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作业代写-对阿迪达斯业务创新的批判性分析

作业代写-对阿迪达斯业务创新的批判性分析。阿迪达斯约96%的产品是环保的,并通过了ISO认证。消费者根据品牌的产品和声誉做出购买决定。迄今为止,阿迪达斯对该行业最好的创新是其Ultra Boost、Primeknit和Bounce系列运动鞋,它们被称为“有史以来最伟大的跑步运动鞋”。他们鞋子的销量反映出该品牌从创新中获益良多。从2015年到2016年,该品牌在北美的销量激增了30%,Ultra的销量猛增了98%。

Through its partnership with Parley for the Oceans and Dry dye technology, it is already walking green in terms of its operational sustainability. About 96% of Adidas supplies are environment friendly and ISO certified. Consumers make buying decisions based on the brand’s products and reputation. The best innovations of Adidas to the industry till now have been its ranges of Ultra Boost, Primeknit and Bounce sneakers which have been termed as the “greatest running sneakers ever”. The sales of their shoes reflect how well the brand is benefitting from its innovations. The brand has seen an upsurge in sale by 30% in North America from the year 2015 to 2016, with a leap in sales of Ultra Boost of 98%. With its strategic innovations in line with environmental best practices and technological evolution, Adidas sales have grown from 10% to almost 40% in two years, as per Daishin Sugano, co-founder of Goat (shoe resale app) (Carayannis et al., 2015)
Despite all massive efforts to evolve as the most sustainable brand in the market, Adidas sales were seen to fall in America from 2016 to 2017. This is due to close competition from its rival brand Nike, which took advantage of Adidas’s poor product turnaround which is approximately 18 months. In 1980, Adidas lost many of its endorsements to Nike as they had passed a potential endorsement deal with Michael Jordon at that time. According to Forbes, even after 30 years, the Jordon brand is earning revenue of billions of dollars for Nike. Adidas invested heavily in Nike with a $3.8 billion acquisition in 2005 (Mahdi et al., 2015). Reebok was already in bad shape and Adidas had to divert its resources from the main brand to improve Reebok’s condition. Adidas has been focusing hard on business innovations but it should also focus on its main brand in America which has different mind-set from Germany. The major areas of concern for Adidas are to bring more American flavour to its brand and reduce the turnaround time of its products to at least 6 months from the current 18 months.

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