Swot and Value Chain Analysis of Under Armour Essay

1840 Words 8 Pages
Case Study: UNDER ARMOUR
SWOT Analysis
S – Strength
Under Armour can became the first in US is because they have great product. Under Armour has a significant impact, so an analyst should put more weight into it. This statement will has a short-term positive impact on this entity, which add to its value. This statement will lead to an increase profits for this entity.

Loyalty Under Armour have their own market, they will not loss the any customer from this market, and this type benefit also became their strength, can let the Under Armour became the first sport equipment in US.

Innovative culture
A company with an innovative culture continuously produces new and inventive products. An innovative culture can boost a company’s
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Expanding into various product lines would aid in increasing both sales and Under Armour‘s overall product portfolio.

International Expansion
Under Armour get opportunity through international expansion. Under Armour not just focus on United States market they also look for other market. Even under Armour put the company headquarters in the United States, Under Armour also focus on open the company stores in Europe, Japan, Canada, South Africa, Australian and New Zealand. Besides that, Under Armour also sells products in 13 countries, including in-house distribution in the United Kingdom, Germany and France. In order to facilitate its international expansion, Under Armour hired several new executives with experience in international business, most notably Peter Mahrer. Mahrer was appointed as president and managing director for Under Armour Europe and will oversee Under Armour European operations headquarter in Amsterdam. Under Armour has placed major emphasis on international expansion. International diversification can lead to greater financial performance. Under Armour is pursuing a worldwide scope via regionalization. Over the past three years, revenues from foreign sales other than Canada have increased at a rate of 100 percent per year and are expected to increase even more quickly with the international growth emphasis. Under Armour is

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