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Research on Adidas International Development Strategy under COVID-19

Xiaoyu Zhang

Department of Engineering Mathematics,University of Bristol

摘要:Affected by COVID-19,Adidas’ global net sales in 2020 decreased by 3.756 billion euros compared to 2019.Adidas’ s net sales worldwide decreased by 3756 million euros in 2020 compared to 2019.This article will analyze the changes in Adidas’ s operation situation and competitiveness under the impact of COVID-19.At the same time,combined with the 2016-2020 financial statement data publicly disclosed by Adidas,this article will analyze the specific impact of COVID-19 on Adidas’ financial status and provide a more in-depth interpretation of the financial statements.The goal of this article is to analyze Adidas’ future development strategy and make recommendations by analysing the impact of COVID-19 so that it can better meet the needs of external interests and internal management.Many scholars’ relevant research is mostly on the development strategy research at the macro level.However,there is a lack of strategic research on the micro-enterprise level after being affected by COVID-19.This article first reviews the literature and expands new research directions based on existing research.Then,this article will use the PEST method to analyze the changes in Adidas’ s external macro environment under the influence of COVID-19 and apply the theory and methods of financial statement analysis to specific applications.Then this article will combine Potter’s five forces model analysis method to further analyze Adidas’ external environment and industry environment under the influence of COVID-19.Finally,this article will conclude and put forward development strategy recommendations.
会议名称:

3rd International Conference on Innovations in Economic Management and Social Science (IEMSS 2021)

会议时间:

2021-11-27

会议地点:

中国内蒙古呼和浩特

  • 专辑:

    工程科技Ⅰ辑; 经济与管理科学

  • 专题:

    轻工业手工业; 工业经济; 企业经济

  • DOI:

    10.26914/c.cnkihy.2021.049704

  • 分类号:

    F416.8;F272

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