Sports Direct UK: Detailed Environmental and Marketing Analysis

This presentation provides a comprehensive analysis of Sports Direct UK, examining its market position, environmental factors, and marketing strategies. It begins with an introduction to the company, its background, and key competitors like JD Sports and Foot Locker. The presentation delves into macro-environmental factors, including political, economic, social, technological, environmental, and legal aspects. It also explores micro-internal factors such as product, management, and marketing issues. A SWOT analysis highlights opportunities and threats facing the company. The presentation concludes with recommendations for improvement, including hiring skilled workforce, introducing innovative products, and maintaining a stable cash flow. Data sources include the official websites of Sports Direct, JD Sports, and Foot Locker. The presentation is a group project assessing the environmental analysis of the organization, making use of relevant models and frameworks, and identifying the key issues impacting the organization.

SPORTS DIRECT
United Kingdom
MODULE NAME
MODULE CODE
STUDENTS NAME

INTRODUCTION
• The presentation highlights the introduction to the company named
Sports Direct UK, environmental factors as well as puts forward
recommendation regarding the marketing plans of the company.
• Sports Direct is a British company that had been established by Mie
Ashley in the year of 1982.
• The company specifically operates within the field of retail for sports-
goods and is in possession of 670 stores all around the world.
• The company aims at provisioning customers all around the world
with the best quality sports equipment to take forward the field of
sports.

BACKGROUND
• The company had been established in the year of 1982 by Mike
Ashley.
• The company has a completely British background.
• The company has a series of online existing retailers such as the likes
of House of Fraser, Lillywhites, USC and that of Flannels.
• The company also specifically owns sports as well as fashion brands
such as the likes of Donnay, Firetrap, Slazenger, Lonsdale and
Karrimor.

ENVIRONMENTAL ANALYSIS - MACRO
• EXTERNAL FACTORS
• COMPETITORS: JD Sports & Foot Locker
• Political issues:-
• Political instability as well as importance of the retail sector in relation to the
economy of the country.
• Corruption level that might hamper the marketing of the company.
• Anti-trust laws belonging to the field of retail (Lilien, Rangaswamy and De
Bruyn 2017).
• Economic issues:-
• Types of economic system that exists within the country it operates.
• Quality of infrastructure within the retail industry.
• Level of skill in relation to workforce of retail industry.

ENVIRONMENTAL ANALYSIS –
MACRO (contd.)• EXTERNAL FACTORS
• COMPETITORS: JD Sports & Foot Locker
• Social factors:-
• Demographics as well as level of skill for the population of the country.
• Roles of gender as well as social conventions.
• Leisure interests.
• Technological factors:-
• Recent advancements of technology by the Sports Direct company.
• Impact of the cost structure upon the retail industry.
• Technological diffusion rate.

ENVIRONMENTAL ANALYSIS –
MACRO (contd.)
• Environment Factors:-
• Weather.
• Climatic change (Palmatier and Crecelius 2019).
• Air as well as water pollution.
• Legal factors:-
• Discrimination law.
• Employment law.
• Protection of data.

ENVIRONMENTAL ANALYSIS – MACRO (contd.)
• Competitor information
• JD sports is a retail brand that deals within the field of sport
equipment retailing in Nike as well as adidas sport shoes that as been
providing a strong competition to the Sports Direct company in the
recent times (Porral and Stanton 2017).
• Footlocker on the other hand is a company that retails in footwear
having its headquarters at Midtown Manhattan, in New York.

ENVIRONMENTAL ANLYSIS - MICRO
• INTERNAL FACTORS
• PRODUCT ISSUES- the company deals in almost all of the sport
equipment for the sports enthusiasts and has been tasting a proper
growth within the business for the variable products it deals.
• MANAGEMENT ISSUES- the company has been lately facing some
issues in management due to the competitive market that has been
becoming difficult in the recent times (Tuten 2019).
• MARKETING ISSUES- the company has been dealing with the
marketing issues lately due to the competitors that have approached
with a better marketing strategy such as the company JD sports.

SWOT
OPPORTUNITIES
• Implementation of newer environmental policies for a better business
reach within the market.
• Stability within the flow of cash for a stable business growth for the
company.
THREATS
• Low supply of innovative products on a regular basis can potentially make
the company less renowned among the new generation.
• Shortage of skilled workforce can slow down the business growth of
Sports Direct.

DATA SOURCES
The official websites of the company of Sports Direct United Kingdom
as well as JD Sports and Foot Locker have been researched upon to
gather the data that has been mentioned in the presentation.

CONCLUSION
• The company has been in operation since the year of 1982 and has
been rising as one of the major retailers within the field of sport
equipment.
• Sports Direct has been identified to have been facing issues regarding
the products, marketing as well as management.
• The company has also identified various opportunities as well as
threats that might be posed toward the company due course of
business.

RECOMENDATIONS
• The company needs to hire newer workforce and fresher who have a
better knowledge regarding the approach towards the recent
marketing strategies.
• The company can also brig in innovative products for a better
attraction of the newer customers along with retention of the old
ones.
• Lastly, the company also look for a stable cash inflow to keep on the
service of the company.