This document provides a strategic analysis of Columbia Sportswear. It begins with Columbia's strategic mission and external/internal environments. It then analyzes Columbia's business strategies, including competitive rivalry, acquisitions, and international expansion. Recommendations include balancing innovation with marketing, choosing trade channels carefully, acquiring upmarket brands, orienting products to audiences, and preparing for shifts in global supply markets. The document concludes with Columbia's financial performance and projections for continued growth in China and higher market value.