Under Armour Executive Summary
Table of Contents
No
Description
1
Executive Summary
2
1.0 Under Armour Backgroung
1.1Vision Statement
1.2 Mission Statement
1.3 Corporate Philosophy
1.4 Corporate Objectives
1.5 Product Offerings
3
2.0 Market Analysis
2.1 Target Market Profile
2.1.1 Market Segmentation
2.1.2 Market Targeting
2.1.3 Market Positioning
2.2 External Environmental Analysis
2.3 Internal Environmental Analysis
2.4 Summary of SWOT Analysis
4
3.0 Market Recommendation
3.1 Recommended Strategy
5
Reference
Executive Summary
Under Armour (UA) is an American athletics brand which has become synonymous with fitness and well-being. Under Armour has been innovating and manufacturing high quality gear for their customers who are mainly athletes and people who lead …show more content…
They have focused their innovations and marketing strategies to manufacture high-tech sporting gears. The company has incorporated performance enhancing materials and fabric in their products that improve comfort, regulate body warmth and wick away moisture to keep athletes comfortable in any weather conditions. Initially Under Armour was designed for male budding college football athletes. However, over the years UA has widened their target market by making professional and lifestyle gears for women and also children. They are the official sponsors for the National Football League (NFL) and the National Lacrosse (NLL) of America.
2.1.3 Market Positioning Under Armour started by marketing products at lower prices pushing their merchandises for college youths. However in recent times, UA have been undergoing massive expansions and have undertaken new objectives to engage with top athletes from many different sporting leagues of the world to endorse their products. Due to their new business ventures, UA have widened their market positioning to the higher end of the scale as well …show more content…
SWOT ANALYSIS OF UNDER ARMOUR Composed By Abhijeet S | Category - Operations on ManagementParadise.com. [online] Available at: http://www.managementparadise.com/article/849/swot-analysis-of-under-armour [Accessed 19 Jun. 2014].
Nicholas, C. (2014). Under Armour vs. the Competition | eDataSource Blog. [online] Blog.edatasource.com. Available at: http://blog.edatasource.com/under-armour-vs-the-competition/ [Accessed 19 Jun. 2014].
Team, T. (2013). Armoured For Growth; Potential Opportunities For Under Armour. [online] Forbes. Available at: http://www.forbes.com/sites/greatspeculations/2013/12/17/armoured-for-growth-potential-opportunities-for-under-armour/ [Accessed 19 Jun. 2014].
Under Armour®, (2014). Under Armour Sports Clothing, Athletic Shoes and Accessories. [online] Available at: http://www.underarmour.com/shop/MY/en [Accessed 19 Jun. 2014].
Washington Post, (2014). Five smart things Under Armour did to take on the sports retail giants. [online] Available at: http://www.washingtonpost.com/blogs/wonkblog/wp/2014/02/07/five-smart-things-under-armour-did-to-take-on-the-sports-retail-giants/ [Accessed 19 Jun.
No
Description
1
Executive Summary
2
1.0 Under Armour Backgroung
1.1Vision Statement
1.2 Mission Statement
1.3 Corporate Philosophy
1.4 Corporate Objectives
1.5 Product Offerings
3
2.0 Market Analysis
2.1 Target Market Profile
2.1.1 Market Segmentation
2.1.2 Market Targeting
2.1.3 Market Positioning
2.2 External Environmental Analysis
2.3 Internal Environmental Analysis
2.4 Summary of SWOT Analysis
4
3.0 Market Recommendation
3.1 Recommended Strategy
5
Reference
Executive Summary
Under Armour (UA) is an American athletics brand which has become synonymous with fitness and well-being. Under Armour has been innovating and manufacturing high quality gear for their customers who are mainly athletes and people who lead …show more content…
They have focused their innovations and marketing strategies to manufacture high-tech sporting gears. The company has incorporated performance enhancing materials and fabric in their products that improve comfort, regulate body warmth and wick away moisture to keep athletes comfortable in any weather conditions. Initially Under Armour was designed for male budding college football athletes. However, over the years UA has widened their target market by making professional and lifestyle gears for women and also children. They are the official sponsors for the National Football League (NFL) and the National Lacrosse (NLL) of America.
2.1.3 Market Positioning Under Armour started by marketing products at lower prices pushing their merchandises for college youths. However in recent times, UA have been undergoing massive expansions and have undertaken new objectives to engage with top athletes from many different sporting leagues of the world to endorse their products. Due to their new business ventures, UA have widened their market positioning to the higher end of the scale as well …show more content…
SWOT ANALYSIS OF UNDER ARMOUR Composed By Abhijeet S | Category - Operations on ManagementParadise.com. [online] Available at: http://www.managementparadise.com/article/849/swot-analysis-of-under-armour [Accessed 19 Jun. 2014].
Nicholas, C. (2014). Under Armour vs. the Competition | eDataSource Blog. [online] Blog.edatasource.com. Available at: http://blog.edatasource.com/under-armour-vs-the-competition/ [Accessed 19 Jun. 2014].
Team, T. (2013). Armoured For Growth; Potential Opportunities For Under Armour. [online] Forbes. Available at: http://www.forbes.com/sites/greatspeculations/2013/12/17/armoured-for-growth-potential-opportunities-for-under-armour/ [Accessed 19 Jun. 2014].
Under Armour®, (2014). Under Armour Sports Clothing, Athletic Shoes and Accessories. [online] Available at: http://www.underarmour.com/shop/MY/en [Accessed 19 Jun. 2014].
Washington Post, (2014). Five smart things Under Armour did to take on the sports retail giants. [online] Available at: http://www.washingtonpost.com/blogs/wonkblog/wp/2014/02/07/five-smart-things-under-armour-did-to-take-on-the-sports-retail-giants/ [Accessed 19 Jun.