Case Study Report
MSc Assessments and Projects
Global Business and Multinational Enterprise assignments
MGMT5601
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The MSc final project, designated as MGMT5601, offers an extensive exploration of Adidas, a prominent German multinational sportswear manufacturer, providing an in-depth case study that encompasses various dimensions of global business and multinational enterprise. This meticulously researched thesis delves into critical topics, facilitating a comprehensive understanding of Adidas' evolution, influence, and significance in the international business landscape. Central to this final project is a historical analysis that traces the trajectory of Adidas' growth and prominence as a global sportswear leader. Through an examination of its origin, strategic developments, and market expansion, students gain insights into the factors driving the success of a multinational enterprise in the sportswear industry. Moreover, this thesis sheds light on critical controversies that have surrounded Adidas, including issues related to racial diversity. By analyzing these controversies, students engage in a thought-provoking exploration of the challenges faced by global businesses in the realm of diversity and inclusion, offering valuable lessons in corporate responsibility and reputation management. Within the context of the global COVID-19 pandemic, this project scrutinizes Adidas' response and adaptation to unprecedented challenges. Through an examination of supply chain disruptions, shifting consumer behaviors, and crisis management strategies, students gain insights into how multinational enterprises navigate crises on a global scale. Financial considerations play a pivotal role in this thesis, with a detailed analysis of Adidas' dividend policy and its sources of finance, encompassing equity and debt. This financial exploration equips students with a nuanced understanding of the financial mechanisms that underpin a multinational sportswear manufacturer, including capital allocation, risk management, and financial decision-making. The culmination of this project involves an assessment of Adidas' gearing ratio, offering insights into its financial leverage and risk profile. By analyzing this key financial metric, students acquire the ability to evaluate the corporation's financial stability and its capacity to withstand economic fluctuations within the global sportswear industry. In summary, MGMT5601 represents a comprehensive final project that unveils the multifaceted dimensions of global business and multinational enterprises through the lens of Adidas. This case study illuminates the corporation's historical journey, engagement with critical controversies, response to global crises, and intricate financial operations. As students navigate this multifaceted exploration, they not only gain a profound understanding of Adidas but also acquire valuable insights into the broader dynamics of international business within the sportswear industry. This final project equips MSc students with the analytical skills and knowledge necessary to navigate the complexities of managing a multinational enterprise in a dynamic and competitive global marketplace, ensuring their readiness to address the challenges and opportunities inherent in the world of international business management.
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