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Analyze the current marketing situation of adidas: key changes in the strategic position i.e. external environment and internal environment (including changes in organizational resources, competences, capabilities, leadership, culture, and other internal aspects) of the case study organization during the period identified for your research.
Students are to use a variety of theoretical paradigms and models as well as company/market/sector data to analyze the major changes in the internal and external environments of the case study organization. A typical analysis is called a SWOT analysis: strengths, weaknesses, opportunities, and threats. You should also conduct a PEST analysis (Political, Economic, Social, Technological), This method provides a comprehensive analysis of external factors that could affect your company.
Your analysis will help you list the most critical problems and relevant opportunities, as well as show you how well your company can tackle projects. Once you have a clear picture of your business, you can identify potential markets and products.
• The in-text References and the Bibliography have to be in Harvard’s citation style.

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