Under Armour Case Study

Under Armour Case Study

Full Strategic Analysis 

Appendix 1) Specify in detail the strategy Under Armour is currently using and has used for the most recent period of “stability” (e.g. the past ten years)

• Which of the 5 Competitive Business Strategies (Porter’s Generic strategies) does under armour use?

• Identify the important complementary strategic options, corporate & functional strategies, timing choices, etc. under armour has used

• Provide cited evidence of specific actions taken by under armour during the past decade or longer to support your conclusions.

• (Appendix 2) Create BOTH

• a. side-by-side LINE CHARTS, and

• b. comparisons of CAGRs

for under armour vs. nike for fiscal years 2007-2016 in SALES (BB), STOCK PRICE (Yahoo finance), NET PROFITS (BB)

• (Appendix 3) Create tables showing side-by-side comparisons of figures for under armour vs. nike for fiscal years 2007-2016 in:

• Profitability, including ROE, ROA, and NET MARGINS (calculate)

• Activity, including TOTAL ASSET TURNOVER, INVENTORY TURNOVER, PPE TURNOVER

• Liquidity, CURRENT RATIO

• Leverage, TOTAL DEBT-TO-EQUITY

Analyze findings 

• Provide an overall assessment of How well under armour existing strategy appears to be working?

• (Appendix 4) Define the activities in under armour VALUE CHAIN 

• Show a VALUE CHAIN  that includes a list of all PRIMARY and SECONDARY activities of NUE and detailed descriptions of what NUE does in each activity

• (Appendix 5) Perform a VRIO ANALYSIS of  RESOURCE STRENGTHS AND WEAKNESSES (Example attached)

Create a VRIO RESOURCE STRENGTHS AND WEAKNESSES INVENTORY

•  (Appendix 6) List the 5 most important Strengths & 5 most important Weaknesses from Appendix 5

Use the VRIO ratings in Appendix 5 to make your selections

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