Case Study Under Armour

In this case, I will provide my recommendations, analyze, and share my interpretation of this case. Under Armour( UA) is a distributor of athletic apparel, accessories and shoe wear. There strategic issued is to be able to compete in the sports apparel industry against big names such as Nike and Adidas. In order for them to be successful, they have to be able to meet their market share. UA needs to open up its industry to include more women apparel and shoe wear as well as reach other people globally. In order for them to target a large number of consumers and to compete against Nike or Adidas, they need to be able to reach the same genre of people in the United States and other countries. One strategic issue the company is facing is in the
In order to do this they had to branch out to the foreign markets. They would need to be able to advertise their product and the material used to make their product in the sports apparel industry throughout the world. One of the alternatives that could probably help UA is to merge with a global shoe market so that their product will be available in all the states as well as the international markets. Some key markets to target would be UK and France. Knowing that the Olympics try to visit a different country that would be a great thing for tourist to shop and spread the word about their products and services. The threats that they are facing is high competition from brand names like Nike and Adidas, Endorsement from celebrities are poor, and to get a celebrity whose name is golden like Kevin Durant to endorse their product instead of someone who has been seen in the public eye negatively like Ray Rice. Negative endorsers will likely make consumers not want to support your product because they may feel you value that persons way of
These models include Porter’s five forces, which describes the buyer power, supplier power, substitutes, rivalry, and threat of new entry. Pestle Analysis, which looks at the business scope political/legal, technological, sociocultural, economical, and ecological areas. Other tools like SWOT explain the internal and external issues like strengths, weaknesses, threats, and opportunities. In the SWOT analysis, it is a good way to figure out ways to list alternatives to beat out the threats and weaknesses. VRIO which is an acronym for valuable, rare, imitability, and organization. It asks the questions for resource and capabilities to see if the company will meet its sustainable competitive