mi adidas Case Analysis

further support from corporate in the areas of marketing, IT, production & distribution logistics,
and monetary budget were and are needed to achieve efficient and successful operational
duration. Through this corporate support, Rolf Reinschmidt has the ability to truly achieve
exponential profitability in the Forever Sport Division of Adidas Salomon-AG. Corporate
recommendations are detailed below in regards to creating efficient mi addidas operations.
Recommendations:
The mi addidas process needs an overhaul in an effort to achieve efficient mass
customization equilibrium. Why? Current MC problems originate in several areas: First,
communication of customer-specific information i.e. identification / measurement process.
Second, flexibility such as technology dependency and inventory prediction. Lastly, logistics by
way of direct-to customer distribution. As a result of these unfortunate characteristics, MC
problems all draw from too much flexibility and customization for successful large scale
operations. Just look at each of the MC shoe predecessors to mi addidas. They have all failed.
The overhaul recommendation is to create a mi adidas modular configuration, build from
a predetermined set of choices which are even more streamlined than the initial mi adidas pilots.
An example would be Subway, many combinations and choices, but all stemming from a set
array of ingredients and quantity per ingredient. In essence, mi adidas would need to take the
flexible flows of their current MTO process (make to order) and redesign the production process
for intermediate flows incorporating an ATO process (assemble to order). Marketing, retail
stores, and mi adidas kiosk’s would all need to parallel the production process change over. This
would allow the customer to still create a “customized” shoe but lower the overall costs and lead
time needed to complete the mi addidas order. This ATO process overhaul combined with much
enhanced corporate support will greatly encourage a successful mi adidas business segment.