...Academia logo redesign 2015 LOG IN SIGN UP Case Study 2, Under Armour's Strategy Nicola Hudson UPLOADED BY Nicola Hudson TRENDING top 1% VIEWS 1,786 DOWNLOAD Case Study 2, Under Armour’s Strategy Under Armour is an emerging company in the sports apparel industry whose mission is to “Make all athletes better through passion, science and the rel entless pursuit of innovation” . Under Armour was a disruptive innovator in the sports apparel industry by creating sports apparel using synthetic materials as an alternative to natural fibers, such as cotton. This important change in material resulted in a “shirt that provided compress ion and wicked perspiration off your skin rather than absorb it…that worked with your body to regulate temperature and enhance performance” . This promise to increase athletic performance differentiated it from competing sports apparel companies, but rivals have since implemented synthetic materials into their product lines. This case study seeks to analyze Under Armour ’s history, resources, capabilities, and core competencies, business and corporate-level strategies, as well as the general environment and competitive landscape. After careful inspection of these varying areas, the factors contributing to Under Armour’s current success and future challenges will become clearer. The conception for Under Armour began over a year ago when CEO Kevin Plank played on the University of Maryland football team. Frustrated with...
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...among middle and upper class athletic and health conscience consumers. It competes with other popular sports footwear and apparel companies. Nike and Adidas are Under Armour largest competitors. Under Armour offers a variety of clothing, sports equipment and footwear. They will continue to be a very competitive company in the sportswear market. History of the company Under Armour was started by Kevin Plank in 1995. He was a special teams captain on the University of Maryland football team. During games his teammates’ cotton shirts would be soaked with sweat and heavy to wear. Realizing there could be a better option, Kevin began looking and researching ways to produce a better type of t-shirt. After Kevin graduated from college he began working on a superior t-shirt. He used fabric samples to build his first prototype. He gave this prototype to his Maryland teammates to get feedback on how the shirts performed. From their feedback he found that using microfibers in the t-shirts wicked away moisture that helped keep athletes dry and cool while participating in sports. Kevin ran his business out of his grandmother’s basement working on his new line of athletic apparel. He traveled the East coast trying to sell his shirts and later made his first sale to Georgia Tech. Following this sale other Division 1 schools became buyers and later the products gained popularity in the NFL. In 1999 the UA brand was featured in two Warner Brothers films, Any Given Sunday...
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...do with the decision making, creativity, and great entrepreneurship from their founder and CEO, Kevin Plank. Plank was very business savvy from day one, while juggling school and football in college he also had his own business, selling flowers which allowed him to save nearly $20,000 to start Under Armour. Plank’s creativity with Under Armour is stemmed from the fact that he was a college athlete so he understands exactly what athletes want from his products. Plank still uses his athletic instincts in the workplace during meeting, rather than just sitting around a table he calls a huddle which allows for a more fun and relaxed environment in the workplace. When plank was a football player at The University of Maryland he was proclaimed as the sweatiest man on the field and his cotton shirts held too much water which made him very uncomfortable during practice and games, thus Plank decided to try and create a shirt that would not hold water which would make him faster and lighter on the field. Plank had an edge that most sports apparel CEO’s did not have and that was that he was a college athlete, which meant that many of teammates and close friends went on to play in the NFL, allowing Plank to send his teammates his product and share them with their new teammates in the NFL. Many college and professional equipment managers, got word of Under Armour, asking Plank for products and giving him ideas for new products. Under Armour’s creativity sparked a trend that many other companies...
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... A football player named Kevin Plank had a problem playing football. His t-shirts were not fitted and absorbed water like a sponge. With a tailor he created the first dry compression t-shirt which would be the start of Under Armor. This new athletic shirt would become the start of a 2 billion dollar empire selling millions of units. Choice 1: the Company had to many competitors that were bringing down sales in the company. Bringing new products to the company in short time to match Nikes strategy was their new plan. The pros are that Under Armor would expand in athletic wear and not just stick to one product. This will target new potential customers that need different types of clothes and shoes. Expanding their product line also weakens competitors making the company get a better position in athletic wear. The cons are that the company only has a short timeline for new products and need to get their suppliers on point with mass production. Some companies do not have the resources to mass-produce after a limit was reached. Choice 2: Under Armor felt the problem was with marketing not the product. They kept the same products and looked for a new way to bring out a message that sells. The pros in this strategy are that under armor got customers by inspirational stories of athletes using their brand. Most customers are followers and do anything a professional athlete recommends them or uses. The cons in this strategy are that this was only a temporary approach to get sales to...
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...An Ethical Dilemma Rosette L. Steward BMGT 110 University of Maryland University College In today’s rapid face paced society, many Americas encounter ethical dilemmas throughout the workforce. An ethical dilemma is a situation where there is a mental conflict between morals and imperatives. Most of the choices faced in a dilemma are bad so an “ethical” one is when you have to consider your mortality. Please read further to see how Jan will handle her dilemma. Jan’s Ethical Dilemma Jan is faced with the ethical dilemma of knowing that JLT Cincinnati goes off of seniority when faced with downsizing. She is aware that Steve will most likely not get an accountant position in the new LT Wichita corporate office. Being as though the announcement won’t be make for a couple more weeks, Jan should inform Evelyn of the changes that are about to occur. Giving Steve a heads up about the corporate decision gives him to time to adjust fire and gainfully search for employment elsewhere. As a person in Jan’s position the ethical decision would save a family from heartache and worry. Employees’ Roles/responsibilities in Ethical Situations There are several factors that can tribute to employees’ not operating ethical in the workplace. The first one being an “individual” factor. Some people believe that their ethical choices are driven by circumstances. These same individuals however don’t realize that...
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...First you must find employees that are willing to embed the companies values into their own life. This can then transmit into love for the brand. Aspire to inspire to rise up to a great plan a long worthwhile journey and inspiring its employees to be as involved as possible. These outcomes link to Under Armour goals by putting it all on the line for the company day in and out. Going about your career goals is not something you can choose to do on select days. As stated in the article “Mission and Vision statements of Under Armour: An Analysis” “To make all athletes better though passion, design and the relentless pursuit of innovation” (Pratap). Under Armour created leaders not followers, creating a hard worker mentality within their teammates empowers them when adversity hits by inspiring their employees in reaching goals they never knew could...
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...about what to do after high school graduation because she controls her own destiny, whatever she wants to do, she can do it. She needs to enroll at a very good public/private university where she can excel and expand her knowledge in her field. I believe she wants to major in education, because she is taking AP English and is tutoring students in elementary school. Elizabeth is not only doing it to spice up her college application, she is doing it because that is what makes her happy; making kids eager to learn. The Four Collages Elizabeth got accepted to are: * University of Maryland at College Park * Towson University * Michigan State University * Penn State University These four universities are known for some of the best liberal arts program in the country. MSU is at the top for providing some of the best teachers in the country. Elizabeth should to peruse a degree in education, because she is already showing an interest in teaching and is a well speaker/writer (AP English). Three decision criteria’s Elizabeth should use when choosing her college are: * GPA * Tuition cost * Academic Reputation The GPA...
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...competitiveness, Whether or not Under Armour can overcome these weaknesses will play a large part in determining if the company can survive in the industry, and eventually surpass their rivals. Summary of Internal Analysis In conclusion, the internal analysis shows that Under Armour has both strength and weaknesses when it comes to its structure, competitors and resources, but they still have a long way to go before they can truly call themselves competitive with companies like Nike and Adidas. Under Armour’s main strength are their innovative products, low production costs, brand loyalty and high quality of their apparel. Under Armour will need to survive until they can amass the same resources, experience, and recognition as the bigger rivals. The major primary weaknesses faced by Under Armour is the lack of international market share, their lack of product line in comparison to their competitors, their limited number of distributors, and their lack in the female market segment. The weaknesses put forth in the internal analysis are what Under Armour needs to focus on in other to stay competitive and also stay in business in the long run. These recommendations if well executed should have the highest positive effect on Under Armour’s future. Based upon all the analysis, I am confident that the implementation of these recommendations will have a positive impact for Under Armour to maintain a competitive advantage. Thus provide growth and success for the company. ...
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...Seeded in a small tin-mining company established in 1974, Sunway Group has thrived to become one of Malaysia’s most widely recognized and diversified conglomerates with a multitude of established businesses. Its core businesses include: civil engineering and construction; building materials; trading and manufacturing; quarrying; information technology; property development and investment; leisure, entertainment and hospitality; healthcare; and education. Visionary leadership, perceptive and transparent corporate policies, and synergistic teamwork have contributed to the Group into becoming what it is today – a leader in all areas it specializes in. Sunway is the only Malaysian organization in the Asia Pacific region that was ranked sixth in the Hewitt-Fortune-RBL Top Companies for Leaders 2007 in recognition of its unflinching commitment to human capital management. The Group encompasses two Main Board listed companies – Sunway Holdings Berhad (Sunway Holdings) and Sunway City Berhad (SunCity). Sunway Holdings is an investment operations arm with core businesses in construction, building materials, trading, manufacturing, and quarry while SunCity is involved in the areas of property development and property investment that also comprises hospitality industries. The Group’s flagship development is the flourishing 800-acre Sunway Integrated Resort City in Bandar Sunway, located just 20 minutes outside the nation’s capital city of Kuala Lumpur. The township is a veritable “resurrection”...
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...LINGYAO LI 9308 Cherry Hill Road, APT410, College Park, MD 20740 Phone: 202-355-5281│Email: lilingyao@hotmail.com EDUCATION Department of Civil Engineering, University of Maryland (UMD) PhD, Project Management│Current GPA 3.67/4.00 College Park, MD Expected May, 2019 College of Ship Engineering, Harbin Engineering University (HEU) Harbin, China M.S., Naval Architecture & Marine Engineering│GPA 3.75/4.00 Sept.2012 ~ Jun.2014 Awards: China National Scholarship; Merit Student in Heilongjiang Province (Top 5/180). College of Ship Engineering, Harbin Engineering University (HEU) Harbin, China B.S., Naval Architecture & Marine Engineering│GPA 3.65/4.00 Sept.2008 ~ Jun.2012 Minor, Business Administration│GPA 3.53/4.00 Sept.2010 ~ Jan.2012 nd Awards: Graduation with Honors, Merit Student, 2 Class Scholarship and etc. (7times). PROFESSIONAL EXPERIENCE PROJECT EXPERIENCE Scheduling Modeling & Coordination Mechanism Based on MAS for Marine Equipment Project Researcher│China Natural Science Foundation Project Jun.2013 ~ Jun.2014 Built scheduling model and coordination mechanism based on Multi-agent System (MAS) theory. Developed a collaborative scheduling system using Oracle database and MyEclipse. Designed Improved Genetic Algorithm (IGA) for multi-objective scheduling under resource conflicts. Information Management Technology of Jack-up Drilling Platform Construction Analyst│China National 12th Five-year Plan Major Scientific Project Mar...
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...Security A case study of the University of Maryland, College Park Daniel Ramsbrock dramsbro@umd.edu Stepan Moskovchenko stevenm86@gmail.com Christopher Conroy cconroy@gmail.com Abstract This paper provides a comprehensive security analysis of the Lenel magnetic swipe card system used at the University of Maryland at College Park. We first explore the cards and hardware components which comprise the system, and then present several plausible points and methods of attack on the system. We chose several of these attacks and demonstrated them using a $240 commercial card reader/writer and a customized unit powered by a microcontroller, which cost about $20 in parts. We developed the capability to read cards, write arbitrary data to cards, simulate card swipes through a reader using a flux reversal pattern generator, and “sniff” data from up to 16 live swipes using a single microcontroller which can be easily hidden in the reader's housing. We tested and successfully demonstrated these capabilities on the live Lenel system under the supervision of the university's Department of Public Safety. Based on our findings, we recommend that the university use neither social security nor university ID numbers on the cards, that it use magnetic card access only in low-security areas, and that it use a more sophisticated and secure system such as proximity smart cards for access to high-security areas. While the analysis and recommendations presented in this paper are aimed at...
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...Mp3 Players In the Classroom By: Angel Larson, Jessica Gallo, Ashley Dorzok and Michael McClanathan We questioned if MP3 players should be available to students at Moraine Park Technical College. If so, would they improve productivity and student morale? Since many students already use their MP3 players when doing homework and/or listening to reading material for school, we believe the chances for MP3 players being used will continue to grow. Should college students at Moraine Park Technical College be awarded a MP3/iPod player to use throughout their educational career? Would having the ability to download audio books, learning materials, and/or podcasts enhance students’ learning, or become a distraction and hinder it? The purpose of our research is to decide if MP3 Players should be available to Moraine Park Students and whether it will improve productivity and student morale. Variables used will include resources and a survey given to our demographic. Our hypothesis is that productivity will increase greatly if iPod’s/MP3 Players were provided to students at Moraine Park Technical Colleges. These devices can be used to store books, lecture notes, and class videos. They are portable; making it easy to carry in a backpack, purse and often times, pockets. Students and Instructors can take advantage of these devices by uploading appropriate lesson plans and study guides to their MP3 players. While music and audio books enhance concentration, we believe...
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...University Marketing Research and Comparative Strategy dba 8230 Angel H. Collado May, 13th 2014 Article reviewed by Angel H. Collado Carter-Pokras, O.D. PhD., Jashchek. G. MPH, Martinez, I. PhD., Brown P.B., Mora S.E. MA, MPH, Luciani, I. PA; Perspectives on Latino Health Promoter Programs: Maryland, 2009. American Journal of Public Health, 101(12), 2281-2286, doi:10.2105/AJPH.2011.300317 About the authors Carter-Pokras, Olivia.D. PhD. Belongs to the School of Public Health, University of Maryland, College Park, Department of Epidemiology and Biostatistics. Jashchek. Graciela MPH, is with the School of Public Health, University of Maryland, College Park. Martinez, Iveris L.PhD, belongs to Herbert Wertheim College of Medicine, Florida International University, Miami. Brown Pamela B., S.E., MA, MPH, with the Baltimore Medical System of Baltimore, MD. Luciani, Ileana, PA, is with the Latino Providers Network, Baltimore, MD. Newton , Nancy, consultant in Tekoma Park, MD. In this article it was summarize all the relevant information about the common practices and barriers in the design, implementation, monitoring, and evaluation of Latino lay health promoter programs. High rates of uninsurance, low levels of health literacy, and limited access to culturally and linguistically competent care place Latinos at risk for adverse health outcomes and underscore the need to improve access to health services and chronic disease prevention, treatment, and management in this population...
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...Task 1: Organization and Leadership Analysis Table of Content Organization Overview 3 Organization Description 3 Leadership Practices 4 Relationship Between Leadership and Organizational Culture 6 SWOT Analysis 7 Organizational Strengths 7 Organizational Weaknesses 8 Organizational Opportunities 8 Organizational Threats 9 Leadership Evaluation 10 Leadership Strengths 10 Leadership Weaknesses 11 Recommendations for Leadership Development 13 References 14 Organization Overview In this section, I will give you a detailed description of my Chosen organization, leadership practices of its primary leader, and how the practice of the primary leader relates to the organization culture. My chosen organization is Weiser Park Youth Center (WPYC): an after school facility located in Fort Wayne Indiana. I will do an evaluation on Mr. Kweku Akan, who was the site director. I choose this organization because I was once an employee there for several years and will like to better understand how having Mr. Akan as a leader affected the organization culture. Organization Description Weiser Park Youth Center is a community center located in Fort Wayne Indiana. It is under the supervision of the City of Fort Wayne Parks and Recreation department. This organization was established on 1998 to serve as an after school program and a safe haven for children living in the neighborhood and surrounding areas. Due to its location, Weisser Park Youth Center provides services to mostly...
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...DE LA SALLE UNIVERSITY - DASMARIÑAS College of Tourism and Hospitality Management Tourism Management Department A STUDY ON SUSTAINABILITY OF PARKS IN TAGAYTAY As part of the course requirement in ENGL102a Information Literacy Submitted by: Samantha Cezar Kim Ivy Martin Jericho Rafio Izabela Rodriguez Arriel Santos BTM22 Submitted to: Prof. Lydia Villanueva Chapter 1 INTRODUCTION A. Background of the Study This study will discuss what sustainable tourism is, and how it is applied in Tagaytay. The concept of conservation, preservation, and environmental protection have always had as their goal the desire to prevent the destruction of desirable natural conditions and species (Goeldner & Ritchie 2009). The city as a whole is a tourist destination. It is the most visited place by tourists in Cavite, therefore the city will need to be more cautious of how they sustain their attractions. The objective of this research will help understand the tourism industry more, and to raise awareness on how sustainability is applied in Tagaytay’s attractions. This will include various terms used by the tourism industry. B. Statement of the Problem The city of Tagaytay’s popularity among tourists – due to its excellent scenery and weather because of high elevation – the Department of Tourism considers it as a priority area for tourism development and is one of CALABARZON’s tourist center. Ever since Tagaytay became a famous destination for tourists and locals alike, they see to it that their...
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