Case 2: Under Armour 2
Student Name
Name
Under Armour’s Turnaround Strategy in 2018
Write an introduction section: What is the company? What is significant about this company? What is the industry? Who are the competitors? Who are the customers? What else is important to know about this company? Include a purpose statement for your paper.
Change “Student Name” in the Header of the Paper. Make sure your paragraphs are indented. The paper must meet the minimum page length and be submitted in Canvas before the deadline to receive full credit. The paper format should be 12-point, Times New Roman font with 1” margins. The paper should be double-spaced with no extra spaces between sections or paragraphs. Do not remove section, table, or figure headings. References should be cited in APA format in the paper and on the references page. The reference and grading rubric pages do not count toward your page total. All cases are checked with the TurnItIn anti-plagiarism software to help assure the integrity of the assignments.
Industry Attractiveness Evaluation
Address the items from Step One of the Assignment. All questions in each section must be answered thoroughly. A one sentence response is typically insufficient to thoroughly address the question. Indent the section paragraph. Section headings should be bolded and centered. Do not delete section headings.
Table 1
Industry Attractiveness Assessment
Key Attractiveness Measure
Weight
Apparel
Footwear
Accessories
Connected Fitness
Market size and growth rate
Industry Profitability
Intensity of competition
Emerging opportunities and threats
Product Innovation
Social, political, environmental factors
TOTALS
1.00
(Scale 1 = very low attractiveness, 5 = average attractiveness, 10 = very strong attractiveness)
Business Unit Competitive Strength Evaluation
Address the items from Step Two of the Assignment.
Table 2
Competitive-Strength Assessments
Key Strength Measure
Weight
Apparel
Footwear
Accessories
Connected Fitness
Product line breadth
Brand awareness and brand reputation
Caliber of portfolio of celebrity endorsements and sponsorship of sporting events
Distribution capabilities
Product design, technical innovation, and new product development
Geographic market coverage
Financial resources and financial strength
TOTALS
1.00
Scale 1 = very weak, 5 = average, 10 = very strong)
Table 3
Nine-Cell Industry-Attractiveness-Competitive-Strength Matrix
Industry Attractiveness
Strength of Business Units
Apparel
Footwear
Accessories
Connected Fitness
Create a 9-cell chart in excel to paste in your paper:
Competitive Value of Strategic Fit
Address the items from Step Three of the Assignment.
Table 4
Competitive Advantage Potential of Cross-Business Strategic Fit Identification
Business Unit
Purchasing
Operations
Distribution
Sales & Marketing
Advertising & Promotion
Apparel
Footwear
Accessories
Connected Fitness
Resource Fit
Address the items from Step Four of the Assignment.
Table 5
Resource Fit
Cash Cow? Star? Cash Hog?
Apparel
Footwear
Accessories
Connected Fitness
Business Unit Ranking and Priority for Resource Allocation Ranking
Address the items from Step Five of the Assignment.
Table 6
Resource Allocation Priority
Ranking
Apparel
Footwear
Accessories
Connected Fitness
Strategic Moves to Improve Overall Corporate Performance
Address the items from Step Six of the Assignment.
Conclusion
Write a concluding paragraph which summarizes the major points of the paper. The conclusion should tie back into the introduction and provide one lasting thought for the paper.
References
If you do not cite any references, delete this page. If you cite the textbook (case), you do not need to list it as a reference, merely note the page number in your paper. Example, putting (C-173) after the citation in your paper.
References should be a separate page from your paper and do not count toward the page count. References should be cited using APA format. See the Writing resources module in Canvas for more information on APA formatting.
**do not delete the grading rubric from your paper
GRADING RUBRIC – CASE ANALYSIS #2 – Hoover
Element
Below average performance
Average performance
Superior performance
Under Armour Worksheet
0-9
Completed worksheet not submitted with assignment. Tab 1 and/or Tab 2 is not complete.
10-12
Tabs 1 and 2 are completed but minimal; rationale lacks depth or support; ratings are not consistent between tab 1 and tab 2
13-15
Worksheet is complete; rationale and ratings are consistent.
Section 1 – Step 1
Evaluation of Industry Attractiveness
0-6
Minimal answers from and/or analysis is not thorough. Not all areas addressed.
7-8
Summaries or analysis lack depth or support.
9-10
Thorough summaries and analysis.
Section 1 – Step 2
Evaluation of Business Unit Competitive Strength including 9-cell analysis
0-13
Minimal answers from and/or analysis is not thorough. Not all areas addressed. Nine-cell is not included.
14-17
Summaries or analysis lack depth or support.
18-20
Thorough summaries and analysis.
Section 2 – Step 3
Competitive Value
0-6
Minimal answers from and/or analysis is not thorough. Not all areas addressed.
7-8
Summaries or analysis lack depth or support.
9-10
Thorough summaries and analysis.
Section 2 – Step 4
Resource Fit
0-9
Minimal answers from and/or analysis is not thorough. Not all areas addressed.
10-12
Summaries or analysis lack depth or support.
13-15
Thorough summaries and analysis.
Section 3 – Step 5
Resource Allocation Priority
0-9
Minimal answers from and/or analysis is not thorough. Not all areas addressed.
10-12
Summaries or analysis lack depth or support.
13-15
Thorough summaries and analysis.
Section 3 – Step 6
Strategy Options
0-6
Minimal answers from and/or analysis is not thorough. Not all areas addressed.
7-8
Summaries or analysis lack depth or support.
9-10
Thorough summaries and analysis.
Paper Quality
Organization of ideas;
Grammar and syntax; 6-10 pages, 12 point times new roman font, double-spaced. If references are used, make sure to cite sources. Template from Canvas is used.
0-2
Demonstrates poor ordering or organization of ideas, inaccurate use of English language vocabulary, editorial carelessness with punctuation, spelling, English language syntax or grammar. Template not used. Paper does not meet minimum page length requirement. Missing introduction and/or conclusion. First person is used.
3-4
Demonstrates average organization of ideas; minor inaccuracies in use of English language vocabulary and punctuation; minimal spelling errors, minimal errors in English language syntax and grammar. Introduction and/or conclusion is minimal.
5
Demonstrates superior organization of ideas; accurate use of English language vocabulary and punctuation, spelling, English language syntax and grammar. Compelling introduction and conclusion.
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