Under Armour Marketing Plan

31 Aug Under Armour Marketing Plan

Posted at 03:09h in Uncategorized by

Part 1 General Information and Situational Analysis

Section 1 Company Background

Section 2 SWOT Analysis

Complete a SWOT analysis.
Propose the product or service line you want to develop a marketing plan for.
Justify your proposal with a SWOT-based argument for why it warrants marketing investment.

Section 3 Macro- and Microenvironment

Analyze at least two elements from each quadrant of Table 8.1 in the course text as the micro- and macroenvironment factors that affect the companys overall marketing strategy.

Part 2 The Marketing Plan

Section 1 Segmentation, Targeting, and Positioning (STP)

Describe your segmentation approach for your proposed product/service.
- Be sure to discuss these elements of the segmentation approach: demographic, geographic, behavioral, and psychographic segmentation approaches.
- Provide rationale for this approach.
Describe the target audiences or markets.
Create a positioning statement.

Section 2 The Marketing Mix

Explain your competitive advantages strategies to compete against five industry forces.
Formulate the 4Ps for your proposed product/service:
- Product
  - Describe your core product, extended product, and the product concept.
  - Explain how you plan to achieve competitive differentiation through creating customer value in four areas:
    1. Branding
    2. Packaging
    3. Support
    4. Quality
  - Price
  - Place
  - Promotion with a special focus on digital media and integrated marketing communications (IMC)

Section 3 Global and Ethical Considerations, and Conclusion

Identify three business or sociocultural considerations in translating your marketing plan for use in a foreign market.
Discuss at least one policy/philosophy or idea regarding the companys
- corporate social responsibility (CSR),
- green marketing practices, and
- ethics and ethical marketing.
Conclude with a summary of your plan and why it deserves to be funded.