under Armour’s turnaround strategy in 2018: Efforts to revive North American Sales and profitability

WORKSHEET 6a – COMPETITIVE ANALYSIS PROFILE

EXTERNAL ENVIRONMENT

Business ( Rival A Rival B Rival C Rival D
Competitive Factors (
Product Uniqueness
Relative Product Quality
Price
Service
Availability/Convenience
Reputation/Image
Location
Advertising & Promotional Policies
Product Design
Caliber of Personnel
Raw Material Cost
Financial Condition
Production Capabilities
R & D Position
Variety/Selection
Total Score:
Using a rating of 1 to 5 (5=high, 1=low), evaluate the effectiveness of rivals’ strategies and resource strengths and weaknesses now and five years from now. Try to predict your competitors’ next strategic moves. Summarize your key findings here.

Source: Adapted from Fry, F.L., & Stoner, C.R. (1995) Strategic planning for the new and small business. Chicago: Upstart Publishing Co., p.42.

 
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