This paper aims to evaluate conditions in the market environment in which adidas operates. Not only the sports equipment industry itself - the micro environment - is looked at, but also the wider macro environment. Additionally, adidas' critical success factors are outlined, its resource capabilities are evaluated, highlighting threshold and unique resources, and the company's core competences are specified. Using a SWOT analysis, conclusions are drawn by assessing how well the strategic capabilities of adidas fit the environmental factors relevant to the company.
TABLE OF CONTENTS
1. INTRODUCTION TO ADIDAS
2. MARKET ENVIRONMENT ANALYSIS
2.1 Overview of the sports equipment industry
2.2 Analysis of adidas’ macro-environment
2.3 Analysis of the sports equipment industry
2.4 Conclusion
3. INTERNAL ANALYSIS
3.1 Analysis of adidas’ value chain
3.2 Identification of adidas’ strategic capabilities
3.3 Identification of adidas’ distinctive capabilities
3.4 Conclusion
4. STRATEGIC FIT
REFERENCES
APPENDIX I – PESTEL ANALYSIS
APPENDIX II – VALUE CHAIN ANALYSIS
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