product analysis

    

Choose ONE of the following product categories. Each category has a product and its own 2 main competitors. 

Product Categories & Brands:
Category 1: Under Armour Athletic Footwear – HOVR Mach 5 Running Shoes (Specific Color: e.g., “Black/White”) 

• Nike: Revolution 6 Running Shoe
   
• Adidas: Adizero Adios Pro 3 Running Shoes
        
   Your task is to develop a report that evaluates these 3 points: 

1. Introduction & Market Analysis. 

• Market Overview: Provide a data overview of the chosen product category (Athletic Footwear global market). Include the following: o Total market volume (units or $) year-over-year growth rate. Mention your source.
o 3 brands global Market share (%). Mention your source.
o If you can find it, Sales volume (units or $) or revenue. Mention your source. 

 

• In 2 sentences maximum, describe the target audience (behavioural and psychological) 

  

1. SWOT/ TOWS Matrix Analysis
   Create the 2×2 SWOT/TOWS matrix answering the following questions:
    

   Strengths & Opportunities (SO Strategies) – How can the brand leverage its strengths to capitalize on opportunities?.
    
   Strengths & Threats (ST Strategies) – How can the brand leverage its strengths to mitigate threats?.
    
   Weaknesses & Opportunities (WO Strategies) – How can the brand address its weaknesses to take advantage of opportunities?
    
   Weaknesses & Threats (WT Strategies) – How can the brand minimize its weaknesses and avoid threats?
    

2. Product Improvement Strategy & Implementation
   Based on your analysis in the previous sections:
    

   Propose ONE creative and innovative strategy to improve the product’s performance.
    
   Propose THREE Actions to implement this strategy and set a timeframe (consider 1 year marketing implementation plan)
    
   Considerations:
   o Thisstrategyshouldbelinkedtoyourfindings.Explainhowthisstrategywouldaddressspecificopportunitiesormitigatethreatsyou identified.
   o Avoidgenericsuggestions;bespecificandoriginalinyourthinking.Thissectionshoulddemonstrateyouranalysisandcreativethinking,not AI-generated content.
   In-text citations are mandatory and an appropriate list of references (both in terms of number and quality of references) must be included at the end of the report.
   Formalities:
    
   Wordcount: 2000 words (+/- 10%)
    
   Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
    
   Font: Arial 12,5 pts.
    
   The in-text References and the Bibliography have to be in Harvard’s citation style.