Under Armour's Business Strategy Essay

As in 2011, Under Armour has an estimated 2.8 percent market share in the multi-segment retail market for sports apparel and active wear in the United States. The company comes in third place in terms of market share, which is right after Nike’s 7 percent and Adidas’ 5.4 percent market share. Under Armour’s net revenue is heavily based on its sales in North America, which makes up about 94 percent of its net revenue, while the net revenues in other foreign countries only make up for 6 percent. Under Armour’s products are available in the five specialty stores in the states, 80 factory outlets locate in 34 states, and over 25,000 retail stores worldwide by the end of 2012. In 2011, 70 percent of the company’s net revenues are coming from sales…

market will help pave the way for a new entrant to build a sustainable business strategy over time. As stated above, there are currently more than twenty-five brand-name competitors in the athletic footwear and sports apparel market. Exhibit 4 in the case study divides these companies into six more specialized segments whose products vary in price, performance, and purpose. Due to the large amount of competitors in every segment of the markets, the threat of substitutes to Under Armour’s…

Under Armour is a developer, marketer, and distributor of branded performance apparel, footwear, and accessories. They use moisture-wicking fabrics to provide products for any climate and for any level of athlete that is an alternative to traditional products. The former, along with growing consumer awareness on the benefits of an active lifestyle and the growing interest in performance products is a part of what they believe has and will continue to enable them to do well in a very competitive…

Under Armour’s Keys to Success Under Armour has positioned itself in certain strategic aspect of the market that has enabled it so see success. One aspect the Under Armour has focused on is the youth and amateur movement. Under Armour has aligned itself with the needs of youth an amateur athletes and has been able to capture significant market share. While its competitors are focusing their resources on satisfying the needs of professionals and celebrity endorsers. Under Armour has…

The following paper analyzes Under Armour; a footwear, apparel and accessories firm launched in 1996. Having witnessed an impressive growth recorded since 2005, the company has grown to rival some of the biggest names in the industry including Nike. This has been largely in part to different financial management strategies, which have focused on aggressive growth plans and accelerated revenue income plans. The paper takes a look at the company’s short and long term financial management plan,…

Under Armour’s rapid rise to success has to be credited to its brilliant strategic planning capabilities. The company continues to make key strategic moves to continue its growth and market share acquisition and a competitive sports apparel industry. Under Armour strategic plan is to outperform its competitors and gain market share from innovative design, and wider product selection. The goal is to achieve the competitive advantage of outcompeting rivals on the basis of differentiation features,…

4. Critical Analysis Through the successes of Under Armour as a global brand, its online presence has grown substantially with the integration of digital communication channels and platforms. This critical analysis will be with regards of the positive and negative factors taken in by as a first time consumer basis. Through Need Recognition, as a first time consumer with heavy usage of online media channels, I had the opportunity to chance upon Under Amour’s usage and utilization of the…

The idea for Under Armour was born on the football field, and it has become one of the leading companies in the industry. The man behind this industry changing idea was Kevin Plank, a 23-year-old former University of Maryland special teams captain. A simple idea changed the way athletes dress forever. Being on the football team meant you were sweating continuously and Plank became tired of changing his old cotton shirts over and over again. Knowing that there simply had to be something better,…

Under Armour is one of the largest and fastest growing activewear clothing line manufacturers in the country. The activewear industry market has been growing considerably over the last decade. Growing demand for activewear, the sporty fashion for both the gym and the streets, has lifted sales for makers of the clothing and the retailers that sell it. (Source: Fortune) The market has grown from Nike and the Adidas being the largest two corporations to an extensive market including Under Armour.…

industries. Review your SWOT analysis, Under Armour has produced a niche created when wicking product line. This exact science and key innovations, enterprises have to enhance Under Armour clothing company to new heights, and tried to show the advantages of the other brands and products are usually all the love in the truth that comes. The wicking performance product line is the main force, the campaign will focus on (Under Armour 2014). Because of Under Armour company was founded in 1996, the…