Strategic Audit 14 pages

Adidas TOWS MATRIX

Internal Factors (from IFAS)

External Factors (from EFAS)

Strengths (S)

S1 Global audience and established market leader

S2 Worldwide range of suppliers Full-time faculty

S3 Good range and quality of products MIS Department

S4 Strong Market

S5 Shoes of all ages

Weaknesses (W)

W1 Reliance on cheap labour

W2 High production cost

W3 Strong focus on footwear

W4 High product prices

W5 Poor history regarding social and ethical issues

Opportunities (O)

O1 Growing preference to shop online

O2 Increase in shoes sales

O3 Potential for new technology

O4 increase in sports activities

O5 Increased sports initiatives

S / O Strategies

· Continue developing technology

· Increase partnership strategies and marketing intermediaries

· Migrate customers to the web strategy

W / O Strategies

· Lower production cost

· Use the Olympics and sporting events to represent themselves

· Create a wider range of products

Threats (T)

T1 Increased competition

T2 Counterfeit products

T3 Ever changing market

T4 increase labor cost

T5 Recession

S / T Strategies

· Expand their range of suppliers to keep the cost low

· Constantly create new designs and ideas

· Search for innovative concepts to outcompete their competition

W / T Strategies

· Keep their competitive advantage by using customization and expand by some means.

· Target different segments of the market in order to increase market share and halt competition