Under Armour Case Study Solution

Under Armour is experiencing Rapid Market Growth with Strong Competitive Advantage and that places the company in an excellent strategic position. Innovation won’t be a problem for Under Armour, it just need to maintain its innovative competence in Performance Apparel 's sales in Domestic Region by risking aggressively when necessary. To keep its position, Under Armour will have to concentrate on its current markets with products that generate most of its revenues. It will need to set a new strategy Product development that will call for focusing products that could be potential revenue generators (e.g. Basketball shoe wear). The main thing, the company have to improve is its international expansion.
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Evaluate under armour’s decision to enter the mainstream athletic shoe market and compete product market segments such as cross training, running and basketball shoes?
The right decision has been already made to enter the market for running shoes and basketball shoes because this is the customer demographic most likely to purchase their product. By tapping into the markets for running shoes, basketball shoes, and football cleats, Under Armour became synonyms with all sports and performance. Both of these sports are extremely active, and under armour has built a name for their products for comfort and ease without taking away from the game and they should stay away from all of these are sports that is more a game of concentration rather than high spend and agility, to avoiding hurt their brand recognition. These sports do share or have the same fans who are not as brand loyal as that of basketball or