This report examines Adidas's potential foreign investment in the Hungarian market. It begins with an introduction outlining the objectives, which include expanding the customer base, increasing revenue, and analyzing the external environment using tools like Porter's Five Forces and PESTLE analysis. The report then provides a background on Adidas, including its history, legal forms, general policies, and financial performance from 2007 to 2017, highlighting revenue, earnings, and overseas operations. The market structure in Hungary is analyzed, including key competitors like 3KO KFT and Hervis. The report also presents a detailed background of the Hungarian business environment, including population size, GDP, and unemployment rates. The analysis includes data presentation using tables, charts, and graphs, along with an examination of the company's financial data and market structure. The report concludes with a summary of findings and recommendations for Adidas's market entry strategy in Hungary. The report is a valuable resource for students seeking to understand business organizations and environments in a global context.