EFE Matrix for ADIDAS AG

Key External Factors

Opportunities
1 Consolidated Short term debt decrease significantly 75% between 2008 to 2009
2 Louch new product which is the official match ball for the 2010 FIFA World Cup
3 To have 8 subsidiaries to the group that covers america, europe , asia
4 becomming official partner with NBA, NFL, NHL, and some football club.
5 Net sales from 2007 to 2009 in Latin America increase 34%
6 Georgio Armani S.p.A and reebok announced in early 2010 a multy year global alliance to
create special collection

Treats
7 Nike as a competitor can make 19 Billion Dollar in revenue, that is 32% higher than aidas
8 Production performance in adidas is not as eficient as in nike, revenue/employee in nike
39% more efficient than adidas
9 net sales in north america decrease 24% from 2007 to 2009
10 Reebok Diviasion is not as profitable as other division
11 Nike's main spokesman , Tiger Wood, recently fell into notoriety while chinese atletic
company such as Li Ning gained strength
12
8 to 2009

r global alliance to

higher than aidas

employee in nike

chinese atletic