Strategic Plan For Under Armour
Executive Summary
(1) Corporate Overview (Rock)
a. Brief History/ Mission Statement/ Short- and Long-Term Objectives/ Corporate Strategy
(2) Internal Audit/Analysis
a. Management Structure : Corporate Governance, HR/Organizational Analysis, Corporate Social Responsibility
1. Financial / Accounting: How well is the company performing? Profitability Analysis, Liquidity Ratios, Debt/Leverage Analysis Consolidated Income Statement: summarize the key observations of the firm’s financial performance. (Note: do not merely list these metrics without clarity of understanding)
2. Marketing: Customer Profile, Product, Price, Place, Promotion: Be sure to identify key markets,Gross Sales by Geography/Business Segments
3. Technology & Operations: Research & Development Strategy (is your firm adisruptive innovator, an incumbent that focuses on incremental innovation, etc?), Information System, Production and Operations
4. Resource/Capabilities considerations (what resources does the firm possess that form the basis of competitive advantage?) See below.
(3) External Audit/Analysis
a. Macro Factors: Institutional Considerations, Economic Forces, Demographic Forces, Technological Forces, Other (country-specific considerations)
1. Micro Factors – Including relevant five forces analysis (for each relevant industry and geography): Global Industry Overview/Analysis, Competitive Analysis, Market share analysis
(4) Identifying the Firm’s Core Competencies Globally (Rock)
a. Current Global Strategy and Position,
b. Global Potential – untapped markets,
c. SWOT / TOW Sanalysis
d.Core Competencies (or lack thereof)
(5) Strategic Recommendations – Mission/Objectives
a. Criteria for Strategy Evaluation,
b. Revised Mission Statement (s necessary)
c. Revised Short and Long-Term Objectives
d. Key success factors
(6) New Global Strategy (make certain there is a strategic fit to the analysis)
a. Selected strategies (How and Why did you come up with these?)
b. Selected countries (why?)
c. Implementation Strategy & Plans,
d. External Considerations(e.g. institutional and industry considerations, five forces analysis, competitive dynamics)
e. Internal Considerations: (e.g. technology, resources, staffing, corporate culture, time required toimplement)
f. Strategy results and projections: For each strategic recommendation, what is the qualitative and quantitative
(cost, revenue, profit, and discounted cash flow (DCF)) impact?
(7) This is a mandatory requirement. Must be through, display understanding, and connected to the plan. Pro Forma Financial projections (3-5 years)- A very robust analysis and projection is expected.
a. Income Statement/ Balance Sheet/ Cash flows with level of understanding
(8) References, Assumptions
(9) Appendix – All supporting documents, research, etc should be included in the appendix.
