predator football boot (1994), were born in this era.

A NEW TEAM MEMBER – SALOMON JOINED THE GANG Back on the right track, adidas added a new member to its team. With the acquisition of the Salomon Group and its brands Salomon, TaylorMade, Mavic and Bonfire, the company changed its name to adidasSalomon AG.

HOME SWEET HOME The year the company’s share is admitted to the DAX, comprising Germany’s 30 largest quoted companies, adidas-Salomon AG committed itself to its roots and moved into new headquarters just outside Herzogenaurach. The “World of Sports”, a former US military base turned campus, is constantly renewed, extended and modernized over the following years to house the growing company and its employees. As of 2013, the World of Sports is home to more than 3,000 adidas employees, offers outdoor sports facilities, a cafeteria, a kindergarten and a gym.

AN INNOVATIVE LEADER Herbert Hainer became the new CEO of adidas-Salomon AG and, with him; the company’s focus went even more to innovation. ClimaCool (2002), adizero (2004) and the F50 football boot, launched just in time for the 2006 FIFA World Cup™ in Germany, became market hits – as did the new CEO. Herbert Hainer will lead the adidas Group from one record to the next and will become the longest-standing CEO of all DAX companies in 2011. Herbert Hainer is surrounded by a very international team of Executive Board members. It currently consists of Robin J. Stalker from New Zealand (Finance), Eric Liedtke (Global Brands) and Glenn Bennett (Global Operations), both from the USA, as well as Roland Auschel from Germany (Global Sales).

NEW CENTURY, NEW DIVISIONS As the new century started, the adidas Group reinvented the game again. In addition to its sport performance offering, adidas is the first in the industry to introduce a new lifestyle segment, focusing on sports-inspired street wear. In the years to come, new partnerships with Yoshji Yamamoto (2002) and Stella McCartney (2004) were born along with exciting labels such as Y-3 (2003) and Porsche Design Sport (2007).

IMPOSSIBLE? JUST A BIG WORD. In one of its most memorable marketing campaigns, adidas lets its biggest athletes including David Beckham, Haile Gebrselassie and Muhammad and Laila Ali face their fears, defeats and challenges only to prove that, indeed, impossible is nothing. The slogan became the synonym for reaching one’s goals.

SALOMON LEAVES THE TEAM, REEBOK JOINED THE FAMILY One year after adidas and Salomon go their separate ways, when the latter and its brands (excluding TaylorMade) were sold to Amar Sports, adidas acquired Reebok, including the brands Rockport and Reebok- CCM Hockey, and brought together two of the world’s most respected and best-known companies in the sporting goods industry. In June, the company was re-named adidas AG.

FINDING NEW TEAMMATES When you are already great, how do you become even better? You keep on training. Or join forces with someone who complements you and your strengths.

In 2011, the adidas Group acquired the outdoor specialist Five Ten, and TaylorMade first the golf company Ashworth in 2009 and then, three years later, the golf equipment company Adams Golf – making the Group even stronger for the road ahead.

ON ROUTE TO NEW HEIGHTS At the end of 2010, the adidas Group presented the most comprehensive strategic business plans in its history. “Route 2015” incorporates special targets for all brands, sales channels and Group functions globally...