Marketing Plan: Product Identification and SWOT Analysis (Under Armour)

• Describe the selected company (Under Armour) and brand and a brief history.
• List the core products and services they offer.
• Identify the key current competitors.
• Complete a SWOT analysis (Links to an external site.).
• 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 through creating customer value in four areas:
  • Branding
  • Packaging
  • Support
  • Quality

Helpful Tips

The focus of your marketing plan can be a new product/service idea of your own or an existing product/service that you think deserves its own dedicated campaign. Just dont pick something that youve already seen being actively marketed.

For example, after completing a SWOT analysis for McDonalds, one might propose marketing new concepts like a McVeggie burger or an adult happy meal. Further afield, one might propose a whole new chain of pay-to-visit indoor McPlayground Centers. Or, relative to existing menu offerings, one might suggest a dedicated marketing campaign for say burgers at breakfast or after midnight snacking via the drive-through.

Learn about your brand and then let your imagination run wild. It can be a big idea that will appeal to many of their customers or a very targeted effortyou decide. 

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