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Under Armour’s Strategy in 2016 (Due in Week 2) 

How Big a Factor Can the Company Become in the $250 Billion Global Market for Sports Apparel and Footwear?

Assignment Questions

1. How strong are the competitive forces confronting Under Armour, Nike, and The Adidas Group? Please complete a Five Force Analysis to support and explain your solution in detail..

2. Does Under Armour have any resource strengths or competitive capabilities that qualify as a distinctive competence? Please list and explain your comments.

3. What does a SWOT analysis reveal about the overall attractiveness of Under Armour’s situation?

4. Which one of the five generic competitive strategies discussed in Chapter 5? 

5. What is impressive about Under Armour’s financial performance during the 2011-2015 period (as shown in case Exhibit 1)? Please employ numbers, ratios, etc. to justify your conclusions. 

6. What 3-4 top priority issues do Kevin Plank and Under Armour management need to address and what recommendations would you make to Under Armour’s senior management team?  4 pages