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Under Armor Case Summary

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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 …show more content…
The pros in having a completely new product line is that people love to see new items it shows innovation and activity in a company. New products have the opportunity to be very successful and hurt existing competitors older products. The con in this new strategy is getting the CEO that’s been running the company for many years to agree with a new approach. Bosses like to think their methods are always best, not in all cases but most. If the strategy doesn’t work the company would take a huge financial loose putting them in a hole worse then the one they started

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