Memorandum To: Kevin Plank CC: From: Tanya Date: June 18, 2012 Re: Analysis of Under Armour’s Business Locally and Globally After a thorough analysis of your company, I recommend that you continue the footwear line in the United States and expanding internationally with the performance apparel. I feel that this modification will help the company take advantage in different markets overseas while still expanding in the United States. In this memo, I will first outline what I consider to be your
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Exhibit 1: PESTEL Analysis A PESTEL Analysis targets the components of strategic significance in the macro-environment and measure market potential for success or failure. From this case, we identify the analysis as follows: Factor | Trend | EvaluationO = OpportunityT = Threat | Impact1 = Low5 = High | Political | FDI Policies | T | 2 | Economic | - Increase in price of raw materials and resources- Growth of income- Chinese labor cost increasing | TOT | 553 | Social | - Consumers seek quality-
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Under Armour Adith S. Sitaraman 5 force Analysis: Potential Entrants –Threat of entrants Suppliers – Power of suppliers Competitors (Competitive response) Customers – Customers’ power Substitutes Wholesale perspective: Under Armour’s wholesale distribution to retailers contributed 70 percent of its net revenues. From a wholesale perspective, the threat of potential entrants here is low because, Under Armour is known to provide technology and innovation with its products
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Five Forces Analysis on Competitive Forces Confronting Under Armour, Nike and Addidas Student Name University Affiliation Date Five Forces Analysis on Competitive Forces Confronting Under Armour, Nike and Addidas Under Armour, Nike and Addidas are leading manufacturer of footwear and sports accessories for children, men and women. This products are worn by athletes and persons with active lifestyles. Moreover, their products are sold in nearly all
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Corporate Histories History of Under Armour Under Armour is currently an athletic apparel, footwear, and accessory brand with the mission “to make all athletes better through passion, science, and the relentless pursuit of innovation” (Under Armour website). The brand was founded in 1996 by University of Maryland football player Kevin Plank in the basement of his grandmother’s house in Baltimore, Maryland. Based on his own athletic experience, Plank was inspired to create a sweat-wicking undershirt
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Marian Park Gray Chosen Firm: Under Armour, Inc. Benchmark Firm: VF Corporation CHART: SUMMARY OF FINANCIAL RATIOS NARRATIVE The Current Ratio measures a company’s ability to cover its short-term debt obligations. It is the most commonly used measure of short-term solvency. It is calculated by dividing the Current Assets by Current Liabilities. The Industry Average for 2012 was 4.30. While Under Armour, Inc. is only slightly below the Industry Average, with a Current Ratio of 3
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active wear for casual use. Under Armour produces both performance gear and apparel, so they fall into this industry. The industry is controlled by giant, international companies such as Nike and Adidas. Currently, Under Armour is a small company and is not competing well with respect to the criteria described in the company analysis ETHICS CHECK Products: Under Armour will continue to increase the amount of products it makes from recycled materials. Energy: Under Armour will continue to find ways
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Dr, Arthurs Date: Individual Case analysis: Under Armour: working to stay on top of its game Overview Under Armour, was founded by Kevin Plank, in 1996, one of the major sports clothing and accessories companies in all over the world. They are a supplier of a wide range of sportswear and casual apparel mainly focusing on high technology sportswear for professional athletes. Depending on the high technological and differentiated product lines, Under Armour has dramatic growth rate from 2000 to
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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
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Comparing Marketing Strategies Puma and Under Armour The sport companies must very careful to develop good marketing strategies, because nowadays among of the companies are very competitive like Puma and Under Armour. A good marketing strategy must enable business reach the target or the goals. There are many strategies that the companies want to clear their objective like pricing strategy, product strategy, promotional strategy and distribution strategy. Pricing strategy is a counting way to setting
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