Strategic Marketing Plan Under Armour Company

Strategic Marketing Plan Under Armour Company Details Included Strategic Marketing Plan Format I. Executive Summary The executive summary is a ONE-page summary of the highlights and objectives of the plan. This is the first impression readers will get of your plan so make sure that it is well written. Not every person in an organization will read each page of the marketing plan. Most, however, will read at least the executive summary. Therefore, you must be sure to include the most important parts of the marketing plan. The one-page summary should contain the following: • BLOT – Bottom Line on Top • Synopsis of the current situation • The target market and size • Key aspects of the plan II. Current Situation Analysis The current situation includes competitive analysis and internal situational analysis. The information described in the case can be summarized in this section. This can include (but is not limited to): products, markets, previous results/outcomes, competitors, economic outlook, and other environmental forces. Even though some cases are based on past years (e.g., 2010 or 2012) we assume that it is a current (2020) situation. III. SWOT Analysis • Strengths • Weaknesses • Opportunities • Threats You can address factors (in each dimension) you should focus on, why they should be focused, how they can be dealt with, how competitive advantage can be developed through opportunities and strengths (core competencies), how weaknesses and threats can be avoided, and/or converted into strengths and opportunities, respectively, etc. In addition, an analysis of external factors (opportunities and threats) can include an evaluation of market attractiveness (Porter’s five forces). IV. Marketing Goals and Objectives This section clearly defines what the marketing objectives are and identifies any issues that may impact the organization’s ability to attain the objectives. Objectives must be concrete and measurable. You need to include how these objectives should be measured. V. Proposed Marketing Strategy This section starts with who the target market is for the marketing plan you suggest. The characteristics that are important about this group should be addressed. In addition, the overall branding strategy and 4P marketing mix strategy will be included in this section. 1. Target Market Selection 2. Branding Positioning/Strategy 3. Product Strategy 4. Price Strategy 5. Promotion Strategy 6. Place/Distribution/Channel Strategy 7. Other Services Strategy 8. Other VI. Marketing Implementation and Control How will you measure progress towards your stated objectives? How will adjustments be made to keep the marketing programs on track? This section could include action plans and schedules. Who needs to do what to make sure that the marketing plan is successful, and how would you oversee the implementation?