Under Armour Swot Analysis Essay
Organizational Background Analysis: Under Armour, Inc. Under Armour was founded in 1996 by former University of Maryland football player, Kevin Plank. The company’s main objective is to create high quality performance apparel; their overall mission is to make all athletes better through passion, design and the relentless pursuit of innovation.
The primary product that the company provides is specially engineered performance apparel, made of synthetic fabric, which is designed to keep athletes cool, dry and light throughout the course of the game, practice or workout. Under Armour uses complex technology to create a diverse product assortment for men, women, and children. These products included workout tops, bottoms, shoes, accessories, and …show more content…
Their top two competitors are Nike and Adidas; other competing companies include Columbia Sportswear, Lululemon, Reebok, etc. Because Nike and Adidas are Under Armour’s main competitors, these three companies make up the overall market. At the end of the 2014 financial year, Under Armour’s market share was about 17 percent with $2.6 billion in sales for the year. Nike dominated the market with 74 percent of the market share and $11.8 billion in sales. Adidas trailed behind, making up the remaining 10 percent of the market …show more content…
Diane Pelkey, the vice president of global communications and entertainment has been with the company for seven years and has helped the organization grow from the ground up. CEO Kevin Plank has openly praised her hard work and dedication to the company, and describes her as a crucial member of the Under Armour team. Erin Wendell (the Senior Manager/Director of global communications) and Tai Foster (Director of global communications) have also done great work for the company’s public relations and without them the company would not be nearly as successful as it currently
The primary product that the company provides is specially engineered performance apparel, made of synthetic fabric, which is designed to keep athletes cool, dry and light throughout the course of the game, practice or workout. Under Armour uses complex technology to create a diverse product assortment for men, women, and children. These products included workout tops, bottoms, shoes, accessories, and …show more content…
Their top two competitors are Nike and Adidas; other competing companies include Columbia Sportswear, Lululemon, Reebok, etc. Because Nike and Adidas are Under Armour’s main competitors, these three companies make up the overall market. At the end of the 2014 financial year, Under Armour’s market share was about 17 percent with $2.6 billion in sales for the year. Nike dominated the market with 74 percent of the market share and $11.8 billion in sales. Adidas trailed behind, making up the remaining 10 percent of the market …show more content…
Diane Pelkey, the vice president of global communications and entertainment has been with the company for seven years and has helped the organization grow from the ground up. CEO Kevin Plank has openly praised her hard work and dedication to the company, and describes her as a crucial member of the Under Armour team. Erin Wendell (the Senior Manager/Director of global communications) and Tai Foster (Director of global communications) have also done great work for the company’s public relations and without them the company would not be nearly as successful as it currently