YOU ARE TO READ AND THEN ANSWER 2 CASE STUDY QUESTIONS (see below) by applying a Case Study Analysis. Once read and understood, prepare a justified and rationalised response to the following questions you are to use the First Principles Model to answer the Case Study Questions: 1) Write a positioning statement for the UA brand, and evaluate the drivers of UA’s initial brand- building success. (300 – 400 words) 2) Recommend the ideal approach going forward to achieve the goal of $1.9 billion in sales to women by 2019. (600 – 700 words) Each question is answered individually. You need only to refer to the information contained within the Case and you are to demonstrate a level of critical thinking skills in relation to your evaluation and analysis. PLEASE NOTE that students are to also ensure that in answering the questions that application of the relevant business concepts and frameworks are included as per the notes in the case study guidelines below. i Note: Further details and materials for this assignment will be made available to the students in the Session 1 class and posted on vUWS. i Note: Number of words: 1,000 words (MAXIMUM) plus References and Appendices (not included in word count) Please ensure a minimum of 3 (excluding the case study) scholarly references (these are likely to be in reference to strategic models, customer analysis and market analysis) in relation to the analysis (these may be sourced journal articles, academic papers, Harvard readings, McKinsey publications etc.), and are cited in-text and in the reference list in support of your application of business models and frameworks. As a student of this unit you are free to read and download the document, and to print one copy for your use. You may not make multiple copies for others, disseminate the document to unauthorized users, edit or alter it, or otherwise exercise any intellectual property rights, all of which remain with Harvard Business School Publishing (HBSP). Western Sydney University School of Business is required to notify HBSP if it becomes aware of serious noncompliance with these instructions.
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