...Under Armour: Using IMC to create a brand for this generation’s athletes. Question1. What promotional opportunities gave Under Armour its initial success? Answer. Under Armour achieved its initial success due to a couple of promotional elements found in Integrated Marketing Communication (IMC) which created a promotional mix and by also purchasing a patent for its product. The first of these promotional elements used by Under Armour during its early years is advertising. Under Armour first began advertising by word of mouth after photos had appeared in the USA today paper of an Oakland player football player wearing an Under Armour shirt. This created major publicity for Under Armour which then led to Under Armour purchasing a full page ad in ESPN The Magazine. This generated over $750,000 in sales and the apparel also appeared in movies such as “Any Given Sunday.” Under Armour became such a household name that Georgia Tech purchased 300 shirts for its entire team, which also enabled the company to become even more successful. Under Armour created a promotional mix which not only informed the perspective buyers about the benefits of the product, but also persuaded them to buy it and reminded them later about the benefit they received from using the product. The company had four main goals in mind (1) build a great product, which allowed them to expand beyond making shirts, but to create a complete line of apparel such as pants, short, outerwear etc. (2) tell a great story...
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...Case 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 competitive forces confronting the companies that operate in the industry that Under Amour, Nike and Adidas operate in. Competitive Rivalry: There are many companies in the sports apparel, footwear and accessories industry, such as Nike, Adidas, Puma, Champion, New Balance etc. just to name a few. Many of the company’s competing in the industry offer a wide variety of similar products and each is trying to establish its brand as the brand for customers to commit their money and loyalty towards. What is obvious right away is that Nike and Adidas are Under Amour’s two biggest competitors and they have the highest percentage of market share. All three companies are established, have good resources, strong finances, sound marketing plans and popular celebrities that they can use to endorse their products. Therefore I think it’s safe to say that competitive rivalry in the industry is pretty strong. Supplier Power: The supplier power in the industry is low because there are many manufacturers...
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...Case Analysis Write-Up: Under Armour’s Willful Digital Moves Issue identification The “Under Amour’s Willful Digital Moves” case brings several issues to the fore. Under Amour’s management has to make a decision as to whether the company should continue to target and grow its female market segment. So far, the “I Will What I Want” marketing campaign targeting female consumers had been very successful because it raised women’s apparel to 30 percent of total sales. Prior to this marketing campaign, women’s apparel contributed about 21 percent of Under Armour’s sales. Therefore, continued expansion into the female market segment has the potential to attract more female customers and raise the volume of sales in this segment. The other issue is that Under Amour’s founder and chief executive is unsure of which route; whether online or television advertisements, to take in the company’s future marketing campaigns. Growing Under Armour Company to a $10 billion brand will require the rolling out of successful marketing campaigns. The “I Will What I Want” marketing campaign had gone viral because it had been...
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...after Alzheimer’s disease. Caused by problematic supply of blood to the brain, symptoms include challenging communication, depression and anxiety, strokes, physical weakness or paralysis, confusion, changes in behaviour and difficulties in walking and unsteadiness. This paper discusses the problems faced by caregivers of patients suffering from vascular dementia who are above the age of 65 and possible recommendations to improve their plight through the review of the movie, Amour (a movie about an octogenarian couple, Georges and Anne, where Anne develops vascular dementia) and current literature pertaining to the topic. Georges “Put yourself in my place. Didn’t you ever think it could happen to me, too? Anne: “Of course I did. But imagination and reality have little in common.” Anne’s sudden speech arrest and frozen stare at the breakfast table with no recollection afterward are the first signs of a partial seizure. Caregivers, like Georges, who are not prepared for looking after patients are under pressure because of their increasing needs. Georges does not seem to mind this responsibility of taking care of her initially, but Anne’s condition deteriorates fast. She experiences profound right sided weakness and is bound to the wheelchair. Georges struggles to lift her from the wheelchair and make her sit on a chair or go the bathroom. Increased stress in his behaviour is noted when he is unable to sleep at night and begins smoking again. He also wakes up wailing after...
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...Under Armour 1 Under Armour Case Study Jason Miller West Virginia University Under Armour 2 Executive Summary: The beginning of 2009 meant a new beginning for Under Armour. This new beginning brought the Under Armour product line full circle with the addition of a line of running shoes. “We're dead set on becoming the world's No. 1 performance brand and running is a part of that," said Steve Battista, senior vice president of brand at Under Amour (A.P., 2009). Under Armour had the following to say in a press release dated December 8, 2008: “UA Run footwear launches at retail on January 31, 2009 and includes four road shoes: the UA Apparition™, UA Illusion™, UA Revenant™, and UA Spectre™, and two trail shoes: the UA Chimera™ and UA Mirage™. Each shoe is specifically engineered to maximize the performance of today's generation of professional, collegiate, high school and amateur athletes who are running as a sport or incorporating running as an essential component in their training regimen” (uabiz.com, 2008). Under Armour wants to provide a superior running shoe for all athletes that aligns with the current brand positioning of UAs other products which is performance and authenticity. “The foundation of Under Armour's first-ever running footwear collection is the company's new proprietary technology called Cartilage™. “The independent suspension system serves as the "connective tissue" between a runner and his environment to enhance performance and provide an exceptionally...
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...Under Armour (Case 1) The following is an environment analysis of the ‘clothing’ business sector of the Performance Apparel Industry, with an analysis on Under Armour, a growing company headquartered in Baltimore, Maryland. The Future of Under Armour is unforeseen but we know that Under Armour wants to be number one in the industry above all competitors. Nike and Adidas will always strive to be the leaders but is our products truly better than theirs? The first section of this report will consist of an overview of the trends in technology, demographics, economics, political/legal and finally social/cultural. Political/Legal There is not too much content that Under Armour must worry about in this section. They just need to stay in the realms of regular business and legally obtain the correct patients so that no other competitors steal valued material. This actually makes their products perform better than other competitors. Politically Under Armour needs to promote good and safe work habits. They do not want a negative view like Nike obtained after they were seen utilizing sweatshops to make a deeper profit in the Industry. Even if a few customers find out they are using bad practices, then it shatters the whole reputation and brand image. Socio-cultural and Global Under Armour and other competitors can and have been using a global image to win the customers over. It is very important that Under Armour utilizes the global image of their quality product, for instance, showing...
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...The prophet Isaiah as depicted in Christian doctrine, implied thatGod is ultimately responsible for everything including evil as stated inIsa.45:7 "I form the light, and create darkness: I make peace, and createevil: I the Lord do all these things". In the Bible, the story of Jobillustrates that according to specific Christian beliefs, all have sinnedand fallen short of the perfection of God (Romans 3:23), and because we arenot perfect and commit sin, the punishment is mortality. Many religious andphilosophical traditions agree that evil behavior itself is a transgressionthat results from the imperfect human condition. The doctrine of originalsin, as articulated by Saint Augustine's interpretation of Saint Paul,provides that the fall caused a fundamental change in human nature, so thatall descendants of Adam are born in sin, "For all have sinned and fall shortof the glory of God" and can only be redeemed by divine grace. Sacrifice wasthe only means by which humanity could be redeemed after the Fall andbecause "God so loved the world that he sent his only son (Jesus Christ whowas without sin and died on the cross as the ultimate redemption for the sinof humankind) that whoever believes in him should not perish, but haveeverlasting life".Evil has also been an important aspect to the existence of free willand human agency. Others argue that evil itself is ultimately based in anignorance of truth (i.e. human value, sanctity, divinity). A variety ofEnlightenment thinkers have alleged...
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...Abstract Under Amour, Inc. is a performance based apparel company that is quickly growing to become one of the top companies in the industry. They are known for high-quality, innovative products that are giving athletes a competitive advantage. This paper describes the history of the company, analyzes the company’s performance and required rate of return, discusses the projected future growth rate of earning, values the company, and provides a recommendation to buy stock at the estimated price target of Keywords: stock analysis, return on equity, projected future growth rate, required rate of return, intrinsic value A Summary and Technical Analysis of the Under Armour, Inc. (UA) Stock on the New York Stock Exchange Under Armour, Inc. (UA) was established in 1996 by Kevin Plank, a former captain for the University of Maryland football team. His concept for a better T-shirt was born on the field; on one of the many days when he and his teammates were drenched in sweat. As a result of this, including extensive research into synthetic fibers, he produced the first prototype for a new generation of performance apparel: HeatGear. His new HeatGear T-shirts helped to keep athletes dry and cool, enhancing former teammates running two-a-days under the hot Maryland sun. Within a few years, the company developed ColdGear and AllSeasonGear lines, and had products featured in the major motion pictures “Any Given Sunday” and “The Replacements”, as well as in ESPN Magazine. ...
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...Anthony Rochester BU105 Anita DeSouza Case application 12/4/15 Miller-Motte College Online Case application Anthony Rochester 12/4/15 Anita DeSouza In a general sense, what kinds of decisions are made in baseball? Would you characterize these decisions as structured or unstructured problems? Explain. What types(s) of decision-making condition would you consider this to be? Explain The most important in-game decision a baseball manager makes is when to relieve a starting pitcher. Today managers rely on various things example is a pitchers count this decides when a starting pitcher needs to be relieved. Baseball is full of decisions. Every single pitch is a decision whether it is a fastball or slow ball. The coach must make a decision on which players play on certain days and whether or not to take a pitcher out of the game. Most decisions in baseball are structured problems, they are easily definable.!n a structured problem, the goal of the decision maker is clear, the problem familiar and information about the problem easily defined and complete. for example, if a slugger keeps hitting the fastball, it's time to make the decision of pitching him a curve ball away from him in the strike zone. Is it appropriate for baseball managers to use only quantitative, objective criteria in evaluating their players? What do you think? Why? In my opinion evaluating...
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...Under Armour first quarter of the New Year started out with a bang. According to the financial reports released at the end of the first quarter, Under Armour experienced a growth of about 36% in net revenue (Under Armour 1). There are many reasons as to the tremendous quarter growth of the company, but it is Under Armour’s motto: “innovation around fit” that makes this company and its products unique in the sports world. The company developed new products that have made them stand out in new sports markets, such as baseball and football. In 2014, Under Armour released a new performance shoe line called UA SpeedForm, which according to their 2013 Annual Report, “is the first true performance running shoe made entirely in a clothing factory and is a game-changing innovation that has unlimited potential” (Annual Report) By creating innovation in their products and on the field, Under Armour is paving way for higher net revenues every quarter. Under Armour currently is changing the way they distribute their products. The usual line of distribution for the company is wholesale, comprising 68% of its net revenues (Annual Report 4). While this composes the majority of the company’s net revenue, Under Armour is venturing into the direct to consumer channel through their factory house stores. Here is where the consumer can experience the brand that is Under Armour. Under Armour’s plan to further expand the business is to venture out into more international markets. Currently, Under...
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...______________________________________________________________________________ Under Armour Enters the Basketball Shoe Market ______________________________________________________________________________ This case was written by Professors George E. Belch and Michael A. Belch. It is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was compiled from published sources. Company Background Under Armour (UA) was founded in 1996 by Kevin Plank, a former Maryland football player, who began by selling compression clothing that could “wick” sweat away from the body to college sports teams out of the trunk of his car. Plank was a football player at the University of Maryland, and hated wearing cotton shirts to practice in the hot, humid Maryland climate. Knowing that he would never be an NFL player, Plank devoted his efforts to starting a company that could make a product that would be an improvement over cotton, in that it would not absorb sweat and be much more functional and comfortable to wear. Once made, he started selling the shirts to the lacrosse and football teams at the University of Maryland out of the trunk of his car. In 1998, the football oriented movie “Any Given Sunday” was being filmed in Baltimore where Under Armour is based. The producers of the movie were looking for a product that would represent...
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...6/20/2012 Under Armour: Case 1 The following is an environmental analysis of the “performance apparel” business sector of the athletic apparel industry, with an analysis on Under Armour, the 3rd largest athletic apparel company. The company is clearly rapidly growing, touching markets that have been dominated before, but continues to pride themselves on the performance of their products. The first section of this analysis will cover the trends in technology, economics, demographics, socialites and culture, as well as politics and legalities. It also includes coverage over Porter’s 5 forces and analysis’ of the industry and competitors. It will be concluded with strategies of success of the company as well as alternative strategies. Demographics In the terms of the overall athletic market, Under Armour claims 31% of the market share, Nike 36%, and Adidas and other athletic companies claiming the remainder. In their specific products, Under Armour claims 75% of performance apparel market share, with Nike and Adidas struggling to catch up. The company targets consumers of all ages and all demographics. Their consumers include men, women, and children; athletes, coaches, fans, active people, athletic staff, and anyone who lives an active life style. Their consumers can attain their products through their website, 15,000 retail stores across the country, regional retail chains like Academy and Dick’s sporting goods, and as of 2007, 17 retail outlet stores. Approximately 94% of Under Armour’...
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...Case #6 Back ground of Lululemon: They are a company that designs and retails athletic clothing. They produce fitness pants, shorts, tops and jackets for yoga , dance , running, and general fitness. Lululemon serves customers globally through on line and retail stores. They sell high quality product with high prices compare to other retail stores. They have market in North America, Canada, New Zealand and Australia. Chip Wilson open and design/ yoga studio in 1998 in Vancouver, British Columbia 1. What is the company vision/ mission and objective? * Vision: The store to be community hub where people could learn and discuss the physical aspects of healthy living form yoga and diet to running and cycling, plus the yoga related mental aspects of living powerful life of possibilities. (Not just selling the products to the customers. Their goals is to let the customers discuss about their physical activities to have a healthier life and wearing their product to exercise. ) * Mission : one of the providing people with the components for living a longer, healthier, and more life. (The purpose of its present business is distinctive community based strategy that enhances the brand and reinforces guest loyalty. The components giving to people help them exercise and become fit with stylish sport wear from Lululemon) * Objective: Assembled a management team with a mix of retail , design , operations, product sourcing, and marketing experience form such leading apparel...
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...BAE SYSTEMS SCANDAL Lisa Hering Cardinal Stritch University Introduction to Business Ethics ASB160 October 23, 2013 BAE Systems Bribery Scandal BAE Systems, how did they end up in such a scandal? BAE was almost like the “The Great OZ,” the man behind the curtain so to speak. BAE wanted a contract between them and the Saudi Arabian officials to build fighter planes called Panavia Tornado IDS Fighter Planes. What is a Panavia Tornado IDS Fighter Plane? This multirole aircraft is equipped with an advanced sensor and defensive aids suite for low-level, deep penetration missions in all weathers by and by night. The aircraft is fitted with two 25mm cannons on each side of the fuselage. The aircraft is equipped with a wide range of weapons. For close air support and interdiction, the aircraft is typically equipped with iron bombs, cluster bombs and laser-guided bombs. In the defense suppression role, it is equipped with anti-radar missiles. Tornado has a multimode APFD (Autopilot and Flight Director) from BAE Systems. The aircraft's TACAN (Tactical Air Navigation) system is the AD2770 from BAE Systems or the Alcatel SEL AG Sector-TACAN. The instrument landing system is the Cossor.CILS75/76. (2012, Aireforce-Technology, Net Resources International, http://www.airforce-technology.com/projects/tornado/) In September 2006, a contract for BAE Systems awarded to upgrade 80 Tornado fighters of the Saudi Arabian Air Force. The program involved advances in systems, stealth technology...
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...rule of law, human rights violations are some of the root causes of the conflict in Africa. Other root causes are often over looked as people tend to constantly blame the state leaders for the crisis. This essay is going to try and show that although the African leaders have contributed to some of the problems today they are not the stem of Africa’s problems but in my take of things have become victims in a media war by those that seek to exploit it resources. The first root cause I am going to look at is the legacy of the European colonialism that had a major devastating impact on Africa. When the colonists finally left Africa they “cut up Africa in tiny little pieces” this forced different ethnic groups together which had not been the case prior to colonialism, creating these nation states of different cultures and ethnic groups. This has proven to be a difficult thing over the years as many internal wars in Africa have been because of this diversity. A clear example is of the genocide that occurred in Rwanda were about 800000 Tutsis were killed by the Hutu as they were considered of a lower rank. Another example is of the mass murder of the Ndebele people in Zimbabwe were almost 20000 people were killed when rumors were rampant that there was a plot to overthrow the Mugabe regime. This cultural difference has greatly impacted Africa as a whole. Those...
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