I wanted to share a few tips that will help you to be successful on the action plan. These tips are based on issues that I commonly see:

1. Make sure the action plan is a table. You are not given a page count for a reason.

2. The action plan should start the beginning of the project all the way to the end. This means your first action, for every project, should be drafting the plan and getting it approved. You also want some kind of closing activity.

3. Think small when thinking actions. For example, “conduct training” is too broad to be an action. This is an entire category which can include things like “recruit the trainer”, “approve the training schedule”, etc. It is not uncommon for an action plan to be 20-30 actions.

In this activity, you will be developing your action plan. Please review the resources in the reading section as they provide specific instructions on how to develop your action plan. The information you will be using to develop your action plan (the budget, the resources, the goals, the time needed, etc.) should come from your previous submissions, with the feedback from your instructor incorporated.

At a minimum your action plan should address:

· What steps are needed in order to complete the plan.

· Who is needed to incorporate these changes.

· When each step will be completed and when the project will be completed.

· What resources (i.e., money, staff) are needed to carry out these changes.

· How communication will be accomplished (Consider your audience, communication channels, legal and ethical considerations, etc.).

Consider using this template from Entrepreneur Media [PDF, 61.91 KB]for your action plan.

Things to Remember!

· Include justification from your research for each of the parts of your marketing plan.

· Incorporate graphics such as tables, graphs, charts, etc. to justify your claims.

· Format following APA guidelines.

Compose your work using a word processor (or other software as appropriate) and save it frequently to your computer. Be sure to check your work and correct any spelling or grammatical errors before you upload it. When you are ready to submit your work, click “Browse My Computer” and find your file. Once you have located your file, click “Open” and, if successful, the file name will appear under the Attached files heading. Scroll to the bottom of the page and click “Submit.”

This assignment is worth 3.75% of your overall course grade. This assignment will be evaluated according to the M7A1 rubric.

Review the SBT M7A1 Rubric by clicking on the “View Rubric” button at the top of this page, or by going to the “Start Here-Course Information” section of the course to see more information on grading criteria.

For more information about the final project, please see the Process Improvement Plan – Final Project Overview.

Under Armour is under harsh times as a company. Under Armour, shares are “down 46% after the company slashed its guidance several times” (Bowman, 2017). The bankruptcy at Sports Authority took a toll on the company as one of the significant retail partners exited the market. Under Armour faces an uphill battle if they are to regain the former value of their stock and regain the trust of investors. Establishing a 5-year plan that will focus on growth, and development will enable Under Armour to leave their current chapter in the past. Five years may seem like an eternity, but for a company, the size of Under Armour five years is little to no time to try an achieve the impossible.

The five-year plan will consist of milestones and tier levels which Under Armour will need to achieve before moving into the next tier. As humans it is within our nature to resist to change the same is applied to businesses, when change is required for a business to revitalize itself resistance is bound to occur. By utilizing Max Weber’s Management Theory Under Armour will establish a firm grip on the company and begin to apply the required changes. The first thing Under Armour will need to admit as a company is that there is a problem, without recognizing the issue at hand Under Armour will continue to dig itself deeper into the hole they have found themselves in.

Through the five-year plan, the first year will require Under Armour to take inventory of everything at hand and begin to clear everything to establish a clean slate. This will be achieved through the establishment of new retail partners, both physical stores and online sales partners such as Amazon, etc. The establishment of a clean sleight and new retail partners will signal the first two milestones are completed, and expected completion is the first year. Second, Under Armour will be required to seek new endorsement deals like those of Adidas with Kanye West, and Pharrell which will place Under Armour within the realm of the fashion industry, estimated completion will be two years into the five-year plan. With the establishment of new retail partners and an endorsement deals with an artist will trigger the beginning of tier three. Tier three will focus on releasing a fashion line with the artist being endorsed such as shoes and clothing. Tier three will be the most challenging as its completion will be the most difficult as it will return Under Armour to the spotlight. The expected end of Tier three will be roughly two years. Tier four will consist of Under Armour placing itself as a leader of athletic wear once again, coming up with a new slogan similar to “Protect this house” will make Under Armour a similar name amongst athletes and street fashionistas. Tier four will consist of a year and will co-occur with tier five which will include of both returning the stock value of Under Armour to its former height and increasing it to a higher level in the process. All the milestones and tier levels must be accomplished in order if they are to bring success to Under Armour. Under Armour’s uphill battle will be tough and tough decisions will need to be made, but with the right leadership in the helm, the company will begin to see profits through the use of this five-year plan.


Bowman, J. (2017, December 23). How Risky Is Under Armour Stock? Retrieved April 01, 2018, from https://www.fool.com/investing/2017/12/23/how-risky-is-under-armour-stock.aspx

Caramela, S. (2018, February 12). The Management Theory of Max Weber. Retrieved April 01, 2018, from https://www.business.com/articles/management-theory-of-max-weber/

Darwin, L. (2015, May 14). The Secret To Adidas’ Success? Kanye, Pharrell, & Fashion Girls. Retrieved April 01, 2018, from https://www.refinery29.com/2015/05/87378/adidas-kanye-west-pharrell-success?bucketed=true

Implementing the process improvement plan will require investing, to make money you will have to spend money. The goal of the process improvement plan will be to return Under Armour stock to its former value. First and foremost, we will need to recognize the required resources for Under Armour to implement each one of their “151” (Under Armour Inc, 2018) facilities across the United States. The improvement process plan that we will perform on Under Armour will be executed for five years. However, we will budget each year to analyze where all our investments are going, and if the returns are successful. In the 21st century software is more powerful than hardware technology is changing rapidly and Under Armour needs to stay with the curve, if not ahead of it. Each year Under Armour will be expected to update their operating software to assist their employee better and in return save time and money. The initial and only cost of operating software for Under Armour is estimated to be $500k. The $500k will cover installation, and the next five years of updates such as patches required. Will the initial fee will be $500k; we will not have to worry about another software update for the next five years. The cost of hardware for operating Under Armour warehouse operations across the United States is expected to cost $1.1 billion yearly. Having the latest hardware for our facilities will provide our crew with the latest and greatest equipment which in return will increase productivity. The cost of Real Estate for Under Armour across the United States is expected to be 3.1M dollars yearly and expected to decrease in value with the using of online revenues to sell our products.

Maintaining our staff well equipment is essential but training our staff to handle equipment and goods properly is our goal. Training our staff comes at a cost, time off work, software and hardware used for training, specialized training, etc. The average price of training for a company as large as Under Armour is “$1.2k” (Linn, 2015) per employee with an estimate of 400 employees per store the cost of yearly training is $480k a year. Training our staff is an investment as it will avoid unwanted situations in the future such as work-related accidents which in return may cost more than training. Last, but not least will be Under Armour’s labor cost. Labor cost will vary throughout the year and the price of it. With the expected growth, labor is expected to increase as well as our facilities will need to be adequately staffed. We estimate an average labor cost to be $18m as the average employee will be paid $40k per year with an estimate of 400 employees. The improvement process plan is broken down per facility, per year for the five years. Due to the size of Under Armour breaking down the raw date to the smallest unit will allow us to study and efficiently remain flexible for the years to come during the process improvement plan.

With proper financial management Under Armour currently can execute the budget plan presented. Each resource shown is key to returning Under Armour to its previous stock value if not greater. We as Under Armour understand every source of revenue is limited and it currently we are not in the best position to take financial risks, but to remain competitive in the industry and relevant in the public eye we must be willing to take an educated leap of faith. We are not blindly throwing money into additional resources. Each dollar will be accounted for and smartly invested within. Let us remember what made Under Armour successful at the beginning of our journey “Protect This House.”

Cost per facility with a staff of 400 employees

Operating Software $500,000 One-time fee every five years
Hardware $1,000,000,000 Yearly fee throughout the United States
Real Estate $3,100,000 Real Estate Yearly Cost
Employee training $480,000 Yearly Training Per Facility
Labor Cost $18,000,000 Labor cost is expected to increase as productivity will demand it in the upcoming years.
Full/Part Time # of People Salary per hr. Hours per wk.
Facility Manager FT 1 23 40
Warehouse Workers FT 320 12 40
Maintenance Personnel FT 50 14 48
Drivers PT 30 14 24
Total 6 51 152


Linn, S. (2015, June 2). Group Management Services, Inc. Retrieved April 08, 2018, from https://www.groupmgmt.com/blog/post/2015/06/02/The-True-Cost-of-Employee-Training-Programs.aspx

UA Income Statement. (n.d.). Retrieved April 08, 2018, from https://www.nasdaq.com/symbol/ua/financials?query=income-statement

Under Armour Inc (UA) Company Profile. (n.d.). Retrieved April 07, 2018, from https://www.reuters.com/finance/stocks/company-profile/UA

The process improvement plan being proposed is for a change in Under Armour business tactics that will return Under Armour stock to its former value. Returning Under Armour stock to its previous value will come with some risks as with any change in the company. While conducting a risk assessment of this solution, some areas of concern arose that will need to be adequately addressed and managed.

The first area of risk applies to two external factors which are identified. The primary external factor is the giant in the industry, Nike. Nike is “the world’s largest supplier and manufacturer of athletic shoes, apparel, and other sports equipment” (Duncan, 2018). Given that Nike is the world’s leader in the industry they will be keeping an eye on the changes that we make in our company. If our changes are successful and we can return our stock to its former value, we can expect Nike to flex their muscle. When we first released our cold gear ColdGear fabric in 1997, it brought us great success and put us on the map as a rising star in the industry. Soon enough after our initial success, Nike released their line of Hyperwarm products which was clearly Under Armour technology that had has been reversed engineered. Nike is an unavoidable risk in the industry that we must accept as a company, but to control the risk, we must rely on the following. We must never decrease the quality of our product as it is the primary advantage we have over our competitions.

Our second external factors are called Adidas. Adidas is “the largest sportswear manufacturer in Europe and the second largest in the world” (Duncan, 2018). If we do not represent some sort of competition towards Nike, we will most likely represent competition towards Adidas. Like Nike, during the release of our ColdGear product created their own product called Climalite as a means of remaining competitive in the industry. As mentioned before it will be clear that our success will bring forth competition in the industry, the best to counter the competition will be to stay true to our product and embrace our once popular slogan “Protect This House.” If we are to be successful in the future, we will need to trust the quality of the product we are releasing to the world. We must remember when Nike and Adidas replicate our product with their own brand, we are also capable of doing the same, if not better.

One of the challenges presented every time change occurs within any organization is bringing every personnel up to speed with the changes. In a company like the size of Under Armour the cost of training all our personnel is significantly high. While the cost of training our personnel may raise some concerns, but the lack of training may cause more harm and eventually create more damage than intended. The application of Max Weber Theory of Management and the utilization of the Navy’s Organizational Risk Management will provide Under Armour with the required tools to tackle any risk that arises in the future. Max Weber’s Management Theory “stressed strict rules, and a firm distribution of power” (Caramela, 2018) will allow the upper management of Under Armour to control and assess any risks that arise. By consolidating power within a strict chain of command, it will enable Under Armour to operate with “precision, speed, unambiguity, knowledge of files, continuity, discretion, unity, strict subordination, and reduction of friction and other material” (Caramela, 2018).

Operational Risk Management represents a basic understanding that unexpected situations will arise regardless of what is initially planned “risk is inherent in all tasks, training, missions, operations and in personal activities no matter how routine” (Operational Risk Management). While Operational Risk Management is used in the Military, it is easily converted to a business setting such as the one here at Under Armour. Unexpected factors that always pose a risk to Under Armour is the health of the economy, new releases by our competitors, latest fashion trends, and the taxes imposed by governments.

The combination of Max Weber’s Theory of Management and Operational Risk Management will ensure unnecessary risks are not taken, and the risks which we decide to take are well calculated and thoroughly studied before execution. Max Weber’s Management Theory will provide the backbone required to handle any risk that arises while Operational Risk Management will provide the required personnel with the strengths and knowledge on how to handle unexpected situations. We are entering a time in which will define the future of Under Armour as a leader in the industry. If Under Armour was afraid to take risks and taking steps forward our CEO Kevin Plank would have never left the basement of his grandmother’s house and sold his product out of the trunk of his car. The future belongs to the bold and the risk takers, let us take the example of our competitors such as Nike and Adidas to bring our product to a new frontier in the industry. Future generations will speak of the bold steps we take today in solidifying our place in the industry.


Caramela, S. (2018, February 12). The Management Theory of Max Weber. Retrieved April 14, 2018, from https://www.business.com/articles/management-theory-of-max-weber

Duncan, E. (n.d.). Topic: Nike. Retrieved April 14, 2018, from https://www.statista.com/topics/1243/nike/

Duncan, E. (n.d.). Topic: Adidas. Retrieved April 15, 2018, from https://www.statista.com/topics/1257/adidas/

Operational Risk Management. (n.d.). Retrieved April 09, 2018, from https://my.nps.edu/web/safety/orm

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