ocd assign 1

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Assignment

OfOrganization Change &

Development

Submitted to:- Submitted

by:-

Lect, Maneet kaur Mam, Ravish Kr. Bajra

BBA 6th SEM

Roll No: - RT1809A09

Reg.no:- 10808077

Merger


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AICL Air India Charters Ltd New Airline Air India Express set-up under AICL All AI

Express operations carried out on B-737-800 with a current fleet strength of 12. AIATSL Air

India Air Transport Services Ltd Incorporated in June 2003 set up to undertake ground

handling & other allied activities being operational at all domestic airports AIESL Air India

Engineering Services Ltd Incorporated to undertake engineering and other allied activities

To be operational Cabinet approval required INDIAN AIRLINES The erstwhile Indian

Airlines Limited or currently known as Indian, was Indias first state owned domestic airline.

Indian Airlines was set up under the aegis of federal Union Ministry of Civil Aviation and based

in New Delhi. Its main bases were the international airports in Chennai, Mumbai, Kolkata and

New Delhi. It has now been merged with Air India for corporate purposes, though for now,

continues to issue its own tickets. .Indian Airlines came into being with the enactment of the Air

Corporations Act, 1953. It was renamed "Indian" on December 7, 2005. Indian Airlines started

its operations from 1st August, 1953, with a fleet of 99 aircraft and was the outcome of the

merger of seven former independent airlines, namely Deccan Airways, Airways-India, Bharat

Airways, Himalayan Aviation, Kalinga Air Lines, Indian National Airways and Air Services ofIndia. The year 1964 saw the Indian Airlines moving into the jet era with the introduction of

Caravelle aircraft into its fleet followed by Boeing 737-200 in the early 1970. Along with its

wholly owned subsidiary Alliance Air, it flies a fleet of 70 aircraft including Airbus A300,

Airbus A320, Airbus A319, Boeing 737, Dornier Do-228, ATR-4, Airbus A319, A320 & A321.

Along with Indian cities, it flies to many foreign destinations which include Kuwait, Singapore,

Oman, UAE, Qatar, Bahrain, Thailand, Singapore, Malaysia, and Myanmar besides Pakistan,

Afghanistan, Nepal, Bangladesh, Sri Lanka and Maldives.

Indian Airlines Flight free run over the Indian skies ended with the entry of private carriers after

the liberalization of the Indian economy in the early 1990's when many private airlines like JetAirways, Air Sahara, East-West Airlines and ModiLuft entered the fray. The entry of low-cost

airlines like Air Deccan, Kingfisher Airlines and Spice Jet has revolutionized the Indian aviation

scenario. Indian has been a pioneer in the aviation scene in India. It was the first airline in India

to introduce the wide-bodied A300 aircraft on the domestic network, the fly-by-wire A320, walk

in flights and easy fares. It flies to 76 destinations - 58 within India and 18 abroad. It has a total

employee strength of around 19,300 employees along with Alliance Air and carries over 7.5

million passengers annually, along with Alliance Air. The main base of the Indian airlines are

Chatrapati Shivaji International Airport, Mumbai; Indira Gandhi International Airport, Delhi;

Netaji Subhash Chandra Bose International Airport, Kolkata; Chennai International Airport,

Chennai. After being granted permission from the Government of India, on 15 July 2007, IndianAirlines and Air India merged and started to operate as a single entity. Post-merger the new

airline will be renamed as Air India. This new airline is also a member of the Star Alliance, the

largest airline alliance. The government allowed the formation of a few new limited service

airlines in the 1970s: Air Works India, Huns Air, and Golden sun Aviation. None of them had

long life spans. Around 1979, IAC dropped the word "Corporation" from its name. Britain's

Financial Times described Indian Airlines as the world's third largest domestic carrier in the


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mid-1980s. With business growing at better than ten percent a year, it was increasing its capacity

as part of a plan to merge Indian Airlines with Air-India, the state's international carrier, two

leading young industrialists were appointed to chair the boards of the two companies in autumn

1986. Neither these plans nor the new chairmen lasted very long. In 1987, Indian Airlines carried

10 million passengers and earned a profit of Rs630 million ($48 million). However, the quality

of its service was facing criticism, to be heightened by the coming entry of new carriers into the

market. Amalgamation of Air India Limited and Indian Airlines Limited with National

Aviation Company of India Limited The Government of India, on 1 March 2007, approved the

merger of Air India and Indian Airlines. Consequent to the above, a new Company viz National

Aviation Company of India Limited (NACIL) was incorporated under the Companies Act, 1956

on 30 March 2007 with its Registered Office at Airlines House, 113 Gurudwara Rakabganj

Road, New Delhi. The Certificate to Commence Business was obtained on 14 May 2007.

SCHEME OF AMALGAMATION UNDER SECTIONS 391-394 OF THE COMPANIES

ACT 1956 For the amalgamation of AIR INDIA Ltd. (Transferor No 1 Company) and INDIAN

AIRLINES Ltd. (Transferor No 2 Company) with NATIONAL AVIATION COMPANY ofIndia ltd. (Transferee Company) whereas, National Aviation Company of India Limited (theTransferee Company) is a Company incorporated under the Companies Act 1956, having itsregistered office at Airlines House, 113 Gurudwara Rakabganj Road, New Delhi 110 001.National Aviation Company of India Limited is a Government Company within the meaning ofSection 617 of the Companies Act, 1956 and is under the administrative control of the Ministryof Civil Aviation. National Aviation Company of India Limited has been established as aGovernment Company to be engaged in the business as an airline for providing air transport andallied services. This Scheme proposes the amalgamation of AI and IA in the TransfereeCompany, which would result in consolidation of the business of all in one entity (i.e. NationalAviation Company of India Limited, the Transferee Company). (a) The Scheme proposes to

amalgamate each of the Transferor Companies (viz AI and IA ) with the Transferee Company(viz. National Aviation Company of India Limited). SHARE CAPITAL 2.1.1 As per the latestaudited accounts on March 31, 2006 the capital structure of the Transferor Companies is asunder: A. Transferor Company No 1 AIR INDIA AUTHORIZED SHARE CAPITALAMOUNT 42, 56, 36,820 Equity Shares of Rs. 10 each Rs. 425, 66, 38,200/- 74, 36,318Redeemable Preference Shares Rs. 100 each Rs. 74, 36, 31,800/- Total Rs. 500, 00, 00,000/-ISSUED, SUBSCRIBED & PAID-UP SHARE CAPITAL AMOUNT

15, 38, 36,427 Equity shares of Rs. 10 each fully paid Rs. 153, 83, 64,270/-

As on April 1, 2007 the Authorized Capital, the Issued, Subscribed and Paid up Share Capital of

AI remains the same. B. Transferor Company No 2 INDIAN AIRLINES AUTHORIZED

SHARE CAPITAL AMOUNT 94, 99, 58,200 Equity Shares of Rs. 10 each Rs. 949, 95,82,000/- 50, 04,180 Redeemable Preference Shares Rs.100 each Rs. 50, 04, 18,000/- Total Rs.

1000, 00, 00,000/- ISSUED, SUBSCRIBED&PAID-UP SHARE CAPITALAMOUNT 43,

21, 36,489 Equity shares of Rs. 10 each fully paid Rs. 432, 13, 64,890/- As on April 1, 2007 the

Authorized Capital, the Issued Subscribed and Paid up Share Capital of IA remains the same As

on April 1, 2007 the capital structure of the Transferee Company is as under: Transferee

Company National Aviation Company of India Limited (NACIL) AUTHORIZED


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SHARE CAPITAL AMOUNT 50,000 Equity Shares of Rs. 10 each Rs. 5, 00,000/- ISSUED,

SUBSCRIBED & PAID-UP SHARE CAPITAL AMOUNT 50,000 Equity Shares of Rs. 10

each Rs. 5, 00,000/- Transfer of Assets With effect from the Appointed Date and upon the

Scheme becoming effective, the Transferor Companies shall be transferred to and be vested in

and/or be deemed to have been transferred to and be vested in and managed by the Transferee

Company, as a going concern, without any further deed or act, together with all its properties,

assets, rights, benefits and interest therein, subject to existing charges thereon in favor of banks

and financial institutions or otherwise, as the case may be and as may be modified by them,

subject to the provisions of this Scheme, in accordance with Sections 391-394 of the Act and all

other applicable provisions of law, if any.

Without prejudice to Clause 3.1 above in respect of such of the assets of the TransferorCompanies as are movable in nature or intangible property or are otherwise capable of transferby manual delivery or by endorsement and delivery including plant, aircraft, machinery andequipments, the same shall be so transferred or shall be deemed to be so transferred to the

Transferee Company and shall upon such transfer become the property and an integral part of theTransferee Company. In respect of such of the said assets other than those referred hereinabove,the same shall, without any further act, instrument or deed, be vested in and/or be deemed to bevested in the Transferee Company in accordance with the provisions of Section 394 of the Act.Transfer of Liabilities (a) With effect from the Appointed Date and upon the Scheme becomingeffective, all debts, liabilities, duties and obligations, secured or unsecured, and whether or not provided for in the books of accounts of the Transferor Companies, whether disclosed orundisclosed in the balance sheet, shall be the debts, liabilities, duties and obligations of theTransferee Company and the Transferee Company undertakes to meet, discharge and satisfy thesame. (b) Where any of the liabilities and obligations attributed to the Transferor Companies onthe Appointed Date has been discharged by the Transferor Companies after the Appointed Date

and prior to the Effective Date, such discharge shall be deemed to have been for and on behalf ofthe Transferee Company. All loans raised and used and liabilities incurred by the TransferorCompanies after the Appointed Date but before the Effective Date for operations of theTransferor Companies shall be loans and liabilities of the Transferee Company. Anyguarantee/letter of comfort/commitment letter given by the Government or any agency or bank infavor of the Transferor Companies with regard to any loan or lease finance shall continue to beoperative in relation to the Transferee Company Contracts, Deeds, Approvals, Exemptions etc(a) With effect from the Appointed Date and upon the Scheme becoming effective, all contracts,deeds, bonds, agreements, schemes arrangements, insurance policies, indemnities, guaranteesand other instruments of whatsoever nature in relation to the Transferor Companies, or to thebenefit of which the Transferor Companies may be eligible, and which are subsisting or having

effect immediately before the Effective Date, shall be in full force and effect on or against or infavor of the Transferee Company and may be enforced as fully and effectually as if, instead ofthe Transferor Companies, the Transferee Company had been a party or beneficiary or obligethereto. (b) With effect from the Appointed Date and upon the Scheme becoming effective, allrights and licenses relating to trademarks, know-how, technical know-how, trade names,descriptions, trading style, franchises, labels, label designs, logos, emblems, and items of suchnature, color schemes, utility models, holograms, bar codes, designs, patents, copyrights, privileges and any rights, title or interest in intellectual property rights in relation to the


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Transferor Companies to which the Transferor Companies are a party or to the benefit of whichthe Transferor Companies may be entitled /eligible shall be in full force and effect on, or against,or in favor of, the Transferee Company as the case may be, and may be enforced as fully andeffectually as if, instead of the Transferor Companies, the Transferee Company had been a partyor beneficiary or oblige thereto. (c)The Transferee Company shall be entitled to the benefit of all

insurance policies which have been issued in respect of the Transferor Companies and the nameof the Transferee Company shall be substituted as Insured in the policies as if the TransfereeCompany was initially a party (d) With effect from the Appointed Date and upon the Scheme becoming effective the Transferee Company shall replace the Transferor Companies in therespective Air Services Agreements as the designated carrier of India. With effect from theAppointed Date and upon the Scheme becoming effective, all permits including operatingpermits, quotas, rights, entitlements, licenses including those relating to tenancies, time slots(including those at foreign airports trademarks, patents, copy rights, privileges, powers, facilitiesof every kind and description of whatsoever nature in relation to the Transferor Companies,including specifically ,licenses and permits for operating as airlines and carriers of passengers,cargo and mail ,and all rights relating thereto to the benefit of which the Transferor Companies

may be eligible and which are subsisting or having effect immediately before the Effective Date,shall be and remain in full force and effect in favor of or against the Transferee Company, andmay be enforced fully and effectually as if, instead of the Transferor Companies, the TransfereeCompany had been a beneficiary or oblige thereto.With effect from the Appointed Date and upon the Scheme becoming effective, any statutorylicenses, permissions, approvals, exemption schemes, or consents required to carry on operationsin the Transferor Companies, respectively, shall stand vested in or transferred to the TransfereeCompany without any further act or deed, and shall be appropriately mutated by the statutoryauthorities concerned therewith in favor of the Transferee Company. The benefit of all statutoryand regulatory permissions, licenses, environmental approvals and consents including thestatutory licenses, permissions or approvals or consents required to carry on the operations of theTransferor Companies shall vest in and become available to the Transferee Company pursuant tothe Scheme. The Transferee Company, at any time after the Scheme becoming effective inaccordance with the provisions hereof, if so required under any law or otherwise, will executedeeds of confirmation or other writings or arrangements with any party to any contract orarrangement in relation to the Transferor Companies to which the Transferor Companies are aparty in order to give formal effect to the above provisions. The Transferee Company shall,under the provisions of this Scheme, be deemed to be authorized to execute any such writings on behalf of the Transferor Companies and to carry out or perform all such formalities orcompliances, referred to above, on behalf of the Transferor Companies. Reasons of MergerMerger of the Transferor Companies with the Transferee Company, along with a comprehensivetransformation program, is imperative to improve competitiveness. It will provide an opportunityto leverage combined assets and capital better and build a stronger sustainable business.Specifically, the merger will - Create the largest airline in India and comparable to other airlines in Asia. The merger betweenthe two state-run carriers will see the beginning of the process of consolidation in the Indianaviation space - the fastest growing in the world followed by China, Indonesia and Thailand. Provide an Integrated international/ domestic footprint which will significantly enhancecustomer proposition and allow easy entry into one of the three global airline alliances, mostlyStar Alliance with global consortium of 21 airlines.


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Enable optimal utilization of existing resources through improvement in load factors and yieldson commonly serviced routes as well as deploy freed up aircraft capacity on alternate routes.The merger had created a mega company with combined revenue of Rs 150 billion ($3.7billion)and an estimated fleet size of 150. It had a diverse mix of aircraft for short and long haulresulting in better fleet utilization.

Provide an opportunity to fully leverage strong assets, capabilities and infrastructure. Provide an opportunity to leverage skilled and experienced manpower available with both theTransferor Companies to the optimum potential. Provide a larger and growth oriented company for the people and the same shall be in largerpublic interest.

Potential to launch high growth & profitability businesses (Ground Handling Services,Maintenance Repair and Overhaul etc.) Provide maximum flexibility to achieve financial and capital restructuring through revaluationof assets. Provide an increased thrust and focus on airline support businesses.

Economies of scale enabled routes rationalization and elimination of route duplication. Thisresulted in a saving of Rs1.86 billion, ($0.04 billion) and the new airlines will be offering morecompetitive fares, flying seven different types of aircraft and thus being more versatile andutilizing assets like real estate, human resources and aircraft better. However the merger had alsobrought close to $10 billion (Rs 440 billion) of debt. The new entity was in a better position to bargain while buying fuel, spares and other materials.There were also major operational benefits as between the two they occupied a large number ofparking bays and hangers, facilities which were usually in acute short supply, at several largeairports in the country. This worked out to be a major advantage to plan new flights at mostconvenient times. Traffic rights - The protectionism enjoyed by the national carriers with regard to the trafficright entitlements is likely to continue even after the merger. This will ensure that the mergedAirlines will have enough scope for continued expansion, necessitated due to their combinedfleet strength. The protectionism on traffic rights have another angle, which is aimed at ensuringhigher intrinsic value , since the Government is likely to divest certain percentage of its holdingin the near future.Revenue synergies will be driven by integration of the complementary networks of the

Transferor Companies. Cost and capital productivity synergies will be driven by opportunities

for leveraging economies of scale and opportunities for rationalizing overlapping facilities and

infrastructure. In addition to these synergies, the amalgamation will also provide an opportunity

to initiate a comprehensive transformation program to improve the overall competitiveness of the

merged airline i.e. the Transferee Company. This, while improving the financial position would

help position and equip the merged entity to better face the current and future challenges arising

out of intense competition and declining industry profitability.

Integration is incomplete Accenture, the consultant that inked the blueprint of Air India-Indian

merger in 2006, had advised the Centre to integrate 748 officials up to the level of deputy general

manager (DGM) within nine months of the Cabinet clearance, to ensure that the merger pays off.

Twenty-five months later, NACIL has been able to integrate 44 officials up to the level of


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executive director (ED), according to two board members of NACIL. Hit by recessionNACIL,

like other air carriers, is hit hard by the slowdown crimping passenger and cargo traffic. Air

passenger traffic fell for the seventh month in a row by 11 per cent year-on-year in January 2009.

In that month, NACIL's load factor, the number of tickets sold in proportion to the total number

of available seats, was the lowest (domestically) at 60.2 per cent. The core cost drivers -

including line maintenance, ground handling, terminal services, flight operations/ dispatches and

ticket sales - should have been merged first for synergies to translate into actual benefits.

NACIL's employee-to-aircraft ratio, a gauge of efficiency, is the highest among its peers at 222:1

(the global average is 150:1), resulting in a surplus employee strength of almost 10,000. The

wage bill of the merged company, which was 23 per cent of total expenditure at the time of

incorporation, is expected to rise sharply due to a grade re-alignment. Fleet ExpansionNACIL's

fleet expansion seems out of sync with the times, as most airlines are actually rounding their fleet

and cancelling orders for new planes. While other Indian airlines have withdrawn over a third of

their aircraft orders slated for delivery in 2009, NACIL plans to induct 30 aircraft in this fiscal

and another 45 by March-end 2012. This means NACIL would face a wall of debt goingforward. A NACIL board member informed that the company's total debt in the medium term is

estimated at Rs 79,000 crore. "It will need Rs 44,000 crore for plane purchases. It has Rs 22,000

crore in long term loans and another Rs 13,000 crore as working capital loans," he said.

Mutual Distrust and strong unions The distrust between the two sides of Air India and Indian

Airlines is almost palpable. For sure, many jobs will become redundant when functions are

unified. Many of those appointed are from Indian Airlines, fuelling resentment among Air India

employees. Integration has become a tightrope walk for the management. Strong opposition from

unions against managements cost-cutting decisions through their salaries have led to strikes by

the employees/ Increased Competition The flux at the top has led to delays in decision-makingat a time when demand for air travel has dropped around 8-10% over the last year and

competition has heated up in the sector. The national carriers domestic market share has been

under pressure ever since budget carriers and new private airlines took wing. Air Indias

domestic market share dropped from 19.8% in August 2007, when the merger took place, to

13.9% in January 2008 before rising to 17.2% in February 2009. Lower load factor Though the

overall operating performance has been steady, Air India passenger load factor of 63.2%, which

was the companys record, lags the industry average of 75% in 2006-07.The load factor

difference is even greater when compared to other low fares carriers such as Air Deccan. The

companys load factor is decreasing year by year, in 2005- 06 load factor is 66.2% which is more

than present load factor. Air India load factor is likely to be low because of the much higherfrequency operated on each route. Lower load factor could decrease the companys margins.

ConclusionThe merger of Air India and Indian is the most significant recent developmentfor Indias aviation sector. Managed correctly, the combined entity has huge potential as the

largest airline in one of the worlds largest and fastest growing economies. Global alliances will

be attracted by its extensive network in an untapped part of the world (and indeed Star Alliance


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is due to vote on Air Indias membership later this week). However, the complexity of

overseeing a merger taking place against such a challenging environment cannot be overstated,

albeit there was no other option. Ultimately, Air India will need to be privatized over the next 3-

5 years to introduce commercial disciplines. A partial IPO, scheduled for 2008/09 would be the

first step, although the value that can be achieved will be highly dependent on the results from

the integration process over the next 12-18 months. A Heavily debt-laden ledger will not make

that process easy, unless profitability is strong. Introducing a strategic partner would ideally

precede this first step, but would probably follow. Yet an Indian partner might raise competition

concerns, and an overseas partner would require changes in the regulations which currently

prohibit foreign airlines from holding a stake in Indian carriers. If Air India can successfully

navigate through the next couple of years, it has the potential to become a major Asian airline,

but 2008 will be critical.

Merger of Addidas And Reebok (pure example of Burk

Litwin model of change)

INTRODUCTION

On August 3, 2005, Adidas-Salomon AG announced its plans to buy all outstanding shares of

Reebok International Ltd.'s stock at $59.00 per share, for a total of $3.8 billion. Upon

announcement, Reebok stock rose 30% while Adidas climbed 7%. As stated by Herbert Hainer,

CEO of Adidas, "This is a once-in-a-lifetime opportunity to combine two of the most respected

and well-known companies in the worldwide sporting goods industry. Together, we will expand

our geographic reach, particularly in North America, and create a footwear, apparel and

hardware offering that addresses a broader spectrum of consumers and demographics"

(Adidas.com). A primary goal of the acquisition has been to challenge industry leader Nike for a

higher share of the United States sporting goods market as well as the global sporting goods

market. The acquisition has prompted much discussion as to what the future holds for the

sporting goods industry and its major players.

Athletic Wear Market Share

I- CORE COMPETENCIES & COMPETITVE ADVANTAGE

Competitive advantage is a special edge that allows an organisation to deal with market and

environmental forces better than its competitors. Whereas, sustainable competitive advantage is


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one that is difficult for competitors to imitate. This distinction is essential when evaluating the

acquisition and its effects. A merger of this scale is inherently complex, dealing with issues such

as global positioning of companies, corporate cultures, and the allocation of resources. To better

understand the advantages gained from the Adidas-Reebok merger, we have examined the

following: Through these various analyses, we have discovered that the importance of branding

is paramount for success in this industry. Our research also identifies the specific danger of

competition between Adidas and Reebok. Our analysis of the Adidas-Reebok merger shows how

it will gain a sustainable competitive advantage that may one day dominate the footwear industry

both domestically and internationally. The fact that Adidas and Reebok control such different

aspects of the shoe industry will help to ensure their success. To fully understand how Adidas-

Reebok will gain a sustainable competitive advantage over Nike, the situation must be looked at

from several different points. These include industrial, customer and competitor analyses, as

well as a look at the different marketing strategies and changing marketing trends.

Adidas Core Competencies

Technology

Customer focus

Brand recognition

Supply chain

Collaboratively competitive

Reebok Core Competencies

Trend Identification

Ability to market to a niche segment

Women's shoe design

Design expertise

Celebrity relationships


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Combining Core Competencies

Combine

Adidas technology with Reebok design

Adidas sports with Reebok women's market

Adidas shoes with Reebok apparel

Adidas global strength & Reebok US strength

Implementation

Blending the two cultures successfully (learning to work together)

Protect the strengths of acquired company (keeping development of both organisations

separate)

Maintaining both brands (keeping established market share)

Capitalising on supply chain economies of scale (suppliers, manufacturing, distribution,

channels)

Nurturing the partnership between technology and design (growing market share by

combining leadership areas)

Sustainable competitive advantage

The athletic apparel and footwear industry emphasises branding more than any other competitive

advantage. Through the use of advertisements, endorsements, promotions, and licensing

agreements, the top companies in this industry have devoted much of their resources to brand

recognition and loyalty. Adidas' acquisition of Reebok will develop increased opportunities to

achieve competitive advantage through branding. Furthermore, extended licensing agreements

and contracts will allow the Adidas Group to sustain this advantage.

Sustainable competitive advantage cannot be reached without the successful merging of Adidas

and Reebok. The key to this success is how well they identify themselves. There is a very realdanger of cannibalisation to occur between the two separate brands, where one brand takes away

the others consumer base. However, Adidas Chairman and CEO Herbert Hainer made clear that

"it is important that each of these brands must retain their own identity."

Hainer points out that Reebok's focused strategy is on the engagement of youth through sports,

music, and technology. Reebok, he points out, is a lifestyle brand. On the other hand, Adidas'


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focus is on superior technology and performance, coupled with a large international presence. As

Hainer points out, "Adidas has positioned part of its product range in the lifestyle segment, but

the company relies on the performance market. Lifestyle success to an authentic company is a

bonus."

Adidas will benefit from increased distribution in North America, where Reebok already has a

significant presence. The addition of Reebok will enhance not only its position among the top US

distributors like Foot Locker and Dick's, but will also give Adidas-Reebok more power over

promotions and in-store displays. Increasing its presence is the key to achieving sustainable

competitive advantage, because the increased presence further engrains the most important

advantage in this industry, brand name.

The acceleration of both brands is brought about through increased operating cash flows. Along

with the increased operating capital, other synergies such as operating savings are realised.Catching up to Nike's huge marketing budget is a challenge, but the increased operating costs

coupled with the synergies will help promote further brand recognition through marketing.

Reebok has an extensive line of men and women's apparel. The new company can combine

Reebok's apparel with Adidas' new addition of fashion designer Stella McCartney, who has

created an apparel line that integrates both sport and style. This innovative move shows that

Adidas continues to look for new opportunities and markets in order to gain a competitive

advantage.

In the past, Adidas has not been able to expand because it had problems shipping goods to the

United States. It takes them about 14 days to ship from their factories in the Far East while

Reebok can ship overnight. In the future, Adidas will be able to take advantage of Reebok's

existing distribution infrastructure in the U.S., while Reebok will be able to benefit from Adidas'

existing distribution infrastructure in Europe.

The Reebok brand will also gain sustainable competitive advantage through increased brand

recognition. Globally, Reebok will benefit greatly from Adidas' distribution around the world.

Coupled with the cost savings and increased cash flow, Reebok's marketing resources could

increase.

Combined R&D is helping speed development of cutting edge technologies, an importantfeature of the increasingly fast paced industry. Expedited research will develop higher consumer

demand for innovation across all brands, putting pressure on Nike's R&D capabilities.

SWOT Analysis

Adidas-Salomon SWOT Analysis (before the merger)


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Adidas-Salomon was a leading player in the sports good manufacturing industry. The company

had posted a very steady growth in its sales revenues in recent years, essentially as a result of its

strong brand image. The company had market leading products and strong brand names

including Adidas, Salomon, TaylorMade and others which were further strengthened by its

strong commitment to product innovations. Furthermore, on the supply-chain side the company's

commitment to reduce lead time for manufacturing footwear had enabled the company to avoid

the warehousing of products.

Strengths

Leading player in the sporting goods industry

The company was amongst the top players in the sporting goods industry due to its strong

brands, market-leading products and commitment to sports for meeting consumer expectations.

The global sportswear market (Euro 45 billion) was dominated by Adidas-Salomon and Nike

and, at a certain distance, Reebok, PUMA and New Balance. Adidas-Salomon's brands includeAdidas, Salomon, TaylorMade and others, which had very strong brand name recognition in

markets served. The company's products served many markets and include footwear, hardware,

apparel, snowboard, golf-related and other products.

Steady increase in sales revenues

Adidas-Salomon's revenues from sales have been steadily increasing as reflected in the last five

years' sales performance ending 2002. From E5.1 billion of sales in 1998 to E6.5 billion in 2002,

the performance has improved by a CAGR of 7%. Though sales declined by 3.9% in 2003 over

2002, it was mainly due to currency translations. The company has been able to achieve this

steady growth in revenues due to its strong brand image, continuous commitment to productinnovation that is consumer focused. Such a steady growth in the company's revenue

performance helped in maintaining a very good image for the company and improved investor

confidence. Additionally, the company reported an outstanding operational and financial

performance in the first half of fiscal 2004. This underlined the company's momentum, with

quarter on quarter sales improvements for all brands, and a record gross margin and earnings

growth of almost 40%, marking the strongest first half year performance in the company's

history.

Successful new product innovations

The company had consistently launched new products and this has enabled it to widen its

portfolio and also enhanced its competitive position. Each company brand targeted a specific

market and new products were introduced based on their requirements. This has helped the

company achieve a greater degree of success. During 2002-2003, the company launched

ClimaCool and a3 in its running shoes category, which were big successes. The company sold

over 500,000 pairs in a3 and over one million in ClimaCool. Furthermore, in the basketball shoes

division, the T-MAC and T-MAC were the bestselling in the US market in 2002 which has led to


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the release of T-MAC 4 lace less footwear for 2004. The company's continuous commitment

towards new product innovations not only improved revenues but also helped in strengthening its

relationship with its customers and attracts new customers. In May 2004 the company introduced

what the company described as the first Intelligent Shoe - called "1", the shoe provided

intelligent cushioning by automatically and continuously adjusting itself.

Lead time improvements

The company had considerably improved the lead-time required for footwear manufacturing

through lean manufacturing principles. Earlier in 2000, the company used to take 120 days for

producing footwear; by 2003, this had been reduced to around 60 days. Such a reduction was

made possible as a result of the company's efficient implementation of lean manufacturing

principles which helped in removing non-value-adding procedures and activities, improved

labelling, special handling and other such activities to reduce time taken. These process

improvements have helped the company in avoiding warehousing of its footwear products.

Marketing strength

The company had planned and implemented major advertising campaigns during 2004. The

company's immense size and strong position have afforded it the opportunity to undertake global

advertising campaigns with focus on TV, print media and outdoor advertising as well as point of

sale and PR activities. The campaign "Impossible is Nothing", included top athletes from

different disciplines such as Muhammad Ali and his daughter (brand image, boxing and

lifestyle), Haile Gebrselassi (brand image, running), David Beckham (brand image, football) and

Tracy McGrady (brand image, basketball).

Weaknesses

Unfocused strategy

The strategy of Adidas-Salomon was lacking focus. This is because it has a very broad product

portfolio, including sport performance products for athletic sports, basketball, golf, tennis,

Nordic disciplines, cycling and fashion oriented products. Rival Puma has demonstrated that

focus can translate into a high profitability.

Over-dependence on Adidas brand segment

While the purchase of Salomon, the French maker of ski and golf gear, steered the company into

the equipment arena, the company generated 79% ($4.9 billion) of its total revenues of E6.3

billion from the Adidas brand segment in 2003, while the other two contributed to the balance.

Despite a strong image for the TaylorMade and Salomon brands, they generated only about 21%

of the total revenues. The company's over-dependence on the Adidas brand segment, which


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mainly serves the athletes' requirements, makes the company's overall revenues susceptible to the

market conditions in this segment.

High level of long-term borrowings

Though the company reduced its borrowings by E181 million against 2002, the level ofborrowings was still very high. At the fiscal year end 2003 the company's long-term borrowings

as a percentage of equity were very high at around 146%, which amounted to E1, 574 million.

Such high debt level affected investor confidence in the company and makes low-cost funding of

growth plans difficult. By half year fiscal 2004 strong cash flow had enabled more progress in

debt reduction has been (net borrowings at June 30, 2004 were E967 million, down 39% or E616

million versus E1, 583 billion in the prior year) made but debt remained high.

Order cancellations

2003 revenue growth was substantially below the company's first impression from year-end 2002order backlogs, which were up a strong 14%. As 2003 revenues growth was only 5%, significant

order cancellations in the course of the first half of 2003 are evident. The company achieved

revenues that totalled E6, 267 million ($7,570.4 million), a decrease of 3.9% against the previous

years revenues that totalled E6, 523 million.

Opportunities

Strategic acquisitions and agreements

The company made a few strategic acquisitions during 2004. In September Adidas and Stella

McCartney announced a long-term partnership in New York, presenting the Adidas by Stella

McCartney sport performance collection. For the first time ever a high-end fashion designer had

created a functional sport performance range for women. The first collection was available in

stores across the US, Japan and Europe in spring/summer 2005. It offered products for running,

gym/workout and swimming as well as cover-ups. The Adidas by Stella McCartney range shows

the company's willingness to innovate in the women's sportswear market. Adidas-Salomon

acquired Valley Apparel Company of Cedar Rapids, Iowa in June 2004, a producer and

distributor of collegiate and professional league apparel and accessories. It served small- to mid-

size retailers, such as sporting goods stores, department stores, fan shops and college bookstores.

It has a reputation of producing and delivering large quantities of apparel and branded

accessories within hours of a team's victory. In early 2003, the company acquired the Maxfli

brand of accessories and other golf related products from Dunlop Slazenger Group through its

TaylorMade-Adidas division. This acquisition has helped the company in offering market

leading products in all the golf categories and has improved its global market share to 16% from

less than 1% prior to the acquisition. The company also entered into a strategic agreement in

June 2003 with the INTERSPORT International Corporation (IIC), a multi-sport retailer, in order

to strengthen its sales and distribution network. Specifically, the four year agreement will - in

time - strengthen the company's sport performance, casual, Salomon and other products' sales.


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Supply-chain and manufacturing initiatives

The company's success in reducing footwear manufacturing time was likely to continue in the

future also. The company planned to reduce its production time further, which has helped the

company achieve faster delivery of its products to the retailers, thereby reducing inventory costs.

On the supply-chain side, the industry faces a problem due to longer time to market. The totaltime taken is about 15 to 18 months of which 12 months are spent in creation of the product,

while the balance of the time in arranging for the raw materials, production and delivery to the

retail stores. The company also planned to implement a new model for its supply chain, which

will considerably reduce the time taken and improve cost efficiency, etc. This initiative helped

the company in serving its customers faster, thereby gaining a competitive edge over its peers.

Sponsoring sporting events

The company's sponsorship of major sports events brought great recognition to its products.Adidas supplied more than 1.4 million products to federations, volunteers, officials and others

during the 2004 Olympics. Following a successful marketing campaign at the Euro 2004 Soccer

Tournament in Portugal, the company once again expected to achieve new record sales in

football during 2004. During 2002, the company sponsored FIFA World Cup Championship in

Korea and Japan and was acclaimed as the most visible among the brands advertised during the

event and was viewed by 44 billion cumulative spectators during the course of the event.

Furthermore, in the Winter Olympics of 2002, the company sponsored over 50% of the

participating athletes who won about 200 medals. Adidas has a life-time agreement with Kevin

Garnett (most valuable player of the NBA 2003/2004). It also signed a six-year cooperative

agreement with Chinese Football in June 2003. The company sponsored the World Cup in 2006held in Germany. Sponsorship of these events helps the company in building its Sport Heritage,

Sport Style and other such divisions. For instance, the Sport Heritage division grew into an Euro

900 million businesses and doubled its sales from 2001 to 2003.

Own retail stores

In 2003 Adidas generated 9% of group revenues in own retail outlets. A significant number of

new shops did not positively contribute to earnings because the cost for new shops (of hiring of

sales people and training costs etc.) exceeded early revenues. This will begin to level out going

forward and the company will continue to open own retail shops. Management recently

explained that own retail sell-through was positive in the US in 2003 in contrast to external

customers. The company is therefore planning to open 15 new US shops in the coming two years

and 40 worldwide. Management expects Sport Heritage to grow again from 2004 driven by more

own retail stores and no more cutting of external points of sales.


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Threats

Competition

Adidas operated within a highly competitive market which in many cases overlaps into other

markets as sportswear retailers increasingly compete with fashion retailers. The company'straditional competitors like Reebok, Nike and Puma made competitive levels intense, but the

addition of casual footwear and apparel manufacturers such as Tommy Hilfiger, adding a

designer edge to the market, had increased competitive levels. Companies had come under

increasing pressure recently from products designed for the value conscious consumer. Adidas

have long been one of the premium brands in sportswear and have charged accordingly, though

this strategy is coming under more pressure as cheaper substitute products are bought by

consumers adding to problems in terms of customer retention.

Foreign exchange fluctuations

The company's manufacturing activities were mostly concentrated in China and other Southeast

Asian countries. Since most of these countries transact in US Dollars, the company incurred

about 70% to 80% of its outsourcing expenditure in US Dollars, whereas, the company's revenue

generation in US dollar and other non-Euro currencies is comparatively lower. Hence, adverse

changes in the exchange rate between US dollar and Euro had a negative impact on its overall

revenues.

Weak global economy

The GDP of European countries have grown at a negligible rate and are unlikely to improve in

the near future. Similarly, the Latin American markets such as Argentina and Brazil continue to

witness weak economic conditions, while the Southeast and Middle-East regions continue to reel

from political unrest. Thus, the company's revenues were significantly affected due to these

adverse economic conditions.

Impact of scandals in the US and Germany

Accounting scandals across industries in Germany and the US have impacted upon the

company's stock performance. The weak performance of many companies in the sports goods

industry adversely affected the investor confidence in the industry. Thus, external factors canhave an adverse impact on the company's stock price performance and might in turn affect its

brand's value.

Reebok SWOT Analysis (before the merger)


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Reebok International was a major player in the sports and fitness products market, with a

particular emphasis on footwear. Its main strengths lied in its size and strong brand awareness.

While footwear is clearly its core product, concerns were being raised over its comparative

disinterest in the associated athletic apparel market, which is over twice the size of the footwear

market.

Strengths

Growing sales revenue

As part of a strategy to grow quality market share, the company continued to invest in three key

product and marketing platforms: Performance, RBK and Classic. Reebok International was the

second largest manufacturer of athletic shoes in the US, behind Nike. The Reebok brand

continued to drive sales pushing it closer to major competitors, Nike and Adidas. Reebok had

become the number two or number three brand in most of its overseas markets. It held around

10% of the global market, compared to Nike's 34% and Adidas' 15%. The company has beenable to increase revenues and improve operating margins despite some challenging retail

conditions in many key markets around the world in 2004.

Excellent marketing strategy

The company employed a strategy of reinventing its brands in order to gain market share. In

order to enhance its Reebok brand, the company introduced a new street inspired product

collection, RBK, in 2002, followed by an effective marketing strategy which carried into 2003

and 2004. During 2003/2004, the Reebok product offerings generated healthy sell-through

performance at retail. Alongside reinventing brands, the company introduced new marketing

campaigns to promote them. To support the RBK product Reebok created a marketing campaign

entitled Reebok's "Sounds and Rhythm of Sport," which fuses music and entertainment with

sports and performance. The combination of relevant products and a new marketing campaign

improved the performance of the Reebok Brand in the athletic specialty channel of distribution.

Reebok has achieved positive market share comparisons in the critical athletic specialty and

sporting goods channels of distribution (as of October 2004).

Celebrity associated sponsorships

The company expanded its product offerings into more lifestyle and performance categories,

introducing new product segments for both the NBA and NFL, including NBA and NFL

footwear, classic lifestyle apparel and performance gear for off-the-field activities. Reebok

sponsored many top athletes in tennis; Andy Roddick and Venus Williams; as well as music stars

Jay-Z, Pharrell Williams and 50 Cent. Yao Zing's impact in the Asian market is hugely important


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to Reebok. Affiliating itself to such globally renowned celebrities enhanced the company name

among many different customer groups.

Strong women's sector

Another one of Reebok's strengths was its success in the women's sector. The market forwomen's athletic shoes is larger than that for men, accounting for around 46% and 40% of the

sector's value respectively. In volume terms, the women's sector was even more important, 46%

compared to 35%. Reebok's market share of women's athletic shoe sales was around 35%, and

has been boosted by its 'It's A Woman's World' marketing campaign.

Weaknesses

'Classics' under fire

The company had come under fire from its rivals in the classics department. In the past Reebokhas controlled this shoe category without much competition, however companies such as Nike

and Adidas were coming up with their own 'classic shoes'. Reebok were still the market leaders

in that area but the gap kept narrowing.

Low market share in apparels

Reebok controlled only about 1.4% of the apparel market. This posed a problem when squaring

up with its fierce competitor, Nike. The footwear market's growth was slowing. Athletic apparel

gives scope for a larger and more diverse range of products, keeping the market fast moving. The

apparel market was 2.4 times larger than the footwear market. Nike took charge there, with itsinnovative designs, and contracts with sports teams and organisations throughout the world.

Danger of stockpiling products by retailers

Futures, or ordered in advance sales, represented around 60-70% of Reebok's business. This has

been valuable to Reebok in the past; however five of the company's brands that represent around

60% global market share could cause problems in the future. Futures growth for these five

brands was around 9.5% on a dollar-weighted basis. This growth was alarmingly fast. Reebok

had to be careful as retailers may be ordering more than they can sell. This could result in a

sudden cut off in orders, leaving the company with large inventories and a decrease in sales.

Opportunities

Increase average shoe price

Reebok's average price per shoe in athletic footwear stores, which account for around 15% of the

market, was considerably lower than average. Its average price per shoe is $45, compared with


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an outlet average closer to $60. The company's lower than average shoe price is partly due to the

high percentage of basic products sold, which is itself partly attributable to its traditional position

in the women's sector. This left plenty of space for the company to muscle in on higher priced

sales, as its products and promotional efforts improve. As well as raising brand awareness,

Reebok's sponsorship deals helped the company increase its average sales price.

Draw attention toward new technological developments

Reebok had started developing its product to make it more modern and has invested heavily in

added technology to enhance its shoes. Reebok had a lot to gain from a continued investment in

more technologically advanced, premium products. In 2003, the company introduced new

fashionable and technologically advanced products tied to new integrated marketing programs.

These displayed an enhanced and prominent vector logo which ties back to the Professional

athletes wearing the products on the field. This branding created a real point-of-difference for its

performance products and should help to generate consumer interest at point-of-purchase. These

products are supported at retail with a new performance marketing campaign, which utilises the

athletes and the vector logo in new and creative ways. This campaign included television, printand in-store marketing packages.

Encourage a strong brand push in Europe

The company planned to enhance its European market, recruiting new management talent and

initiating an aggressive program to regionalise this business utilising a consistent brand image

throughout Europe. Reebok executed unified product, marketing, and sales strategies across all

borders in Europe, thereby presenting the Reebok Brand in a more relevant and consistent

manner.

Exploit Nike's lack of high profile sponsorship

Nike, the world's most successful sportswear brand and footwear producer struggled to fill the

void vacated by Michael Jordan. This was the first time in a long time that Nike did not have an

eminent sports star to spearhead their marketing drive. This has left an opening for the likes of

Reebok to exploit, particularly in the basketball arena. The company took the Chinese sensation

from Nike, Yao Ming, hoping to increase market share by 10% to 30% by 2006.

Threats

Over reliance on footwear sales

Footwear is Reebok's largest division and the company relies fairly heavily on the footwear

market. That was a competitive field experiencing much slower growth than in previous years

and, like most other producers, Reebok felt that it must do more to increase sales. Reebok had

also to be aware that the market for more expensive footwear was slowing. This could ultimately

force prices down, should this trend continue for a significant period of time. With the company


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so reliant on footwear, it risked losses, whereas other competitors such as Nike can fall back on

their apparel division.

Diverted from historical markets

Reebok's original success stemmed from the women's aerobics market in the 1980s. It has sincebecome apparent that the company has shied away from its roots. Reebok's women's products

represent only 25% of its athletic apparel volume. The women's apparel sector actually accounts

for around 40% of industry sales, which suggests that Reebok risked losing out in the key market

that transformed them into a global company.

Potentially expensive new product marketing

Until recently Reebok had not focused on either the men's or the women's apparel market for

several years. Before it can build up sales significantly in this area, it had to instil confidence

back into consumers that it is good at producing more than just 'classic shoes'. This processcould've proven to be both time consuming and costly.

Adidas-Reebok SWOT Analysis (After the merger)

Strengths

More products for different customers

Increase in product line

Acclivity in market share

Now both upper and middle priced markets are covered.

Shared R&D, Patents, technology & innovations

Weaknesses

Differing values among management

Complexity of joining two corporate cultures

Both companies belong to different countries

Opportunities

Reduction in costs Decreased competition

Cross-over promotion by sponsored athletes

Enter to new market/Segments

Threats


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Nike.

Nike's possible acquisition of Puma.

Danger of cannibalisation between the two separate brands.

Post merger performance

7th March, 2007 -Adidas Group's motto is "Impossible Is Nothing." But since the No. 2

sporting-goods maker announced in August, 2005, that it would snap up rival Reebok for

$3.8 billion to gain a firmer footing in the U.S. and challenge market leader Nike (NKE),

the company has yet to prove that the combo will work.

True to its mantra, however, Adidas says it's racing flat-out to make its tie-up with

Reebok a winner. The company has closed factories in Indonesia and is repositioning the

Reebok brand to widen its appeal. "Our focus this year will be on getting Reebok back

onto a growth track," Adidas Chief Executive Herbert Hainer said in a statement. "It'sgoing to take time, but we're moving in the right direction."

As part of that move, the company is ramping up its sales and marketing efforts. It's

reducing reliance on low-traffic, shopping-mall-based outlets and placing Reebok apparel

and footwear in higher-end department stores and larger sporting-goods ventures. Adidas

has also enlisted star NFL quarterback and Super Bowl MVP Peyton Manning, actress

Scarlett Johansson, and other famous faces to help launch a series of new products

planned in the second quarter.

The company says it expects these efforts to increase sales of the Reebok brand this year

in the "low-single-digit" range. Adidas expects its gross margin in 2007 to be between

45% and 47%, thanks to "improvements in all three brand segments." For the group, thecompany expects sales in 2007 to grow in the "mid-single-digit" range.

III. CREATING CUSTOMER VALUE, SATISFACTION

An annual report produced by Interbrand (2006), in cooperation with BusinessWeek, ranking the

top 100 global brands shows that Adidas was ranked 71st and Nike 31st. The ranking is based on

brand value, which is defined as "the dollar value of a brand, calculated as net present value, or

today's value of the earnings the brand is expected to generate in the future". Given that this puts

both brands ahead of corporations such as Shell, Porsche, and fashion brands such as Armani,Burberry and Levis, it signifies the strength of the two brands. Indeed, Adidas and Nike are the

only sportswear companies in the top 100 global brands. The positions of the two companies

during the previous five years had been relatively stable, with Adidas ranked at 70th, 68th, 67th,

69th, and 71st between 2001 and 2005 respectively, and Nike ranked at 34th, 35th, 33rd, 31st

and 30th over the same period.
http://investing.businessweek.com/research/stocks/snapshot/snapshot.asp?symbol=NKEhttp://investing.businessweek.com/research/stocks/snapshot/snapshot.asp?symbol=NKE


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Customer loyalty has been a major focus of strategic marketing planning and offers an important

basis for developing a sustainable competitive advantage an advantage that can be realised

through marketing efforts. It is reported that academic research on loyalty has largely focused on

measurement issues and correlations of loyalty with consumer property in a segmentation

context.

Many studies have been conducted on brand loyalty. However, in these entire studies brand

loyalty (e.g. repeat purchase) has been measured from the behavioural aspect without

considering the cognitive aspects. However, brand loyalty is not a simple uni-dimensional

concept, but a very complex multi-dimensional concept. However, it does not clarify the

intensity of brand loyalty, because it excludes the possibility that a consumer's attitude may be

unfavourable, even if he/she is making repeat purchases. In such a case, the consumer's brand

loyalty would be superficial and shallow rooted.

After careful examination consumer non-durables report (based on the ASQ Analysis of Quality

& Customer Satisfaction With Manufacturing Non-Durable Goods), we anticipate that the

acquisition of Reebok by Adidas and the challenge for Adidas/Reeboka combination of verydifferent business cultureswould be to maintain quality as it attempts to go toe-to-toe with

sales leader Nike. The acquisition was completed at the end of January 2006 without a hitch as

far as Reebok's perceived quality. The 2.4% gain by Reebok that quarter, coupled with a similar

drop by Nike, puts Adidas-Reebok perceived quality firmly ahead of Nike.

Nike also stumbles in comparison to Adidas-Reebok in terms of value. Consumers are much

more likely to believe they get value for the money spent on Adidas-Reebok compared to Nike.

And although Adidas-Reebok captures a significantly higher customer loyalty score than Nike,

both companies are vulnerable on this score with Nike posting the lowest and Adidas-Reebok

the second lowest customer loyalty marks of any of the manufacturing non-durables companies.

Unlike the food processing segment, where manufacturing skills represent core competencies of

the business, the athletic shoes segment's core competencies are creating, marketing and

distributing global brands. Manufacturing is almost entirely done by subcontractors operating

primarily in countries where labour costs are low.

In this business environment, in addition to the usual challenges of supply chain management (at

which Adidas and Reebok both excel), there is the added complication of addressing social

responsibility issues such as fair labour practices and safe working conditions in cultures very

different from the United States. A company's performance in the area of social responsibility

may also affect how consumers perceive the quality of the company's products, since these issues

are of growing concern to many consumers. While both companies have made strides in this

area, they have been consistent targets of critics, and the high visibility of these issues may

contribute to the fact that the athletic shoes category has the lowest perceived quality score

among all manufacturing non-durables.


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Nike, the market leader, on the other hand, has programs in place to provide oversight of

working conditions and human rights issues in addition to managing supplier production quality

at its contract manufacturers. Originally using third-party monitors, Nike now handles these

functions internally. The company measures its overall performance with a balanced scorecard

that includes compliance measures in addition to cost, delivery, and quality measures. The

company has become an advocate for bringing into better alignment the codes of conduct of

various compliance and monitoring organisations.

For companies the size of Adidas and Reebok, monitoring can be a major undertaking. Adidas-

Reebok new company contracts with 41 footwear manufacturing plants and another 543 apparel

manufacturing plants. Adidas-Reebok was the first footwear program to be accredited by the Fair

Labour Association.

The athletic shoes industry falls 1 percent to 76, dragged down mostly by the performance of

Nike. Reebok and Nike were tied in last year's measurement, but they have moved in opposite

directions by equal amounts this year. Reebok climbs 4 percent to 78, while Nike slipped to 72.The six point advantage Reebok enjoys over its nearest competitor is unusually large in any

industry, surpassed only by Google in search engines, eBay in Internet auctions, and Wachovia

in banks.

Reebok's acquisition by Adidas may have contributed to Reebok's increase in satisfaction. The

combined brands led to a near doubling of U.S. sales, rivalling Nike in market share. Price

increases eroded satisfaction across the industry last year, but this year Reebok has a large

advantage in value for the money as perceived by its customers.

Adidas-Reebok Customer Relationship Management (CRM)

Adidas-Reebok new company is driving future success by engaging consumers with unique

interactive product approaches and rewarding point-of-sale experiences. Adidas and Reebok

brands must be competitive in this environment where consumers make their final purchase

decisions based on availability, convenience and breadth of product offering.

There are examples what Adidas-Reebok has done:

Product performance excellence

Adidas Group website gives their potential customer possibility to zoom in on the product andalso to see full information even its technology. Consumer also can choose colour and size

easily, the website also offer product preferences by consumer behaviour.

Price performance excellence

Adidas-Reebok has offered discount for specific product or promotional in their website.


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Transactional excellence

Process of buying is quite easy and easy to understand by customer. Adidas-Reebok also provide

their websites with product tracking and account managing, so that customer cans easily tracking

their order and or review their cart.

Relationship excellenceIn managing their relationship with consumer, Adidas-Reebok gives them services to subscribe

their newsletter. Customer can contact Adidas-Reebok through easy steps and if they aren't

satisfied with the product, they can refund it and the procedure of refund is explained in their

website.

To manage their relation with small retailer, Adidas-Reebok offer "Affiliate Program" by

giving them procedure to get commission in sales.

The Adidas Group, with its wide assortment of product lines, is challenged by an increasing

individualisation of demand. There is a tendency towards an experience economy, a design

orientation, and, most importantly, a new awareness of quality and functionality that demands

durable and reliable products corresponding exactly to the needs of the buyer. Consumers with

increasing purchasing power are increasingly attempting to express their personality by means of

individual product choice. As a result, Adidas was forced to create product programmes with an

increasing number of variants. This development makes forecasting and planning for Adidas

more difficult than ever. The result? High overstocks, an increasing fashion risk, an enormous

supply chain complexity, and the necessity to provide often large discounts to get rid of

unwanted products. Adidas realised that implementing made-to-order manufacturing, instead of

made-to-stock variant production, could become a promising option to manage the costs of

variant explosion and broad product assortments. Adidas' management board decided to head

towards mass customisation (MC). The programme development started in the mid- 1990s,

resulting in the mass customisation product range mi Adidas. It was launched in test markets in

2001, and introduced, on a wider scale, in 2002. The programme provides consumers with the

opportunity to create unique footwear to their exact personal specifications in terms of fit,

function and design in specialised retail stores or at selected events. The shoes are offered in

selected markets MC can be seen from the Adidas perspective as an approach to improve both its

operational performance and its competitive position by providing higher customer value. From

market research studies and customer surveys we know that consumers love the system, and

even make appointments to buy shoes. Other benefits to Adidas are outlined in the box below.

However, these benefits come at a cost, as MC also brings a number of challenges. This process

is called the elicitation of a mass customisation system. The supplier has to interact with the

customer to obtain specific information to define and translate the customers' needs and desires

into a concrete product specification. However, instead of just listening to the customer, in many

cases customers are performing this design (configuration) activity by themselves on a tool

supplied by the manufacturer. The selling process turns into a co-design process.


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ANALYSING BUYING BEHAVIOUR

The sportswear market can be split into two separate markets: sports clothing and sports

footwear. The mass-market for sportswear initially developed in the 1980's with the growth of

the training shoe market. This was initially passed off as a fad. However, during the late 1980's

and in the 1990's, the sportswear market grew rapidly. In the early 1990's, the sports clothingmarket overtook sports footwear, and since the early 2000's, there has been a steady sales ratio of

70% clothing to 30% footwear in the overall sportswear market. Between 2000 and 2004, the

overall sportswear market grew by 16.2%. However, during this period, sales of sports clothing

grew 18.9% in contrast to sports footwear, which grew by 10.4%. One of the reasons for this is

that price deflation of 13% occurred between 2000 and 2004, which encouraged consumers to

increase the number of garments and pairs of footwear they buy each year.

Consumers of sports apparel in the US and their socio-demographic profiles

The Keynote Report on the Clothing and Footwear Industry (2006) revealed that an important

characteristic of sportswear consumers is the bias towards men, in contrast to most clothing and

footwear markets where women spend more and buy more frequently. A survey undertaken by

NEMS Market Research survey on behalf of Keynote (2006: 93) found that the most widely used

outlet for buying sports, leisure or casual clothing or footwear was a sports shop, with 55% of

consumers stating this. The survey also found that sports shops were used by 72% of 16-19 years

olds, 49% of 20-24 year olds, and 72% of 25-34 year olds.

Buying behaviour

A survey of consumer attitudes towards sportswear was undertaken by BMRB Access, for

Keynote, in June 2007. Based upon a representative sample of 1,016 adults, the key findings

were:

36% of respondents believed that sports brands like Nike or Adidas offer better quality than

most other clothing or footwear;

58% of respondents in the 25 34 age group believed that sports brands like Nike or Adidas

offer better quality than most other clothing or footwear;

In 2006, when asked which brands consumers had bought in the last year, 36% had bought

Adidas, 39% had bought Nike, and 31% had bought Reebok;


Adidas, 44% had bought Nike, and 36% had bought Reebok;


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Adidas, 37% had bought Nike, and 35% had bought Reebok.

Adidas-Reebok strategy towards consumer buying behaviour

In an effort to distinguish itself from the competition, each company has developed exclusive

relationships with highly recognisable organisations and individuals. Reebok had the exclusive

rights to market its products for the NBA, NHL, NFL, and the WNBA. Similarly, Adidas had

obtained contracts with professional European soccer clubs such as Chelsea, Bayern Munich,

Real Madrid, and AC Milan. On the other hand, without an established superstar, Nike's current

endorsements lack the influence they once held with the likes of Michael Jordan. "At the

moment, virtually none of the current NBA stars wear Nike. In my eyes, this is the reason Nikewas prepared to spend an outrageous amount of money for an 18-year-old," claims Adidas CEO

Herbert Hainer.

While there are many possible avenues to exploit in terms of sales opportunities for these

companies, the market is highly segmented in such a way that it is important for the three to

engage in target marketing. For example, in this market of athletic shoes, a firm can either offer

an all-purpose cross-trainer shoe or a running shoe and a basketball shoe. While the cross-trainer

shoe has broad appeal for all consumers it does not satisfy any consumer's needs in particular. In

contrast, the running shoe and basketball shoe combination will each satisfy a particular market

segment but will have modest appeal to the other segment. This is the point where the particularcompanies must decide whether they will individually follow a niche market or a full-line

strategy. In order to make this decision, the firms must weigh the cost of offering an additional

product and the revenue generated by doing so.

By utilising Porter's generic strategies framework (previously discussed), the methods employed

by Adidas-Reebok to compete for customers in the industry become easily apparent. While both

Nike and Adidas make use of a differentiation strategy to attract its customers, Reebok

concentrates its efforts on a broad cost strategy approach. The differentiation strategy of the two

companies, Nike and Adidas, can be seen in action by examining the various productions of both

these companies.

Nike currently incorporates its Shox technology in many of the athletic shoes it produces. All of

Nike's past Shox shoes have had the same basic platform: a four-column Shox unit in the heel for

cushioning and a mesh/synthetic upper. In addition to the Shox technology, Nike has innovated

online purchasing by allowing customers to customise their own shoes through NIKEiD.com.

These methods can be seen as an attempt by Nike to differentiate itself from the completion.


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AcquisitionDefinition:The purchase of one corporation by another, through either the purchase of

its shares, or the purchase of its assets

There's only one real way to achieve massive growth literally overnight, and that's by

buying somebody else's company. Acquisition has become one of the most popular

ways to grow today. Since 1990, the annual number ofmergersand acquisitions has

doubled, meaning that this is the most popular era ever for growth by acquisition.

Companies choose to grow by acquiring others to increase market share, to gain

access to promising new technologies, to achieve synergies in their operations, to tapwell-developed distribution channels, to obtain control of undervalued assets, and a

myriad of other reasons. But acquisition can be risky because many things can go

wrong with even a well-laid plan to grow by acquiring: Cultures may clash, key

employees may leave, synergies may fail to emerge, assets may be less valuable than

perceived, and costs may skyrocket rather than fall. Still, perhaps because of the appeal

of instant growth, acquisition is an increasingly common way to expand.

IBM to Acquire Cognos to Accelerate Information on Demand

Business Initiative

IBM (NYSE: IBM) and Cognos (NASDAQ: COGN) (TSX: CSN) the two companies haveentered into a definitive agreement for IBM to acquire Cognos, a publicly-held company basedin Ottawa, Ontario, Canada, in an all-cash transaction at a price of approximately $5 billion USDor $58 USD per share, with a net transaction value of $4.9 billion USD. The acquisition issubject to Cognos shareholder approval, regulatory approvals and other customary closingconditions. It is expected to close in the first quarter of 2008.The acquisition of Cognos supports IBM's Information on Demand strategy, a cross-company

initiative announced on February 16, 2006 that combines IBM's strength in informationintegration, content and data management and business consulting services to unlock thebusiness value of information. Integrating Cognos, the 23rd IBM acquisition in support of itsInformation on Demand strategy, will enable new business insights to be delivered to a broaderset of people across an organization, beyond the traditional users of business intelligence.IBM said the acquisition fits squarely within both its acquisition strategy and capital allocationmodel, and that it will contribute to the achievement of the companys objective for earnings-per-share growth through 2010.
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Customers are demanding complete solutions, not piece parts, to enable real-time decisionmaking," said Steve Mills, senior vice president and group executive, IBM Software Group."IBM has been providing Business Intelligence solutions for decades. Our broad set ofcapabilitiesfrom data warehousing to information integration and analyticstogether withCognos, position us well for the changing Business Intelligence and Performance Management

industry. We chose Cognos because of its industry-leading technology that is based on openstandards, which complements IBM's Service Oriented Architecture strategy.Together, IBM and Cognos will become the leading provider of technology and services forBusiness Intelligence (BI) and Performance Management, delivering the industrys mostcomplete, open standards-based platform with the broadest range of expertise to help companiesexpand the value of their information, optimize their business processes and maximizeperformance across their enterprises.The acquisition of Cognos accelerates IBMs global Information on Demand initiative to unlockthe business value of information for our customers. IBM will provide broader reach for Cognossolutions across multiple industries and geographies with a more complete set of offerings,including consulting services, hardware, and other middleware software.

Cognos provides the only complete BI and performance management platform, fully integratedon an open-standards-based service oriented architecture (SOA), and has a strong history ofsupporting heterogeneous application environments, consistent with IBMs approach. WithCognos, customers can turn data into actionable insight for coordinated, information-drivendecision-making to improve overall performance. Cognos will also extend IBMs reach furtherinto the CFO office with powerful financial planning and consolidation capabilities.This is an exciting combination for our customers, partners, and employees. It provides us withthe ability to expand our vision as the leading BI and Performance Management provider, saidRob Ashe, president and chief executive officer, Cognos. IBM is a perfect complement to ourstrategy, with minimal overlap in products, a broad range of technology synergies, and theresources, reach, and world-class services to accelerate this vision. Furthermore, thiscombination allows Cognos customers to leverage a broader set of solutions from IBM toadvance their information management driven initiatives.Together, IBM and Cognos will expand IBMs ability to provide customers with the rightinformation they needwhen they need it, to optimize operational performance, and to quicklyrespond to changing market demands. The combination of IBMs information managementtechnology and Cognos will also help organizations discover new ways to use trustedinformation spread across their enterprises to identify new business opportunities andsignificantly reduce the expense and time required to address industry-specific businesschallenges.Following completion of the acquisition, IBM intends to integrate Cognos as a group withinIBM's Information Management Software division, focused on Business Intelligence andPerformance Management. IBM also will appoint current Cognos President and CEO, Rob Ashe,to lead the group, reporting directly to General Manager, Ambuj Goyal.Cognos has approximately 4,000 employees worldwide and serves more than 25,000 customers.IBM and Cognos have partnered for more than 15 years, with extensive technical integrationsand eight pre-integrated joint solutions already supporting many joint customers, such as NewYork City Police Department, Blue Cross and Blue Shield of Tennessee, Canadian Tire,MetLife, and Bayer UK.


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Other strategic acquisitions in support of IBMs Information on Demand initiative includePrinceton Softech (data archiving and compliance), FileNet (enterprise content management),Ascential Software (information integration), DataMirror (changed data capture), SRD (entityanalytics), Trigo (product information management), DWL (customer information management)and Alphablox (analytics).

.Information About the TransactionThe transaction will be completed through a plan of arrangement, which will require theapproval of shareholders representing two thirds of the shares cast. Shareholders will be asked tovote on the transaction at a special meeting, the details of which will be announced in duecourse.The transaction has been unanimously approved by the board of directors of Cognos followingdelivery of a fairness opinion, which will be included in a proxy circular to be prepared andmailed to Cognos shareholders over the coming weeks providing shareholders with importantinformation about the transaction. A material change report, which provides more details on thetransaction, will be filed with the Canadian provincial securities regulatory authorities and with

the U.S. Securities and Exchange Commission and will be available at www.sedar.com andatwww.sec.gov.

Cautionary Statement Regarding Forward-Looking Statements

Certain statements in this communication regarding the proposed transaction between IBM andCognos, the expected timetable for completing the transaction, benefits and synergies of thetransaction, future opportunities for the combined company and products and any otherstatements regarding IBM and Cognoss future expectations, beliefs, goals or prospectsconstitute forward-looking statements made within the meaning of Section 21E of the SecuritiesExchange Act of 1934 and forward-looking information within the meaning of Section 138.4(9)

of the Ontario Securities Act (collectively, forward-looking statements). Any statements that arenot statements of historical fact (including statements containing the words believes, plans,anticipates, expects, estimates and similar expressions) should also be considered forward-looking statements. A number of important factors could cause actual results or events to differmaterially from those indicated by such forward-looking statements, including the parties abilityto consummate the transaction; the conditions to the completion of the transaction, including thereceipt of shareholder approval, court approval or the regulatory approvals required for thetransaction may not be obtained on the terms expected or on the anticipated schedule; the partiesability to meet expectations regarding the timing, completion and accounting and tax treatmentsof the transaction; the possibility that the parties may be unable to achieve expected synergiesand operating efficiencies in the arrangement within the expected time-frames or at all and to

successfully integrate Cognoss operations into those of IBM; such integration may be moredifficult, time-consuming or costly than expected; operating costs, customer loss and businessdisruption (including, without limitation, difficulties in maintaining relationships withemployees, customers, clients or suppliers) may be greater than expected following thetransaction; the retention of certain key employees of Cognos may be difficult; IBM and Cognosare subject to intense competition and increased competition is expected in the future;fluctuations in foreign currencies could result in transaction losses and increased expenses; thevolatility of the international marketplace; and the other factors described in IBMs Annual
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Report on Form 10-K for the fiscal year ended December 31, 2006 and in its most recentquarterly report filed with the SEC, and Cognoss Annual Report on Form 10-K for the fiscalyear ended February 28, 2007 and in its most recent quarterly report filed with the SEC. IBMand Cognos assume no obligation to update the information in this communication, except asotherwise required by law. Readers are cautioned not to place undue reliance on these forward-

looking statements that speak only as of the date hereof.

Participants in Solicitation

IBM and its directors and executive officers, and Cognos and its directors and executive officers,may be deemed to be participants in the solicitation of proxies from the holders of Cognoscommon shares in respect of the proposed transaction. Information about the directors andexecutive officers of IBM is set forth in the proxy statement for IBMs 2007 Annual Meeting ofStockholders, which was filed with the SEC on April 2, 2007. Information about the directorsand executive officers of Cognos is set forth in the proxy statement for Cognoss 2007 Annualand Special Meeting of Shareholders, which was filed with the SEC on May 24, 2007. Investors

may obtain additional information regarding the interest of such participants by reading theproxy circular regarding the acquisition when it becomes available.

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