Essay about External and Internal Environments

2919 Words Nov 8th, 2015 12 Pages
Introduction:
In researching an industry for this assignment I chose the sporting goods industry that is a major industry with over $3 billion in sales per year. Within that industry I chose a company that I am familiar with “The Adidas Group.” The Adidas group is a publically traded company in Europe and with globalization it has increased its shares in the market. Adidas being traded on the European market is what we call an overnight stock. These stocks are traded at night here in the United States and open after the New York Stock Exchange closes at 4:00 PM eastern time.
I will choose two segments of the general environment business factors that I feel influence this company and the industry to assess how they affect both Adidas
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In order to choose any segment of a general environment, we must first understand what general industry competitor environments are and how the environmental elements work. The General environment is composed of dimensions in the broader society that influence an industry and the firms within it. These are grouped into seven segments the Demographic segment; the Economic segment; the Political/ Legal segment; the Sociocultural segment; the Technological segment; the Global segment; and the Physical environment segment (Hitt, Ireland, & Hoskisson, 2013). The two highest ranking segments of the general environment for the Adidas Group are the sociocultural segment which is concerned with society’s attitudes and cultural values and Global segment which includes new global markets, existing markets that are changing (Hitt, Ireland, & Hoskisson, 2013).
The Adidas Group’s sustainability strategy is rooted in the Group’s values – performance, passion, integrity and diversity. It is built on the achievements and learnings from previous years while taking into account the societal landscape and future global trends (Adidas, 2015). The firm operates on a four Pillar policy People, Product, Planet and Partnership with the following explanation: People: We positively influence the