Midterm Exam â€“ Under Armour Case # 7 from the Text (Exam has 2 pages)
Please answer this single question in essay form with exhibits. The answer should be in essay form that does not exceed 500 words (not including exhibits). I WILL DO THE EXHIBITIONS !!
You have the entire day to complete this assignment. No Internet material can be used during the test without express permission except to access the textbook and case. Only information in the textbook including the case write-up can be used in the report. The final paper that you turn in must be 100% your own personal work. Cut-and-paste or copying from cut-and-paste from the internet is plagiarism.
You may not discuss the case, case questions or the exam with anyone except the instructor. Violations will result in failing the exam.
Please note that evidence of plagiarism will result in a failing grade for the midterm, and at the instructorâ€™s discretion, potentially even a failing grade the course.
ESSAY QUESTION (100 points total):
In 2018, Kevin Plank the Under Armour CEO, has asked you to advise him on his companyâ€™s overall strategic and financial position, identify key strategic issues and make recommendations.
It is imperative that your report demonstrate command of the material covered in class and that each of your action recommendations address an issue that you identify and be supported with reasoned arguments and factual evidence.
Please prepare a maximum 500 word report (not counting exhibits) that evaluates the Under Armour companyâ€™s business strategy and makes recommendations to improve its strategic and financial performance (Overall presentation and structure: 10 points) .
Your report should at a minimum:
Â· Identify Under Armourâ€™s current generic business strategy and explain why you reached that conclusion (10 points),
Â· use a 5-forces analysis to identify the strongest competitive forces that are impacting for Under Armours poor performance to assess Under Armourâ€™s strategic situation (10 points)
Â· insights gathered from a SWOT analysis and how these raise important strategic issues (10 points)
Â· review how the recent financial performance (2015 to 2017) of the company highlights important aspects of their strategic position (10 points), and
Â· provide strategic recommendations that address each of the issues you have raised and describe how they enhance the companyâ€™s strategy and future performance (10 points).
Be careful not to make tactical suggestions (for example specific marketing or very specific cost reduction recommendations) or proposals that are not supported by the prior analysis described in the paper.
Exhibits: Please include as exhibits any analyses that you relied upon to reach the conclusions in your report. The exhibits should include, at a minimum these four exhibits:
1. A 5 Forces Analysis that highlights the strategic position that Under Armour finds itself and the challenges that are apparent (10 points),
2. An assessment of the competitive strength of Under Armour using a SWOT analysis of its business (10 points),
3. An assessment of Under Armourâ€™s resource strengths or competitive capabilities that might qualify as a distinctive or core competences. Bulleted items are fine. (10 points)
4. A Financial Analysis of the firm that should include at a minimum: revenue growth rates and trends, profitability levels (i.e. gross and operating margin percentages) and trends, and an assessment of the firmâ€™s overall financial position based upon their 2015-2017 financials (10 points).
The analysis detailed in the supporting exhibits taken together counts for 50% of the grade (each exhibit is worth 10% and the overall presentation of the report and the exhibits is worth an additional 10%); however, the exhibits must be referenced and described in the report to count in the point total. The written situation summary and recommendations counts for 50% of the grade as indicated by the point totals identified for each.