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Corporate Strategy: outdoor case

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  1. General features of the business environment
    1. Key success factors
    2. Porter
  2. Strategic groups
  3. The performance analysis

The world market for sporting goods has two parts. The team sports and fitness market is worth $ 80, against $ 42 billion for the outdoor goods market. Three kinds of products are made: clothing (46% of production), footwear (30%) and equipment (24%). Here we deal with the environment of the outdoor goods market. There are different categories of activities that take place outside, and we can segment the market according to these different kinds of products: -winter sports (white) - summer sports in the mountains (brown) - Open air activities including golf (green) - Water sports (blue) - Urban sport (grey)

[...] Team sports, racquet sports and golf are however the number of practitioners stagnates. If, alongside giants such as Nike and Adidas, there are still many firms specializing in a sport or a universe, the sector is undergoing reconfiguration. Multibrand / multiunivers groups emerging implement strategies for external growth in order to broaden their offering to growth sectors, to expand into new geographic markets and gain size. Meanwhile, manufacturers rely on innovation to differentiate products and imported products mainly under private label with the tech continues to grow. [...]

[...] These strategies offer are responsible for the creation of new sporting activities (kitesurfing, wakeboarding) that can extend the market for sports equipment and create new consumer needs; How to increase the visibility of products in distribution channels? Supermarkets specialized as Decathlon and Go Sport are nearly 70% of the distribution of sporting goods in France. Faced with the rise of private labels, manufacturers are offering their products less enhancement in the linear. The consideration of these issues and sociological developments cause a reconfiguration of the sector including: The importance of the emergence of multi-brand / multiunivers groups with the recent acquisition of Salomon by Amer Sports, Rossignol by Quiksilver, Lafuma, Oxbow and recently by Reebok by Adidas. [...]

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