UNDER ARMOUR'S STRATEGY IN 2019:

ITS STRUGGLE TO REVIVE NORTH AMERICAN SALES AND PROFITABILITY

1. How strong are the competitive forces confronting Under Armour in the market for athletic apparel, footwear, and accessories? complete five-forces analysis to support your answer.

2. What does your strategic group map of the performance sports apparel industry look like? Is Under Armour well positioned? Why or why not?

3. What do you see as the key success factors in the market for athletic apparel, footwear, and accessories?

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

5. What are the primary components of Under Armour's value chain?

6. What are the key elements of Under Armour's strategy? [If you have previously covered the Under Armour case, which features of Under Armour's strategy stand out as being different from the strategy at Under Armour?]

7. Which one of the five generic competitive strategies discussed in Chapter 5 most closely approximates the competitive approach that Under Armour is employing?

8. What do the data in case Exhibits 2 and 3 reveal about Under Armour's financial and operating performance?

9. What 3-4 top priority issues do CEO Kevin Plank and Under Armour management need to address?

10. What recommendations would you make to Under Armour CEO Kevin Plank? At a minimum, your recommendations should cover what to do about each of the top priority issues identified in question 9.