What's a brief explanation of the findings and implications of the data identified in the IFE.

What strategies do you think would allow the firm to capitalize on its major strengths?

What strategies would allow the firm to improve on its major weaknesses?

	Strengths	Weight	Rating	Weighted Score
1	Holds a significant 30.8% of market share in the Licensed Sports Apparel Stores industry based on revenues- 30.8% (IBIS, 2022)	0.10	4	0.40
2	Owns & operates 20 different brands such as Golf Galaxy, Calia, Field & Stream, and Public Lands	0.04	3	0.12
3	Partnership with Nike in DSG mobile app, giving athletes access to exclusive product, experiences and content. (Annual Report, 2021).	0.02	3	0.06
4	Strong omni-channel platform & fulfillment capabilities utilizing in-store experience knowledgeable staff to drive sales (Annual Report, 2021).	0.10	4	0.40
5	High level of customer satisfaction - scored 38 on NPS and with 73% of customers stating they are loyal customers of the company. (Comparably, 2022).	0.06	3	0.18
6	Good returns on capital expenditures - 19.5% in last 12 months for an increase of 3.4% above the average returns. This is a measure on the firms ability to create value for all its stakeholders. (Finbox, 2022).	0.03	3	0.09
7	Accomplishment qualifies for inclusion in the Fortune 500 - has over seven hundred locations	0.02	2	0.04
8	Workplace diversity	0.06	3	0.18
9	The horizontal and/or vertical integration can increase the control over whole value chain	0.05	3	0.15
10	Competent and committed human capital can act as a powerful source of competitive advantage	0.04	2	0.08
	Weaknesses	Weight	Rating	Weighted Score
1	Lower profit and revenue growth than competitors (IBIS, 2020).	0.05	2	0.10
2	Heavily reliant on sales from Nike and Under Armour who account for 32% of net sales. (David et al., 2020).	0.09	4	0.36
3	Lower number of storefronts in the Western United States (ScrapeHero, 2022).	0.04	3	0.12
4	Fewer fishing & hunting lines compared to competitors (David et al., 2020).	0.02	2	0.04
5	Poor financial management and a lack of cash management may be costly.	0.04	3	0.12
6	Need more investment in new technologies	0.03	3	0.09
7	Investment in R&D lags behind industry leaders.	0.05	3	0.15
8	High cost of replacing existing experts	0.03	3	0.09
9	High rate of staff turnover at the lowest levels.	0.10	4	0.40
10	Poor project management practices	0.03	3	0.09
	Total IFE Score	1.00		3.26