Global Analysis of Sports Products

Company Background
• Founded in 1924, 2nd largest in sports field
• Mission is to be the Global leader in sports
products industry with competitive edge
• Vision is innovation, design leaders, consumer
focused and global organization
• Values are performance, passion, integrity and
diversity
• Strategic goals are achieving peak in market and
deliver excellent financial outcomes
• Total revenue €21.218 billion and net income
€0.72 billion
Global Analysis
• It influences in terms of risk regarding
terrorism, battle, communalism,
globalization and frequent change in
policies
• These results both the waste of time and
money
• Low labor costs are another big issues
• Industry constantly strives for innovation in
products every month and huge customer
base.
Action Plan
• Cost reduction in manufacturing as
per economies of scale
• Redefining strategies
• Advertisement campaigns and huge
promotional events
• Increase its presence
Conclusion
• The key findings are SWOT,
• PESTLE and
• Porter’s theory.
• The action plan has been
executed
• The monitoring system is also
evaluated
Current situational analysis
SWOT
• Strength is innovation
• Weakness is lack uniqueness
• Threat is competitors
• Opportunity is using own raw materials
PORTER’s THEORY
• Power of suppliers is low of 2.6
• Power of Buyers is 2.75 for professional athletes
and normal customers
• Threat of substitutes is 3.2 relatively higher
• Threat of new entrants is 2.5 which is significant
threat to Adidas
• Rivalry is 3.8 the highest, competitors are Nike
and Puma
Monitoring system
Increase presence in market-
Clear visualizing of progress
through increasing customer
base, sales figure and huge
brand awareness worldwide
PESTLE
• Political factors are quite challenging
• Economic factors like, taxation, inflation, unemployment
and stock market not stable are the issues
• Sociocultural issues like, language, culture, race, religion,
lifestyle and buying behaviour are affecting.
• Technological factors are high in Adidas
• Environmental factors are organized
• Legal factors are all aligned with company policies and
strategies