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“UnderArmour’s Strategy in 2014” Case Assignment


“UnderArmour’s Strategy in 2014” Case Assignment

Read the case and answer the following questions about the case in minimum of 1000 words. Submit to the link on Blackboard by due date.

Minimum answer length of 1000 words total (not including questions)

  1. Describe the major components of the company’s strategy in the following areas:
  2. Product Line
  3. Marketing/Promotion & Brand Management
  4. Distribution
  5. Product Design and Development
  6. Sourcing/Manufacturing/QA
  7. Distribution Facilities and Inventory Management
  1. How was UnderArmour able to grow in 15 years to become a significant player in the market for sports apparel, active wear and athletic footwear in the United States? Why do you think they were able to achieve this success?
  1. What do you think is/are the competitive advantage(s) of UnderArmour vs. the competition such as Nike and Adidas? Explain.
  1. Perform a SWOT analysis on UnderArmour

Using the exhibits 1-3 in the case, answer the following questions:

  1. For the company in 2013, what were the:
  1. Net Revenues
  2. Net Profit and
  3. Net Profit %
  1. How much cash/cash equivalents did the company have on hand at the end of 2013?
  2. Of the Net Revenue in 2013, what percentage came from each of the following categories?
  3. Apparel:
  4. Footwear:
  5. Accessories
  6. Licensing:
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