Sports Direct (SD) is the UKs and Europe’s leading sports retailer not only by a financial standpoint but are also the owner of a considerable number of well-known sport, fashion and lifestyle brands. With 420 UK stores operations covering 19 countries in the EU SD have seen growth both domestically and internationally and even in regards to e-commerce (Sports Direct 2016). However, in recent years SD’s fluctuating share prices have been cause for concern, peaking at their highest in April 2014 at £922 and as of October 2016 sit 69% lower at £284 per share (Google Finance 2016). It is evident that SD have been restricted by major strategic forces in recent years which is why this essay will be set out to determine these forces and identify
