Adidas AG – SWOT Framework Analysis
Adidas AG is a Germany-based holding company for the adidas Group, which is engaged in sports footwear, apparel and accessories. The Company diversifies its activities into three operating segments: Wholesale Business; Retail Business, and Other Businesses. The Wholesale Business segment comprises the adidas and Reebok business activities with retailers. The Retail Business segment comprises the own-retail and e-Commerce activities of the adidas and Rebook brands. The Other Businesses segment comprises the brands TaylorMade-adidas Golf, Rockport, Reebok-CCM Hockey and other centrally managed brands. Furthermore, the Company diversifies its activities by geographical regions into Western Europe, European Emerging Markets, North America, Greater China, Other Asian Markets and Latin America. As of December 31, 2012, the Company operated a total of 177 subsidiaries and affiliated companies located in Germany and abroad.
SWOT Analysis, is a strategic planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective.
The aim of any SWOT analysis is to identify the key internal and external factors that are important to achieving the objective. SWOT analysis groups key pieces of information into two main categories:
Internal factors – The strengths and weaknesses internal to the organization.
External factors – The opportunities and threats presented by the external environment.
Aruvian Research analyzes Adidas AG in a SWOT analysis and looks at the company’s strengths, weaknesses, opportunities and threats in this comprehensive research report.
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