ASSIGNMENT | Describe Under Armour and its brand. Include a brief history of the company

Please utilize the following source:
White, S. (2012). Principles of marketing (2nd ed.). Bridgepoint Education, Inc.
Chapter 9: Managing the Marketing Effect, Sections 9.1 and 9.2 of the course text, Principles of Marketing

– Describe Under Armour and its brand. Include a brief history of the company
– List the core products and services the company offers
– Identify the key current competitors
– 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
– Describe your core product, extended product, and the product concept
– Explain how you plan to achieve competitive differentiation by creating customer value in four areas: branding, packaging, support, and quality.

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The Marketing Plan: Product Identification and SWOT Analysis paper

Must be three to four double-spaced pages in length (not including title and references pages) and formatted according to APA Style (Links to an external site.) as outlined in the Writing Center’s APA Formatting for Microsoft Word (Links to an external site.) resource.
Must include a separate title page with the following:
Title of paper in bold font
Space should be between title and the rest of the information on the title page.
Student’s name
Name of institution (Ashford University)
Course name and number
Instructor’s name
Due date
Must utilize academic voice. See the Academic Voice (Links to an external site.) resource for additional guidance.
Must include an introduction and conclusion paragraph. Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
For assistance on writing Introductions & Conclusions (Links to an external site.) as well as Writing a Thesis Statement (Links to an external site.), refer to the Writing Center resources.
Must use at least one scholarly orcredible sources in addition to the course text.
The Scholarly, Peer-Reviewed, and Other Credible Sources (Links to an external site.) table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.

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To assist you in completing the research required for this assignment, view this Ashford University Library Quick ‘n’ Dirty (Links to an external site.) tutorial, which introduces the Ashford University Library and the research process, and provides some library search tips.
Must document any information used from sources in APA Style as outlined in the Writing Center’s APA: Citing Within Your Paper (Links to an external site.) guide.
Must include a separate references page that is formatted according to APA Style as outlined in the Writing Center. See the APA: Formatting Your References List (Links to an external site.) resource in the Writing Center for specifications.
Carefully review the Grading Rubric (Links to an external site.) for the criteria that will be used to evaluate your assignment.

SAMPLE SOLUTION

Under Armour Marketing Plan: Product Identification and SWOT Analysis

The athletics apparel industry has been dominated by a few brands such as Nike and Adidas for many years. With the emergence of newer brands such as Under Armour, the competition in the market has stiffened requiring brands to be innovative in the way they position their products to the target consumer. In this paper, the SWOT analysis of Under Armour will be discussed with a view of proposing a product line for which a marketing plan will be developed to provide the brand with a competitive edge in the market.

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Selected Company, Brand, and a Brief History Under Armour is a leading US-based athletics apparel brand established in 1996 in Maryland by Kevin Plank. It is headquartered in Baltimore, Maryland, with other offices in Europe and Asia. It has over 15,000 employees across the world. The company develops markets and distributes branded performance apparel, footwear, toiletries, and accessories for both genders (Under Armour, 2020). It has distribution networks spread…