Description
The next phase of your strategic management plan will require you to research your company's history and existing strategic goals. Before we can make major improvements to the business, we first have to understand where they came from and what they're currently trying to accomplish. Use reliable business sources, the company website, and any traditional appropriate sources to gather as much background information that you can.
For the assignment this week, write a paper that's at least two pages in length and addresses the following:
- Detail the history of the business. Explain how they got their start but focus mostly on how their business has changed over the last 15 years. Provide a picture of how they adapt to change and any major obstacles that they've had to overcome.
- Include some information on the top executives at the company and the role that they've played in those last 15 years.
- Provide the company's existing mission statement and code of ethics. In what way do they articulate their ethical practices through policies and public outreach and why is this important?
- Identify two areas of concern ethically and explain those choices. Make sure to discuss why you feel that are areas of ethical concern. Think critically about where your chosen company has the potential for ethical dilemmas. For example, an accounting firm would be concerned with fraud.
- Rewrite your company's mission statement. The idea is to provide clarity and set the new strategic direction that you think the company should be moving towards. Include a paragraph explaining the changes that you've made and why.
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Running Head: MANAGEMENT
ETHICS AND CREATING A MISSION STATEMENT
STUDENT NAME
COURSE TITLE
INSTRUCTOR
DATE
MANAGEMENT
2
The Company Adidas was founded in Germany in 1949 by Adi who was passionate
about providing athletes with the best sports shoes. Adi was very methodological he would spend
time with athletes to understand their needs, consulted and worked with athletes to developed
world-class sportswear for competitive sports. Adidas is the second largest sports shoes
manufacturing company in the world with total revenue of 19.29 billion Euros. The current CEO
is Kasper Rorsled leading a board of six (Ind et al., 2015). Adidas top management is a sixmember committee comprised of seasoned executives who have been with Adidas for many
years. Roland Auschel, the Head of Global Sales, has been with Adidas since 1989. Erick
Liedtke is the head of Global brands he has been with Adidas since 1996. Karen Parkins is also a
member of the Adidas board from 1997.
The board compositions apart from the CEO are people who have been with Adidas for
an extended period. Adidas experiences a problematic period post-Nike joining the sports shoe
market. Nike had very aggressive marketing using celebrity endorsements that catapulted it to be
world's number one sportswear company overtaking Adidas. Faced with competition and fear
of losing market share, Adidas started to compete even in market segments that it had no
experience leading to massive losses in the 1980's. Two executives who previously worked with
Nike were recruited to help Adidas recover its global leadership (Ind et al., 2015). The two
executives were Peter Moore who headed design and creative function in Adidas and Rob
Strasser who led branding and marketing. The two executives repositioned Adidas...