Adidas Company Profile

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Adidas Company Profile Adidas is a company based in Germany that primarily makes shoes and sports apparel that operates all over the world and one of the countries that Adidas does business in is China. Adidas uses a low cost strategy in China. Adidas believes that to get more business, it must lower costs to attract people who don’t make much money and those customers will see the quality of the product and continue buying products from Adidas. The cultural environment in China is different from Germany’s cultural environment. China has a strong structure where an order by a superior is expected to be obeyed fully and any questioning of that order would show disrespect. Seniority and age have a strong place in the power structure and Adidas must respect that know that the decision making process will be lead on the older and more senior workers whose orders are expected to be obeyed completely. China has some legal issues that are important and Adidas must recognize them. Adidas should be aware how disputes are legally handled, property protection through patents and trademarks, and needing representation. China is similar to Germany in some legal issues, but greatly varies in other aspects. Adidas is a wholly owned subsidiary in China since the nineteen nineties. Adidas also has licensing rights to Reebok in China since it bought out Reebok’s joint venture in China. Adidas can improve in China in a few ways. One example would be to buy out a few more companies in China who have a strong market presence since Adidas does have competition in China and needs a bigger market share. Adidas operates with a low cost strategy in China to try to get a bigger market share. Adidas has to compete with Nike and other Chinese companies who have large market shares. Nike sells shoes at a high price that many Chinese can’t easily afford. Adidas
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