Adidas Case

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SWOT ANALYSIS

1- Internal Analysis

| |Strengths |Weaknesses |
|Place/Market shares |One of the 3 leaders in the sporting goods market |The world leader is Nike, Adidas is only second. |
|Growth |worldwide. |In the French running market, it has only 20,2% of |
| |Its worldwide net sales are increasing since 1992. |market shares (42,5% for Nike) |
| |Only a little decrease is observed in 2003, in spite | |
| |of 6.3 billion Euros of net sales. But at the same | |
| |date, an increasing of 14% of net income is observed. | |
| |About Adidas France: | |
| |Sales have grown 70% in 4 years. | |
| |2nd on the running shoes market. | |
|Price |Adidas has low costs with the delocalization of 80% of|Products are more expensive than distributor brands. |
| |its products activities in Asia. | |
| |While competitor, Nike, sells high-tech products, it | |
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