Adidas Swot and Pestel Analysis

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Alexandria higher Institute of Engineering and Technology

Engineering Economy (EM 431)

ADIDAS SWOT and PESTEL Analysis

Name
Ahmed Fawzy El-Safty Esraa Ahmed Tawfeek

Submitted by: Section
1 1 1 2 2 3 3 3

No.
13 21 29 31 38 63 65 74

Aya Abd-El Razak Mohamed Aya Hesham El-Shenaway Basma Medhat Abd El-Zaher Ali Mahmoud Soliman Omar Ali Fahmy Katary Karim Mohamed Abd El-Salam

Submitted to: Dr. Islam Nazier

Page 1 of 19

Table of Contents
1.0 Introduction .................................................................................................. 4 1.1 1.2 1.3 1.4 1.5 1.6 1.7 Beginnings............................................................................................................................................................................................. 4 World War II ........................................................................................................................................................................................ 4 Adidas ..................................................................................................................................................................................................... 4 Domination ........................................................................................................................................................................................... 4 Bernard Tapie ...................................................................................................................................................................................... 4 Salomon.................................................................................................................................................................................................. 5 Today....................................................................................................................................................................................................... 5

2.0 Adidas Salomon Consolidated Balance Sheet (IFRS) ....................... 5 3.0 Adidas swot analysis .................................................................................. 8 3.1 Strengths................................................................................................................................................................................................ 8 Leading player in the sporting goods industry. ........................................................................................................... 8 Steady increase in sales revenues. .................................................................................................................................... 9 Successful new product innovations. ............................................................................................................................... 9 Lead time improvements. ..................................................................................................................................................... 9 Marketing strength. ..............................................................................................................................................................10 Unfocused strategy. ...............................................................................................................................................................10 Over-dependence on Adidas brand segment. .............................................................................................................10 High level of long-term borrowings................................................................................................................................10 Order cancellations................................................................................................................................................................11 Strategic acquisitions and...
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