Under Armour Case Study

Under Armour Case Study
External Analysis Exercise
Guidelines Spring 2016 – Dr. Hanko Zeitzmann
1. Organization
The purpose of this exercise is to provide you with some practice of specific tools. You will use the same tools in your semester project. According to the
guidelines that follow, you are asked to conduct an analysis of the following case:

“Under Armour’s Strategy in 2013—Good Enough to Win Market Share from Nike and adidas?”

Please be advised that this is an individual assignment. You are not to discuss or share any of your information, in particular any of the analysis you conduct, with
any of your classmates or outside person prior to submission of the case analysis to the professor. Any indication that submitted work is not your work alone will be
penalized and result in a deduction of your grade. The same applies if there is any indication that you have shared or provided help to someone else. Either of those
cases is considered plagiarism.

External Analysis Tools

Using only information from the case study, conduct the following analyses:

Porter’s 5-Forces Analysis. Analyze the industry using a 5-Forces Analysis based on Porter’s model. Provide an industry definition and make sure you show your
specific analysis model in the appendix.

Strategic Group Map. Map the industry using strategic group mapping. Specify your chosen parameters and explain your groupings. The map needs to be in the appendix
and you need to refer to it in your writing.

Key Success Factors. Define and describe the key success factors (KSFs) for the industry. The book provides a non-exhaustive list of potential KSFs, which you may
use as a guide (Table 3.4 on page 63). Your list should contain no more than a maximum of 6-8 KSFs and should be placed in the appendix. Explain your choices.
For all analyses, present accompanying tables, graphs, figures in the APPENDIX. Discuss these tables, graphs, and charts in the body of the paper.
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