Preview

Executive Summary: Under Armour In The Sporting Products Industry

Satisfactory Essays
Open Document
Open Document
291 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Executive Summary: Under Armour In The Sporting Products Industry
The executive summary takes into account the current marketing plan, the positioning of Under armour in the sporting products industry market, and Under Armour recommendations to improve and increase its market share. My analysis and the information collected from the case itself led me to find key information about Under Armour as a good company. In addition, external forces affecting the proper functioning of Under Armour will be identified, as well as the different marketing mix strategies used to influence consumer purchasing behavior. An analysis of strengths and weaknesses, opportunities and threats of Under Armour will be to identify and put available to allow the company to fight the threats it is facing. Above all the greatest strength
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Nike Swot Analysis Essay
    • 482 Words
    • 2 Pages

    Nike Swot Analysis Essay

    There are several significant athletic and leisure footwear companies and sports equipment firms that produce similar products. Some of the primary ones are Puma and Adidas are some of the big competitors with Nike. Other large companies have diversified their product lines to include athletic and leisure apparel including Under Armour and lululemon. This type of quick change in technology and customer preferences can result in a risk for Nike. Demand for Nike’s products relies on what the norm in many sports and fitness related activites are, as well as the ever-changing trends, these generally control the financial results of Nike. If competitors have more success attracting customers with more appealing footwear or apparel, this would also hurt business…

    • 482 Words
    • 2 Pages
    Good Essays
    Read More
  • Better Essays

    Under Armour Case Analysis Essay
    • 806 Words
    • 4 Pages

    Under Armour Case Analysis Essay

    Growth of the footwear department, expansion of international markets, and improvements to the online website could all benefit the company greatly. Under Armour could become an even stronger competitor in the sporting and athletic wear industry. With Under Armour’s plans to work on these weaknesses, the company will become even more successful than it has ever…

    • 806 Words
    • 4 Pages
    Better Essays
    Read More
  • Good Essays

    Under Armour Porter's Five Forces Analysis
    • 306 Words
    • 2 Pages

    Under Armour Porter's Five Forces Analysis

    Michael Porter’s five forces model is a useful tool for industry and competitive analysis. It holds that an industry’s profit potential is largely determined by the intensity of the competitive rivalry within that industry, and that rivalry, in turn is explained in terms of five forces: 1) the threat of new entrants, 2) the bargaining power of customers, 3) the bargaining power of suppliers, 4) the threat of substitute products or services, and 5) the jockeying among current rivals. Under Armour is specialize in sports apparel. The sports apparel industry have very high demands are very competitive. The increase in rivalry is led by number of firm that are in sport apparel industry such as Nike, Adidas, Reebok etc. All these sports apparel…

    • 306 Words
    • 2 Pages
    Good Essays
    Read More
  • Good Essays

    Under Armour Swot Analysis
    • 296 Words
    • 2 Pages

    Under Armour Swot Analysis

    Under Amour’s strength is innovative and unique technology of their products. “For example, in 2013, the company released a shirt that tracks athlete’s heart. Sensors in the brand’s shirt are able to pick up electrical signals from the heart. Additionally, Under Armour developed the tape replacing clear that gives ultimate support, and pivot freedom for athletes.” (Horovitz 2012) These Innovations give Under Armour a competitive edge against other sporting retail brands. As the company continues to keep up with society’s technology advances, it can remain a hot topic in its industry in the eyes of many consumers. Also with the invention of the compression undershirt, Under Armour was founded on innovation within the athletic industry. From the company’s humble beginning to now, Under Armour has kept a continuous focus on meeting the changing needs of athletic industry with new, innovation technology. The company has a natural fast-dying cotton.(Jackson and Day P12-18)…

    • 296 Words
    • 2 Pages
    Good Essays
    Read More
  • Good Essays

    Kevin Plank Under Armour
    • 436 Words
    • 2 Pages

    Kevin Plank Under Armour

    Under Armour has several strengths, weaknesses, opportunities and threats. One of their greatest strengths is the technology. For instance, they released a shirt that tracks an athlete’s heart and picks up electrical signals. They get recognition from other professional athletes and schools. The product is diverse and uses eco-friendly procedures. Their weakness is they provide a limited amount of footwear. 80.2% of their brand contains apparel, 12% is footwear and 7.8% other. Their material is limited and also have opposition from other well-known brands such as Nike and Adidas.…

    • 436 Words
    • 2 Pages
    Good Essays
    Read More
  • Good Essays

    Case Study Under Armour
    • 877 Words
    • 4 Pages

    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…

    • 877 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Aflaci/361 Organizational Impact Paper
    • 1072 Words
    • 5 Pages

    Aflaci/361 Organizational Impact Paper

    Nike could modify its products and services through its innovative marketing strategy taken from evaluations on customer benefits and needs, whereas the product succeeded innovation technology with fashions that cater to customer satisfaction on a global level (Nike, 2000). Nike currently seeks out innovative ways to create advance athletic products and methods to speak creatively to the market because the success of Nike is based on marketing strategy that weighs current factors and trends (Nike, 2000). If Nike continues the innovation of new marketing ideas for their services and products, the organization will maintain their current role of innovative leadership with products, developments, and revenues in the athletic sports-wear industry (Nike,…

    • 1072 Words
    • 5 Pages
    Good Essays
    Read More
  • Better Essays

    Under Armour Executive Summary
    • 1552 Words
    • 7 Pages

    Under Armour Executive Summary

    Under Armour started by marketing products at lower prices pushing their merchandises for college youths. However in recent times, UA have been undergoing massive expansions and have undertaken new objectives to engage with top athletes from many different sporting leagues of the world to endorse their products. Due to their new business ventures, UA have widened their market positioning to the higher end of the scale as well…

    • 1552 Words
    • 7 Pages
    Better Essays
    Read More
  • Satisfactory Essays

    Under Armour: The Weaknesses Of Under Armour
    • 189 Words
    • 1 Page

    Under Armour: The Weaknesses Of Under Armour

    Under Armour is a rising sportswear brand that is known for the innovation and performance in their products. However, there are some obstacles preventing Under Armour from reaching their full potential. This proposal plan aims to address one of Under Armour’s main weaknesses. Under Armour is currently lacking in international sales, making up less than a tenth of their total revenue (Horovitz). In order for Under Armour to grow as a brand, they need to boost their global presence. A reason why Under Amour’s internationals sales are low is because of their lack of success in soccer-related sales. It will be important for Under Armour to be successful in soccer because it is a global sport played all across the world. My proposal for Under Armour is to endorse German-American soccer star Julian Green. He plays for Bayern Munich, Germany’s top club team and the US national team. Although, he is only 19 years old, he is extremely talented and has the potential to be a superstar in the sport. He could be a marketing asset for Under Armour, helping us drive up soccer-related sales both domestically and internationally.…

    • 189 Words
    • 1 Page
    Satisfactory Essays
    Read More
  • Powerful Essays

    Kevin Plank Under Armour
    • 1632 Words
    • 7 Pages

    Kevin Plank Under Armour

    Nike has set the standard when it comes to the sportswear industry and while it may seem Under Armour mimics a lot of Nikes Advertising, the two actually differ greatly. UA acts like an underdog, while Nike is a mighty king. UA is very focused on professional athletes while Nike democratizes fitness. UA is about proving others wrong, while Nike is about doing yourself right. Under Armour has been extremely successful using this underdog approach and this campaign isn’t going to change that, but continue to strengthen that image. Under Armour provides role models that are more relatable to the average person. It’s more fathomable for a consumer to see the 6’2, 190 pound Stephen Curry rather than say a 6’8, 275 pound Lebron James. This campaign is going to be revolved around star studded athletes but ones that the average person can see themselves being. Everyone has been counted out or have been told they couldn’t do something. Under Armour is going to show that motivation and work ethic will help you get to anywhere you want to the campaign’s advertisements are going to reflect…

    • 1632 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Under Armour Executive Summary
    • 4455 Words
    • 18 Pages

    Under Armour Executive Summary

    Under Armour (UA) was the pioneer company that introduced performance apparel with moisture management to keep athletes dry, cool, and light while practising or competing. Founded in 1996 becoming a public company in 2005, UA now competes globally in the multisegment retail market for both sports apparel and active wear, though 90% of its sales are in North America. In 2011 UA’s market share was approximately 2.8% compared with Nike at 7.0% and Adidas at 5.4%. UA is in a good financial position with sales of almost $1.5 billion and consistent profits over the past five years, though 2011 saw an 80% increase in its debt obligations compared to the prior year.…

    • 4455 Words
    • 18 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Phil Knight bio
    • 1604 Words
    • 7 Pages

    Phil Knight bio

    The sports apparel and equipment industry is growing rapidly and is estimated to be worth over $126 billion by the year 2015 according to Global Industry Analysts. This industry has a growing market because people are becoming more health conscious. Thus, Sports apparel and equipment are in demand, which leads to a very highly competitive market. Demand refers to how much of a product or service is desired by consumers (Wise, 2012). Nowadays, even well established brands are forced to tweak and modify their products in order to maintain their market share. More and more consumers are demanding more versatile products with a wide range of functionality. Changing fashion trends, tough competition and more price-conscious shoppers are just a few of the many challenges faced by businesses in this industry.…

    • 1604 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Under Armour Case Study
    • 639 Words
    • 3 Pages

    Under Armour Case Study

    Briefly describe the business/organization/institution: An American defense agency focused on using scientific technologically to provide accessible solutions to the world.…

    • 639 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Best Essays

    Athlete Endorsements
    • 4178 Words
    • 17 Pages

    Athlete Endorsements

    Baker, A. (2008, July 11). Tiger woods is set to make financial history, thanks to his sporting prowess and attraction to sport. The Daily Telegraph, 11.…

    • 4178 Words
    • 17 Pages
    Best Essays
    Read More
  • Good Essays

    Nike Marketing Plan
    • 7636 Words
    • 31 Pages

    Nike Marketing Plan

    Nike is a worldwide powerhouse in the athletic shoe and apparel industry. Nike's short, but yet effective mission statement is characteristic of such success. Nike paints a picture of their company for the world to see their, "inspiration and innovation", as well as their "commitment to serve everyone in the world". Through a continuous effort by Nike to remain at the apex of technology and innovation, they are the market leader by a significant margin. As a result of Nike's pursuit of selling a broad spectrum of products, they possess a formidable competitive advantage.…

    • 7636 Words
    • 31 Pages
    Good Essays
    Read More

Related Topics