Team Erie 1
Chandler Curry
Samuel Roberts
Colt Robinson
Bryan Ruef
Ralph Vater
Under Armour Team Paper
Below are the top priority issues that we believe Under Armour needs to address as well as the actions needed to steer Under Armour into an even stronger position that will challenge Nike’s leadership position.
1. Issue: Under Armour has a small share of the global market.
Action: Continue current strategy of increasing global awareness. Create increased brand awareness through additional endorsements with athletes and teams, and continue to make a high quality product that is always on the cutting edge of design.
2. Issue: Under Armour is missing out on potential growth in the athletic footwear segment of the market.
Action: A lot will …show more content…
Also included is a strength for each of the five.
Five Force Analysis
1. Rivalry among competitive sellers: In the market for athletic apparel, footwear, and related accessories Under Armour has two notable rivals, these being Nike and Adidas. Both of these brands hold a large portion of the athletic apparel market making the competitive rivalry moderate to strong. Under Armour’s biggest competitor of these two is Nike, which has a 17% market share in athletic footwear and a 4.4% market share on apparel in North America for 2012. A strength for Under Armour is that 90% of their sales came North America, compared to only 22.7% for Nike.
2. Firms in other industries offering substitute products: Due to the increasing demand for it, substitute products for the athletic apparel market are high. It will be difficult for Under Armour to increase their strategy and center on footwear due to Nike’s and Adidas’ hold in that specific market. However, a strength for Under Armour would be their HeatGear and ColdGear apparel because Nike or Adidas has yet to create replicate …show more content…
By evaluating our strengths and opportunities we will able to decrease weaknesses and dissolve our threats.
SWOT Analysis
Strengths
1. The company had built an incredibly powerful and authentic brand in a relatively short time.
2. Was first to market with new technology.
3. Very strong positive feedback from customers.
Weakness
1. Increasing its penetration of the market for athletic footwear (where Nike was the clear-cut global market leader) ….Is this a weakness or opportunity? The weakness would be that they don’t have a big share of the footwear market compared to its apparel
2. Global sales and brand recognition
3. Small share of the female market segment
Opportunities
1. Expanding the sale of Under Armour products in foreign countries and becoming a global competitor in the world market for sports apparel, athletic footwear, and performance products.
2. Targeting additional consumer segments for the company's ever-expanding lineup of performance products.
3. Growing global awareness of the Under Armour brand name and strengthening the appeal of Under Armour products worldwide.
Chandler Curry
Samuel Roberts
Colt Robinson
Bryan Ruef
Ralph Vater
Under Armour Team Paper
Below are the top priority issues that we believe Under Armour needs to address as well as the actions needed to steer Under Armour into an even stronger position that will challenge Nike’s leadership position.
1. Issue: Under Armour has a small share of the global market.
Action: Continue current strategy of increasing global awareness. Create increased brand awareness through additional endorsements with athletes and teams, and continue to make a high quality product that is always on the cutting edge of design.
2. Issue: Under Armour is missing out on potential growth in the athletic footwear segment of the market.
Action: A lot will …show more content…
Also included is a strength for each of the five.
Five Force Analysis
1. Rivalry among competitive sellers: In the market for athletic apparel, footwear, and related accessories Under Armour has two notable rivals, these being Nike and Adidas. Both of these brands hold a large portion of the athletic apparel market making the competitive rivalry moderate to strong. Under Armour’s biggest competitor of these two is Nike, which has a 17% market share in athletic footwear and a 4.4% market share on apparel in North America for 2012. A strength for Under Armour is that 90% of their sales came North America, compared to only 22.7% for Nike.
2. Firms in other industries offering substitute products: Due to the increasing demand for it, substitute products for the athletic apparel market are high. It will be difficult for Under Armour to increase their strategy and center on footwear due to Nike’s and Adidas’ hold in that specific market. However, a strength for Under Armour would be their HeatGear and ColdGear apparel because Nike or Adidas has yet to create replicate …show more content…
By evaluating our strengths and opportunities we will able to decrease weaknesses and dissolve our threats.
SWOT Analysis
Strengths
1. The company had built an incredibly powerful and authentic brand in a relatively short time.
2. Was first to market with new technology.
3. Very strong positive feedback from customers.
Weakness
1. Increasing its penetration of the market for athletic footwear (where Nike was the clear-cut global market leader) ….Is this a weakness or opportunity? The weakness would be that they don’t have a big share of the footwear market compared to its apparel
2. Global sales and brand recognition
3. Small share of the female market segment
Opportunities
1. Expanding the sale of Under Armour products in foreign countries and becoming a global competitor in the world market for sports apparel, athletic footwear, and performance products.
2. Targeting additional consumer segments for the company's ever-expanding lineup of performance products.
3. Growing global awareness of the Under Armour brand name and strengthening the appeal of Under Armour products worldwide.