1 5Week 3 Assignment 1Bridget Lynn King Strayer University BUS499 Business Administration Capstone Professor Joseph Keller May 8, 2020 Week 3 Assignment 1 The corporation chosen for assessment in this paper is American Eagle Outfitters Inc. (AEO) the company deals in teen fashion clothes in the American market. AEO is a multinational company with trading roots in many regions. This trait makes AEO the perfect company choice for dissection in this assignment. This paper indulges in the globalization aspect of AEO, how technology has impacted the company's growth, the real importance of AEO's mission and vision statements, and the models leading to the organization's success. Globalization American Eagle Outfitters was founded almost 43 years ago in 1977. The company began as an accessory store for women and men footwear with other retail chains in over 36 states in the 1980s. AOE’s growth was fueled by consistent and fruitful integration into new markets all over the USA. A globalization strategy implemented by the shareholders at the time involved focusing the company’s sales on clothes outfits instead of footwear. This focus has dramatically influenced the organization's capability to produce quality and customer targeted outfit products. This tactic aided in the company's advancement to 803 company-owned stores as of February 2020 (American Eagle Outfitters Inc FORM 10-K, 2020). Another effective strategy that helped AEO's journey to global market indulgence is when the company joined the stock exchange in 1994. American Eagle Outfitters is a major player in the American and global market. A giant among competitors, AEO ranges in the likes of Nike in the market. The company has impacted the competition by acquiring a niche market of teenagers and occasionally 25-40-year-olds who also fantasy wearing the company’s products. Globalization into other countries and markets have changed American Eagle Outfitters in the following ways. It has finessed the company’s market entry techniques through the use of past market entry experience. Additionally, globalization has increased the company’s revenue to over 2 billion in the 2020 fiscal year. Last but not least, globalization has impacted AEO by providing extensive access to resources, technology, capital, new market, and human capital. The companies identify that globalization has enhanced its acquisition of raw materials for its finished products. American Eagle Outfitters acquires its raw materials from multiple merchants all over the world. The company applies a tactic of not buying more than 10% of raw material from a single manufacturer. Hence, the company not tied to exclusive rights for a manufacturer. Technology American Eagle Outfitters is a versatile organization moving as fast as the technological world is moving. The company has advanced over into e-commerce and dominated the scene. With digital platforms in over 81 countries, the company offers its products to customers via a dig.

1. 1
5Week 3 Assignment 1Bridget Lynn King
Strayer University
BUS499 Business Administration Capstone
Professor Joseph Keller
May 8, 2020
Week 3 Assignment 1
The corporation chosen for assessment in this paper is American
Eagle Outfitters Inc. (AEO) the company deals in teen fashion
clothes in the American market. AEO is a multinational
company with trading roots in many regions. This trait makes
AEO the perfect company choice for dissection in this
assignment. This paper indulges in the globalization aspect of
AEO, how technology has impacted the company's growth, the
real importance of AEO's mission and vision statements, and the
models leading to the organization's success. Globalization
American Eagle Outfitters was founded almost 43 years ago in
1977. The company began as an accessory store for women and
men footwear with other retail chains in over 36 states in the
1980s. AOE’s growth was fueled by consistent and fruitful
integration into new markets all over the USA. A globalization
strategy implemented by the shareholders at the time involved
focusing the company’s sales on clothes outfits instead of
footwear. This focus has dramatically influenced the
organization's capability to produce quality and customer
targeted outfit products. This tactic aided in the company's
advancement to 803 company-owned stores as of February 2020
(American Eagle Outfitters Inc FORM 10-K, 2020). Another
effective strategy that helped AEO's journey to global market
indulgence is when the company joined the stock exchange in

2. 1994. American Eagle Outfitters is a major player in the
American and global market. A giant among competitors, AEO
ranges in the likes of Nike in the market. The company has
impacted the competition by acquiring a niche market of
teenagers and occasionally 25-40-year-olds who also fantasy
wearing the company’s products. Globalization into other
countries and markets have changed American Eagle Outfitters
in the following ways. It has finessed the company’s market
entry techniques through the use of past market entry
experience.
Additionally, globalization has increased the company’s
revenue to over 2 billion in the 2020 fiscal year. Last but not
least, globalization has impacted AEO by providing extensive
access to resources, technology, capital, new market, and human
capital. The companies identify that globalization has enhanced
its acquisition of raw materials for its finished products.
American Eagle Outfitters acquires its raw materials from
multiple merchants all over the world. The company applies a
tactic of not buying more than 10% of raw material from a
single manufacturer. Hence, the company not tied to exclusive
rights for a manufacturer. Technology
American Eagle Outfitters is a versatile organization moving as
fast as the technological world is moving. The company has
advanced over into e-commerce and dominated the scene. With
digital platforms in over 81 countries, the company offers its
products to customers via a digital channel like
www.toddsnyder.com. This site is one of the digital channels
used by AEO to target markets in each market segment.
Moreover, this is a technology that has advanced and enhanced
the indoor experience of customers by replicating physical
stores on online channels. The company has perfected the art of
digital commerce by studying customer buying patterns and
working to fulfill customer needs. The company also recently
advanced into Oracle cloud computing technology to enhance
the companies employee transfer process. Efficient cloud

3. computing services from Oracle have improved the companies
online presence by reducing downtime and system maintenance
problems. Customers can now engage in AEO’s digital channels
with seamless ease when purchasing products. The use of
cookies on the companies official website has opened up
avenues for the company to improve the customer's buying
experience. Through the use of these cookies, the company can
offer streamlined and relevant information to its customers
based on their location and buying patterns.Industrial
Organization Model
The external environment of American Eagle Outfitters is filled
with hazardous and potential risk factors. For the organization
to reel in above-average earnings, various aspects need to be
implemented in the companies industry organization model.
American Eagle Outfitters has been taken to court on multiple
occasions on the grounds of design mimicking. On all these
occasions, American Eagle Outfitters won the case by proving
that it is impossible to patent design in their line of work. In
this light, American Eagle Outfitters has improved its brand
recognition by imprinting the company’s label on the clothes
products it sells. By doing this, it was an efficient strategy that
acts as a way to perfect monopolistic competition in the
sensitive industry. Another plan for the industry organization
model is aiming to acquire a market monopoly in other
countries. Buying market monopoly in the United States for
American Eagle Outfitters may be next to impossible, with other
brands like Nike having more significant influence in this
market. By advancing into new markets like Canada, and Dubai,
American Eagle Outfitters can acquire market monopoly status.
That would be a good tactic that will allow the company to gain
above-average revenue. Resource-Based Model
AEO is a company that has been in the retail clothing market
for 43 years. The reputation of the company is one that is
ingrained in most American minds. In this sense, the company

4. continues to produce quality products for its customers and has
continued to ferment the companies reputation in the eyes of
customers and potential customers. The continued production of
quality products has ensured increased revenue for the company
leading to above-average returns once new customers become
loyal to the organization. Additionally, the company has a
customer loyalty program that provides rewards, convenience,
and excellent customer experience for customers who visit the
digital channel of the organization. The efficiency of the
resource-based model begins when AEO orders products from
merchants from over 300 merchants worldwide. This model is a
trick that ensures the company acquires the best of materials
available from all over the world.
Similarly, the company has quality testing facilities for
procured resources and raw materials. The inspection program
monitors for compliance with AEO’s code of conduct for
suppliers. This program has ensured continued quality
production of the companies products and hence above-average
earnings.Vision
The vision statement for American Eagle Outfitters indicates
that AEO is a company that is built on trust, integrity, and
honesty. The company honors individuality and celebrates self-
expression. The company’s stakeholders are determined,
creative, hardworking, and aim at encouraging everyone to be
their best self (Borden, 2010). The company banks on integrity
by ensuring it provides quality products for its customers at all
times. That is evident in the company's inspection programs of
raw materials sourced from suppliers.
Additionally, AEO is continually creative and hardworking by
working continuously to provide customers with the best online
shopping experiences in the market. The company has also
invested in specializing with women wear by introducing
another child company of American Eagle Outfitters known as
Aerie. AEO has also encouraged its customers to be self-
expressive by providing platforms for the customers to raise

5. their issues online. This platform is in line with the company's
vision of delivering self-expression capacities to its
stakeholders, including customers.Mission
The mission statement for American Eagle Outfitters states that
the company is committed to treating the people making the
clothes in the company with respect and dignity (Mission
Statement Academy, 2019). This mission statement goes a long
way in chipping in for the company’s overall success. The
company has an employee review platform where employees
indicate their rating for the company. Employees can raise their
concerns anonymously, which are later evaluated and acted
upon. Employee satisfaction is a vital issue that means how
customers will be treated in the organization. The impact of the
mission statement is that it keeps American Eagle Outfitters
management on their toes in adhering and meeting to the
requirement of treating employees with dignity and respect.
Stakeholders
The capital market stakeholders of American Eagle Outfitters
include Cooke and Bieler, The Vanguard Group, Dimensional
Fund Advisors, and BlackRock Fund Advisors are some of the
largest shareholders of the company. These shareholders are
responsible for funding the companies projects and investing in
prospects in the company. Their impact on the companies
success is a phenomenon. Shareholders can steer AEO’s
trajectory towards success by implementing mitigation
techniques and funding in areas performing poorly in the
organization. There are the product market stakeholders, which
include suppliers, unions, primary customers, and host
communities. This category dramatically impacts the success of
the company, suppliers provide quality resources to the
company, primary customers purchase products from the
company and generate revenue, unions guide the company by
giving policies on how the company will operate in the market,
and host communities accept the company into their market.

6. Finally, organizational stakeholders of American Eagle
Outfitters e.g., managers, nonmanagers, and employees, are
responsible for the daily operations in the company. Managers
delegate duties to employees, and the nonmanagers monitor the
companies operation and income generation in the market. (Hitt,
Ireland, & Hoskisson. 2020).
Sources
1. Hitt, Ireland, & Hoskisson. 2020. Strategic management:
Concepts and Cases: Competitiveness and globalization (13th
ed.). Mason, OH: South-Western Cengage Learning
https://shabbiroffice.files.wordpress.com/2017/01/strategic-
managment-concept-and-case-by-hitt.pdf
2. The United States Securities and Exchange Commission,
Washington, 2020. American Eagle Outfitters Inc For the Fiscal
year ended February 1, 2020,
https://www.sec.gov/ix?doc=/Archives/edgar/data/919012/0001
56459020010469/aeo-10k_20200201.htm
3. Borden, R. (2010). American Eagle Outfitters creates a
branded intranet that unites its associates. Global Business and
Organizational Excellence, 29(2), 40-46.
https://onlinelibrary.wiley.com/doi/abs/10.1002/joe.20307
4. Mission Statement Academy, (2019). American Eagle
Outfitters Mission Statement https://mission-
statement.com/american-eagle-outfitters-company/
1
Figures title: 8Week 6 Assignment 2
Student’s Full Name
BUS499 Business Administration Capstone
Professor’s Name
Date
Template Instructions (delete this page before submitting)
This template is provided to help you meet the assignment
requirements.

7. This page should NOT be submitted with your assignment, as it
is not part of an academically written paper. Note the “Clarity,
writing mechanics, and formatting requirements” section of the
grading rubric.
HOW TO USE THIS TEMPLATE
· Read the explanations provided in the template for each
section of your paper.
· The explanations are in blue font below.
· You should have already read the assignment instructions in
Blackboard.
· Type your response to each of the assignment requirements
within the designated sections.
· Each assignment requirement is identified using a section
Heading that is in black font
· DO NOT add extra spaces between sections.
· DO NOT change the margins.
· You are required to have a heading for each of the sections in
your paper.
· The required headings have been provided for you.
· Follow the instructions below to customize the Headings as
directed.
· DO NOT type the assignment instructions into the sections.
· After typing your responses, change the font color to black
and make sure it is not in bold.
· Be sure to change the font color on the title page to black after
typing your name, professor’s name, and date.
· Everything in blue font below should be deleted and replaced
with your responses.
· DELETE this entire page before you submit your assignment
to avoid losing points. Do not leave a blank page here.
REMINDERS
· The assignment is due in week 6. Late submissions negatively
impact your grade.
· Use the same public corporation you used for assignment 1.

8. · Do not copy content from other assignments in this class or
others.
· Include at least 4 full and complete academically written
pages that address the requirements. The title page, this
instruction page, and the source page do not count.
· Use at least 3 quality sources, one of which MUST be the
course textbook.
· Strayer uses SafeAssign – an automated plagiarism checker. It
is advised that you do your own writing and use external
resources to support what you have written in your own words.
Week 6 Assignment 2
Write your introduction here. Include one (1) paragraph (not
more than 6 lines of text) that explains what your paper will
discuss. Much of your introduction may be taken from the
assignment instructions (in your own words). Read all
assignment resources to understand what should be included in
your paper. Be sure to review the assignment instructions in
Blackboard, the grading rubric, and relevant course
announcements to understand the requirements. Do not exceed 6
lines of text in this introduction. There should be no direct
quotes in this section. After reading these instructions, replace
this blue text with your introduction and change the font color
to black.General Environment
In this section you will choose the two (2) segments of the
general environment that would rank highest in their influence
on the public corporation you chose for assignment 1. You must
select from the segments discussed in the course. Hint: see table
2.1 in the textbook. Do not assess all the segments—only assess
the two (2) segments that rank highest in influencing your
corporation. You will then assess how these segments affect the
corporation and the industry in which it operates. There are two
(2) subsections below, each has a heading. The heading
“Segment 1” should be changed to the first segment of the

9. general environment you select. The heading “Segment 2”
should be changed to the second segment of the general
environment you select. Replace this paragraph with a very
brief introduction that includes the identification of the two (2)
segments of the general environment you selected and change
the font color to black.
Segment 1
This subsection is where you assess the first of the two (2)
segments of the general environment you think ranks highest in
its influence on the public corporation you chose for assignment
1. Change the subheading for this section, which currently says
“Segment 1” to the name of the selected segment. Assess how
this segment affects the corporation and the industry in which it
operates. Remember that to assess a concept, you will weigh all
aspects to judge the importance or relevance of that concept. Do
not simply define the segment. Do not copy from you
assignment 1 submission.
Your assessment should demonstrate that you have read,
understand, and can apply the concepts covered in the course
resources regarding the segment. Your writing here should
thoroughly assess how the selected segment influences your
corporation. Do not write about the general environment in
general terms. Your assessment should be directly related to
your selected corporation. A thorough assessment is defined as
providing a complete response that is not superficial or partial
regarding the various details of the concepts as described in the
course. You will need to apply and incorporate key concepts
from the course material to your assessment. Do not Google
“segments of the general environment” or provide high-level
summaries. You must display, in specific detail, an
understanding based on what is studied in this course and
demonstrate your ability to apply the concepts in a real-world
assessment of a corporation. Read chapter 2 in the course
textbook. Review the Week 2 Learn Reading for supporting
content. Properly cite your sources and avoid the use of direct
quotes. After reading these instructions, replace this blue text

10. with your assessment and change the font color to black.
Segment 2
This subsection is where you assess the second of the two (2)
segments of the general environment you selected. Change the
subheading for this section, which currently says “Segment 2”
to the name of the selected segment of the general environment
that would rank highest in its influence on the public
corporation you chose for assignment 1. Repeat the evaluation
instructions provided in the “Segment 1” subsection above for
this second segment of the general environment. Re-read the
instructions above to ensure you have covered all of the
requirements for this second segment of the general
environment. After completing this section, replace this blue
text with your evaluation and change the font color to
black.Five Forces of Competition
In this section you will consider the five (5) forces of
competition and choose the two (2) that you estimate are the
most significant for the corporation you chose in assignment 1.
Hint: see figure 2.2 in the textbook. You will then, evaluate
how well the company has addressed each of these two (2)
forces in the recent past. There are two (2) subsections below,
each has a heading. The heading “Force 1” should be changed to
the first of the two forces of competition you select. The
heading “Force 2” should be changed to the second of the two
forces of competition you select. Replace this paragraph with a
very brief introduction that includes the identification of the
two (2) forces of competition you selected and change the font
color to black.
Force 1
This subsection is where you evaluate the first of two (2)
forces of competition that you estimate to be the most
significant to the corporation you chose. Change the subheading
for this section, which currently says “Force 1” to the name of
your selected force. Provide a thorough assessment of why you
think the selected force is significant to your corporation. A
thorough assessment is defined as providing a complete

11. response that is not superficial or partial regarding the various
details of the concept as described in the course. Do not Google
“five forces of competition” or simply provide a definition. You
will need to apply and incorporate key concepts from the course
material in your assessment.
Evaluate how well the company addressed the selected force in
the recent past. This will require some research. Remember that
to evaluate a concept, you will break down all components to
determine or analyze facts, value, or views. Your evaluation
should demonstrate that you have read, understand, and can
apply the concepts covered in the textbook and course
resources. Do not write about the selected force in general
terms. Your evaluation should be directly related to your
selected corporation and include a thorough evaluation of how
the company has addressed the force recently. You must display
an understanding based on what is studied in this course and
demonstrate an ability to apply the concepts in a real-world
evaluation of a corporation. You will need to read the chapters
and listen to the lectures to understand the key concepts for
each force. Read chapter 2 in the course textbook and review
the Week 2 Learn Reading for supporting content. Cite all
sources and limit the use of direct quotes. After reading these
instructions, replace this blue text with your evaluation and
change the font color to black.
Force 2
Choose another one (1) of the five (5) forces of competition that
you estimate to be the most significant for the corporation you
chose. This should not be the same force assessed in the “Force
1” section above. Change the subheading for this section, which
currently says “Force 2” to the name of the selected force. This
subsection is where you evaluate the second of the two forces of
competition that you selected. Repeat the evaluation
instructions provided in the “Force 1” subsection above for this
second force of competition. Re-read the instructions above to
ensure you have covered all of the requirements for this second
force of competition. After completing this section, replace this

12. blue text with your evaluation and change the font color to
black.Future Improvements
With the same two (2) forces assessed and evaluated in the
previous two (2) sub-sections above, predict what the company
might do to improve its ability to address the forces in the near
future. Your writing here should provide a thorough prediction
of what the company should do to address impacts from the
selected forces. Do not simply discuss company information
published by your sources. This section should be your
prediction of what the corporation should do. Your prediction
should be your own, not predictions or recommendations from
your sources or actions your corporation has already taken or
plans to take. Remember that a thorough evaluation is defined
as providing a complete response that is not superficial or
partial regarding the various details of the concepts as described
in the course. Your prediction should be specific to your
selected corporation, relevant to the evaluation you conducted,
and directly related to improvements the corporation could
make to address the two forces you selected in the two (2) sub-
sections above. Read chapter 2 in the course textbook and
review the Week 2 Learn Reading for supporting content. Cite
your sources and avoid the use of direct quotes. After reading
these instructions, replace this blue text with your prediction
and change the font color to black.Greatest External Threat
Identify what you consider to be the greatest external threat to
the corporation you selected. The threat should be specific to
your corporation. Justify why you consider the threat to be the
greatest. Support your justification with an assessment of the
impact the threat has on the corporation. For example, your
justification could include a comparison of other threats or an
evaluation of facts that support the magnitude of the threat’s
impact. Follow this justification with a discussion on how the
corporation should address the threat. Specifically describe the
strategy and provide a justification that supports why you
believe the strategy will be successful in combating the threat.
This section must include both a clearly identified external

13. threat and a clearly articulated actionstrategy the corporation
should take to address the threat. Do not write in general terms.
Your writing here should be specific and incorporate the course
concepts relating to threats and the external environment. Read
chapter 2 in the course textbook. The textbook provides a solid
background for this section. Review the Week 2 Learn Reading
for supporting content. Cite your sources and avoid the use of
direct quotes. After reading these instructions, replace this blue
text with your response and change the font color to
black.Greatest Opportunity
Identify what you consider to be the greatest opportunity to the
corporation you selected. The opportunity should be specific to
your corporation. Justify why you consider the opportunity to
be the greatest. Support your justification with an assessment of
the impact the opportunity could have on the corporation. For
example, your justification could include a comparison of other
opportunities or an evaluation of facts that support the
magnitude of the opportunity’s impact. Follow this justification
with a discussion on how the corporation could best take
advantage of the opportunity. Specifically describe the strategy
and provide a justification that supports why you believe the
strategy will be successful in adding value to the corporation.
This section must include both a clearly identified opportunity
and a clearly articulated action the corporation should take to
take advantage of the opportunity. Do not write in general
terms. Your writing here should be specific and incorporate the
course concepts relating to opportunities and the external
environment. Read chapter 2 in the course textbook. The
textbook provides a solid background for this section. Review
the Week 2 Learn Reading for supporting content. Cite your
sources and avoid the use of direct quotes. After reading these
instructions, replace this blue text with your response and
change the font color to black.Strengths and Weaknesses
Give your opinion on the corporation's greatest strengths and
most significant weaknesses. Keep in mind that strengths and
weaknesses are internal to the organization (i.e. the internal

14. environment). You will need to address both the greatest
strengths and most significant weaknesses. Do not choose one
or the other. Both the greatest strengths and most significant
weaknesses must be addressed. Do not write in general terms.
The identified strengths and weaknesses should be specific to
your selected corporation. Include a justification that supports
your opinions. This section must include both clearly identified
strengths and clearly identified weaknesses. Read Chapter 2 and
3 in the course textbook. The textbook provides a solid
background for this section. Review the Week 2 and Week 3
Learn Reading for supporting content. Cite your sources and
avoid the use of direct quotes. After reading these instructions,
replace this blue text with your application and change the font
color to black.
Strategy or Tactic
Choose the strategies or tactics the corporation should select to
take maximum advantage of the strengths you identified in the
section above, and the strategies or tactics the corporation
should select to fix the most significant weaknesses you
identified. You will need to select strategies/tactics for both the
strengths and weaknesses. Do not choose one or the other.
Strategies/tactics for both the strengths and weaknesses must be
addressed. Justify your choices. Your justifications should be
sound and thoroughly explained. For example, do not simply
state that the corporation should choose a selected strategy, but
rather explain why the strategy is a good choice for your
corporations’ specific strengths or weaknesses. Read Chapter 2
and 3 in the course textbook. The textbook provides a solid
background for this section. Review the Week 2 and Week 3
Learn Reading for supporting content. Cite your sources and
avoid the use of direct quotes. After reading these instructions,
replace this blue text with your responses and change the font
color to black.Resources, Capabilities, and Core Competencies
Determine the company's resources, capabilities, and core
competencies. Your determination should include an
explanation of the relevance of each resource, capability, and

15. core competency. Do not simply list the resources, capabilities,
and core competencies. Remember that a thorough
determination will provide a complete response that is not
superficial or partial regarding the various details of the
concepts as described in the course. Use your course materials
to demonstrate your understanding of the key course concepts
regarding resources, capabilities, and core competencies. Do not
write in general terms. Your determination should display that
you can apply the course concepts to your selected corporation.
Read Chapter 3 in the course textbook. The textbook provides a
solid background to this section. Review the Week 3 Learn
Reading for supporting content. Cite your sources and avoid the
use of direct quotes. After reading these instructions, replace
this blue text with your determination and change the font color
to black.
Sources
1. Hitt, Ireland, & Hoskisson. 2020. Strategic management:
Concepts and cases: Competitiveness and globalization (13th
ed.). Mason, OH: South-Western Cengage Learning
2. Author. Publication Date. Title. Page # (written as p. #). How
to Find (e.g. web address)
3. Author. Publication Date. Title. Page # (written as p. #). How
to Find (e.g. web address)