Adidas announced the development strategy for the next five years. sets ambitious goals for the next five years. So, in the plans of the German giant of sportswear and footwear, annual profit growth of 15%, up to 2020 of the year (from 2015 it is planned from + 7%) and an increase in turnover by almost half, to 22 billion euros in five years (In 2014, revenue amounted to 14,53 billion euros).
One of the key points in the company's five-year plan is to move production from Asia to Europe and the US - “back to where the key markets are,” as Adidas CEO Herbert Hainer put it. This solution, together with the use of modern equipment and the most automated production, should reduce the time gap between the development of design and the arrival of the finished product on store shelves.
The second direction of the Adidas strategy will be the concentration of sales in major global cities. The focus of Adidas is Los Angeles, New York, London, Paris, Shanghai, Tokyo. The company also plans to develop e-commerce.
In terms of promotion, the group is going to stake on creating its own "community". This implies constant communication with both the end customer and with athletes, famous personalities, retailers, partners. Separately, the plan notes the active work on sponsorship of sports teams - an area in which the main competitor of the Nike group is doing better at the moment.