CRITICAL THINKING ASSIGNMENT (100 points) Important! Read First Choose one of the following two assignments to complete this week. Do not do both assignments. Identify your assignment choice in the title of your submission. Option #1: Under Armour Before beginning this case analysis assignment, read through the Guide to Case Analysis on pages CA-1 through CA-12 of your text. Make sure to pay close attention to Table 2, The Ten Commandments of Case Analysis. Read through the Under Armour case studyon pages C-50 through C-72 of your text. Review the items below that relate to the case study. Under Armour to Blame for U.S. Speed Skaters’ Struggles? Under Armour to speedskaters: It’s not the suits Horovitz, B. (2014, February 21). Under Armour surges on Olympic renewal news. Retrieved fromhttp://www.usatoday.com/story/money/business/2014/02/21/under-armour-olympic-games-winter-olympics-sochi-games-mach-39/5645977/ After you complete the reading and watch the videos, develop responses to each of the following questions. How strong are the competitive forces confronting Under Armour, Nike, and The Adidas Group? Do a five-forces analysis to support your answer. Does Under Armour have any core competencies and, if so, what are they? Does Under Armour have any resource strengths or competitive capabilities that qualify as a distinctive competence? What does a SWOT analysis reveal about the overall attractiveness of Under Armour’s situation? What are the key elements of Under Armour’s strategy? Which one of the five generic competitive strategies discussed in Chapter 5 most closely approximates the competitive approach that Under Armour is employing? What is impressive about Under Armour’s financial performance during the 2008-2013 period (as shown in case Exhibit 1)? What 3-4 top priority issues do Kevin Plank and Under Armour management need to address? 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 8. What changes has the company made since 2014 to address the issues identified in question 8?
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