a. How was UnderArmour able to grow in 15 years to become a significant player in the market for sports apparel, active wear and athletic footwear in the United States?
i. I believe that the company was able to become one of the significant players by being able to find the niche in the market. Meaning, they were able to produce items that the competitors and consumers did not know they needed until it was launched in the way it was by Under Armour. When you play sports, you are always on the move, running, sweating, so the last thing you want is to be weighed down by wet clothes. The company focused on producing products that as described in the case as “drier, lighter, and more comfortable”.
b. Why do you think they were able to achieve this success?
i. The company was …show more content…
4. 4. Perform a SWOT analysis on UnderArmour
a. Strengths:
i. Advertising is one of the company’s biggest strengths. Getting the products in front of the right people is key to any product. The case talks about how Kevin Plank, used his contacts from high school and College friends, who now were in the Major leagues to promote the products. Bringing a trunk full of shirts to events, giving out free products, to get people talking.
A second strength would be the variety of product that the company produces. If one product is not doing well, the company has many other products that will keep the company’s profits going in the right direction. With the usage of the products by many athletes through professional player endorsements and at the college level, the company has brand recognition by the thousands.
b. Weaknesses:
i. One of the weaknesses, from the beginning would have to be that they were funding by themselves. Which depending on how you look at it, would not be a weakness, but in the case of not having the working capital needed to get the best pricing on a larger order, it could be a
i. I believe that the company was able to become one of the significant players by being able to find the niche in the market. Meaning, they were able to produce items that the competitors and consumers did not know they needed until it was launched in the way it was by Under Armour. When you play sports, you are always on the move, running, sweating, so the last thing you want is to be weighed down by wet clothes. The company focused on producing products that as described in the case as “drier, lighter, and more comfortable”.
b. Why do you think they were able to achieve this success?
i. The company was …show more content…
4. 4. Perform a SWOT analysis on UnderArmour
a. Strengths:
i. Advertising is one of the company’s biggest strengths. Getting the products in front of the right people is key to any product. The case talks about how Kevin Plank, used his contacts from high school and College friends, who now were in the Major leagues to promote the products. Bringing a trunk full of shirts to events, giving out free products, to get people talking.
A second strength would be the variety of product that the company produces. If one product is not doing well, the company has many other products that will keep the company’s profits going in the right direction. With the usage of the products by many athletes through professional player endorsements and at the college level, the company has brand recognition by the thousands.
b. Weaknesses:
i. One of the weaknesses, from the beginning would have to be that they were funding by themselves. Which depending on how you look at it, would not be a weakness, but in the case of not having the working capital needed to get the best pricing on a larger order, it could be a