Salomon is a manufacturer of outdoor sports such as golf, cycling and especially the winter sports. Salomon attaches great importance to meet the expectations of the consumers, which explains that prior to its redemption; it is the world leader in winter sports with a market share of 32%.
After the takeover in 1998, the group recorded a strong recognition on the part of practicing winter sports. Indeed, it is up to the second place overall, behind the Nightingale in the field of sports. The group's philosophy is to become the best band in the world of sports in defending the common values that are the passion of sport, innovation, quality and performance.
While Salomon has long been listed as a traditional society, its image has now been changed. This has happened because of its diversification strategy.
The group Adidas – Salomon will be studied to see the history and benefits of the merger. The diversification strategy of Salomon will also be studied to finish the study by experiential marketing.
Salomon is a company that was established in early 1947, specializing in ski edges and wood saw. It eventually expanded its business around a single product: the ski bindings. The turnover of the company is more than 270 million francs and Salomon is the market leader in ski bindings.
In 1998, the group composed of Adidas, Salomon, Taylor Made and Mavic represented about 12,000 employees. The group's mission was to become the best sports manufacturer in the world with the best brands, best products, best services and the best team.
In 1998, the group ranked in the top three market shares in the alpine bindings, alpine boots, alpine skis, ski boots, skiing, hiking boots, snowboarding and inline skating business. From 1995 to 1998, there was an increase of 11.76% in the company's sales.
Tags: Salomon – company and history, Adidas Salomon merger, benefits of the Adidas Salomon merger
[...] Nine months later Adidas made a purchase, and took over bid of Salomon. The group became the world number 2 of the sports industry. Following this redemption the Salomon became Worldwide according to the leaders of the day to include all the brands held by Salomon. In 1998 the president of Salomon, initiator of the merger, resigned because of the differences with the CEO of Adidas. Areas common to both brands were similar and the manufacture and supply of raw materials, sports shoes were integrated at Adidas. [...]
[...] Strategic Analysis - the merger Adidas-Salomon Overview Introduction I. The Adidas-Salomon group Presentation of Salomon Presentation of the relationship between Adidas and Salomon II.A diversification strategy Diversification in terms of innovation Diversification seasonal III.Brand image Introduction Salomon is a maker of sporting goods outdoors such as golf, cycling, especially winter sports. Salomon attached great importance to meet the expectations of consumers, which is what the brand said before its redemption as the world leader in winter sports with a market share of 32%. [...]
[...] -Evolution of the sports market tends towards activities related to pleasure, but also to health. Salomon was sold in May 2005 at Amer Sports, now one can wonder whether the strategy taken by Adidas was the right or not. Selected Bibliography Yves Chirouze. Marketing: Research and Strategy, Marketing Ellipses p. David Huron. Marketing strategies and decisions, Gualino Publisher p. [...]
[...] For many years the ‘Strategic business units' were operating at Adidas. Thus, each manager is master of these decisions, but must suffer the consequences if they do not prove or are misguided. This is an opportunity for Salomon to rejuvenate using the name of its products, its sponsorship and at the same time its image. However, we note that Salomon and Adidas are totally different companies. Beyond the fact that one is French and another is German, the two do not have the same corporate culture. [...]
[...] -Strong ability to innovate the brand what it is to benefit from competitive advantages. -Its strategy is based primarily on research and development and marketing / communications. -Ranges that offer diversified products which can reach a wide customer base. -Adidas has partnerships with several organizations including sport with FIFA, which allows optimum visibility Job Opportunities Threats -The phenomenon of globalization -Development of new regulations can lead to deregulation of certain markets -The sports equipment market is -The technologies are constantly growing emerging that is why it is important to have good follow-up as this could lead to cost -Sporting events are very Important competition-sports important advertising media allows brands, which can be difficult to a very good communication. [...]
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