Under Armour Case Analysis

Table of Contents
Executive summary
1. Introduction ………………………………………………………………………………………3
2. Summary of the Current Situation………………………………………………….……4
2.1 Current financial Performance………………………………………………………….…5
3. External Analysis……………..…………………………………………………………………..7
3.1 Driving Force for Change……………….……………………………………………………7
3.2 Porters Five Forces Model……………………………………………………………………8
3.3 Key Success Factors………………………………………………………………………….11
3.4 Summary of External Analysis…………………………….…………………………………13
4. Internal Analysis………………………...…………………...……………………………...……13
4.1 Resources and Competences………………………………………….………………………14
4.2 Value Chain Analysis……………………….………………………………………………15
4.3 Comparison of Strength to Rivals…………………………………………..……………….16
4.4 Summary of Internal Analysis………………………………………………………………17
5. SWOT Analysis…………………………………………………………………………………17
6. Strategy Recommendations, Alternatives Analysis and Arguments……………………………19
7. Appendices………………………………………………………………………………………21
Appendix 1: Under Armour Revenue……………………………………………………………………21
Appendix 2: Under Armour Key ratios………………………………………………………………….21
Appendix 3: Value Chain…………………………………………………………………..……………22
Appendix 4: Major competitors market share………………………………….……………..………..23
Appendix 5: SWOT analysis……………………………………………………....................................23
8. Citations………………………………………..……………………………………………….24

Executive Summary Under Armour is a company started by the former University of Maryland football player Kevin Plank. Although the company started in a basement, they have overcome many obstacles financially to have a continual growth in sales. The founder has been successful in developing new and innovative gears and apparels to help stay ahead of their competitors. Under Armour finds it extremely important to maintain relationships with their managers and more importantly with professional teams. The company has prided itself on maintaining a competitive advantage by

Citations: Appelbaum, R., and Gereffi, G., 1994. Power and Profit in the Apparel Commodity Chain in Edna Bonacich et al Associated Press (2009, January 31). Under Armour Takes a Chance on the Shoe Market. CBS http://www.cbsnews.com/stories/2009/01/31/business/main4766488.shtml IMC, WVU lesson 2: IMC Foundation and Key Principles Burke, M. (2013, November 14). Under Armour, With First-Ever Acquisition, Enters The World Of Software monteburke/2013/11/14/under-armour-with-first-ever-acquisition-enters-the-world-of- software/ Cammett, M., 2006 Fool, Motley. (2011,Oct 31). Where Under Armour Is Finding Its Growth Retrieved from http://www.dailyfinance.com/2011/10/31/where-under-armour-is-finding-its-growth/ Roberts, Daniel. (2011,Oct 26). Under Armour Gets Serious. Retrieved from http://management.fortune.cnn.com/2011/10/26/under-armour-kevin-plank/ Industry Canada, 2008. A Canadian Approach to the Apparel Global Value Chain, [online] Available at http://www.ic.gc.ca/eic/site026.nsf/eng/h_00102.html Ronantonnoel. “Strategic Management in a Global Context: Under Armour”. May 31, 2012. http://www.slideshare.net/Ronantonnoel/strategic-management-in-a-global-context-under-armour Team, Travis. (2012,Nov 25). Breaking Down Under Armours $53 Fair Value. Retrieved from http://www.forbes.com/sites/greatspeculations/2012/11/29/under-armour-has-growth-but-is - Morningstar.com. Retrieved December 13, 2013, from http://financials.morningstar.com/ ratios/r.html?t=UA®ion=USA&culture=en-US Under Armour(UA). (n.d.).www, Barchart.com. Retrieved December 13, 2013, from http://www.barchart.com/profile.php?sym=UA&view=ratios