adidasgroup!financial!analysis! brennanwyatt! prt466! file! 5!...
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Adidas Group Financial Analysis
Brennan Wyatt
PRT 466
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Table of Contents Organization Profile…………………………………………………….3 Economic Issues………………………………………………………….4 Revenue and Expenditure Summary ……………………………5 Assets and Liabilities Summary ……………………………………7 Financial Analysis ………………………………………………………10 References ………………………………………………………………..13
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Organization Profile Overview: On August 18, 1949 in Herzogenaurach, Germany Adi Dassler founded what is now known as Adidas. The company started with 47 employees and on the same day that Adi started the company he registered a shoe that included the registration of the soon to become famous Adidas 3-‐Stripes. Today Adidas employees more than 55,000 people in over 160 countries and produces more than 778 million product units every year. Adidas is ran by an executive board that is comprised of 6 members. Additionally there is a Supervisory Board comprised of 16 members that are in charge of the appointment and dismissal of Executive Board members, the supervision and consultancy of the Executive Board, the approval of the financial statements as well as the authorization of important operative planning and corporate decisions. Adidas is a for profit corporation that is public and offers stock. Adidas headquarters remains in Herzogenaurach, Germany (History, 1) Mission Statement: “The Adidas Group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. We are committed to continuously strengthening our brands and products to improve our competitive position.” Activities: Currently Adidas is the largest sportswear manufacturer in Europe, and the second biggest in the world. It is the holding company for the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-‐Adidas golf company (including Ashworth), 9.1% of FC Bayern Munich and Runtastic, an Austrian fitness technology company. The Adidas group is a leader in the sporting goods industry, offering a broad portfolio of footwear, apparel and hardware for sport and lifestyle around the core brands Adidas, Reebok, TaylorMade and CCM Hockey.
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Economic Issues Threats A potential economic threat for Adidas is other competitors such as Nike and Under Armour. According to the Business Insider sales for Adidas have been falling in the North American market for the past three years. Adidas was once Nikes biggest competitor in the United States. However, last year Under Armour rose to become number the two sportswear company in the United States behind Nike. Adidas is now currently the third. Nike and Under Armour are more in touch with the United States market. With Adidas group being headquartered in Germany they have lost touch with American tastes, The Journal reports. Additionally, Adidas lost major endorsement deals to Nike. In the 1980s, for example, Adidas passed on a potential endorsement deal with Michael Jordan, believing that fans would prefer taller players, according to The Journal. Although this was a long time ago Adidas still endorses far less American athletes than Nike does (Peterson, 1). Another economic threat Adidas faces deals with government regulations. Adidas currently manufactures 35% of its products in China and 93% of total production come from Asia. Import regulations and high cost tariffs play an important role in the pricing and success of the company (Bhasin, 1). Since Adidas faces many tariffs it poses a potential increased expense for the company. Opportunities While there are several threats that face the Adidas group there are also many opportunities. Adidas will be able to find new opportunities by entering into new markets. Adidas can enter countries markets that are starting to increase economically. For example, the Indian market has a growth rate of 33% in demand for premium goods. If Adidas expands its business in this market the opportunities for the company could be endless (Bhasin, 1). Another example of an opportunity for Adidas is through sustainability. The CEO for Adidas wrote, “At Adidas, our core belief is that through sport, we have the power to change lives. This becomes particularly relevant when we talk about the impact we have with our sustainability work. We are one of the very few companies that integrate
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sustainability into their business model, which becomes most visible in the fact that we take sustainability to the product level.” (Adidas Reiterates Commitment To The Oceans And Publishes 2016 Sustainability Progress Report). Recently Adidas made a commitment to create one million shoes made from ocean plastic. They also designed soccer jerseys for four major league soccer teams made out of ocean plastic. If Adidas continues to practice sustainable manufacturing practices they might be able to single themselves out and increase sales and stock. More so than ever people are starting to invest in social and sustainable companies. A Morgan Stanley study shows 71 percent of individual investors are interested in sustainable investing. However, there is one group in particular that aligns with this concept more than any other. The study shows that an astounding 84 percent of millennials are interested in sustainable investing (Ostrowski, 1). If Adidas continues to practice sustainable practices it will be a tremendous opportunity for the company.
Revenue and Expenditure Summary Revenue In 2016 Adidas Group generated an outstanding 20.3 billion dollars in sales. This includes sales from Adidas, Reebok, and Taylormade Adidas Golf. The Adidas Group generates its revenue from sportswear, shoes, apparel etc. In 2015 revenue for Adidas was 18.3 billion. Just from 2015 to 2016 they increased revenues by 9.8%. Below is a bar graph and chart that illustrates the revenues for Adidas.
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Expenses In 2016 the majority of the Adidas Group’s expenses came from costs of goods sold (10.28 billion). Costs of goods sold are essentially the direct costs associated to the production of the goods sold by the company. This includes production, packaging, shipping, etc. for Adidas. Another large expense for Adidas included selling, general, and administrative expenses (7.87 billion). SG&A are expenses incurred to promote, sell, and deliver a company's products and services, and to manage the overall company. Research and development took up a large part of the SG&A expenses for Adidas because they are continually trying to produce and innovate new products to compete. Below is a chart that illustrates Adidas Group’s Expenses
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Assets and Liabilities Summary
Assets In the 2016 fiscal year net receivables and inventory were two of the largest assets. Net receivables are current assets and made up roughly 16.3% of total assets. Meanwhile, Inventory, which includes all of Adidas Group’s merchandises and clothing in warehouses, makes up 24.7% of total assets. Cash and cash equivalents also make up a hefty part of total assets. Below is a table and a pie chart that depicts Adidas Group’s total assets for the fiscal year 2016.
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Liabilities In 2016 Adidas saw most of their liabilities come from accounts payable (28.6%). Accounts payable is money owed by a business to its suppliers shown as a liability on a company's balance sheet. For Adidas this could be money they owe to retail stores or distributors. Another large part of Adidas Group’s liabilities includes short and long-‐term debt (18.6%). Short-‐term debt simply means the debt that Adidas must pay back within one year. Long-‐term debt usually represents the amount of debt that Adidas owes after one year. Examples include loans on building that Adidas might owe. Other current liabilities make up most of the remaining balance. Other current liabilities for Adidas could include sales tax payable, payroll taxes payable, income taxes payable, accrued expenses, etc. Other long term liabilities could not be found. Below is a pie chart and chart that illustrates the liabilities for the Adidas Group in 2016.
34%
14% 23%
13%
6% 1% 2%
7%
Adidas Group Assets -‐2016 Inventory Cash And Cash Equivalents
Net Receivables Goodwill
Other Current Assets Short Term Investments
Long Term Investments Deffered Long term asset charges
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29%
19% 22%
11%
19%
Adidas Group Liabilities-‐2016 Accounts Payable Short/Current Long Term Debt
Other Current Liabilities Long Term Debt
Other Long term liabilities
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Financial Analysis The Financial Analysis section focuses on analyzing the financial standing of the Adidas Group. First, ratios will be calculated then they will be discussed on how they correlate to the financial performance of the Adidas Group. The report will conclude with a section discussing the future financial possibilities for the Adidas Group. Calculations
Current Ratio The current ratio is a liquidity ratio that measures a company's ability to pay short-‐term and long-‐term obligations. To gauge this ability, the current ratio considers the current total assets of a company relative to that company's current total liabilities. A current ratio below 1 shows that a company will essentially always be working from behind as they won’t be able to pay off short term obligations. A higher current ratio is better (Staff, 1).
Formula: Current Assets/Current Liabilities Current Assets Current Liabilities Current Ratio 8.89 billion 6.76 billion 1.32
Quick Ratio The quick ratio, also referred as the “acid test ratio” or the “quick assets ratio”, this ratio is a gauge of the short-‐term liquidity of a firm. The quick ratio is helpful in measuring a company’s short-‐term debts with its most liquid assets. A higher quick ratio indicates a better position for a company (Most Important Financial Ratios, 1). Formula: (Current Assets-‐Inventory)/Current Liabilities Current Assets Inventory Current
Liabilities Quick Ratio
8.89 billion 3.76 billion 6.67 billion .77
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Explanations A current ratio of 1.32 means that for every dollar of liabilities, there is $1.32 of assets to match it. A current ratio of 1.32 is acceptable but we would like for it to be slightly higher to ensure the companies ability to meet short-‐term obligations. The higher the ratio, the more liquid the company is. Commonly acceptable current ratio is 2; it's a comfortable financial position for most enterprises. Acceptable current ratios vary from industry to industry. For most industrial companies, 1.5 may be an acceptable current ratio (Most Important Financial Ratios, 1). A quick ratio of .77 is acceptable for the Adidas Group however we would like it to be closer to 1. The higher the quick ratio, the better the position of the company. The commonly acceptable current ratio is 1, but may vary from industry to industry. A company with a quick ratio of less than 1 cannot currently pay back its current liabilities; it's the bad sign for investors and partners (Most Important Financial Ratios, 1). Conclusion Overall, the financial position for the Adidas Group is relatively good. Ratios such as the current and quick could be better but are still suitable for financial stability. The Adidas Groups states that in 2017, despite continuing uncertainties regarding the economic outlook for both advanced and emerging economies, they expect the global economy and consumer spending to grow, providing a positive backdrop for moderate growth and expansion of the sporting goods industry. Through their extensive pipeline of new and innovative products, increased brand-‐building activities, the tight control of inventory levels and stringent cost management, they project strong top-‐ and bottom-‐line improvements in 2017 (Outlook, 1). Just in 2016 the Adidas Group revenues increased 22% on a currency-‐neutral basis and 17% in euro terms to € 4.8 billion (Outlook, 1). The financial future for Adidas looks very promising considering they are coming out with new and innovative products. Adidas also has a very successful legacy and heritage. With decades of experience under their belts Adidas has traveled a long way to establish itself as a youthful brand. Additionally, Adidas has a diversified portfolio with varied range
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of footwear & accessories under brand name Adidas (premium segment) & Reebok (mid range) (Bhasin, 1). I predict that with the premier brand name Adidas has built along with the promising revenue streams, Adidas Group will be financially stable and profitable for many years to come.
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References
Bhasin, Hitesh. "SWOT Analysis Of Adidas -‐ Adidas SWOT Analysis". Marketing91. N.p., 2017. Web. 26 Apr. 2017. http://www.adidas-‐group.com/en/media/news-‐archive/press-‐releases/2017/adidas-‐reiterates-‐commitment-‐oceans-‐and-‐publishes-‐2016-‐sustainab/ Peterson, Hayley. "4 Mistakes That Led To Adidas' Downfall". Business Insider. N.p., 2017. Web. 26 Apr. 2017. Ostrowski, Greg. "The Rise Of Sustainable Investing". US News. N.p., 2017. Web. 26 Apr. 2017. Staff, Investopedia. "Current Ratio". Investopedia. N.p., 2017. Web. 27 Apr. 2017. "Most Important Financial Ratios". Readyratios.com. N.p., 2017. Web. 27 Apr. 2017. "Outlook". Adidas. N.p., 2017. Web. 27 Apr. 2017. "History". Adidas-‐group.com. N.p., 2017. Web. 27 Apr. 2017.