After reading chapter 8 you will complete two charts: An industry attractiveness assessment (Ex. Table 8.1) and a Competitive Strengths Assessement (Ex. Table 8.2). The company that you will be focusing on is Under Armour (Case Study 5 on p. 42 – look for Case 5 in the second half of your text book. Case Study 5 is titled: Under Armour – Challenging Nike in Sports Apparel). You will need to complete outside research on the sports appeal industry in order to thoroughly complete these two assessments. Please submit your completed charts in a Microsoft Word document with a complete reference list in proper APA format.
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