Describe the competitive strategies the organizations reviewed in this case study are employing.

Instructions:
§ Create a Word document that is at least 5 pages (not including cover page, reference page), double spaced, and 12-point Times New Roman font.
§ Include a clear heading in bold for each case study question (e.g., type each question in bold, and directly below each question type your answer.)
§ Include in-text citations throughout your paper (where applicable) and a corresponding reference page at the end – using the APA format. The Purdue Owl website is a good resource that will provide APA examples and requirements. https://owl.purdue.edu/owl/research_and_citation/apa_style/apa_formatting_and_style_guide/general_format.html
Case Description:
Under Armour, noted for performance clothing using technologically advanced material, is making its products smarter. The company has spent $710 million to purchase mobile apps such as MyFitness Pal, MapMyFitness and Endomondo, which enables it to tap into the world’s largest digital health and fitness community. Under Armour can generate revenue from in-app ads and purchases from app users referred to its products. The platform delivers unprecedented depth of information and data about fitness-and health-oriented consumers, creating numerous opportunities for Under Armour and other brands to engage with potential and existing customers.
Under Armour teamed with e-commerce retailer Zappos to send users a pop-up notification when their sneakers need replacement, based on workout data logged in MapMyFitness apps. Under Armour sees clothes themselves as a means to track movement and biorhythms. They developed smart footwear called UA SpeedForm Gemini 2 Record Equipped, which tracks a runner’s time and date, duration, distance, and splits without the need for other devices. The company also partnered with HTC to develop UA HealthBox, a $400 red box that includes a Wi-Fi scale, a heart rate chest strap and removable sensor, and a shower-proof fitness band to track workouts and sleep. The data these devices collect are stored on an Under Armor Record app on an iPhone or Android phone.
Gatorade, with a 78% share of the $7.2 billion sports-drinks market, developed a microchip fitted smart- cap bottle that communicates digitally with a bandage-like sweat patch to provide athletes and fitness buffs constant updates on how much they should drink. The company is planning to launch as many as a dozen different formulas for electrolytes and carbohydrates in small pods that snap on to bottles.
Gatorade began testing the smart-cap bottle with Brazil’s national soccer team ahead of the 2014 World Cup and tested another version with the Boston Celtics basketball team. In the field-tested prototypes, flashing lights told players when they needed to hydrate. Users can customize the smart-caps with their name, team, logo, and number. Gatorade believes that personalized nutrition and integrating technology in sports are the next frontier of performance.
Case Questions:
Describe the competitive strategies the organizations reviewed in this case study are employing.
Explain how smart products and IT relate to the competitive strategies you described in the prior question.
What is the role of IT in the products described within this case study?
Describe the ethical issues that may be raised by the products discussed in this case study.
How might use of these products impact customer privacy?
Research organizations, other than those reviewed in this case, that have developed and/or are developing smart products. Within a minimum of two paragraphs, describe two of these organizations and their smart products.
Analyze and summarize how the organizations/products you found in your research (question 6) may impact the business sectors in which these organizations reside.
Grading Rubric:
Critical Elements
Exemplary (3)
Good (2)
Fair (1)
Poor/No response (0)
Describe the competitive strategies the organizations reviewed in this case study are employing.
Question fully answered and student demonstrated original thought, high-level of understanding of material including facts and or examples that backup-up statements.
Question fully answered and student demonstrated some original thought, good understanding of material including some facts and or examples that backup-up statements.
Question not answered fully and student demonstrated limited original thought, an adequate understanding of material with limited facts and or examples that backup-up statements.
Student did not answer this question.
Explain how smart products and IT relate to the competitive strategies you described in the prior question.
Question fully answered and student demonstrated original thought, high-level of understanding of material including facts and or examples that backup-up statements.
Question fully answered and student demonstrated some original thought, good understanding of material including some facts and or examples that backup-up statements.
Question not answered fully and student demonstrated limited original thought, an adequate understanding of material with limited facts and or examples that backup-up statements.
Student did not answer this question.
What is the role of IT in the products described within this case study?
Question fully answered and student demonstrated original thought, high-level of understanding of material including facts and or examples that backup-up statements.
Question fully answered and student demonstrated some original thought, good understanding of material including some facts and or examples that backup-up statements.
Question not answered fully and student demonstrated limited original thought, an adequate understanding of material with limited facts and or examples that backup-up statements.
Student did not answer this question.
Describe the ethical issues that may be raised by the products discussed in this case study.
Question fully answered and student demonstrated original thought, high-level of understanding of material including facts and or examples that backup-up statements.
Question fully answered and student demonstrated some original thought, good understanding of material including some facts and or examples that backup-up statements.
Question not answered fully and student demonstrated limited original thought, an adequate understanding of material with limited facts and or examples that backup-up statements.
Student did not answer this question.
How might use of these products impact customer privacy?
Question fully answered and student demonstrated original thought, high-level of understanding of material including facts and or examples that backup-up statements.
Question fully answered and student demonstrated some original thought, good understanding of material including some facts and or examples that backup-up statements.
Question not answered fully and student demonstrated limited original thought, an adequate understanding of material with limited facts and or examples that backup-up statements.
Student did not answer this question.
Research other organizations that have developed and/or are developing smart products. Within a minimum of two paragraphs, describe two of these organization and their smart products.
Question fully answered and student demonstrated original thought, high-level of understanding of material including facts and or examples that backup-up statements.
Question fully answered and student demonstrated some original thought, good understanding of material including some facts and or examples that backup-up statements.
Question not answered fully and student demonstrated limited original thought, an adequate understanding of material with limited facts and or examples that backup-up statements.
Student did not answer this question.
Analyze and summarize how the organizations/products you found in your research (question 6) may impact the business sectors in which these organizations reside.
Question fully answered and student demonstrated original thought, high-level of understanding of material including facts and or examples that backup-up statements.
Question fully answered and student demonstrated some original thought, good understanding of material including some facts and or examples that backup-up statements.
Question not answered fully and student demonstrated limited original thought, an adequate understanding of material with limited facts and or examples that backup-up statements.
Student did not answer this question.
Response articulation
Written at graduate level with no major errors in spelling, syntax, grammar, organization, or incorporation of appropriate citations/references
Some errors in spelling, syntax, grammar, organization, or incorporation of appropriate citations/references
Many errors in spelling, syntax, grammar, organization, or incorporation of appropriate citations/references making it difficult to understand ideas.
Critical errors in spelling, syntax, grammar, organization, or incorporation of appropriate citations/references making it difficult to understand ideas.

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