Under Armour

• What strategy or strategies did Under Armour use to separate itself from its competition? o The brand positioned themselves to adopt top of the line quality when it came to their apparel that was breathable, wicking material to replace cotton shirts. Second, the brand saw the need to position themselves within the female apparel marketing utilizing a nonconventional sport, ballet. The particular activity utilizes compression and many similar materials that are used in football, soccer, and…

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…

VII. Implementation Under Armour has a tremendous growth opportunity in international markets which includes focusing on sports such as soccer, track and field, and baseball in Europe, South America, Asia, and the Caribbean markets. One way to increase profitability for UA is to redesign innovative cleated and spiked footwear to support recreational and professional sports in these international markets. There is an additional opportunity to sell performance wear uniforms to soccer, baseball,…

Under Armour’s new commercial is inspirational. The commercial begins with Phelps swimming, and then continues to combine his workouts inside and outside of the pool. These images personally bring me back to my last track meet, where I pushed myself as hard as I could because I would never have another moment similar. The video creates a sense of give it your all because you never know when your ability to pursue your passion will come to an end. To add to it, it tells you to push yourself even…

Does Under Armour have any resource strengths or competitive capabilities that qualify as a distinctive competence? Yes, Under Armour resource strengths are product design and technology innovation was crucial for Under Armour sales growth and meet customers’ expectation. The Under Armour differentiates the product design to regulate body temperature and enhance comfort, mobility, and performance in any type of weather condition. Under Amrour typically outsourcing the specialty fabric production…

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…

mostly Nike, Adidas, Columbia Sportswear and The North Face. 2.3 Distribution Under Armour® distribution channel is mostly a hybrid one as they sell directly to the consumer through their web site, but they also sell wholesale to sporting goods carriers who in turn sell to consumers. Under Armour® stated that “Approximately 90.5% of our net revenues were derived from wholesale distribution” (Edgar-Online.com, 2005). Under Armour feels that they target their consumers best by using a selective…

Under Armour was created by former University of Maryland football player Kevin Plank, in 1996. The company started with a simple plan to make a more advanced T-shirt that not only provided compression, but got perspiration off your skin rather than absorb it. The plan was for the shirt to also regulate temperature between hot and cold, and enhance performance. “Under Armour is the originator of performance apparel - gear engineered to keep athletes cool, dry and light throughout the course of a…

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…

The key elements of Under Armour’s strategy: Under Armour’s mission is “To make all athletes better through passion, design and the relentless pursuit of innovation.” There are three main strategies that Under Armour uses: 1. Growth Strategy: - Continuation to broaden the company’s product offering to individuals in a variety of sports and activities - To achieve sales revenue of $4 billion by 2016, up from an estimated $2.2 billion in 2013. - Develop the global awareness of brand name and…