C. Problems and Opportunities Assessment

Although all problem areas and opportunities are important, certain issues require immediate consideration if Sports Authority wishes to maintain itself as a profitable organization. Serious consideration must be given to the corporation’s expansion policy as fierce competition exists within the market. Dick’s Sporting Goods has initiated an aggressive expansion plan for the Midwest and West Coast regions. It would be extremely difficult for Sports Authority to enter these regions after a direct competitor has already established a large market share. Special attention should also be given to Internet sales due to rapidly increasing popularity of e-commerce. Strategies to combat economic conditions will also be required as this problem may significantly impact 2000 and 2001 sales and profitability.