Under Armour's Strategy in 2013: Good Enough to Win Market Share from Nike and Adidas?
As a member of the executive team at Under Armour (UA), you have been tasked with crafting and presenting an action plan to address the strategic issues faced by the company in 2013. In particular, you are tasked with developing a plan that accomplishes two key strategic objectives:
(1) Formulating an action plan to directly compete with Nike in their core United States marketplace and
(2) Aggressively expanding UA's global revenues and market share. Your proposed strategic action plan should be in executive summary format and may not exceed three pages in length. Appropriate exhibits to include as attachments to your action plan include a financial analysis of the company and a pro forma financial plan for 2013 through 2016.
Your report should be prepared as a 3 page executive summary of recommendations. Each recommendation should be specific and contain numerical, time-based targets and be clearly supported by your analysis of the company's situation.