Industry Positioning Analysis of Under Armour by Arely Cornejo
Introduction
Under Armour is a company that was founded in 1996 by a man named Kevin Plank, who was also a former football player at the University of Maryland. Kevin had the brilliant idea of coming up with a moister-wicking polyester blend of fabrics to make tighter fitting shirts and undergarments that would not only make it cooler but more comfortable when engaging in high levels of physical activity. At first the company was named KP Sports but in the year 2005, they renamed themselves to Under Armour as they were also going public.
The company is definitely a front-runner in performance apparel. Their goal is to keep athletes cool, dry and light throughout the course of their physical activity, practice, workout or game. Under Armour has three lines of apparel gear that is intended to regulate body temperature, enhance comfort/mobility, and provide ultimate performance regardless of the weather. They have HeatGear when the weather is hot, ColdGear for the …show more content…
The company follows a growth strategy to continue to expand Under Armour’s product offerings, target additional consumer segments, and secure additional distribution of its products. Their product line strategy is to keep creating diverse product lines that are always superior alternatives to the traditional products out there. The company’s sports marketing strategy is to enter into agreements with several college or professional sports teams, to sponsor them at events and being able to sell products to team managers and athletes. Under Armour’s retail strategy is to increase floor space of their products in the stores where they have major retail accounts. This idea will increase the visibility and brand awareness of their products. Lastly, the company wants to maintain and increase sales in North America but also enter into foreign
Introduction
Under Armour is a company that was founded in 1996 by a man named Kevin Plank, who was also a former football player at the University of Maryland. Kevin had the brilliant idea of coming up with a moister-wicking polyester blend of fabrics to make tighter fitting shirts and undergarments that would not only make it cooler but more comfortable when engaging in high levels of physical activity. At first the company was named KP Sports but in the year 2005, they renamed themselves to Under Armour as they were also going public.
The company is definitely a front-runner in performance apparel. Their goal is to keep athletes cool, dry and light throughout the course of their physical activity, practice, workout or game. Under Armour has three lines of apparel gear that is intended to regulate body temperature, enhance comfort/mobility, and provide ultimate performance regardless of the weather. They have HeatGear when the weather is hot, ColdGear for the …show more content…
The company follows a growth strategy to continue to expand Under Armour’s product offerings, target additional consumer segments, and secure additional distribution of its products. Their product line strategy is to keep creating diverse product lines that are always superior alternatives to the traditional products out there. The company’s sports marketing strategy is to enter into agreements with several college or professional sports teams, to sponsor them at events and being able to sell products to team managers and athletes. Under Armour’s retail strategy is to increase floor space of their products in the stores where they have major retail accounts. This idea will increase the visibility and brand awareness of their products. Lastly, the company wants to maintain and increase sales in North America but also enter into foreign