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Assign each business a strength measure using the scale below. If you lack data to assign a strength measure, use a rating of 5 or average on that measure to avoid biasing your overall strength ratings.
Scale 1 = very weak 5 = average 10 = very strong
Competitive Strength Measure
Weight
Adidas
Salomon
Mavic
Taylor Made
Relative market share -2 6 8 10 8
Marketing and promotion -2 6 5 5 8
Product innovation capabilities -2 9 7 5 9
Distribution capabilities -1 7 6 5 8
Resource match to industry KSFs -1 5 5 5 5
Brand name recognition/image -2 8 10 9 9
Totals 10 72 69 68 8
Assignment 2: Prepare an industry attractiveness assessment for the adidas-Salomon business lineup as of 2004...
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