SPORTS DIRECT

Sports Direct

Introduction1

PESTEL Analysis2

SWOT Analysis2

Five Force Analyses3

Implications of Information Technology4

SWOT Analysis5

Strengths5

Weaknesses5

Opportunities5

Threats5

PESTEL analysis5

Political5

Economic6

Social6

Technological6

Strategic Business Units of Sports Direct6

BCG Matrix of Sports Direct6

McFarlan's Strategic Grid8

Problems of IT Projects12

Cloud Based Services14

Changes in Sports Direct15

Advertising15

Marketing16

Business Continuity Planning16

Business Continuity Plan for Sports Direct17

The Planning Process18

Sports Direct

Week 1

Introduction

The company that I have chosen for the purpose of the analysis is 'Sports Direct' as I have been working for the company for the past 2 years and I can identify products/services/competitors within the industry. The company Sports Direct International Plc is a globally renowned British oriented retailing group that deals in retailing sports goods throughout Europe and other parts of the world (Leroux, 2010).

The company was founded by a former squash player Mike Ashley in the year 1982 who still holds the majority shares of Sports Direct even after becoming a publically traded company on the London stock exchange. The retail brand is considered as the largest sporting retail in UK, holding a number of famous subsidiaries under its belt.

The businesses was previously acknowledged as Sports Soccer and Sports World, but in 2007 units of the series have been re-branded as SportsDirect.com, the area name of its online occurrence (www.sportsdirect.com).

Sports Direct is one of the leading retailers of sports related stuff, but what makes the company leading is its effective; IT strategy HR, sales and marketing strategy. The HR policy of the company is simple yet effective, the company takes care of its employees and in return the employees take care of the customers. Sports Direct at the end of every month carryout financial analysis, so that enough information is available to take decisions for future. Hence the reason why the company has been successful until now as the reason why the company is ahead of all competitors such as JJB, JD, Foot locker etc… The main competitors of Sports Direct was JJB however because of JJB recent stock loss which resulted in them going bankrupt, sports direct took the opportunity and made JJB an offer they couldn't refuse. They managed to buy JJB and their whole stock. Sports Direct target sports lovers and offer them similar stuff, which is cited as competitive advantage of the company. Assessment of growth and development along with future threats, the company has a research department which perform market researches to help company improves it process.

 In regards to finding information online from any sources other than the companies website I can confirm that I have checked numerous sites such as the customers site which is a website built for only customers. I have also read numerous reports online which I will write the references below.

Week 2

PESTEL Analysis

Political

Stable Political Environment

No Influence of any International Political Issue

Economic

The recession of UK did not pose any major problems for the Sports Company.

The economic policy of UK has been suitable for the Sports Direct Company.

Social

There has not been any social problem in the country.

Technological

The company is going a technological advancement since recent years

SWOT Analysis

Strengths

The company provided large numbers of sports goods to the ...