STRENGTHS - S
SWOT
Matrix
OPPORTUNITIES - O
 Increasing demand: In developing countries will
be more demand premium products.
 Product line expansion: Further expansion of
the product will differentiate the company from
the other company’s strategies.
 Technology development
THREATS-T
 Competition:
Adidas lost 1 position to Nike and there
is regular competition from local players, market
penetration and substitutes.
• High attrition rate in work force
WEAKNESSES - W
 Strong brand Strong
 Adidas is among the most financially stable
companies globally.
 Distribution: Adidas is an effective distributor
by using online e-commerce, supermarket
stores, through different channels.
SO STRATEGIES
 Strong financial resource will help to increase
production due to increasing demand in
developing countries.
 Strong distribution network and financial
position increase marketing to attract
customers.
 Expansion strategy will help to grow.
ST STRATEGIES
 Use a strong distribution network to reach out
to customers and fight off new entrants into the
market.
 Use finance to become technology advanced
then competitors.
 Product line limitation
 Expensive product
WO STRATEGIES
 Through product expansion adidas can
overcome from restriction of limited product
line.
 Improved economic situation in developing
countries has increased purchasing power and
demand for premium products. Adidas can sell
their expensive premium product in developing
countries.
WT STRATEGIES
 Increase spending on research and development
to enable Adidas to better compete
with competition.
 Provide incentives, increase engagement,
or provide a better work environment to
retain talent. This will ensure that employees
don’t leave and join competitors.