Under Armour Swot Analysis

New market opportunities could be a way to push Under Armour forward. Expanding the product service lines by under armour could help them raise sales and increase their portfolio. Expanding into other markets could be a possibility for under armour. Forming strategic alliances and joint ventures is an opportunity for under armour to maximize profit and gain new business. Reduce prices of the products. Increase number of retail outlets.

Under Armour’s biggest weakness is that they have to competing with top players in the industry

Under Armour is in the Textile- Apparel Clothing industry, in the consumer goods sector. The market has been driven by economic recovery, new product offerings and a

Under Armour is a pioneer company in sports apparel industries. Its mission is to use innovation and science to increase the athletes’ performance. The corporation also uses synthetic materials to make sports apparel. Essentially, this technology improved the performance of athletes consequently differentiating Under Armour from its competitors. However, these rivals have since integrated synthetic materials to their product lines (Under Armour, 2014).

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The first exposure is presented to Under Armour is their relationship with the overseas manufacturing partner. Shortages of raw materials, delays, and inefficiencies in the manufacturing process can disrupt the product launch. If Under Armour is going to make claims to deliver top notch equipment in a period of time, they have to rely on overseas communication, manufacturing and delivery to do so. There is a concern that the increases in the manufacturing costs can start reducing profit-margins. As seen over the past election debates,

a. Under Armour’s approach towards innovation is very unique, they think and plan out their projects thoroughly in order to create a one of a kind product that could be appealing to their consumers. The company has been extremely progressive throughout the years in order to stay ahead of the other competitive companies in their targeted industry. By constantly updating and coming up with different product lines, such as compression shirts and cleats, Under Armour is able to compete with other top athletic wear company’s in their market. If

Under Armour’s strategy is to offer superior alternatives to competitor products. They strive to dominate by offering the best products on the market. Under Armour has expanded its business by acquiring MapMyFitness and partnering in joint ventures with DC Comics and Marvel Entertainment. Analysis and

Under Armour was founded in 1996 and is known as a leading developer, marketer, and distributor of branded performance apparel, footwear and accessories. Under Armour’s target market is athletes on the professional and collegiate level as well as consumers with active lifestyles. The company’s widely recognized brand is known for performance an authenticity, and is an alternative to traditional natural fiber products and non-performance apparel and footwear. The case analysis performed will evaluate the company’s vision and mission statement, internal and external situation, possible strategy options going forward, and recommendations for the company.

Under Armour is an existing firm that has taken large steps to become a major disrupter in the athletic apparel and footwear market. As this will primarily focus on the footwear segment of this company, it is vital to understand that the entire makeup and beginnings were due to the apparel aspect of their venture.

Competitive Rivalry within the Industry- Nike and Adidas pose threat and Under Armour does not hold patents.

Under Armour is currently one of the leading companies in the sports apparel industry whose mission is to “Make all athletes better through passion, science, and the relentless pursuit of innovation”.1 When Under Armour first broke into the sports apparel industry it was a disruptive pioneer that initially made the two giants, Nike and Adidas, a little weary. Under Armour revolutionized the sports apparel industry by creating apparel that used synthetic materials as an alternative to natural fibers, such as cotton, or other materials, such as polyester. This all-important switch to these materials resulted in a 2“shirt that provided compression and wicked perspiration off your skin rather than absorb it. A

This would certainly be a deterrent for new companies wanting to get into this industry. Under Armor is not really threatened by new players. This would be true for Nike and the Adidas Group as well. Threat of substitutes • Under Armour, Nike, and the Adidas Group all face threats of substitutes. Substitutes can have some allure for customer/buyer.

Under Armour uses the value-based pricing strategy which means that their products will be priced a little higher than the competition, but still in line with what the consumers believe acceptable, they believe that their higher quality products compared to competitors allows them to do this. Customers are willing to pay more for products that have higher quality. In order for Under Armour to stay competitive with larger brands they must continue to develop cutting edge, innovative products that appeal to everyone. Currently, Under Armour is trying to expand in to international markets. In

Since the evolution of the company, Under Armour rapidly expands their business while some internal problems still exist. For example, unprotected intellectual property right issue and supplier relationship management. Also, the current business strategy was focusing on marketing, international expansion, product differentiation, and other expenses while they have weak financial management. These will certainly pose future problems to the company.