Under Armour's Business Strategy Essay

  • Case Analysis Of Under Armour

    establish themselves, any portion of the $75 billion 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 product lines is substantial. Bargaining power of buyers: Under Armour selected a very strong marketing strategy centered around the goal of having their target market see the product being worn on the field by athletes. The company accomplished this by sponsoring large events and sports teams, athlete endorsements, and being the official outfitter of over 100 Division I men’s and women’s athletic teams. By building up their company’s image, Under Armour fought to differentiate themselves from the steep competition of established rivals such as Nike or Adidas. However, the large number of industry rivals still allows buyers to maintain a higher level of bargaining power. Under Armour’s supplier makeup is quite diverse, sourcing textiles or synthetic fabric materials from 26 primary manufacturers across 19 countries. Under Armour utilizes a screening process for each supplier based on quality systems in place for production,…

    Words: 1019 - Pages: 5
  • Under Armour Consumer Behaviour

    Buyer Behavior and Organization: Under Armour’s target market is consumers that are involved in physical activities. The Demographics age group that they cater to is youth and adults. Their products cater to any weather condition from cold to warm weather, so their product can be used in any geographic location. These consumers can be either light user like walkers or heavy users like football players. As previously stated, these consumers are involved in some sort of physical activity, and this…

    Words: 908 - Pages: 4
  • Difference Between Adidas And Under Armour

    in 2014. In fact, the U.S accounted for 28.5 percent of the retail market globally. This is an opportunity for all performance apparel brands to attract more consumers (John Carpenter House, 2016). Buyer’s Behavior: Under Armour’s target market is consumers that are involved in physical activities. The demographic age groups that they cater to varies from youth to adults. Their products can with stand any weather condition from cold weather to warm weather, which means their product can be used…

    Words: 703 - Pages: 3
  • Under Armour Case Plan

    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, he…

    Words: 1157 - Pages: 5
  • Case Study Of The Brand Under Armour (UA)

    Case Summary: This week’s case discusses the brand “Under Armour (UA)”. Under Armour, which is seemingly on a brand takeover mission; is attempting to revolutionize its brand by making all athletes of all sports prominent through desire, style, and continued innovation to eventually make UA athletes number one choice. UA was established by its CEO, Kevin Plank in 1996. The company’s global headquarters is located in Baltimore, Maryland. Under Armour is a company that produces sports/casual…

    Words: 1239 - Pages: 5
  • Under Armour Financial Analysis

    How well is Under Armour doing? When comparing changes from year to year, or the first nine months of earning to the same period last year we can estimate the successfulness of the company in the form of ratios. It is important to note that earnings per share measurement is only as accurate as the management that reports it. But as the ratio stands, at the year ends of 2013 and 2014, we observe a 23.37% increase. This is caused primarily by a large increase in market value which can be mainly be…

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  • Pros And Disadvantages Of Celebrity Endorsements

    used to help increase the sales of the product, familiarize the consumers of a particular brand, inform people of changes in an existing product and to introduce a new product to the market. Advertising is also closely related to selling and they are barely inseparable. Their only difference is that: when a person advertises by word of mouth and by personal contact, it is called “selling”, but when we sell or try to sell by printed word, we call that “advertising”. Advertising really plays a…

    Words: 4022 - Pages: 17
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