4 3 2 1

IFE Strneth / Weakness Control 1

EFE Opportunity / threat Control 1
Key external factor Market Development

Internal strength Weight AS TAS

Strong brand value 0.15 4 0.6
Culture of innovation 0.10 2 0.2
Strong financial position 0.09 4 0.36
Strong & Diversified
0.15
distribution network 3 0.45
Diversified Portfolio 0.08 3 0.24

Internal weakness
Expensive Products 0.10 2 0.2
Limited Product Line 0.15 2 0.3
Outsourcing 0.09 0 0
High Attrition rate 0.09 0 0

Opportunity

Increase in demand for

sportswear products and 0.10
assortments.
3 0.3

Adidas has a diversified

portfolio, there is still room
0.15
for expansion of its product
line.
2 0.3

Increased demand in
0.05
developing countries
4 0.2
Potential to expand in other
media 0.10 2 0.2
Product development with
the help of technology
advancement. 0.20 0 0

Threats
Supplier dominance 0.05 2 0.1
Threats from local players
and competitors 0.15 3 0.45
The number and quality of
fake products for premium
shoe brands have increased
significantly
0.10 0 0
Technological
Advancements 0.10 2 0.2
4.1
 0

Market Pentration Product Development

AS TAS AS TAS
4 0.6 2 0.3
2 0.2 4 0.4
4 0.36 4 0.36

4 0.6 0 0
3 0.24 3 0.24

1 0.1 1 0.1
2 0.3 4 0.6
0 0 3 0.27
0 0 0 0

3 0.3 4 0.4

2 0.3 4 0.6

2 0.1 1 0.05

4 0.4 1 0.1

1 0.2 4 0.8

2 0.1 3 0.15

3 0.45 0 0
3 0.3 2 0.2

2 0.2 2 0.2
4.75 4.77