(rating: 1 = weak, 10 = very strong

Lululemon Nike Under Armour

Competitive- Strength Importance Strength Weighted Strength Weighted Strength
Measure Weight Rating Score Rating Score Rating

Relative market share 0.15 2 0.30 7 1.05 5

Costs relative to competitor's costs 0.20 2 0.40 6 1.20 5
Ability to match or beat rivals on key
product attributes 0.05 7 0.35 8 0.40 6
Ability to benefit from stragetic fit
with other portfolio businesses 0.20 5 1.00 7 1.40 7
Bargaining leverage w/ suppliers/customers 0.05 8 0.40 9 0.45 8
Brand image and reputation 0.10 9 0.90 7 0.70 5
Competitively valuable capabilites 0.15 7 1.05 8 1.20 6
Profitability relative to competitors 0.10 5 0.50 9 0.90 6
Sum of importance weights 1.00
Overall weighted competitive strength 4.90 7.30

Nine-Cell Industry Attractiveness-Competitive Matrix

8.90 7.40

High
Nike

6.7

Under Armour

Industry Medium
Attractiveness
Lululemon

3.3

Low
Strong 6.7 Average 3.3

Competitive Market Strength

High priority for resource allocation

Medium priority for resource allocation

Low priority for resource allocation

Under Armour
Weighted
Score

0.75
1.00

0.30

1.40
0.40
0.50
0.90
0.60

5.85

6.60

7.30

Under Armour

5.85

4.9
Weak