Strategic Analysis of Allbirds (US market)

This strategic analysis aims to provide recommendations for Allbirds' future development based on the identified findings with the help of selected tools for analysing the external and internal environment of the company. The tools and their application were first described in the theoretical part, with further use in the company's context. The findings highlight that Allbirds has a sustainable brand image. The high interest in sustainability among consumers is an excellent opportunity for the company to invest in promotion and improve its product portfolio. However, the company has experienced bad financial performance over the last few years, primarily due to the growth of its retail presence. Recommendations include closing underperforming retail stores and optimising production, with the possibility of investing in product development and marketing.