FUNCTIONAL STRATEGY Business strategy has a very important role. The 21st century marketplace is very much competitive and to stay ahead of others the company needs a strong business strategy and functional strategy. Innovation:Adidas focused their investments on the best marketing and distribution channels in different countries by critically evaluating the consumer buying. They have also embraced e- commerce in order to become more efficient and appeal to more customers and make purchasing much more easily accessible for them. Their supply chain is closely communicated and hence it helps them to customize their products which appeal to a wide range of customers. The organizational culture of Adidas group obligates employees to be innovative. This culture forces them to produce goods which are highly innovative and with the use of the latest technology their products have a very good quality. With the use of latest technologies, they produce products which enhances performances of players and they focus on many sports such as football, tennis, and even training shoes. They updated the running shoes with ClimaCool, a system designed to ventilate, and a3, an energy management technology for footwear that guides and drives an athlete’s foot through each stride. Leadership development across level and verticals:To develop current and future leaders Adidas introduced the “Manager Development Experience” as a flexible approach to develop leadership skills and abilities of lower management level employees. The “Director Development Experience” is based on the same principle with leadership framework at its core and allows a learning experience for middle level management employees. For Executive Development Programs they are partnering with Harvard Business School to give learning experience for all the senior manager population. Thus Adidas is working hard and is providing leadership development programs across all the levels and all the employees have the opportunity to grow in the company.
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