SWOT Assignment
By: Trae Latham 03/14/2020
External Analysis
PESTLE: Political, Economic, Social, Technology, Legal, Environmental
Political– Adidas supplies, ships, and distributes their products worldwide. They use political forces as a
method of intervention of counterfeit products. Adidas has rules to abide by for each sale and product
distributed overseas.
Economic–Counterfeit issues: the 50 largest companies contribute to 70% of the industry’s revenue in
sports goods. Adidas is one of these organizations. Sales are driven by sports buyer trends and
preferences. The rise of counterfeit products dampers Adidas’ sales
Social-Adidas changes the designs of their products to match the interests of consumers. Their core
focus group on society are the health-conscious buyers with sport interests. With this focus they must
keep up with the social health trends.
Technology-Products with Adidas are tested under different conditions. For solutions to athletic
performance they use natural materials to test products. Sales are supported through websites and
social media.
