Abstract
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.
Highlights
1.1 BackgroundHigh and new technologies are developing rapidly nowadays
Through the longitudinal analysis of the listed company's financial statements for several consecutive years, and further interpretation of the various in-depth information contained in these financial data, this article can find the company's development strategy hidden in the financial statement
Combining certain strategic management analysis methods and comparing the company's development strategy with industry development trends, this article can find out whether the company's future development strategy focuses or whether it deviates from the industry development trend, and why the company deviates from the industry development trend to formulate a development strategy
Summary
High and new technologies are developing rapidly nowadays. The salient feature of the world's economic development is that technology-intensive economic growth methods are becoming mainstream. Affected by the COVID-19, the changes in the world economic environment have become more complicated. In this context, if an enterprise wants to continue to grow, the focus of management needs to shift from production management to strategic management. Through the analysis of Adidas' macro environment and the analysis of financial statements, this article will carry out a quantitative analysis of its development strategy. Through the longitudinal analysis of the listed company's financial statements for several consecutive years, and further interpretation of the various in-depth information contained in these financial data, this article can find the company's development strategy hidden in the financial statement. Through the horizontal analysis of the financial statement of the competitor in the same year, this article can find the industry development situation. Industry development trend, and why the company deviates from the industry development trend to formulate a development strategy
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