Team Developed Strategic Audit – Under Armour (UA) { Group #3‚ MGMT 479C Team Members: WELCOME TO UNDER ARMOUR® EVERYTHING HERE IS BUILT TO MAKE YOU BETTER. www.underarmour.com Kokou Klu Past Corporate Performance Indexes (2009-2010) Strategic Posture Mission – “To make all athletes better through passion‚ science‚ and the relentless pursuit of innovation” Objectives – Become “The athletic brand of this generation. And Next.” Current Strategies Decline in footwear
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Problem Under Armour has become one of the most successful performance apparel brands in the United States. Despite its recent successes‚ Under Armour does have a few problems that could adversely affect its future sales. One general environment issue is how the current economic situation in the United States will affect Under Armour’s sales. As consumers change their buying habits it could hurt its sales severely. Two‚ Under Armour needs to consider how its lack of a diversified supply group
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When you go to the mall are you looking for Nike or Under Armour? There are many similarities and differences between these two brands. Nike and Under Armour both have a wide selection of all kinds of different things that you can find at any sportswear stores including Finishline‚ Footaction‚ Footlocker‚ and Champs. Both Nike and Under Armour are similar in many ways. To begin‚ both are very reputable brands. Nike and Under Armour are both supported by people all around the world. Worn by nearly
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Case Study #1: ARMOUR GARMENTS COMPANY I. Central Problem How can Armour Garments Company adopt to the changing surrounding? II. Objectives a) To encourage middlemen to be loyal to AGC’s products b) To be able to compete with other companies in order to gain profit c) To further develop their products and equipments III. Alternative Courses of Action 1) Allow longer credit terms and offer better trade discounts Advantages: More middlemen will be loyal to its products
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Value-Chain Analysis to Identify Resources and Capabilities at Under Armour The resource-based view (RBV) of a firm lies primarily in the application of bundle of valuable interchangeable and intangible or tangible resources at the firm’s disposal. For a firm to transform a short-run competitive advantage into a sustained competitive advantage requires these resources be heterogeneous and immobile. This is perhaps the biggest struggle Under Armour faces – the challenge of maintaining a differentiated
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General Environment Demographic Target in men‚ women and youth. (Under Armour’s diverse product line for men‚ women‚ and youth is complex‚ but the message is simple: wear HeatGear when it’s hot‚ ColdGear when it’s cold‚ and AllSeasonGear between the extremes.) Cultural differences. (Product transcends cultural differences and it is appealing to many athletes‚ regardless of nationality; Under Armour is puisuing a worldwide scope via regionalization.) Economic Increase economic condition
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Under Armour Enters the Basketball Shoe Market ______________________________________________________________________________ This case was written by Professors George E. Belch and Michael A. Belch. It is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was compiled from published sources. Company Background Under Armour (UA) was
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positioning of Under armour in the sporting products industry market‚ and Under Armour recommendations to improve and increase its market share. My analysis and the information collected from the case itself led me to find key information about Under Armour as a good company. In addition‚ external forces affecting the proper functioning of Under Armour will be identified‚ as well as the different marketing mix strategies used to influence consumer purchasing behavior. An analysis of strengths and
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Assignment 3: Promotional and Advertising Strategies 1) Providing information This paper is my BUS 508 assignment which chosen topic of sports apparel‚ comparing between Under Armour’s and Nike’s swimwear for adult case. The raw material will be shown in table 1 and 2 in appendix. All information is provided from their own website of Under Armour and Nike. Why does it have to be website? Website is the market place that millions customers can go shopping at the same time. This way might save cost and time
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the financial situations of Nike and one of its lead competitors‚ Under Armour‚ and help decide whether they have investment potential. In terms of Nike’s financials‚ their net profit margin was 10.70% (up 1% from last year)‚ as compared to Under Armour‚ which was only 6.75% (down .21% from previous yea). This means that Nike took home 10.70% of their total revenue‚ which is better that Under Armour’s 6.75%. However‚ Under Armour had a gross profit percentage that was
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