Strategic management analysis of adidas. Conditions in the sports equipment industry and available resources

Seminar paper from the year 2011 in the subject Business economics - Operations Research grade: 20 Ashcroft International Business School Cambridge (Anglia Ruskin University) course: Strategic Management language: English abstract: 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.