Case Study Under Armour
Case #5 Under Armour- Challenging Nike In Sports Apparel
Shuying, Sai
1 Industry & Market:
Under Armour was founded in 1996. The founder is Kevin Plank, a former football player who played for University of Maryland. At first, it started with a simple idea that making sports T-shirt more comfortable when players wear it. After 15 years, Under Armour became a big company who already spread their market into different country. In sporting goods market, Nike and Adidas are the two industry-leaders. Now Under Armour compared quite favorably with Nike and Adidas.
2 External Environment:
·there is a trend for more and more people to pay attention to the healthier lifestyle and most of customers start to focus on doing exercises during daily life.(Culture)
·the customer group already spread to different aged, genders, nations. Those customers have different kinds of demands on the sports products. (Culture)
·female customer’s number is increasing. They have more demand on the sports goods. Color, style, fitness and so on. (Culture)
·the global market on sport goods is booming. For under armour, the business is still focus on domestically, its international business is still not as well as Nike, Adidas. Industry leaders, like Nike, Adidas or reebok, they build up many factories in developing counties, which promote the development of their countries’ sports goods, brands. China is an example. Now there are many brands appear in Chinese sports goods market. (International economic: market share- international)
·customer always like high performance (best-cost) goods. (Consumer psychology)
·Under Armour build its company in a developed market, but it has its featured products. (Economic: market share)
·once there is a salable good appear, other companies will try to manufacture similar product to compete with it. (Technology)
3 Internal Environment:
·Under Armour has a good brand image in his customers. Rely on its featured sportswear, under armour has already establish
Shuying, Sai
1 Industry & Market:
Under Armour was founded in 1996. The founder is Kevin Plank, a former football player who played for University of Maryland. At first, it started with a simple idea that making sports T-shirt more comfortable when players wear it. After 15 years, Under Armour became a big company who already spread their market into different country. In sporting goods market, Nike and Adidas are the two industry-leaders. Now Under Armour compared quite favorably with Nike and Adidas.
2 External Environment:
·there is a trend for more and more people to pay attention to the healthier lifestyle and most of customers start to focus on doing exercises during daily life.(Culture)
·the customer group already spread to different aged, genders, nations. Those customers have different kinds of demands on the sports products. (Culture)
·female customer’s number is increasing. They have more demand on the sports goods. Color, style, fitness and so on. (Culture)
·the global market on sport goods is booming. For under armour, the business is still focus on domestically, its international business is still not as well as Nike, Adidas. Industry leaders, like Nike, Adidas or reebok, they build up many factories in developing counties, which promote the development of their countries’ sports goods, brands. China is an example. Now there are many brands appear in Chinese sports goods market. (International economic: market share- international)
·customer always like high performance (best-cost) goods. (Consumer psychology)
·Under Armour build its company in a developed market, but it has its featured products. (Economic: market share)
·once there is a salable good appear, other companies will try to manufacture similar product to compete with it. (Technology)
3 Internal Environment:
·Under Armour has a good brand image in his customers. Rely on its featured sportswear, under armour has already establish