Analysis on Nike employ Information Technology

By Alpin Esmiralda Pitre & Riyanto Jayadi


Since the establishment of the company Adidas, Adidas one key to success is itsability in the field of information technology. Since the beginning of Adidas already has adatabase system and very well organized. The existing database is then used and developed sothat it can meet the market demand at this time. Some of the existing system is the CRM system (Customer Relationship Management ) systems, SCM (Supply Chain Management ) and ERP (Enterprise Resource Planning)

.The CRM system

(Customer Relationship Management )

CRM system is a system, methodology, strategy, software, and web-basedapplications that can help a company to manage its relationship with the consumer.Adidas intensively utilize a CRM system. Among others, its utilization is to managethe program membership. Each customer is given an identity card for each product that has been bought. With the existence of the identity card. then the customer can directly access theofficial website of Adidas to give input on the resulting product the Adidas able to increasecustomer satisfaction. Another strategy that Adidas is maintaining relationships with retail ineach country so as to maintain market growth.

SCM (Supply Chain Management )

SCM system is a system, methodology, strategy, software, and web-basedapplications that can help a company to manage its relationship with suppliers. Supply ChainManagement is management all processes for designing, manufacturing operations,coordination, control, service, and distribution systems. It can be concluded that the SCM isthe process of data flow from the supplier to the consumer.

ERP (Enterprise Resource Planning)

Information systems ERP (Enterprise Resource Planning) is an information systemdesigned for manufacturing and services company whose role is to integrate the business processes related to aspects of the operation, production and distribution of the companiesconcerned.Adidas utilize ERP systems with the use of the main raw material use planning byconsidering the order, estimated the solid demand and availability of raw materials. In an effort to eliminate the long response time, Adidas in collaboration with AT & T to developand implement a system of order management software for field sales representatives so thatAdidas is not alone in doing business.


Digital technology is changing many things in the business world and there is a strong reason that every brand must have and follow a digital strategy. Consumers want personalised and better experiences from the businesses.  However, digital is also helping brands manage their supply chains, distribution networks and inside the store experiences better. Adidas has also invested in digital technology to drive its productivity high. In 2017, Adidas founded the digital leadership team whose responsibility was to start digital initiatives across the entire company and support the various functions with decision making in this area. This team has set its digital priorities and also set a clear digital roadmap for the future. Adidas is crafting a new digital experience for its customers which starts from Adidas and Reebok websites. the brand has set a target of 4 Billion revenues in terms of e-commerce revenue for itself. In 2017, it also introduced new features and technologies on its e-commerce channels such that the customers can have a great online shopping experience 2017 also saw the launch of Adidas app. Its e-commerce channels are also the fastest growing of its all sales channels which achieved 57% growth in 2017.  Digital experiences shape the perception of consumers towards a brand and as such digital is now an essential part of brand’s business strategy. However, digital extends deeper in Adidas’ system than shopping and marketing. The brand is forming fresh partnerships to extend the impact of digital in its entire system. It has adopted the digital light synthesis which eliminates the need for traditional prototyping or holding in the making of athletic footwear. Apart from that Adidas and Siemens announced a collaboration that is aimed at minimising the time it takes to bring a product to the market. The two are going to undertake research and development programs together which will enable the Adidas speed factory to grow capabilities that will aid fast, transparent and individualised production. Siemens is a leader in digital factory automation and simulation solutions, and the expertise it brings will offer greater flexibility and higher manufacturing efficiency to Adidas.