Internal And External Environments Essay Sample

External environment plays an important role in any company. For adidas, a Germany-based sports brand, changes in external environment have a large effect on business operations. Thus, as adidas was named the official sponsor and supplier of the FIFA World Cup 2014 the company changed its product line to add new football-oriented lines and directed marketing efforts towards the future World Cup events. The decline of the value of Euro also affects the company by making it hard to achieve sales targets and refocusing adidas on non-Euro markets.
Visible culture relates to the attributes that are easily perceived by external stakeholders. Some of the elements of the visible culture are symbols, heroes, ceremonies, slogans and stories. For adidas one of the most recognizable symbol is its logo with three stripes that distinguishes the performance orientation of the brand. The company also has several heroes, mostly athletes, who use adidas products. However, the main hero of adidas is its founder, Adi Dassler, who led the company through all crises, including the World War II. His role in adidas and the story of the way the company was divided between the two Dassler brothers to form two world-famous brands, adidas and Puma, for decades shape the culture in the company and define the nature of the rivalry between the two organizations. The constant drive for achievement is reflected in the most famous slogan of adidas “Impossible is nothing”. Presentation of new collections is one of the most important ceremonies in adidas, which attracts internal and external stakeholders every season.
Invisible culture of adidas are also different from that of other companies. Thus, employees share the passion for achievement and sport, and these values are constantly reinforced by internal competitions and performance-oriented appraisal. Community spirit is also shared by almost all adidas employees, who often socialize together even after the working day is over.