Course-Long Project Charter (Wedding Plan)

The Charter should:

  • Follow the format as defined in the Week 2 Readings/Lectures for the “Project Charter ExamplePreview the document” posted;
  • Include your goal or background; why you decided upon this project (charters only have one goal);
  • Include background, objectives, scope, key resources, milestones, costs/budget, and risks;
  • Have at least six items for all of the elements except background and scope.

See Attachment and add to it

Important note: All Projects need a closeout with an evaluation, so be sure to include this in your charter milestones.

This is the second phase of your individual project; you will continue to work on it, add to it, and refine it throughout this course.

Pages 78 – 82, plus lecture/reading will help. Again this must be detailed.

_________________________________________________________________________________________

Reading/Lecture Overview

Objectives

By the end of this week, students should:

  • Understand what a project charter is and craft a project charter
  • Identify stakeholders and how to form a project team
  • Relate the four functions of management to Project Management
  • Understand how to identify and combat Scope Creep
  • Know the foundations of risk management and constraints as they relate to PM

Readings & Resources

  • Please read Chapters 6-8 of the textbook
  • Take a look at the basic charter example provided.
  • Also, check the augmented lecture for the Week. It goes over a lot of these details and more.
  • Preparing the project
  • The importance of closing out a project
    • Harvard Business Review: The Four Phases of Project Management Running head: WEDDING PLAN PROJECT 1

      A WEDDING PLAN PROJECT 2

       

       

       

       

       

       

       

       

       

       

      A Wedding Plan Project

      School

      Name

       

       

       

       

       

      Description of the project

      The project is aimed at coming up with a wedding plan which will give all the parties involved an experience to remember. The project also is meant to help the team, and all the stakeholders involved know what resources may be needed to make the wedding a success. Project planning is a critical phase in every project undertaking, but the project team does not give it as much attention. The stakeholders will also be identified through the project. These are the fundamental entities which influence the success or failure of the project. Stakeholders have a crucial impact, and their opinions are as, and failure to include them in project planning then means their little or no support, dissatisfaction, and resistance during the project implementation (Eskerod& Jepsen, 2016). The project team selected will use the budget provided to come up with a plan which favors the bride, the groom, and the guests.

      Definition of problem

      Project execution is mostly affected by the planning that was carried out. Most of the wedding plans do not happen as expected and this is because in most cases, enough time is not dedicated to the planning phase. The planning phase gives a clear outline of the activities to be carried out, who is responsible for a particular event and what resources will be required to make the operations a success (Lock, 2017). There is every reason to avoid wedding project failures resulting from the inability to plan accordingly and putting everything in place. This plan is created in an attempt to ensure that the anticipated wedding achieves the objectives set and that pitfall is avoided. People do not just want to hold wedding events, and the whole thing is forgotten, everyone is moving away from this trend and want weddings worth memories years down the line. This calls for a plan.

      Options and Justifications for Preferred Project

      An alternative to the Preferred Project would be an in-house wedding project. In-house weddings involve a smaller number of people or the guests. In-house weddings are also less costly because the team does not have to hire a public place, the resources required are less compared to a hosted ceremony. The time-frame is admirable too because the project can be executed within the shortest time possible. Plans work on a fixed timeline (Lock, 2017). The ability to achieve the objectives within the set time is always a challenge for most project planners. An alternative project selected beside the preferred plan still acts as a back-up whenever the major project becomes hard or expensive to execute. The justifications for the alternative project are that it is less costly, decision-making will be faster, and the execution of the plan will not be as complicated.

      Key Human Resources

      The success of the project will be dependent on the coordination of efforts of some vital human resources. The planning phase of any project involves the successful incorporation of skills abilities and experience of critical human resources which make the essential decisions towards the execution of the plan (Heagney, 2016). The human resources responsible for this project are the project manager (wedding planner), technologists, and project sponsors, groom and bridal contributors. These are the key stakeholders responsible for the execution of the project and oversee every activity into its completion. This is the group of individuals to be blamed if the plan fails or if all the objectives are not met.

       

       

      Schedule, Scope, and Budget

      The project plan is to be implemented in a timeline of six months. The estimated budget is $15,000. The wedding will have 200, and the budget is meant to ensure the guests are all satisfied and happy during the marriage. This then tasks the project team to ensure that the project outcomes are as desirable.

      Cost/Benefit Analysis

      Every project was undertaken always has the positive and the adverse effects and uncertainties expected (Fleming & Koppleman, 2016, December). The risks or uncertainties expected with this project are poor weather which may completely disrupt the flow of events, the safety of the guests may be compromised by occurrences such as attacks or even by accidents, there may be high cases of in attendance by some , and this means wastage of resources used in planning for the number invited. However, this project also comes with its benefits. There are various factors which make this project worth undertaking. The cost of the project is affordable, and the project team may not need to be up and down writing additional proposals for funding. The project also takes care of the time factor which is one crucial element in every project execution. A plan should not take long before it is implemented. Long-term projects tend to fail, and most stakeholders withdraw at some point (Lock, 2017). The stakeholders and the guests too are easy to manage and plan for. Compared to what has been invested in this project and the benefits that accrue to the team, it is worth being undertaken. The financial interests of the guests are estimated at $25,000, slightly higher than the estimated cost of the wedding.

       

       

      Additional resources needed for this project

      Additional resources needed would consist of ceremony programs, party favors, the guest list, rented equipment, food and drinks, wedding cake, flowers, a DJ, photographer, videographer, wedding invitations, wedding day transportation, the reception site entirely arranged and decorated.

       

      References

      Eskerod, P., & Jepsen, A.L. (2016). Project stakeholder management. Routledge.

      Fleming, Q.W., & Koppleman, J.M. (2016, December). Earned value project management. Project Management Institute.

      Heagney, J. (2016). Fundamentals of project management. Amacom.

      Lock, D. (2017). The essential of project management. Routledge.

 
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Wk 1 – LabPaq® Hands-On Labs: The Scientific Method Lab

The Scientific Method Hands-On Labs, Inc. Version 42-0313-00-01

Read the entire exercise before you begin. Take time to organize the materials you will need and set aside a safe work space in which to complete the exercise.

Experiment Summary:

In this experiment, you will identify the importance of science and how it is a part of our daily lives. You will list and describe the steps of the scientific method, and define control groups, independent and dependent variables, and quantitative and qualitative data. You will also conduct research on topics associated with global climate change, develop hypotheses, and conduct experiments to test those hypotheses. Finally, you will use all of the knowledge gained throughout the lab to design your own experiment that demonstrates the importance of sea ice in regards to global temperatures.

 

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EXPERIMENT

 

 

Learning Objectives Upon completion of this laboratory, you will be able to:

â—Ź Relate science to your daily life.

â—Ź List and describe the steps of the scientific method.

â—Ź Describe controlled experiments and define conditions, independent and dependent variables, and controls.

â—Ź Differentiate between qualitative and quantitative data.

â—Ź Demonstrate the weight difference between dry air and carbon dioxide (CO2).

â—Ź Model the effects on temperature of normal and excess levels of greenhouse gases.

â—Ź Design your own experiment to model the effects of sea ice on water temperatures.

Time Allocation: 5 hours

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Materials Student Supplied Materials

Quantity Item Description 1 Baking soda 1 Bottle of vinegar 1 Box of matches or lighter 1 Candle 1 Clear plastic wrap 1 Coffee cup 2 Containers of equal size; Suggestions:

– Plastic containers – Milk cartons – Cardboard boxes – Glass dishes

1 Digital camera or smartphone 1 Dish soap 2 Large jars or glasses (with no bottleneck) 1 Measuring cup, 1 cup 1 Metal kitchen spoon 1 Pair of scissors 1 Pen or pencil 1 Reflective surface; Suggestions:

– Aluminum Foil – Mirror – Slab of metal

1 Roll of paper towels 1 Rubber band 1 Set of measuring spoons, 1 tablespoon and 1 teaspoon 2 Sheets of white paper 1 Source of heat; Suggestions:

– Direct sunlight – Heat lamp – Incandescent light (non-LED/energy saving light bulb)

1 Source of tap water 1 Stopwatch or timer 1 Tape, clear

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Experiment The Scientific Method

 

 

2 Thermometers, analog mercury filled* 1 White paper product:

– Construction paper – Card stock – Foam board – Poster board

*The recommended thermometers for performing this experiment are standard oral or anal analog thermometers that can be found at pet stores or drug stores. If you do not have access to two analog thermometers, one digital thermometer may replace one of the analog thermometers for Exercise 2. If you choose to do this, be certain to include this information in your Lab Report Assistant to account for variability in using two different materials. For Exercise 3, digital thermometers may be used if necessary.

To fully and accurately complete all lab exercises, you will need access to:

1. A computer to upload digital camera or smartphone images.

2. Basic photo editing software such as Microsoft® Word or PowerPoint®, to add labels, leader lines, or text to digital photos.

3. Subject-specific textbook or appropriate reference resources from lecture content or other suggested resources.

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Background What Has Science Done for You Lately?

The modern world would not be so advanced if it were not for technology, courtesy of science. Science is responsible for most modern conveniences such as electricity, raw material production, communication resources, and agricultural practices that supply food worldwide. Health care would not be what it is today without science. We would not have X-ray or MRI machines, prosthetics, medications or vaccinations, or knowledge that hand-washing reduces the spread of disease- causing microbes. Science is the foundation for most innovations. Science promoted the invention of cars in the 1800’s, and science continues to contribute to current transportation innovations such as improved gas mileage, reduced carbon emissions, and new discoveries regarding alternative fuels. Science also promotes the conservation of our planet through the preservation of millions of living species. See Figure 1.

Figure 1. A few developments made possible by science. ©Robert Adrian, Noyan Yimaz, jaroslavaV, Goran Bogicevic, Ekaterina Minaeva, Everett Historical, STUDIOMAX, Spotmatik Ltd, Andre w Mayovskyy, pixinoo,

Harvepino, aastock, Triff

Because of the role science plays in our everyday life, it shapes not only our personal decisions, but also policies and regulatory decisions made by the government. The creation of nutrition and warning labels, and the illegal dumping of hazardous waste are just a few protections developed because of science.

 

 

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The Scientific Method

Science is important in our daily lives, but how is science conducted? Scientists investigate and learn about the world either by an open-ended discovery process or by application of the scientific method.

The scientific method is a process used by scientists to acquire new knowledge or correct previous knowledge, solve a problem, or develop theories or explanations of natural phenomena. Scientists use the scientific method to collect and report information that is free of bias or opinion. The general process and the typical order of the steps are shown in Figure 2.

Figure 2. The scientific method. ©schab and janoon028

 

 

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Experiment The Scientific Method

The scientific method has seven steps:

1. Make an observation.

2. Ask a question and conduct background research on what is already known.

3. Formulate a hypothesis.

4. Test the hypothesis through experimentation.

5. Analyze data and draw conclusions.

6. Verify the conclusions through peer review.

7. Communicate the results.

The steps may vary, based on the scientist’s needs. For example, background information may be researched before conducting observations and asking questions. The steps of the scientific method are continuous and often lead to greater advancements in science through new observations and questions, all of which result in continued investigation. Often the results of discovery-based science are then used as the observations for a hypothesis-driven investigation.

Observations, Questions, and Research

Many research projects begin with simple observations. Observations should be objective and verifiable by other scientists. Clear observations lead to research questions. For example, an ecologist who observes a unique stand of trees in one area of the forest might ask, “Why is this unique tree species growing in this area?” The ecologist would then conduct research and collect background information about the tree species’ needs, such as how much nitrogen must be in the soil or how much water is needed for the tree to grow in an area. The ecologist might also look into how the tree reproduces and disperses seeds. Once information is collected, the scientist could begin to theorize about why the unique tree is growing in that particular location.

Formulating and Testing a Hypothesis

A hypothesis is a proposed explanation for a phenomenon and is a starting point for further investigation. A good hypothesis has the following characteristics:

● Is best stated as “if, then” to imply cause and effect

â—Ź Holds across space and time

â—Ź Is a tentative idea

â—Ź Agrees with available observations

â—Ź Is simple

â—Ź Most importantly, a good hypothesis is testable and potentially falsifiable. In fact, some of the most important scientific discoveries resulted from experiments in which the original hypothesis was NOT supported.

 

 

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Hypotheses can begin broad and after research is conducted new hypotheses can be formulated for a more detailed explanation or discovery. For example, a scientist might hypothesize that “if nitrogen is the primary nutrient for plants, then they will grow more rapidly with nitrogen fertilization than with phosphorus or potassium fertilization.” Once a hypothesis is formulated, the scientist designs a study to test the hypothesis.

Controlled experiments are commonly used to test hypotheses. A controlled experiment is a scientific investigation in which both the control group and experimental groups are kept under similar conditions apart from the variable being tested so that the effect or influence of the variable can be identified. A variable is one or more condition that is subject to change. There are two types of variables, independent and dependent. Independent variables are the variable being studied and manipulated during the experiment. As the scientist changes the independent variable, he/she makes observations. Dependent variables are the outcomes that are observed from the effect of the variable(s) on the study. The value of the dependent variable depends on how the independent variable is manipulated. A control group is not exposed to the variable(s) being tested. For many experiments, a control group is necessary to compare the results of the experiment.

Figure 3 shows an example of a controlled experiment regarding plant growth in relation to specific nutrients typically found in fertilizers. The independent variable, the factor being manipulated, is the type of nutrient (nitrogen, phosphorous, or potassium) in the fertilizer. The dependent variable, the outcome being observed, is the amount of plant growth, which could be the measurement of height in millimeters or centimeters. The plant that is not given any fertilizer is considered the control because it is not being exposed to any added nutrients. Conditions not differing between experimental and control groups include sunlight exposure, soil type, and water availability.

 

 

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Experiment The Scientific Method

Figure 3. Controlled experiment of plant growth versus the type of nutrient given to the plant. ©kak2s, DeiMosz, llibra

Experimental Design Example

Consider another example of an experiment; a scientist wants to determine if Drug X is effective for reducing blurred vision in patients with multiple sclerosis. The experimental design follows:

â—Ź Observation: The chemistry of Drug X is designed to target and improve vision in patients with multiple sclerosis.

â—Ź Question: What percent of patients that use Drug X experience reduced blurred vision?

â—Ź Hypothesis: If Drug X is effective, then it will reduce blurred vision in at least 30% of patients with multiple sclerosis.

â—Ź Independent variable: Drug dosage: amount (mg) of the drug consumed by each patient each day.

â—Ź Dependent variable: Percentage of patients with reduced blurred vision.

â—Ź Control group: Given a placebo (a sugar pill that does not contain the drug) in place of Drug X.

 

 

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Let’s assume that the drug is effective at reducing blurred vision in 30% of patients. In this case, it would be said that, “The hypothesis is supported.” One key aspect of all hypotheses is that they cannot be proven true. In this example, not all patients on earth with multiple sclerosis were included in the experiment. Therefore, science cannot prove that the drug is effective for all patients.

However, a hypothesis can be rejected or refuted based on the results. Let’s assume that the drug was only effective at reducing blurred vision in 20% of patients or that the control group also experienced a 30% reduction in blurred vision. In this case, it would be said that, “The hypothesis is rejected.” The scientist would ask new questions and refine the experimental design. Regardless if a hypothesis is supported or rejected the purpose of the experiment is fulfilled, in that we learn something new.

Analyzing the Data

Data collected from the experimental process must be analyzed before conclusions are made regarding the hypothesis. There are two types of data: quantitative data are numerical, and qualitative data are non-numerical. Recall the example with Drug X. An example of quantitative data would be the numeric scores that patients receive during formal vision tests. An example of qualitative data would be the patient’s opinion of whether their vision has improved. Analyzed data is typically illustrated as graphs, tables, and charts.

Independent variables are usually plotted on the horizontal axis (x-axis) and the dependent variable is plotted on the vertical axis (y-axis). Figure 4 shows a bar graph that describes data associated with Drug X from the earlier example. Notice that dosage amount (the independent, manipulated variable) is on the x-axis, and the percentage of reduced blurred vision (the dependent, outcome variable) is on the y-axis. Scientists would use this graph to show that vision test scores increased for more than 30% of patients at a 20 mg dose of Drug X.

 

 

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Experiment The Scientific Method

Figure 4. Example of a scientific figure for the effects that dosage of Drug X has on the percentage of patients with reduced blurred vision.

Statistical analysis is used to evaluate scientific data to determine if there is a significant difference between the control group and the experimental group. For example, if analysis of Drug X shows that 30% or more patients had a reduction in their blurred vision compared to patients in the control group that were given the placebo, then the hypothesis can be supported. For the purposes of this experimentation, you will not be asked to carry out a statistical analysis for the data you collect.

After a scientist analyzes the data they begin to draw conclusions based on the data and write a report on the findings of the experiment. This report includes the background research that was conducted, the experimental design, data results, and conclusions. The conclusions typically include an explanation about why the hypothesis was supported or refuted, a comparison of the investigation to other similar research, and ideas for future experimentation.

 

 

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Peer Reviewed Verification

For research to be reliable, it must be validated by a group of qualified peers. Most scientists send their findings to respected peer-reviewed journals for validation and publication, such as Nature, the journal pictured in Figure 5. The validation process is stringent and the report is reviewed by multiple topic area experts that provide recommendations for revisions. Then, the report may be accepted for publication in the journal. In addition to published papers, research findings are also shared via posters and live presentations. Presenting findings allows other scientists to verify results, develop new tests for existing hypotheses, and develop entirely new hypotheses of their own. Sharing the knowledge gained leads to solving other problems and facilitates the cycle of the scientific method.

Figure 5. A cover of “Nature – The International Weekly Journal of Science.” ©www.nature.com

 

 

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Large-Scale Investigations

The scientific method is used for many types of investigations beyond controlled experiments. Scientists often conduct large scale analyses, or meta analyses, that include data from multiple published investigations. Meta analyses can answer questions on a broader scale using validated data from other scientific experiments. Scientists regularly use complex computer models and extensive datasets to describe large-scale phenomena that cannot be captured with simple experimental designs. One example of using the scientific method for a large-scale analysis is monitoring climate change. Climatologists, ecologists, geologists, chemists, biologists, and other scientists are working together to compile data and protocols that can be used by other experts to continue cutting-edge research.

Climate change studies are difficult to reproduce since independent variables, such as the weather, cannot be controlled. For example, a scientist studying methane concentrations at a natural gas site in Colorado would have different results than a scientist conducting the same study at a site in Italy. However, the aggregation of data from multiple sites provides insight into climate change on an expansive, global scale rather than a smaller, regional scale. Climatologists have aggregated temperature data since the late 1800’s because climate must be measured over the course of decades and not yearly like the weather. See Figure 6.

Figure 6. Global temperature data (1880 to current) showing an increasing trend in the annual mean. ©Data and graph courtesy of NASA

 

 

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The Scientific Method Is Used Whenever There Is a Question!

The scientific method is used across all science disciplines. For our example of Drug X, a chemist may look at the molecular structure of the drug and determine how those molecules are affected by acidity in the stomach. A biochemist may conduct experiments to determine the ideal dosage for Drug X. A microbiologist may examine interactions between Drug X and naturally occurring bacteria present in the intestines. A biologist may investigate how the drug affects the environment when expelled from the human body as waste.

Is Science Reliable and Valid?

So why should we believe that science is reliable or valid? The definition of reliable is “yielding the same or compatible results in different clinical experiments or statistical trials.” The scientific method allows for replication and consistency of results when performing the same experiment under similar conditions. Validity is a description of the strength of the final results and whether those results can be regarded as accurate in describing the real world. Science is valid based on the strength of experimental design following the principles of cause and effect.

We have confidence in using the scientific method because it provides the most accurate answer to a question, as well as an estimate of how much confidence we can put into the accuracy of that answer. Science is always changing as research continues on new and historical questions with the use of advanced technology and variability in circumstances at the time of the research.

Using the scientific method has resulted in many of the greatest achievements, such as predicting eclipses, sending astronauts and space crafts into space, developing vaccinations to eradicate diseases, and developing medical treatments for illnesses and injuries. The scientific method has also been the basis for much of technology.

For thousands of years people believed that the Earth was flat. It is thought that

the first scientific evidence of a round Earth was found around 200 BC by a Greek thinker, Ptolemy,

who demonstrated that ships approaching the horizon appeared to be rising from under the water indicating a curve to the land. Over many centuries, numerous astronomers and others recording the movement of the stars also theorized that the Earth was round. It

wasn’t until 1519 (35 centuries later), when Magellan, the famous Portuguese explorer, found direct proof of the theory of a spherical planet when he sailed with

five other ships that circled the world without “falling off the edge.” Over time, more scientific evidence supported that the Earth was round. New studies and inventions, such as the telescope invented by Galileo, which provided evidence that the moon

and other planets were also spherical.

 

 

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Experiment The Scientific Method

Exercise 1: Investigating the Weight of Carbon Dioxide In this exercise, you will apply the scientific method and conduct a simple experiment that tests the mass of air and carbon dioxide (CO2) gas.

Note: Read all instructions for this procedure before you begin.

Procedure

Step 1: Make an Observation

1. Prepare your work area. Make sure you have a stable, flat work surface that is out of reach of pets and children. Gather all of the materials and equipment listed in the materials list before beginning. Perform the experiments near a source of running water and have paper towels on hand in case of spills.

2. Making observations is central to science. Observe the baking soda and vinegar, and record the appearance of each in Data Table 1 of your Lab Report Assistant. Be specific in describing the color and state of matter.

3. In the next step, you will mix baking soda and vinegar together. This is similar to the classic “volcano” experiment performed in grade school. Gather a coffee cup or drinking glass and the measuring spoons.

4. Closely observe what happens and record observations:

a. Add 1 teaspoon of baking soda to the cup.

b. Pour 1 tablespoon of vinegar into the cup.

c. Observe and record observations in Data Table 1. Rinse the cup with tap water and repeat the test as needed.

Note: Foaming is an indication that a chemical reaction has taken place and a gas has been created. The gas produced in the chemical reaction of vinegar and baking soda is carbon dioxide (CO2).

Step 2: Ask a Question and Conduct Background Research

5. Mixing vinegar and baking soda produces carbon dioxide gas. But where does the gas go? Does it remain in the cup or does it rise into the air? If carbon dioxide gas is heavier than air, then the carbon dioxide will remain in the bottom of the cup. If carbon dioxide gas is lighter than air, then it will rise into the air.

6. Create a question about the mass of carbon dioxide gas compared to the mass of air. Record the question in Data Table 1.

 

 

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7. We have conducted background research for you using the Periodic Table of Elements and reliable online resources. For simplicity, let’s assume the following:

a. A particle of carbon (C) has a mass of 12.01 amu (amu = atomic mass unit).

b. A particle of nitrogen gas (N2) has a mass of 28.02 amu; but a single particle of nitrogen (N) weighs roughly 14.00 amu.

c. A particle of oxygen gas (O2) has a mass of 31.99 amu; but a single particle of oxygen (O) weighs 15.99 amu.

d. Dry air is composed of predominantly nitrogen gas and oxygen gas.

Note: Dry air is made of 78.09% nitrogen gas, 20.95% oxygen gas, and the remaining 1% is made of argon, carbon dioxide, and other trace gases.

8. The mass of CO2 is recorded in Data Table 1. For the equation used to determine the mass of CO2 see below:

Note: An element is a substance that cannot be broken down into simpler substances (i.e. carbon (C) or nitrogen (N)). A compound is a substance composed of two or more separate elements (i.e. water is a compound consisting of two hydrogen atoms and one oxygen atom per molecule).

9. Since the chemical formula changes for dry air at different altitudes, the percent composition of gases in dry air will need to be used to calculate the mass. For simplicity, we calculated the mass of a particle of dry air that is composed of 80% nitrogen gas (N2=28.02 amu) and 20% oxygen gas (O2=31.98 amu) and recorded it in Data Table 1. For the calculation used to determine the mass of a particle of dry air based on percent composition see the equation below:

 

 

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10. Based on the background research, consider which gas (CO2 or air) weighs more and add your thoughts in the row titled “Notes about Gases” in Data Table 1.

11. Gases have unique behaviors in the presence of fire. For example, hydrogen gas causes an explosion. CO2 will extinguish a flame, whereas oxygen in the air will promote the burning of a flame. In fact, many fire extinguishers contain pressurized CO2. Add any pertinent information regarding the effects of gases on fire to the “Notes about Gases” row of Data Table 1.

Step 3: Formulate a Hypothesis

12. We have designed an experiment to test whether CO2 or air weighs more. First, you will create CO2 gas by mixing baking soda and vinegar in a drinking glass. Then, you will transfer the gas from the glass onto a burning flame. Read through Step 23 to visualize how this experiment will be carried out. Take a moment to predict what will happen. Refer to your notes in Data Table 1 as needed.

13. Formulate a hypothesis of what will happen to the flame based on the weight of CO2 versus air. Record the hypothesis in Data Table 1. For example: If CO2 weighs _____ than air, then the _____ will _____ and the flame will _____.

Note: Remember, it does NOT matter if your hypothesis is supported or rejected. The point is to learn about the relative weights of air and carbon dioxide by carrying out an experiment.

 

 

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Step 4: Test the Hypothesis

14. Gather 2 glasses, 2 measuring spoons (teaspoon and tablespoon), baking soda, vinegar, candle, and matches or a lighter. See Figure 7.

Figure 7. Materials for investigating the relative weight of carbon dioxide gas.

15. Use the teaspoon to measure 1 tsp. of baking soda. Add the baking soda to the first glass. See Figure 8A.

Figure 8. A. Adding 1 tsp. of baking soda to a glass. B. Adding 1 tbsp. of vinegar to the glass containing the baking soda.

 

 

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16. Use the tablespoon to measure 1 tbsp. of vinegar. Add the vinegar to the glass. See Figure 8B.

17. Allow the reaction to take place. Once most of the foaming has occurred, proceed to the next step.

18. Use the matches or lighter to light the candle. Place the candle next to the second glass.

19. Pick up the glass containing the reaction from the baking soda and vinegar and carefully tilt this glass over the empty second glass “pouring” the gaseous contents into the glass. DO NOT transfer any of the solution into the empty glass. See Figure 9A.

Note: To “pour” the gas, you will tip the glass slowly into the other glass as if you were going to pour the liquid, except you will stop “pouring” before the liquid nears the edge of the glass so as to not transfer any of the liquid into the other glass.

Figure 9. A. Pouring the reaction into an empty glass. B. Pouring the reaction onto the flame of a candle.

20. Observe the second glass. Both air and CO2 are invisible gases.

21. Pick up the second glass and carefully pour the gaseous contents onto the candle. See Figure 9B.

22. Record detailed observations regarding the entire experimental procedure in Data Table 1. Include observations of the chemical reaction, the transfer of gas from each glass, and the transfer of gas to the candle.

23. If you wish to repeat the experiment, thoroughly wash and dry the glasses and begin at step 16. Before moving on to the next section, ensure that the candle is extinguished and is located in a safe area where it can cool completely.

 

 

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Step 5: Analyze the Data and Draw Conclusions

24. Analyze the data: The “Experimental Observations” recorded in Data Table 1 are the data to be analyzed in this experiment. Consider the following:

a. What gas is formed from the reaction between baking soda and vinegar?

b. According to the background research, does dry air or carbon dioxide weigh more?

c. Which gas, dry air or carbon dioxide, would sink to the bottom of the second glass due to its heavier weight?

d. What happens to a flame in the presence of air versus carbon dioxide?

e. When “pouring” the gas from the second glass onto the candle, did the flame continue to burn or was it doused?

25. Draw conclusions: Determine whether the hypothesis was supported or rejected and explain why in Data Table 1.

Step 6: Peer Review Verification

26. Typically the analyzed data and results would be written into a scientific report including the following sections:

a. Abstract – a short synopsis of the experiment: the purpose, hypothesis, and general procedural approach, the data that was collected and analyzed, and the outcome.

b. Introduction – background information citing similar experiments conducted by others.

c. Materials and Methods – the materials used to conduct the experiment and the methodology followed.

d. Results – the outcome of the experiment including the calculations and analyzed data represented in descriptive paragraphs, tables, graphs, and figures.

e. Conclusions – the determination if the hypothesis was supported or rejected, a description of what the results indicate, a comparison of the results to similar experiments, and possible questions and experimentation that can be conducted to further evaluate the topic of interest.

27. Once the scientific report is written, a scientist sends the report to recognized and respectable journals for validation. Since this experiment has already been validated by peers, it was conducted solely to guide you through the steps of the scientific method. There is no need to write a formal report, unless your instructor directs you to do so.

 

 

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Experiment The Scientific Method

Step 7: Communicate Results

28. After the report is accepted by the journal, it is published for other scientists and the public to read. Oral presentations may be given at conferences or outreach events. You may wish to communicate your results by sharing this experiment with your peers or your instructor may provide a means of communicating your results, such as through discussion forums.

Cleanup:

29. Clean the glasses and measuring spoons with soap and water, and allow them to dry.

30. Make sure the candle flame is completely extinguished and that the wax has cooled and hardened before storing the candle.

Questions A. Why is a hypothesis supported or rejected, rather than being proven true or false?

B. Is an experiment considered to be a failure if the hypothesis is not supported? Explain your answer.

C. What gas did you find to be in the glass after mixing the baking soda and vinegar? Explain how you are certain.

D. Did you collect quantitative or qualitative data during this experiment? Explain your answer.

E. Describe your conclusions, including the observations that led to your conclusions.

 

 

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Experiment The Scientific Method

Exercise 2: The Effect of Greenhouse Gases on Global Warming In this exercise, you will research the effects of excess greenhouse gases in the atmosphere. You will apply the scientific method and model how greenhouse gases warm the planet by covering a jar with plastic wrap. You will then relate the findings of your experiment to global warming.

Procedure

Part 1: Greenhouse Gases and Global Warming

1. In Exercise 1, we observed that gases have different properties. In this section, we will further investigate gases and ask the question, “How are greenhouse gases related to global warming?”

2. Conduct background research on global warming from reliable Internet sources such as NASA, USGS, IPCC, and major universities with current research on the topic such as U.C. Berkley, Yale, Stanford, etc.

Note: The most acceptable websites to use for Internet sources end in “.gov” or “.edu.” Websites ending in “.com” or “.org” should be avoided since recognizing biased information may be difficult. Political, blogs, and news websites often have information that is biased and not based solely on scientific support. For this reason, these sites should also be avoided in investigating scientific topics.

3. Write a short synopsis of your findings in Data Table 2 of your Lab Report Assistant. Use full sentences and proper grammar and spelling. Write the synopsis in your own words – DO NOT copy text directly from websites. The synopsis should be 1 to 2 pages in length, unless otherwise indicated by your instructor. Include a paragraph for each of the following:

a. Define greenhouse gas, global warming, and climate change.

b. Explain the difference between global warming and climate change.

c. Describe the relationship between greenhouse gases and global warming (i.e. normal versus excess amounts of greenhouse gases).

d. List 3-4 types of evidence that support human influenced climate change.

e. Describe 2-3 negative ecological and/or economical outcomes of global warming.

4. Record each website source you used to conduct your research in Data Table 2.

 

 

www.HOLscience.com 23 ©Hands-On Labs, Inc.

Experiment The Scientific Method

Part 2: Modeling the Relationship between Temperature and Greenhouse Gases

5. In the next steps, you will model temperature changes in the Earth’s atmosphere by creating two models from large jars or glasses, each containing a thermometer. One jar will remain uncovered while the other jar will be covered with plastic wrap. Consider the following as you create each model:

a. Plastic wrap is used in this experiment to model greenhouse gases in Earth’s atmosphere; however, it should be noted that greenhouse gases not only trap heat but also reflect heat into space, whereas the plastic wrap only traps heat.

b. The two models will be placed in the same environment and exposed to direct sunlight. Since the models will be placed in the same environment, factors such as air pressure, ambient temperature, and light exposure will be consistent for the two models.

6. Gather 2 thermometers, a clock or timer, measuring cup, spoon, clear plastic wrap, dish soap, 1 rubber band, and a sheet of white paper. Gather 2 large glasses (or jars) of the same size. The glasses should be large enough to fit the thermometers inside.

Note: Jars or glasses with bottlenecks are NOT recommended for this experiment.

7. Prepare a diluted dish soap solution as an anti-fog agent. When moisture is trapped in a container, by a lid or other covering, condensation can form on the inside of the container walls. If condensation forms on the inside of the jars or glasses used in this experiment, then it will be difficult to see the markings on the thermometer placed inside.

a. Fill the measuring cup to the 1-cup mark with lukewarm tap water.

b. Add 1 drop of dish soap to the water and gently stir with a spoon.

Note: The solution should not form bubbles when stirred. If it does, then too much dish soap has been added and the solution needs to be re-made following step 7.

8. Dip a paper towel into the solution and wipe the inside of the glasses (or jars). The glass should have a thin layer of solution, and there should be no pooling or beading of moisture.

9. If the thermometers do not have a solid back, create backs from thick, white paper products, such as foam board, poster board, cardboard, or card stock. The backing will block direct sunlight, and prevent exaggerated temperature readings.

a. Use scissors to cut a strip of paper for each thermometer. The strips should be slightly longer and wider than the thermometers.

b. Attach each strip to the back of the thermometers with clear tape. Ensure that the numbers of the thermometer are still visible.

Note: Do not use dark paper or brown cardboard as those materials absorb heat and will influence the temperature readings.

 

 

www.HOLscience.com 24 ©Hands-On Labs, Inc.

Experiment The Scientific Method

10. Place a thermometer inside the first glass. See Figure 10. Tape the thermometer to the front of the glass ensuring that the markings are legible. This is Model #1, which represents the Earth if it had no greenhouse gases in the atmosphere.

Figure 10. Placing the thermometer with a white foam backing into Model #1.

11. Place the other thermometer inside the second glass, and tape the thermometer to the front of the glass.

12. Use scissors to cut a square piece of plastic wrap that is large enough to cover the opening of the glass. Fit the plastic wrap over the opening of the second glass and secure it with a rubber band. This is Model #2, which represents the Earth plus its greenhouse gases.

13. Set the two models on a sheet of white paper. This is how the experiment will be conducted when you are ready to begin.

14. Remove the plastic wrap and rubber band from Model #2, and set them next to the glass. Model #2 will not be covered until the experiment begins.

15. Consider what each model represents. Define the term “independent variable” and record the independent variable for this experiment in Data Table 3 of your Lab Report Assistant.

16. Define the term “dependent variable” and record the dependent variable for this experiment in Data Table 3.

17. Define the term “control group” and record which model acts as the control in Data Table 3.

18. Formulate a hypothesis and record it in Data Table 3.

 

 

www.HOLscience.com 25 ©Hands-On Labs, Inc.

Experiment The Scientific Method

Note: When formulating your hypothesis, think about how temperature will be affected in the two models (one covered and one uncovered). There is no “correct” answer for the hypothesis; however, it should be well-thought-out.

19. Once the hypothesis has been recorded, the experiment may begin.

a. You will record temperature data in Data Table 4 of your Lab Report Assistant every 5 minutes during the experiment. Print or draw a copy of Data Table 4 if necessary.

b. Transport the experimental setup to a sunny location, leaving Model #2 uncovered.

c. Working quickly, place the two models on the sheet of white paper in direct sunlight. Turn the glasses so that the thermometers face the same direction, away from the sunlight.

Note: Be sure to turn the jars so that the faces of the thermometers are not facing the sun.

20. Place the plastic wrap and rubber band over the opening of Model #2, and immediately record the temperature of each model in Data Table 4. See Figure 11.

Figure 11. Model #1 with no covering and Model #2 covered with clear plastic wrap secured by a rubber band.

21. Continue to record the temperature every 5 minutes for an hour in Data Table 4.

22. Record notes and observations as the experiment progresses. Describe in detail any changes inside of the models. Make note of changes in cloud coverage and light exposure in the comments section of Data Table 4 next to the time of the observation.

 

 

www.HOLscience.com 26 ©Hands-On Labs, Inc.

Experiment The Scientific Method

23. Calculate the change in temperature for each model by subtracting the final temperature from the initial temperature. Record the change in temperature in Data Table 4.

Note: If the thermometers measure in Fahrenheit, be sure to convert each reading to Celsius after the experiment is complete using the following equation:

24. Create a line graph of temperature versus time, similar to Figure 12. Place time on the horizontal axis (x-axis) and temperature on the vertical axis (y-axis). The graph should have two lines total, representing Model #1 and Model #2.

Figure 12. Example line graph of temperature versus time for three different models.

25. Resize and insert an image of the graph into Data Table 5 of your Lab Report Assistant. Refer to the appendix entitled, “Resizing an Image” for guidance.

26. Describe the trends in the graph. Indicate which model held more heat and which model had the greatest increase in temperature. Relate patterns in the graph to the observations recorded in Data Table 5.

27. Indicate whether or not the hypothesis was supported or rejected, and explain why in Data Table 5.

 

 

www.HOLscience.com 27 ©Hands-On Labs, Inc.

Experiment The Scientific Method

Cleanup:

28. Remove the thermometers from the glasses.

29. Dispose of the plastic wrap.

30. Clean and dry the glasses.

Questions A. Compare temperature measurements between the two models. Which model showed the

greatest increase in temperature? Which model showed the least increase? Answer these questions by writing a short, descriptive paragraph comparing the models.

B. Describe the role of the plastic wrap in the experiment including both the similarities and dissimilarities to greenhouse gases.

C. If a third model (Model #3) was created by adding greenhouse gases, such as water vapor or carbon dioxide, and covered with plastic wrap and put into direct sunlight with Model #2, how would the temperatures vary? Explain your answer.

D. Relate the findings of this experiment to global warming. Include the benefits of greenhouse gases, but also describe the impact that excessive amounts of greenhouse gases have on global temperatures.

E. List each step of the scientific method. Describe how the experimental procedures applied to each step. Note: Since you are not expected to perform a peer review verification or communicate results to the science community, the description for those steps can be indicated as “Not applicable.”

 

 

www.HOLscience.com 28 ©Hands-On Labs, Inc.

Experiment The Scientific Method

Exercise 3: Design and Perform your own Experiment In this exercise, you will use the scientific method to research and design an experiment that models ocean temperatures and sea ice. You will then conduct the experiment and relate your findings to the impact that rising ocean temperatures have on global climate change.

Procedure

1. Use the scientific method to investigate the effects of melting sea ice on ocean temperatures. Using the Scientific Method Template in your Lab Report Assistant, you will record background information, describe the experiment in detail, and analyze your results.

2. Conduct background research on melting sea ice, specifically the effects it has on ocean temperatures. Be sure to cite your sources. Here are a few points to get you started:

a. Where does sea ice occur on Earth?

b. How does sea ice influence global climate?

c. How are areas covered by sea ice different from areas without sea ice in terms of solar energy absorption and reflection?

d. What impacts will melting sea ice have specifically on climate change?

e. List 2-3 negative ecological and/or economical impacts of melting sea ice.

3. Consider your research and think about a potential question and an experimental design to test the question. A common experimental setup for modeling ocean ice is shown in Figure 13: water-filled containers represent the ocean and aluminum foil represents ice. If you choose a similar experiment, consider what conditions you will apply in the experimental design. Here are some questions to ask yourself:

a. What types of containers should be used (juice or milk cartons, glass containers, or plastic bins)? Should the containers be equal sizes? How much water will be added?

b. What material will model ice? (Aluminum foil, a mirror, or a different piece of metal?)

c. What will represent the Sun? (Actual sunlight, a heat lamp, or an incandescent bulb?)

 

 

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Experiment The Scientific Method

Figure 13. Example of an experimental setup for determining the relationship between water temperature and sea ice.

4. The “Experimental Design” should include:

a. A list of materials.

b. A description of the experiment or a list of procedural steps. (This should be specific enough that another scientist could replicate the experiment.)

c. A list of the independent variable(s), dependent variable(s), and control group.

d. A photo of the experimental setup, like the one shown in Figure 13.

e. A well-articulated hypothesis.

5. The “Results and Observations” should include:

a. All pertinent observations and experimental notes.

b. At least one data table.

c. At least one visual representation of data, such as a bar or line graph.

6. The “Conclusions” should include a summary of your results and indicate whether or not the hypothesis was supported and why. The conclusions should also relate the experiment you designed to the broader phenomenon of sea ice and global temperature.

 

 

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Experiment The Scientific Method

7. When you are finished uploading photos and data into your Lab Report Assistant, save and zip your file to send to your instructor. Refer to the appendix entitled “Saving Correctly,” and the appendix entitled “Zipping Files,” for guidance with saving the Lab Report Assistant in the correct format.

Questions A. List the possible flaws with your experimental design, and describe how they could be corrected.

B. Use the findings from your research to develop a new question for future research that could be conducted to add to your experiment.

C. Relate the findings of your experiment to the impact rising ocean temperatures has on global climate change.

 
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Under Armour Case Study For Strategic Mangement

DUE TONIGHT

Developing strategic options for “Under Armour” Case 20. You will use the strategic audit using your text (Figure 12-1, page 342, and Appendices 12.B and C, pages 347-357) to assist in the preparation of the power point presentation and executive summary. You will submit a Power Point presentation that addresses each of the following:

 

o   Their Current Situation (1 power point slide)

 

o   Strategic Managers (1 power point slide)

 

o   External Environment (1-2 power point slides)

 

o   Internal Environment (2-3 power point slides – including their resources, capabilities and competencies)

 

o   Analysis of Strategic Factors (1 power point slide)

 

o   Strategic Alternatives and Recommended Strategy (2-3 power point slides)

 

o   Implementation (2-3 power point slides)

 

o   Evaluation and Control (1-2 power point slides)

 

You also will submit an SWOT, executive summary, discussing in detail, your strategic alternatives and recommended strategy, the implementation phase of the recommended strategy, and the evaluation and control phase of the strategy.

 

The grading for this assignment will be based on the assessment of the annual reports, an in-depth strategic analysis, and the formulation of a strategic plan for the selected company. The Power Point presentation will include recommendations supported by analyzing the company within the confines of the case study data, course material integration, and consensus of the team as to the company’s recommended best strategic course(s) of action. Additionally, you will submit an executive summary presenting, in detail, your recommendations for the company’s best strategic course(s) of action, including implementation and evaluation and control phases.

MGMT479 Strategic Audit/MGMT479- Strategic Audit- Marcus Keck.docx

Page 1

Group 4: Mark Keck Contribution

Instructor Merriman

MGMT479

February 9, 2017

Under Armour Strategic Audit (Team Suggestions)

 

Under Armour Current Situation

Current Financial Performance

18.1% increase net revenue over 2008, US$856,411,000

.71% decrease in gross margin in 2009 (attributed to liquidation of shoe inventory)

78% market share in the performance apparel clothing segment (UA created the segment)

94% of revenue generated from Canadian and domestic markets

Sports apparel industry down 4.3% as a whole due to recession

 

Strategic Position

Brand Mission:

“To make all athletes better through passion, science and the relentless pursuit of innovation.”

 

Objectives

Launch and establish a running shoe line to capture some of the $5 billion running shoe segment, and at least 3% of the $31 billion international branded footwear market

 

Strategies

Keep retail pricing aligned with competitors in apparel and foot wear

 

Policies

 

Strategic Managers

Board of Directors

8 Person Board of Directors including:

Kevin A. Plank, Chairman of the Board of Directors

Top Management

Kevin A. Plank, President & CEO

Wayne A. Marino, COO; Brad Dickerson, CFO

Henry B. Stafford, Senior VP of Apparel

Gene McCarthy, Senior VP of Footwear

Dan J. Sawall, VP of Retail

John S. Rogers, VP/General Manager of E-Commerce

J. Scott Plank, Executive VP Domestic and Global Business Development

 

External Environment

Natural Environment

 

Societal Environment

Sports apparel market is highly correlated to disposable income, recession had an industry wide negative net effect to revenues, recession ending

Primary target consumers for Under Armour are 15 to 25 year-old males. However recent trends show increases in female and older age segment of the sporting apparel and gear market

Task Environment

Rivalry

Though Under Armour controls 78% of market share in performance sports apparel, rivalry is intense because the market is fragmented by Nike, Addidas and Champion who are large competitors.

The switching cost is fairly low at consumer and retail level with all major competitors already controlling shelf space at retail and the relatively low cost to consumers for purchasing the sports apparel.

Manufacturing is outsourced by all competitors eliminating drastic differences in product or product manufacturing quality.

Brand identity is a big factor in rivalry as some people favor brands and the product is branded. Under Armour established the segment of apparel, but Nike has much larger brand equity.

Performance sports apparel is an under-developed segment globally

Under Armour wants to be a competitor in the larger, more competitive branded footwear segment worth $31 billion annually

Threat of Substitutes

Under Armour and its largest competitors have brand equity to create price inelasticity. Consumers prefer and place value on Under Armour brand. There are substitutes for the performance sports apparel products, but none offer the same benefits of temperature control, and weight advantage.

Buyer Power

Buyer Power is of little significance to the overall sale of goods because individual consumers do not form large centralized buying groups. Retailers may play a part through exclusivity agreements, but consumers dictate different brands due to brand preference at retail as well. Buying Power exerted by large organizations like the NFL, MLB, or NCAA, can create a shift in the balance of advertising power by shifting consumer brand preference (co-branding).

Supplier Power

Supplier power can be exerted by suppliers of Under Armour. Performance sports apparel brands all outsource the manufacturing of their products. The sporting apparel and gear industry seems to work on outsourcing of manufacturing.

Threats of New Entrants

Outsourcing of manufacturing allows for any existing sports brand to enter the segment of performance sports apparel. Outsourcing of athletic branded footwear also makes entry into the branded footwear segment relatively simple for a large product brand. All trade barriers and agreements affect major sports brands the same in regards to importing outsourced manufactured goods. Entry by new companies would be more difficult because of the time needed and capital for advertising to develop a consumer brand.

 

Internal Environment

Corporate Structure

Under Armour’s CEO and Chairman of the Board of Directors started the company as a college athlete, that designed a new undershirt to help him stay cooler, wick sweat, and minimize weight. The company’s humble beginning started with a $17,000 personal investment and with the support influencer athletes and Hollywood has grown into one of the most recognizable names in sporting goods. Under Armour is now a publically traded company operated in the United States, headquartered in Baltimore, Maryland.

 

Company Culture

Under Armour was built and continues to operate with the influences of football. The organization uses football terms to describe daily activities (Ex. Huddles, manage the clock, and execute the play). The culture is aggressive and highly competitive much like in football, with Under Armour seeking an offensive position to take on larger competition like Nike.

 

Corporate Resources

Marketing

The market for sports apparel and gear is primarily young males, and sports oriented and/or the active and health conscious consumer. Females and older people are beginning to uptrend in the purchase of sports apparel and gear, however the primary target consumer for Under Armour is 15 to 25-year-old males.

Under Armour uses professional athletes as influencers for consumer groups. Under Armour spends its marketing budget on athlete influencers (endorsements), print, digital and television ads, and payments to college teams to wear Under Armour products.

Advertising Campaigns were: “Protect this House”, “Click-Clack, I Think You Hear Us Coming”, “Athletes Run”, and “Protect This House, I Will”

78% of revenues were generated inside the US in 2009

Retail Channels consisted of Dick’s Sporting Goods and Sports Authority accounting for 30% of wholesale distribution. Also sold products through a variety of sporting goods stores. Distribution channels included independent and specialty retailers, institutional athletic departments, leagues and teams, Under Armour Stores and a company website.

Finance

Revenues for the company are reported in four segments: apparel, footwear, accessories, and licensing. Under Armour experienced a .71% decrease in gross profit margin due to liquidation of shoe inventory. Under Armour historically experiences strong 3rd and 4th quarters due to seasonality (fall football season).

R&D

 

Operations

Manufacturing is outsourced largely by contract to manufacturers in Asia and Latin America. A procurement team evaluates potential manufacturers verifying quality, social responsibility, and financial strength before contracting.

Manufacturers procure raw materials for production. Under Armour warehouses finished goods in one of two storage facilities.

Under Armour also operates a 17,000 square foot manufacturing facility in Maryland. The purpose of the small facility is to provide fast, high quality products for high profile athletes requiring special orders. The small facility’s expense of operation in handled as a marketing expense.

 

Human Resources

Under Armour employs approximately 3,000 non-union workers. Roughly half of Under Armour’s employees work in the company owed production facility and Under Armour company owned stores. The other half work in Under Armour distribution facilities.

 

 

Analysis of Strategic Factors

SWOT Analysis Here

Will complete SWOT analysis by Monday evening.

 

Review of Current Missions and Objectives

Attempting to capture 3% of global branded footwear market ($31 billion)

 

Strategic Alternatives and Recommended Strategy

Strategic Alternatives

· Most importantly pursue a global presence for performance sports apparel establishing Under Armour as the preferred brand to Nike.

· Design a comfortable shoe as part of product offering, but to not try to re-invent the wheel. A comfortable running shoe designed to match the colors of existing Under Armour apparel.

· Allow building global brand for performance sports apparel to establish Under Armour in the branded footwear market.

 

Recommended Strategy

 

 

Implementation

 

 

 

Evaluation and Control

MGMT479 Strategic Audit/MGMT479- Strategic Audit- Marcus Keck(1).docx

Page 1

Group 4: Mark Keck Contribution

Instructor Merriman

MGMT479

February 9, 2017

Under Armour Strategic Audit (Team Suggestions)

 

Under Armour Current Situation

Current Financial Performance

18.1% increase net revenue over 2008, US$856,411,000

.71% decrease in gross margin in 2009 (attributed to liquidation of shoe inventory)

78% market share in the performance apparel clothing segment (UA created the segment)

94% of revenue generated from Canadian and domestic markets

Sports apparel industry down 4.3% as a whole due to recession

 

Strategic Position

Brand Mission:

“To make all athletes better through passion, science and the relentless pursuit of innovation.”

 

Objectives

Launch and establish a running shoe line to capture some of the $5 billion running shoe segment, and at least 3% of the $31 billion international branded footwear market

 

Strategies

Keep retail pricing aligned with competitors in apparel and foot wear

 

Policies

 

Strategic Managers

Board of Directors

8 Person Board of Directors including:

Kevin A. Plank, Chairman of the Board of Directors

Top Management

Kevin A. Plank, President & CEO

Wayne A. Marino, COO; Brad Dickerson, CFO

Henry B. Stafford, Senior VP of Apparel

Gene McCarthy, Senior VP of Footwear

Dan J. Sawall, VP of Retail

John S. Rogers, VP/General Manager of E-Commerce

J. Scott Plank, Executive VP Domestic and Global Business Development

 

External Environment

Natural Environment

 

Societal Environment

Sports apparel market is highly correlated to disposable income, recession had an industry wide negative net effect to revenues, recession ending

Primary target consumers for Under Armour are 15 to 25 year-old males. However recent trends show increases in female and older age segment of the sporting apparel and gear market

Task Environment

Rivalry

Though Under Armour controls 78% of market share in performance sports apparel, rivalry is intense because the market is fragmented by Nike, Addidas and Champion who are large competitors.

The switching cost is fairly low at consumer and retail level with all major competitors already controlling shelf space at retail and the relatively low cost to consumers for purchasing the sports apparel.

Manufacturing is outsourced by all competitors eliminating drastic differences in product or product manufacturing quality.

Brand identity is a big factor in rivalry as some people favor brands and the product is branded. Under Armour established the segment of apparel, but Nike has much larger brand equity.

Performance sports apparel is an under-developed segment globally

Under Armour wants to be a competitor in the larger, more competitive branded footwear segment worth $31 billion annually

Threat of Substitutes

Under Armour and its largest competitors have brand equity to create price inelasticity. Consumers prefer and place value on Under Armour brand. There are substitutes for the performance sports apparel products, but none offer the same benefits of temperature control, and weight advantage.

Buyer Power

Buyer Power is of little significance to the overall sale of goods because individual consumers do not form large centralized buying groups. Retailers may play a part through exclusivity agreements, but consumers dictate different brands due to brand preference at retail as well. Buying Power exerted by large organizations like the NFL, MLB, or NCAA, can create a shift in the balance of advertising power by shifting consumer brand preference (co-branding).

Supplier Power

Supplier power can be exerted by suppliers of Under Armour. Performance sports apparel brands all outsource the manufacturing of their products. The sporting apparel and gear industry seems to work on outsourcing of manufacturing.

Threats of New Entrants

Outsourcing of manufacturing allows for any existing sports brand to enter the segment of performance sports apparel. Outsourcing of athletic branded footwear also makes entry into the branded footwear segment relatively simple for a large product brand. All trade barriers and agreements affect major sports brands the same in regards to importing outsourced manufactured goods. Entry by new companies would be more difficult because of the time needed and capital for advertising to develop a consumer brand.

 

Internal Environment

Corporate Structure

Under Armour’s CEO and Chairman of the Board of Directors started the company as a college athlete, that designed a new undershirt to help him stay cooler, wick sweat, and minimize weight. The company’s humble beginning started with a $17,000 personal investment and with the support influencer athletes and Hollywood has grown into one of the most recognizable names in sporting goods. Under Armour is now a publically traded company operated in the United States, headquartered in Baltimore, Maryland.

 

Company Culture

Under Armour was built and continues to operate with the influences of football. The organization uses football terms to describe daily activities (Ex. Huddles, manage the clock, and execute the play). The culture is aggressive and highly competitive much like in football, with Under Armour seeking an offensive position to take on larger competition like Nike.

 

Corporate Resources

Marketing

The market for sports apparel and gear is primarily young males, and sports oriented and/or the active and health conscious consumer. Females and older people are beginning to uptrend in the purchase of sports apparel and gear, however the primary target consumer for Under Armour is 15 to 25-year-old males.

Under Armour uses professional athletes as influencers for consumer groups. Under Armour spends its marketing budget on athlete influencers (endorsements), print, digital and television ads, and payments to college teams to wear Under Armour products.

Advertising Campaigns were: “Protect this House”, “Click-Clack, I Think You Hear Us Coming”, “Athletes Run”, and “Protect This House, I Will”

78% of revenues were generated inside the US in 2009

Retail Channels consisted of Dick’s Sporting Goods and Sports Authority accounting for 30% of wholesale distribution. Also sold products through a variety of sporting goods stores. Distribution channels included independent and specialty retailers, institutional athletic departments, leagues and teams, Under Armour Stores and a company website.

Finance

Revenues for the company are reported in four segments: apparel, footwear, accessories, and licensing. Under Armour experienced a .71% decrease in gross profit margin due to liquidation of shoe inventory. Under Armour historically experiences strong 3rd and 4th quarters due to seasonality (fall football season).

R&D

 

Operations

Manufacturing is outsourced largely by contract to manufacturers in Asia and Latin America. A procurement team evaluates potential manufacturers verifying quality, social responsibility, and financial strength before contracting.

Manufacturers procure raw materials for production. Under Armour warehouses finished goods in one of two storage facilities.

Under Armour also operates a 17,000 square foot manufacturing facility in Maryland. The purpose of the small facility is to provide fast, high quality products for high profile athletes requiring special orders. The small facility’s expense of operation in handled as a marketing expense.

 

Human Resources

Under Armour employs approximately 3,000 non-union workers. Roughly half of Under Armour’s employees work in the company owed production facility and Under Armour company owned stores. The other half work in Under Armour distribution facilities.

 

 

Analysis of Strategic Factors

SWOT Analysis Here

Will complete SWOT analysis by Monday evening.

 

Review of Current Missions and Objectives

Attempting to capture 3% of global branded footwear market ($31 billion)

 

Strategic Alternatives and Recommended Strategy

Strategic Alternatives

· Most importantly pursue a global presence for performance sports apparel establishing Under Armour as the preferred brand to Nike.

· Design a comfortable shoe as part of product offering, but to not try to re-invent the wheel. A comfortable running shoe designed to match the colors of existing Under Armour apparel.

· Allow building global brand for performance sports apparel to establish Under Armour in the branded footwear market.

 

Recommended Strategy

 

 

Implementation

 

 

 

Evaluation and Control

MGMT479 Strategic Audit/Under Armour-Stategic Audit-Leonor Glz_.pptx

Case 20: Under Armour

Group 4: Leonor Gonzalez Lopez

Marcus Keck

Ayrizona Sharpe

Miko Smith

 

Background info:

Kevin A. Plank, founder and CEO of Under Armour (UA)

Incorporated in July 1996 Based in Baltimore, Maryland

Under Armour is engaged in the development, marketing and distribution of branded performance apparel, footwear and accessories for men, women and youth.

UA has 140 factory house stores in the USA. 10 brand house stores in USA. The company sells its apparel, footwear, and accessories through retailers, websites, and independent distributors in certain European, Latin American, and Asia-Pacific countries.

 

Current Situation:

Under Armour’s main focus is to “make all athletes better through passion, design, and relentless pursuit of innovation”.

UA’s goal is to empower athletes everywhere, which is a successful approach. The company is constantly putting out new merchandise for consumers to outcompete their biggest competitors.

UA’s objective is to have “universal guarantee of performance”.

 

Strategic Managers

Board of Directors:

8 Chairman

Including CEO, Kevin Plank

Top Management:

Kevin Plan, President & CEO

Wayne Marino, COO

Brand Dickerson, CFO

Henry Stafford, Senior Vice Pres. of Apparel

Gene McCarthy, Senior Vice Pres. of Footwear

Dan Sawal, Vice Pres. of Retail

John Rogers, Vice Pres. General Manager of E-Commerce

J. Scott Plank , Exec. VP Domestic & Global Business Development

 

External Environment

 

Competitive rivalry: UA has two large rivals Nike and Adidas. Both own a large portion of the market share.

The competitive rivalry within the industry is medium to high.

Bargaining power of suppliers.

The strength of suppliers bargaining power is low since UA is able to manufacture productts in different countries.

 

Buyers bargaining power

Due to a significant presence of Under Armour’s product in various retail stores in US has made the bargaining power of consumers to be medium.

The Porter’s five forces model will be used to analyze the the competitive dynamics of the sports apparel industry.

 

External Environment

 

 

 

Threats of new entrants:

a: The barriers to entry are strong due to the brand loyalty. Companies require large amounts of capital in order to compete since the sport apparel industry requires a large amount of resources such as brand advertisement and endorsement.

 

Threats of substitute products:

a: Pressure from sellers of substitute products are high due to significant increase in demand for performance apparel.

 

Internal Environment

Resources:

Brand name

Many product lines

Working strategy based on innovation technology.

Strategic marketing

Capabilities:

The influencers and contacts that Plank gained while at Fork Union Military Academy

Football dominated the company’s product categories

 

Internal Environment

Core Competencies

The aggressive tone that Plank set to be competitive

The company vision “The athletic brand of this generation. And Next.”

The brand mission “To make all athletes better through passion, science and the relentless pursuit of innovation

 

 

 

 

Analysis of Strategic Factors:

SWOT!

 

 

Implementation:

 

 

 

Implementation contd.

 

 

 

Evaluation & Control:

 

 

 

Evaluation & Control:

 
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Case Study About Mattel Company

Assignment-Case Study Analysis on Ethical Decision Making

Submission date: Week 9, Sunday, 3rd March. 2019, till 12.00 Noon

 

Aim of the assignment:

This assignment would help students to develop an ethical decision-making skill considering the learnings from the course. They would learn to analyse ethical dilemma scenario and suggest resolution for the same. They will build an insight towards importance of business ethics in business operations. They would be in a position to associate theories and concepts learnt in the course to analyse the ethical case situation.

 

 

Case analysis:

The students have to do the case study analysis assignment in a group of 3-4 students. Assignment would be allotted by the course instructor to the team.

 

The following points must be covered during analysis of the case:

The ethical issue must be identified by the team (Identification of main ethical issues and problems)

The reasons and facts must be researched by the team and analysed (Analysis and evaluation of issues/problems)

Resolution of the ethical problem must be brought up in the assignment by the team while answering the questions of the case.( Recommendations on effective solutions/strategies)

Relevant literature should be reviewed, concepts and theories should be identified (Links to course readings and additional Research)

The assignment must be presented with an organised analysis and coherence with the case study.(Writing skills and flow of ideas)

The questions at the end of the case should be answered after the above anlysis.

 

 

 

 

 

 

Note: Students can refer to the evaluation rubrics for details.

Submission guidelines

 

1: Cover page

University logo

Title of the Case study

Your names, section and IDs

Course name and teacher name

Submission date

2: Introduction and Facts about the Case

3.The ethical issue/issues present in the case

4: Background and literature reviewed.

5: Conclusion and recommendations

6: References  (Using Harvard style referencing)

7: Appendices (if needed)

Formatting rules:

Format using Times New Roman, Size 12, Spacing 1.5

Citations should follow Harvard referencing style

Word count: 3000 words maximum

To know more about the grading criteria for this assignment and what is expected of you to get a good grade, check its detailed rubric on blackboard.

 

A hard copy of the report should be submitted to the lecturer, and a soft copy should be sent to the lecturer’s email and submitted on Blackboard prior to the deadline.

 

NOTE: Marks would be deducted in case of plagiarised work found.The team must give an undertaking that the assignment is an original work done by the team. Students must follow academic ethics in submission of assignment.

 

 

We chose this case 2. Mattel Responds to Ethical Challenges.

https://danielsethics.mgt.unm.edu/pdf/mattel%20case.pdf

Assignment-Case Study Analysis on Ethical Decision Making Submission date: Week 9, Sunday, 3rd March. 2019, till 12.00 Noon

Aim of the assignment: This assignment would help students to develop an ethical decision-making skill considering the learnings from the course. They would learn to analyse ethical dilemma scenario and suggest resolution for the same. They will build an insight towards importance of business ethics in business operations. They would be in a position to associate theories and concepts learnt in the course to analyse the ethical case situation.

Guidelines 1-Introduction (Brief background information or case summary) 2-Body (Analysis) would include the following (Body of the Case study assignment) (a)Students (members of the team working on the case study) should identify the main ethical issues arising in the case study. (b)Identification of ethical actions: Students should (a) identity, (2) discuss and debate two to three alternatives to solve case ethical issues. For example, students may suggest alternatives to solve the case study ethical issue/s based on ethical concepts /theories that they learned in class (such as virtue ethics, universal ethics, utilitarianism, ethical relativism, etc) . Alternatively, students may conduct internet search for other similar ethical situations/concepts. The latter part will be assessed as an extra effort for which they can get bonus marks (literature review as was previously mentioned in earlier guidelines). 3-Conclusion(decision-making): as indicated above, students should choose one alternative action to solve the main ethical issues raised in the case study. In addition, they should justify their choices based on one of the ethical concepts they studied. 4-Recommendation:students should suggest a simple strategy/implementation plan to solve the ethical issues,

 

 

Import Notes: 1-Students should attempt to answer questions included in the case study in the body part (analysis). Instructors assign marks to the process of analysis and conclusion and not the content of students of answers, in other words, instructors are assessing students analytical skills and reasoning of their ethical judgments rather than assessing contents of their answers to case questions. 2-The assignment must be presented with an organised structure and coherence with the case study.(Writing skills and flow of ideas includes introduction (summary of the case), body (ethical issues and discussions), and conclusion(decision making on one alternative and strategy of implementation)

Format and Writing Rules The print copy submitted should have the following formatting :

• Font type:Times New Roman, Size 12, Spacing 1.5 • Citations should follow Harvard referencing style • Word count: Minimum 2000- 3000 maximum words. • University logo- College Name-Dept, Section No.: Name of Instructor • Students names( max. 4 students), and IDs • Submission date

The Analysis of the Case Study should follow the following format A-Introduction (summary of the case study in one paragraph) B-Case Analysis (body):

The ethical issue/issues present in the case Identification of alternatives/ options to solve the ethical dilemma

C-Conclusion: Choice of one alternative (Decision Making) and justification D-Recommendations (Suggested steps/plan of implementation your choice) References (Using Harvard style referencing) Appendices (optional, such as graphs,photos, etc) Important Notes

 

 

1. A hard copy of the report should be handed in to the lecturer, and a soft copy should be sent to the lecturer’s email and submitted on Blackboard prior to the deadline.

2. Marks Deduction would be done for the following criteria out of the total score:

3. Word Count (Refer Rubric) 4. Late Submission: (Refer Rubric) 5. Plagiarism: (Refer Rubric): the team must give an undertaking that the

assignment is an original work done by the team. Students must follow academic ethics in submission of assignment.

 
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