Module 8 Video Assignment - Reflection

Reflection Name Institution Course and Code Professor Date Reflection Reasons Starter Failed and Advice for Success The main reason why Starter failed was its inability to adjust to the long-term changes in the licensed sports apparel industry. The company was too reliant on the contracts of the professional leagues, which were volatile and costly (Sack & Nadim, 2002). Given that competition intensified particularly by the companies with higher operational efficiency, Starter suffered delays in production, increased costs and fading retail alliances. Meanwhile, the company did not create marketing and consumer-engaging innovations, undermining its brand loyalty when competitors launched more compelling performance-based stories (Heitner, 2014). Starter also ventured too fast into non-core businesses that stretched resources thin and lacked strategic concentration. Starter required greater financial discipline, improved forecasting, and enhanced relations with retailers in order to be successful. Betting on brand distinction and narratives, like future iterations of the brands that capitalized on athlete endorsement, would have enhanced loyalty. Additionally, the adoption of flexible supply chains and performance-oriented product lines would have seen Starter develop with the people and not being left behind. Under Armour’s Avoidance of a Similar Fate and Strategic Advice Under Armour stayed on the track of explicit performance-centric identity and rigorous operation tactics, thus avoiding same fate as Starter. Kevin Plank established his company on one innovative product moisture-wicking apparel, which formed a strong bran...