Essay Under Armour Case Study - 1291 Words

In order to beat its competitors, Under Armour Company can engage in market sensitive fresh product invention. New products are more likely to draw curiosity amongst the populations especially if they commensurate well with the prevailing trends (Hill Jones 2009, p. 308). UA concentrated on the outside-in (market responsive) approach to carry out its strategies. It is reported that it sourced unique synthetic materials and employed on field product development. This enabled it to create the performance apparel segment in the athletic apparel market. Under Amour Company ventured into a market segment that was overcrowded, it had thousands of companies that competed against each other. Out of the many companies involved in the trade,†¦show more content†¦UA was able to maintain its uniqueness and with time began to step into the toes of the market giants such as Nike and the Adidas. Nevertheless running shoe market was synonymous of customers with unrivaled loyalties. With the appraised athletic performance demonstrated by AU, it managed to offer Nike a run for its money in terms of market competition after nearly two decades. Not only did it improve its revenue amounts but also inventory levels. Under Amour is currently employing different strategies in its bid of emerging as the world number one supplier of sports apparel and footwear. The company had a brand strategy, which allowed it to create legitimacy in marketing products to casual athletes. Its branding was not only dependent upon the established stars like Alfonso Soriano, Vernon Davis and Heather Mitts but also identifying the stars of the next generation. Consequently, Bob Sanders who was the NLF Defensive Player of the Year and Kimmie Meissner, who was a national woman’s figure skating champion added to the list. They also sponsored many events and programs to this effect. Such programs included the Super Bowl, the Under Armour Senior Bowl and the Under Armour All-American Game. Moreover it partnered with the Baseball Factory to outfit the nation’s top high school baseball athletes on everything (Carpenter Sanders 2007, p. 124). Under Armour also conducted aggressive campaigns that were intended to link it with performance, passion andShow MoreRelatedUnder Armour Case Study1946 Words   |  8 PagesCase Study: Under Armour 1. How strong are the competitive forces confronting Under Armour, Nike, and The adidas Group? Do a five- forces analysis to support your answer. †¨ The analysis of the Porters five forces are very important to business entities. Based on the analysis a business can evaluate their current position and positions that they plan to progress towards as it relates to the industry they are operating in. The following is my five forces analysis of the competitiveRead MoreCase Study : Under Armour, Inc.956 Words   |  4 PagesINTRODUCTION Under Armour is a company started by Kevin Plank in 1996 in a basement. The company went public in 2006 raising a total of $153 million as equity. From a small private company to a multi-billion generating organisation, Under Armour had to overcome numerous challenges including financial difficulties and sales growth. The founder started with premium quality sports clothes and today the company specialises in diverse sportswear and apparel. Through the development of new hi-techRead MoreUnder Armour Case Study Analysis1292 Words   |  6 PagesUnder Armour Case Study Today s companies may struggle with developing and maintaining a strategy to ensure long-term success in the current global marketplace. Under Armour is no exception, they desire to challenge industry titans, Nike and Adidas, and seize market share in the demanding sports apparel arena. Explored in detail, Under Armour’s strategy through examination of the company’s history, mission, influences, and capabilities along with recommendations, based on a study by Arthur A. 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Company’s mission, vision, and primary stakeholders Under Armour s mission is TO MAKE ALL ATHLETES BETTER THROUGH PASSION, DESIGN AND THE RELENTLESS PURSUIT OF INNOVATION. Vision Statement: To be the world s #1 performance athletic brand Five 5 forces THREAT OF ENTRY - LOW to MEDIUM: Interesting becauseRead MoreUnder Armour (Case 26)1065 Words   |  5 PagesStudent 9/23/13 Under Armour (Case 26) Technological Hot and sweaty t-shirts are a thing of the past. New and innovative material for making clothing has changed the game for sports apparel. Now, high-tech fibers are woven into shorts, shirts, jackets and more that can adapt to and regulate the body’s temperature. This advancement is huge for athletes of all kinds, allowing increased performance and endurance. New â€Å"water-resistant† material and fibers that prevent ultraviolet and infrared rays