Under Armour Creating and Growing a New Consumer Brand Analysis This is 3 independent analysis for one case and two articles, the detailed requirement are
Under Armour Creating and Growing a New Consumer Brand Analysis This is 3 independent analysis for one case and two articles, the detailed requirement are in the enclosure, plz notice that articles and case should be analysed in seperate docs, and plz follow the requirements’ format Case Questions
1. Write a positioning statement for the UA brand, and evaluate the drivers of UA’s
initial brand-building success.
2. Analyze the brand’s ads targeted at women (see Table 2 in the case) to determine
how well they align with the brand’s positioning and how they resonate with
women.
3. Identify some of the challenges in trying to appeal to woman globally. What are
some factors used in their campaign that may not resonate in certain cultures, and
why?
4. Recommend the ideal approach going forward to achieve the goal of $1.9 billion in
sales to women by 2019.
Case requirements
1. Read through the whole case
2. Answer the question properly (200-300 words per question)
3. Write notes for the case (minimum 300 words, taking notes that sort information, facts,
and observations under a number of relevant headings.)
Article requirement
1. Overall summary of the article—what is the author express in this article? (200words)
2. Assumptions —- What are the basic assumptions/assertions/values that underlie this piece?
3.
4.
5.
6.
Are these assumptions explicit or implicit? (150 words)
Arguments — What is the basic argument/thesis? What is the evidences that support these
arguments? (200 words, write in dot points)
Findings —- What is found through the arguments, evidences and investigations? (200 words,
write in dot points)
Conclusion — What is the conclusion of these findings and arguments? (100 words, write in dot
points)
What problems or concerns are you left with? How does the article relate to other articles you
have read and to your own knowledge and experience? How does it contribute to your overall
understanding of global marketing strategy? (150 words)
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