Case Analysis - Under Armour

TEAM MEMBERS: Wayne Jones CASE: Under Armour
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VISION: “To inspire you with performance solutions you never knew you needed
and cannot imagine living without.” This statement indicates how impactful and
influential the company can be to the overall performance of athlete.
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GENERIC STRATEGY
The generic strategy used by under Armour is differentiation.
The company has differentiated its products and brand from its competitors, such as
Adidas and Nike. The brand uses its formula of innovation to create unique items than
that of its competitors. Innovation of Under Armour is the root of their performance in
the market, and the company invests a lot of product and design innovation.
COMPLEMENTARY STRATEGY
The complementary strategy of Under Armour is engagement in acquisition
opportunities. For instance, as part of its ongoing business strategy, it engages in
acquisitions to grow and boost its connection Fitness business.
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TACTICS
Under Armour uses various marketing tactics to reach fitness and sports enthusiast. It
consistently sends text messages to reiterate the brand's mission that “Under Armour
makes you better" through its performance-enhancing apparel. At the same time,
campaign imagery captures the excitement of physical training and competition.
COMPETIVE ADVANTAGE
Under Armour achieves a competitive advantage throughout its unique competencies in
the areas of innovation and sourcing of raw materials. For Under Armour, the ability to
innovate goods that disrupt and change the sports apparel industry is its most significant
differentiating competitive advantage. University of Arizona is not only interested in
developing improved parts of current sports apparel; they are also developing completely
new products that outcompete current technologies. Products that keep the wearer cool
and dry in hot weather, warm and dry in cold weather, products that are light weight and
comfortable, and goods that really can withstand the rigors of sports and an active
lifestyle are all desirable characteristics. Under Armour creates these products using
cutting-edge new textiles that outperform traditional cotton and other materials in terms
of durability and performance. Their moisture-wicking fabrics, as well as other
technologies such as fiberglass insulation, give them a competitive advantage over their
competitors in the marketplace. UA also benefits from being the first one to market with
these high-performance materials, giving it a competitive advantage.
SWOT ANALYSIS ( Quantitative & Qualitative)
Strengths Weaknesses
 Marketing mix  Penetration of footwear market
 Product mix  Fluctuation of petroleum materials
 Innovation with the crude oil prices
 Strong financial performance  Global absence as compared to
other competitors like Nike and
Adidas.
Opportunities Threats
 Economies of scale can be achieved  Large competitors which bring
through its growth. about price war.
 Sports gear has not gotten into  International competitors stealing
production mix. some of its proprietary materials.
 New and innovative products from
its competitors.
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INVESTMENT ADVICE (BASED ON MARCO
ENVIRONMENT, COMPETITIVE FORCES & KSFs)
 It is recommended that Under Armour continue with its current global growth
strategy, which is currently in place. There is a significant amount of profit
potential in the global market, which could contribute to the continued
profitability of the company in the future. To gain market share in foreign
markets, it is necessary to continue expanding and conducting market research. In
addition, the company should broaden its product offering. Diversifying a product
line not only increases the likelihood of making a profit, but it also helps to reduce
the risk associated with offering a small number of products and can assist in
expanding the company's reach to new consumer markets. In order to remain
competitive in the industry, the company should maintain a significant, if not
greater, emphasis on technology and innovation. Included in this category is the
field of market research in which social and lifestyle trends have significant
implications for the market. It is important for marketing campaigns to remain
innovative and to incorporate new technologies as they become available. Under
Armour recognized the value of this in light of the widespread success achieved
through the use of social media sites such as Facebook and Twitter. Additionally,
new market segments should be targeted and investigated in order to broaden the
company's target market. Also important is that the firm's sports marketing
campaign continues to evolve and grow in scope.

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TEAM MEMBERS: Wayne Jones CASE: Under Armour

SWOT ANALYSIS ( Quantitative & Qualitative)

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