Transcription
// TABLE OF CONTENTSBACKGROUND . 03STRATEGY . . 04FIVE FORCES . . 06DRIVING FORCES . . 09KEY SUCCESS FACTORS . . 12SWOT ANALYSIS . . 14FINANCIAL PERFORMANCE . 18KEY MANAGERIAL ISSUES . . 20RECOMEMENDATIONS . . 21APPENDIX . . 23BIBLIOGRAPHY . . . 312
// weattobe"wicked- r’spotentialforlong- mpson,C- ssimple:wearHeatGear whenit'shot,ColdGear whenit'scold,andAllSeasonGear tswearbrands(Riley,n.p.).3
// son,C- ‐47).Theirretailmarketing4
mical(Thompson,C- ‐50).5
// FIVE FORCES ivewithNikeandAdidas.Productdifferentiation6
ompany’soverallprofitability(Andriotis,7
releverage.8
// DRIVING FORCESSocietal/Lifestyle/FashionTrends–Ever- ctlyimpacttheapparelindustryfromamacro- nessofsportsandsport- orate80’s- ndsandtailortheiroperationsaccordingly.9
.Fromlightershoestoperformanceundergarmentstogrip- sandgainafirst- ise(andfall)infavorandinfluence.10
inlow- tages.11
// KEY SUCCESS thoseplayersthatoperateinthemid- ‐to- theirmarketingcampaigns(marketleaderNikespentover 2.4billionin2011);in2011,UnderAmourspentnearly on,C- ‐47,C- omponentsofsuccessfulsportsmarketingcampaigns.12
atedconsumerdemand,successfullarge- eandmanageanefficientyetfar- ‐reachingandmulti- over,thelogisticalchallengesofoperatingmulti- beadheredto,inordertorealizeefficiencybenefits.13
// SWOT relgearforvariousweatherconditions:HeatGear forhotweatherconditions;ColdGear forcoldweatherconditions;andAllSeasonGear formildweatherconditions(Thompson,C- omanaturalfast- - mpson,C- nts(Thompson,C- ‐49).14
t,P- ing(Thompson,C- ailablefromalimitednumberofsources(Thompson,C- dfor93.9%ofUArevenuein2011(Thompson,C- tomarketandpromotetheirproductlines(Thompson,C- oathleticperformanceandsocial15
mpson,C- ted.Whiledirect- ‐to- wyears.16
orcostwithprivate- Barriers- ‐to- nterthemarket.17
// roductofferingssuchasChargedCotton &StormFleece mlicensingaccountingforanincreaseofover fitmarginsonColdGear andahistoricalstrengthinfall18
ities,withtotaldebtreachingover 152mandtotalliabilitiesreachingover rm10- heacquisitionofMapMyFitnessfor pson,2013).19
// KEY MANAGERIAL ISSUESThekeymanagerialissuesor“Worry- cusedinstrategyre- suesare:- randreduceriskintheprocess- titiveintheglobalmarket- aintyforthecompany- ndtechnologywithlargecompetitors- ndlifestyletrends- ingandwhetherornottoreassessthecurrentstrategy- ‐Howtoeffectivelyexpandtheproductlineoffered- et.20
// vationinordertostaycompetitivewithinthefi
6 // FIVE FORCES MODEL helongrunprofi tability!of! thesportsapparelindustry.!! The!rivalry!among!es
