case 7 • Case Assignment Questions
Under Armour’s Turnaround Strategy
in 2018
Assignment Questions
1. What is your assessment of the Under Armour’s performance downturn in North America that first appeared
in the fourth quarter of 2016? Causes? Reasons?
2. What financial performance issues do you see at Under Armour based on the data in case Exhibits 1, 2, and
3?
3. What is your assessment of the strength of the competitive rivalry among the leading participants in the
North American market for performance sports apparel headed into 2018?
4. How strong are the other four competitive forces confronting Under Armour, Nike, and The adidas Group as
of 2018? Do a five-forces analysis to support your answer.
5. Does Under Armour have any core competencies and, if so, what are they?
6. Does Under Armour have any resource strengths or competitive capabilities that qualify as a distinctive
competence?
12. What are the key issues confronting Under Armour’s top management team as of mid- 2018?
13. What recommendations and suggestions for improvement would you make to Kevin Plank regarding the
turnaround strategy put in place at Under Armour?