EFE Matrix
	Opportunities	Weight	Rating	Weighted Score
1	Grow vertical brands as they are the 2nd largest brand category, yet only account for 14% of net sales (Annual Report, 2021).	0.07	3	0.21
2	make continuious improvements to the eCommerce business like curbside pickup capabilities and the partnership with Fedex to reduce the estimated delivery date (reduced 10% fiscal 2020)	0.03	3	0.09
3	New environmental regulations and consumer preferences - provides opportunity to capitalize on investments in new technology to tap into a growing market of eco-friendly customers (Emmert, 2021).	0.03	3	0.09
4	Growing sports participation post-covid (IBIS, 2022).	0.03	3	0.09
5	Higher demand for fitness equipment and home-gym setups (IBIS, 2022).	0.06	3	0.18
6	Growing market of retired adults who are increasingly interested in staying active (Jenkin et al., 2017).	0.02	1	0.02
7	New market segments and niches provide chances to expand company and product lines.	0.05	3	0.15
8	Diminishing borders and expanding global interconnection enable the company to enter the worldwide market, target geographically dispersed customers, and boost profitability.	0.07	2	0.14
9	Government subsidies and favorable policies.	0.04	2	0.08
10	459 adverts a day in the company's external environment.	0.08	2	0.16
	Threats	Weight	Rating	Weighted Score
1	U.S. Gun control regulations threatening revenues from guns in their hardlines, which accounted for revenues over $5 million in fiscal year 2021. (Annual Report, 2021).	0.08	3	0.24
2	Decline of traditional brick-and-mortar stores due to cost advantages of online competitors (Forbes, 2021).	0.04	3	0.12
3	Social media, smartphones, & video games threaten the need for DSG products & services. by curbing physical activity (Kolhar et al., 2021).	0.10	3	0.30
4	Discretionary spending and reductions in consumer spending might adversely affect the Company's business, operations, liquidity, financial results and stock price.	0.05	2	0.10
5	External environment is an excessive number of retailers selling athletic goods; not enough clients.	0.03	2	0.06
6	External environment is internet commerce. May indicate that customers are shopping elsewhere	0.03	2	0.06
7	A high personnel turnover rate and a rising reliance on new solutions	0.05	3	0.15
8	Lasting effects of COVID-19 on the business.	0.05	3	0.15
9	Different nations' liability rules may be vulnerable to liability claims due to policy changes.	0.05	3	0.15
10	Poor economic circumstances harm performance when they affect client buying.	0.04	3	0.12
	Total EFE Score	1.00		2.66

		Dick's Sporting Goods	Academy Sports+Outdoors	Big 5 Sporting Goods
Critical Success Factors	Weight	Rating	Score	Rating	Score	Rating	Score
Advertising	0.09	4	0.36	3	0.27	1	0.09
Domestic Market Penetration	0.07	4	0.28	2	0.14	3	0.21
Quality of Service by Employees	0.08	4	0.32	2	0.16	2	0.16
Product Variety	0.08	3	0.24	3	0.24	3	0.24
R&D	0.09	2	0.18	3	0.27	3	0.27
Location of Stores	0.08	4	0.32	3	0.24	2	0.16
Financial Profit	0.07	4	0.28	3	0.21	1	0.07
Customer Loyalty	0.06	3	0.18	4	0.24	1	0.06
Market Share	0.11	4	0.44	2	0.22	3	0.33
Product Quality	0.10	4	0.40	3	0.30	3	0.30
Brand Name/ Image	0.08	3	0.24	3	0.24	3	0.24
Price Competitiveness	0.09	3	0.27	3	0.27	3	0.27
Totals	1.00		3.51		2.80		2.40

What's a brief explanation of the findings and implications of the data identified in the EFE Matrix. See the Sample Strategic Plan for Colgate-Palmolive (2019) as an example.

What steps could be taken to improve the company's competitive advantage?