VII. Implementation
Under Armour has a tremendous growth opportunity in international markets which includes focusing on sports such as soccer, track and field, and baseball in Europe, South America, Asia, and the Caribbean markets. One way to increase profitability for UA is to redesign innovative cleated and spiked footwear to support recreational and professional sports in these international markets. There is an additional opportunity to sell performance wear uniforms to soccer, baseball, and Olympic teams. Distributing performance wear and footwear in new markets creates an opportunity to increase Under Armour’s profitability because only 6% of the company’s revenues currently come from outside the United States and Canada. Therefore, there is a tremendous …show more content…
UA should assess and plan resources accordingly to facilitate the growth in manufacturing operations and retail distribution.
• The R&D department will need to access resources and capabilities to support the design process of an innovative footwear line. The controls should be implemented as part of the marketing research.
• The sales and marketing departments will need to review culture and values of international markets and instill these values into the products and processes in the new markets. A review of marketing capabilities will allow UA to fill the gap with the necessary resources to ensure a successful marketing campaign in the foreign countries. In addition, the sales department will need to develop relationships with new distributors to ensure a successful launch into the new market.
• Developing prototypes and testing markets will be necessary controls to finding the right “influencers” and product lines in international
Under Armour has a tremendous growth opportunity in international markets which includes focusing on sports such as soccer, track and field, and baseball in Europe, South America, Asia, and the Caribbean markets. One way to increase profitability for UA is to redesign innovative cleated and spiked footwear to support recreational and professional sports in these international markets. There is an additional opportunity to sell performance wear uniforms to soccer, baseball, and Olympic teams. Distributing performance wear and footwear in new markets creates an opportunity to increase Under Armour’s profitability because only 6% of the company’s revenues currently come from outside the United States and Canada. Therefore, there is a tremendous …show more content…
UA should assess and plan resources accordingly to facilitate the growth in manufacturing operations and retail distribution.
• The R&D department will need to access resources and capabilities to support the design process of an innovative footwear line. The controls should be implemented as part of the marketing research.
• The sales and marketing departments will need to review culture and values of international markets and instill these values into the products and processes in the new markets. A review of marketing capabilities will allow UA to fill the gap with the necessary resources to ensure a successful marketing campaign in the foreign countries. In addition, the sales department will need to develop relationships with new distributors to ensure a successful launch into the new market.
• Developing prototypes and testing markets will be necessary controls to finding the right “influencers” and product lines in international