People Innovation Excellence

The Quality of a Product is Indicated by its Price Tag

A quote from PT Adidas Indonesia’s President Director, Benjamin Handradjasa, expressed in a CFO Forum held by BINUS BUSINESS SCHOOL on Wednesday, October 16, 2013.

This event, moderated by Toto Rusmanto, the head of program of the Graduate School of Accounting & Finance at BINUS BUSINESS SCHOOL, analyzed the steps taken to realize Adidas’s mission of leading the sports equipment industry in a sustainable manner; thus, staying at the forefront of competitive position and financial performance.

In the forum themed ‘It’s Time to Lead’, Benjamin said that – being the biggest sports equipment manufacturer in Germany and Europe, and the second biggest in the world – Adidas has for more than 80 years used creativity, innovation and technology in producing shoes, apparel, bags and accessories. Leveraging the strategic move of acquiring Reebook, TMaG, Rockport and Ashworth, has positioned Adidas Group ahead in the sports equipment industry.

Adidas has expanded into 65 mono brand stores in Indonesia, with four import licenses for such products as footwear, apparel, electronics and toys. Benjamin added that the group’s success was not achieved in a short time. Adidas keeps striving to secure its steady growth by launching various campaigns to the general public. Such innovative activities are the fruit of careful and effective leadership and financial arrangement.

Prior to taking the post as PT Adidas Indonesia’s chief finance officer, Benjamin began his career in the field of finance. In this two-hour event, he elaborated on the steps taken and challenges faced in developing Adidas Indonesia. (Karunia Fransiska)


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