Under Armour Case Study The Early years of Under Armour Under Armour was found in 1996 by fullback Kevin Plank. As a fullback at the University of Maryland‚ he got tired of having to change out of the sweaty T-shirts he wore under his jersey but then‚ he noticed that his compression shorts worn during practice stayed dry. This encouraged him to make a T-shirt using this fabric. After graduating from the University of Maryland‚ Plank developed his first prototype of the shirt‚ which
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Under Armour Case Analysis INTRODUCTION TO THE COMPANY Under Armour is a company that started IN WHAT YEAR in the basement of former University of Maryland football player Kevin Plank‚ but is a now large and very well known company. Under Armour has grown to be one of the top selling brands of athletic wear and is rapidly growing. CENTRAL STRATEGIC ISSUES Even though it is one of the most competitive athletic wear brands in the Unites States‚ there are a few issues that prevent Under Armour
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1 : Internship 1 Name of business/organization/institution: Under Armour Briefly describe the business/organization/institution: A successful maryland company founded and based on sporting goods and apparel. Is there an application process for this internship program? If so what is the process? (if you can apply online‚ include the link) Yes‚ there is a short application along with an interview. Beyond an application‚ what other requirements are there for applying to the internship (essay‚ transcript
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Organizational Strategy The rapid success of Under Armour is not a mistake. The company dominates the performance apparel category. According to Founder Kevin Plank‚ “The mission of Under Armour is to make technically advanced products that are engineered with superior fabric construction‚ to provide proven innovation available to the masses-aimed at making athletes perform better” (UnderArmour.com). Under Armour uses many marketing initiatives including athlete endorsement‚ product placement‚
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Prepare to hire a young generation will help Under Armour save a lot of money and time in the future. According to Gayeski (2015)‚ the most talented young people in high school and college today may not be interested in traditional jobs and it’s going to take innovative communication and collaboration strategies to recruit and retain them. Therefore‚ the company needs to understand how to drive this generation to work efficiency for the company. Traditional jobs in youth’s perspective when there
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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
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Under Armour’s accomplishment over the last ten years has been nothing but remarkable. However‚ serious threats to the company growth should be a concern. Under Armour is strongly overlooking the fierce competition in the sports apparel industry that has the potential to seriously hold back the continued success of the company. For instance‚ the marketing strategy of Under Armour should face severe scrutiny as the company delivers a particularly wide-range of products‚ still they only focus on their
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Case Analysis Model Begin with a brief introduction which names the company and the industry in which it operates. Then briefly describe the company’s position within the industry‚ and how it is trying to position itself (it is a good idea to write the intro after you have finished all of your analyses). General Environment The industry is the item of interest in the GE model. Each of the following model elements addresses the industry first. 1. Make a profound statement‚ which characterizes
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Porter’s analysis of Under Armour Competition in the industry Only a few companies have the sheer size and established distribution channels to compete against UA. The biggest of these competitors are Nike and Adidas. Both these companies have higher market share and total annual sales than UA. Nike’s trailing 12 month sales is over 31billion‚ Adidas’ trailing 12 month sales is over 16billion‚ and UA’s trailing 12 month sales is just under 4billion. Potential of New Entrants Into the Industry
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remember that Under Armour is a North American brand and the greatest percentage of these team rights that they own are North American-based teams. Though it would be great to expand into global markets in Europe and Asia‚ and keep signing rising star athletes‚ they must first protect their house. In fact‚ that has been the main slogan used by UA often‚ “protect this
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