Your analysis of the case should cover the questions listed below. However, you should use sub-headings and write this as a report. It should not follow a question-answer format, but be professionally presented. Very specifically, each question should have its own sub-heading.

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?

Conduct a Five-forces assessment of the performance sports industry.
What is your assessment of the strength of the competitive rivalry among the leading participants in the North American market for performance sports apparel?
What is your assessment of the strength of competitive pressures stemming from the threat of entry of new competitors into the North American market for performance sports apparel?
What is your assessment of the strength of competitive pressures stemming from substitutes for performance sports apparel?
What is your assessment of the strength of competitive pressures stemming from suppliers to the marketers of performance sports apparel?
What is your assessment of the strength of competitive pressures stemming from the buyers of performance sports apparel in North America?
What is the collective strength of the five competitive forces facing Under Armour, Nike, and Adidas-Reebok in the North American market for performance sports apparel?

Does Under Armour have any core competencies and, if so, what are they?

Develop a SWOT analysis. Does Under Armour have any resource strengths or competitive capabilities that qualify as a distinctive competence?

Which one of the five generic competitive strategies discussed in Chapter 5 most closely approximates the competitive approach that Under Armour is employing?

What financial performance issues do you see at Under Armour based on the data in case Exhibits 1, 2, and 3?

What are the key issues confronting Under Armour’s top management team as of mid- 2018?

What recommendations and suggestions for improvement would you make to Kevin Plank regarding the turnaround strategy put in place at Under Armour?