Adidas

Critical Success Factors

Advertising
Product Quality
Price Competetiveness
Market Share
Financial Position
Customer Loyalty
Global Expansion
Total

Weight
0.20
0.15
0.15
0.10
0.10
0.20
0.10
1.00

Rating
3.00
4.00
2.00
2.00
3.00
4.00
3.00

Score
0.60
0.60
0.30
0.20
0.30
0.80
0.30
3.10

Nike
Rating
4.00
4.00
3.00
4.00
4.00
3.00
3.00

Puma
Score
0.80
0.60
0.45
0.40
0.40
0.60
0.30
3.55

Rating
2.00
4.00
2.00
2.00
2.00
2.00
1.00

Puma
Score
0.40
0.60
0.30
0.20
0.20
0.40
0.10
2.20

Callaway Golf
Rating
1.00
4.00
1.00
2.00
1.00
2.00
3.00

Score
0.20
0.60
0.15
0.20
0.10
0.40
0.30
1.95

Under Armour
Rating
2.00
3.00
2.00
3.00
2.00
2.00
4.00

Score
0.40
0.45
0.30
0.30
0.20
0.40
0.40
2.45

Key External Factors

Opportunities

Weight

Rating

Weighted Score

Mobile media used for advertisement

0.08

4.00

0.32

Change in Lifestyle
Product Innovation

0.10
0.15

4.00
2.00

0.40
0.30

Advertisement through Sponsorship

0.09

4.00

0.36

Social Media in Use

0.08

3.00

0.24

Growing Demand in Sports Equipment

0.05

3.00

0.15

Counterfeit Products
Lesser cost products from competetive
brands
New Competitions
Financial slowdown

0.15

2.00

0.30

0.10

2.00

0.20

0.10
0.10

3.00
2.00

0.30
0.20

Total

1.00

Threats

2.77