Adidas Strategic Analysis and Plan

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Adidas AG Date: March 26, 2013

Table of Contents Introduction 1 Impact Statement 1 Analysis of Causes 2 External Environment 2 U.S. Golf Equipment Industry – TaylorMade 2 U.S. Hockey Equipment Industry – CCM 3 U.S. Casual Apparel and Footwear Industry – Reebok 5 U.S. Athletic Apparel and Footwear Industry –Adidas 6 Internal Environment 7 Nine-Cell Matrix 7 Value Chain Analysis 8 Financial Analysis 8 SWOT ANALYSIS 9 Strategic Issues Facing Adidas 10 Strategic Alternatives 10 Development of Alternatives 11 Evaluation of Alternatives 11 Selection of the Best Alternative 12 Recommended Plan of Action 12 Development of Objectives 12 Recommended Action Plan 13 Conclusion 13 Golf Equipment Industry– TaylorMade 15 Appendix A - Economic Analysis: 15 Appendix B – PEST Analysis 16 Appendix C – Porter’s Five Forces 17 Appendix D – Key Success Factors 19 Appendix E – Important Stakeholders 20 Appendix F – Competitive Strength Assessment 21 U.S. Hockey Equipment Industry - CCM 22 Appendix G – Economic Analysis 22 Appendix H – PEST Analysis 23 Appendix I - Porter’s Five Forces 24 Appendix J – Key Success Factors 26 Appendix K – Important Stakeholders 27 Appendix L - Competitive Strength Assessment 28 U.S. Casual Apparel and Footwear Industry - Reebok 29 Appendix M – Economic Analysis 29 Appendix N – PEST Analysis 30 Appendix O – Porter’s Five Forces 31 Appendix P – Key Success Factors 33 Appendix Q – Key Stakeholders 34 Appendix R – Competitive Strength Assessment 35 U.S. Athletic Footwear and Apparel Industry - Adidas 36 Appendix S – Economic Analysis 36 Appendix T – PEST Analysis 37 Appendix U - Porter’s Five Forces 38 Appendix V – Key Success Factors 40 Appendix W- Key Stakeholders 41 Appendix X - Competitive Strength