Adidas Group has a clear goal, lead the sporting goods industry, but at the same time understand their consumers and customers. They know that it’s necessary to reach these goals. On other hand, if we talk about reach investors, another important part of the Stakeholders, the group developed a Investor Relations link in the corporate web site where the shareholders can find information about the company strategies, targets and investment cases, key financial data, share and bonds, annual reports, corporate governance and contacts information of the Investor Relation Team.
Also Adidas group offer investment propositions on their IR Web site. They mention specific reasons to invest in the company, and current and future strategies for continued growth. For example, they stated that “Adidas Group is one of the leaders in the sporting goods industry; that they have a clear market positioning: Performance-oriented brands target distinct consumer segments; also the claim that have a strong medium-term sales and profitability outlook due to expanding leading market positions around the world, exceptional growth potential in emerging markets and own-retail opportunities” , and so on.
For that and others reason, the IR Global Ranking gave the award of The Best Content to Adidas Group IR web site a few years ago. I think that since the economic worldwide crises, investor environment is more fragile and instable than ever. People do not trust in corporation and government, so companies have to be as transparent as possible about their financial situation. That can preserver their reputation and bring more investor.
To reach governments Adidas is helping them to promote active lifestyle to fight obesity and cardiovascular disease. Governments and non-governmental organizations are increasing their efforts to promote a healthy lifestyle and encourage sports participation.
One of the strategies of Adidas to reach communities is works in tandem with association to give hope and entertainment to people throughout sports. For example, Adidas US works with soccer affiliated organizations and athlete partners to promote access to practice soccer for disadvantaged, at-risk youth and kids. Also Adidas demonstrate CSR when they introduced their Environmental Strategy 2015 “ a five-year plan to re-engineer the company’s approach to environmental management by focusing on significant improvements along the entire value chain” . Adidas became a green company in 2008 and the final goal is become a zero-emissions company. The company is embedding environmental best practice in everything they do, also Adidas is maximizing environmental efficiency gains and they are supporting and harnessing they people’s passion for a greener planet.
When a company faces a crisis is difficult to establish which one is the most important strategy, because a crisis´s plan should be adapted to the characteristics of the company and the market in which they operate. However, the first thing that should be taken during the crisis management is to know what are the risks and opportunities, and try to visualize which will be the impact of crisis between its stakeholders. During the crisis, the company should make a crisis´s committee, in charge of generating communication and action’s strategies needed to minimize crisis´s effects and protect the image of the company.
It is essential act with immediacy, in order to avoid rumors or tension between the stakeholders. On the other hand, the company must address with honesty and responsibility, thus building trust and credibility.
When crisis´s period have finished, company should asses all damage in terms of profitability and image, to redesign the company's strategies.
In my opinion, the most important aspect to successfully overcome a crisis is to periodically planning financial, marketing and communication strategies for the purpose of being able to anticipate change and act more precisely in times of conflict.
