Under Armour Swot Analysis Essay
Under Armour general and direct environments:
The competitive pressures associated with the bargaining power of buyers are moderate. There are two types of buyers: Chain retailers such as Sports Authority, and professional athletic teams. These athletic teams do have the power to negotiate the terms of when and where they will use/wear the apparel. Chain retailers have the power to place product where they choose in the store.
The competitive pressures associated with the bargaining power of suppliers are also moderate to weak. These suppliers are the makers of performance-based fabrics and contract manufacturers that produce the apparel; they are unlikely to start production and sale of the merchandise they produce, although the presence …show more content…
Their product offerings are far from narrow, as they offer not just apparel for men, women, and children, but a wide range of accessories as well: hats, tote bags, protective gear, eyewear, gloves, and socks. Under Armour’s popular product line offers many pricing levels, styles, and fit. Their products are known to offer comfort and mobility in any weather condition.
Under Armour holds distribution capabilities in non-U.S. countries.
The Under Armour brand name is becoming more recognized and popular worldwide.
Under Armour’s market share is growing which adds to its competitive strength and proves that they are becoming a favorable competitor within the industry; the company had boosted its market share from 0.6 percent in 2003 to an estimated 208 percent in 2011, which compared quite favorably with Nike’s swoosh brand (Thompson, Peteraf, Gamble, & Strickland, 2014, pp. …show more content…
Internationally, UA was building its brand image by selling products to European soccer and rugby teams (Thompson, Peteraf, Gamble, & Strickland, 2014, pp. c-49). UA’s growing skills in promoting sales of their products to professional athletes and teams have helped seal their fate as a well-recognized, established, and authentic brand to
The competitive pressures associated with the bargaining power of buyers are moderate. There are two types of buyers: Chain retailers such as Sports Authority, and professional athletic teams. These athletic teams do have the power to negotiate the terms of when and where they will use/wear the apparel. Chain retailers have the power to place product where they choose in the store.
The competitive pressures associated with the bargaining power of suppliers are also moderate to weak. These suppliers are the makers of performance-based fabrics and contract manufacturers that produce the apparel; they are unlikely to start production and sale of the merchandise they produce, although the presence …show more content…
Their product offerings are far from narrow, as they offer not just apparel for men, women, and children, but a wide range of accessories as well: hats, tote bags, protective gear, eyewear, gloves, and socks. Under Armour’s popular product line offers many pricing levels, styles, and fit. Their products are known to offer comfort and mobility in any weather condition.
Under Armour holds distribution capabilities in non-U.S. countries.
The Under Armour brand name is becoming more recognized and popular worldwide.
Under Armour’s market share is growing which adds to its competitive strength and proves that they are becoming a favorable competitor within the industry; the company had boosted its market share from 0.6 percent in 2003 to an estimated 208 percent in 2011, which compared quite favorably with Nike’s swoosh brand (Thompson, Peteraf, Gamble, & Strickland, 2014, pp. …show more content…
Internationally, UA was building its brand image by selling products to European soccer and rugby teams (Thompson, Peteraf, Gamble, & Strickland, 2014, pp. c-49). UA’s growing skills in promoting sales of their products to professional athletes and teams have helped seal their fate as a well-recognized, established, and authentic brand to