Internal And External Factor Analysis Of Under Armour

Under Armour is an apparel company that has in a short period of time become one of the biggest sporting apparel companies in the world. This paper will describe the history, mission and vision statements, and the evaluation of the internal and external factors of Under Armour. With all of the success that Under Armour has had there’s still some problems that Under Armour needs to address when it comes to reaching out to the women’s market and also venturing out internationally. With all the success that Under Armour has had in such a short time there are several avenues the company can take that will definitely take them to the next level.
Introduction
Under Armour is one of the biggest athletic apparel companies in the world. With only
After conducting an External Factor Evaluation, Under Armour has numerous opportunities and threats. I will address the 3 biggest opportunities and threats below. The strong opportunities that Under Armour has that will make their company even more valuable started with being more attractive to the female eye (Appendix B). By catering more to the female audience it will almost be like opening up a whole new company. With female sports being the biggest that they have ever been, there is not a better time to make this happen. The next big opportunity has is to be able to grow more internationally (Appendix B). Less than 25% of their sales come from other countries which gives their competition an advantage. Under Armour has to concentrate on closing this loop hole as well. Under Armour also has the opportunity to increase their input on social responsibility (Appendix B). In a time where it seems so many people have lost love for each other for some of the worse reasons this opens up a great opportunity for Under Armour to get into the communities and help bring everyone back