Answered: list Under Armour’s internal Strengths…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Question

list Under Armour’s internal Strengths and Weaknesses in the TOWS matrix below. Add the Industry Opportunities and Threats you identified in the industry analysis. Complete the center boxes in the TOWS matrix by generating STRATEGIC ACTIONS the company might take to use its strengths to take advantage of industry opportunities (the S-O box), etc. Note: please refer to the Dell example (in the images attatched) as a reference.

TOWS Matrix

	Strengths	Weaknesses
	·	·
Opportunities	S-O Strategies	W-O Strategies
·	·	·
Threats	S-T Strategies	W-T Strategies
·	·	·

Transcribed Image Text:TOWS Matrix Opportunities • Growth in sales of wireless products, smartphones • Customers increasingly shopping via internet • Households with broadband access will continue to increase Growing market in developing nations - China, S. America • Growing server / data storage market Increased use by non- traditional users (very old/ very young) Threats . Global economic recession Duino bogad compotition mor Strengths • Large market share • Direct sales leader • Build to Order approach • Low Costs • Long term partnerships with reputable suppliers of name- brand parts and components • Reputation/image • JIT, know-how and capabilities • Contracts with local service providers for repairs . Good customer service S-O Strategies S-T Strategies Weaknesses • Lacks the product line and service breadth of Hewlett Packard and IBM Roduno workforoo to out conta Limited retail presence • Reliance on direct sales limits prospects in some countries or with first time buyers • No in-house repair service capabilities • Rising LT debt • Inventory increasing • Erratic sales growth • Conduct aggressive domestic advertising campaign to retain/grow market share. Produce low price standardized PC to meet needs of emerging market customers Advertise Dell name in nations. where growth is strong and competitors are weak . Continue to make online shopping experience easy • Joint venture or acquisition to offer storage services. W-O Strategies • Open Dell retail stores in Europe/China where direct sales is not preferred • Increase breadth of product line, especially for new, price sensitive internet users Establish retail kiosks in emerging markets where 1st time buyers can buy without having internet access • Contract with or acquire strong name in smartphones W-T Strategies • Conduct aggressive European od compaion to promoto Doll ZOOM +