Evaluating the Adidas Reebok Merger as a Strategic Acquisition

Extended Essay

The Adidas Reebok Merger

RESEARCH QUESTION:

To what extent has the acquisition of Reebok International Ltd. by Adidas Group been effective as a growth strategy?

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School Name: Emirates
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Date Submitted: //14

Word Count:3990

Abstract

This essay responded to the research question, “To what extent has the acquisition of Reebok International Ltd. by Adidas Group been effective as a growth strategy?”An analysis of secondary data, such as income statements and annual reports for 2004-2007, was conducted on the Adidas Group to evaluate revenue patterns before and after the acquisition. Furthermore, the interview with the assistant strategic manager of Adidas-Reebok Company was done to find out the extent of the merger’s growth. To find the extent of growth, the essay conducted a SWOT analysis and financial and performance analysis of Adidas before the merger and a similar analysis of the Adidas-Reebok merger after the computer literacy.…