Swot Analysis Of Under Armour

744 Words2 Pages
bulb-icon

Recommended: Under armour strategy analysis

NAME : MORENA MALLANE

MODULE : MBXR 218

STUDENT NUMBER : 25024949

SUBMISSION DATE : 23 MAY 2014

ASSIGNMENT 2 : MARKETING MIX

Company Background
It all started with a simple plan to make a superior T-shirt. A shirt that provided compression and wicked perspiration off your skin rather than absorb it. A shirt that worked with your body to regulate temperature and enhance performance. (Kevin Plank)
Under Armour was founded in 1996 by former University of Maryland football player Kevin Plank. Under Armour is the originator of performance apparel-gear to keep athletes cool, dry And light throughout the course of a game, practice or workout.

Under Armour Marketing Strategy
TARGET MARKET
Under Armour basically is a product specifically made for sports. With this in mind it is very easy to determine the potential target market that is associated with this company. Sportsmen and sportswomen are the exact target market for Under Armour products; they target these particular groups knowing very well that in the different sporting fields there are fanatics who follow exactly what their favourite player wears. Covering almost all sports in the world it attracts people from different parts of the world. Under Armour covers a range of sports like rugby, soccer, golf and even athletes. From the information above we can and the fact that it focuses on sports and athletics we can assume that a large number of people will be interested in their products.
HOW ARE THEIR PRODUCTS PRICED?
Prices for Under Armour products are relatively low since they are trying to compete in a market that is dominated by the likes of Nike, Puma, Adidas and Mizuno. These fierce rivals are all fighting for market ...

... middle of paper ...

...products from their web site online or attract them to visit their nearest sporting store.
SALES PROMOTION
Sales promotion is usually a short-term sales incentive that works effectively, but is subject to price sensitivity. They usually offer free delivery and transportation of products if they are ordered in a certain amount.
PUBLIC RELATIONS
Under Armour uses public relations as a tool to maintain good relationships with their investors. This is of importance in order to maintain quality investor relations to ensure that current shareholders continue to supply company with funds.
MARKET COVERAGE STRATEGY
This is a plan of promotion tailored to fit the target market that interests the planner. Under Armour a different promotion offer that is made to offer a variety of products. They use different lines that fall under the company but offer different benefits

Show More
Related

  • Under Armour Pathos

    489 Words  | 1 Pages

    Under Armour’s product is swim gear. They sell their product by doing what Adidas did, used motivation, emotion, and a message to connect with the audience. But, Under Armour used a famous celebrity named Michael Phelps. The audience starts to pay attention to the ad and either feels connected or wants to be a better athlete like Phelps. Under Armour finally manipulated their audience into buying their

    Read More

  • Swot Analysis Of Lululemon Athletica

    1002 Words  | 3 Pages

    day. lululemon athletica uses fabrics for their apparel that are most suitable for athletic pursuits. The main fabric that they use is called “luon”, which is a mixture of spandex and nylon. The sizes that lululemon athletica offers range from US sizes 2-12 in their tops, bottoms, sports bras, and outerwear. Since lululemon athletica caters to men and women, their product mixes for each gender vary a bit.

    Read More

  • Rhetorical Analysis Of Under Armor

    743 Words  | 2 Pages

    Overall, Under Armor did an outstanding job targeting young, aspiring athletes to do what they want to do with their life. They used logic to show how hard the athletes work along with emotion to show how serious they take their training. Finally, Under Armor used the credibility of the athletes to sell their new training shoe. This commercial will make anyone want to purchase a pair of shoes and workout themselves. Since the commercial is on such a serious level, viewers emotionally connect with it which makes Under Armor seem like the best brand

    Read More

  • Buyer's Behavior Of Under Armour: Case Study Of Buyers

    900 Words  | 2 Pages

    Under Armour’s target market is consumers that are involved in physical activities. The demographic age groups that they cater to varies from youth to adults. Their products can with stand any weather condition from cold weather to warm weather, which means their product can be used in any geographic location. These consumers can be either light user like walkers or heavy users like football players.

    Read More

  • Phil Knight Research Paper

    1030 Words  | 3 Pages

    Phil Knight envisioned an athletic apparel company that focused on the athletes, and their shoes. He wanted to focus his “company around the needs of the athletes” and make products that athletes would want to wear and represent (Van Dyke).

    Read More

  • Under Armour

    999 Words  | 2 Pages

    Under Armour is a leading athletic clothing line directed towards the overall athlete who is looking for the most comfort during extracurricular activities. The mission of the company is, "to provide the world with technically advanced products engineered with exclusive fabric construction, supreme moisture management, and proven innovation. In short, every Under Armour product is doing something for you; it's making you better."

    Read More

  • Under Armour Case Study

    1299 Words  | 3 Pages

    This company has seen major expansions in outlets throughout the world over the years. Adidas on its part has managed to build a powerful brand through its technological innovations and aggressive marketing where they spend up to thirteen per cent of their revenue besides offering high quality services. These scenarios seem to present Under Armour with a massive competitive disadvantage. Through an inside-out perspective, Under Armour has been able to concentrate on the growth mission. Its mission is about building ... ...

    Read More

  • The Success of Under Armour

    2505 Words  | 6 Pages

    Under Armour has a mission statement that clearly states what they wish to accomplish and how they will do it. “To make all athletes better through passion, design, and the relentless pursuit of innovation”, this is a powerful statement that makes consumers and the competition aware that this organization will strive to help athletes everywhere reach their potential (Mission, 08).

    Read More

  • Essay On Nike Advertising

    1782 Words  | 4 Pages

    When comparing prices, consumers can find the exact same style Nike boot in Adidas and pay a lower price. Essentially what the consumer is paying extra for is the Nike brand. Looking back at my journal you can see I wore the Adidas boots one time, then went out and bought Nike boots. “Brand loyalty is based on an emotional connection toward the brand and a conscious commitment to find this brand each time the consumer purchases from this category.” 112 Brand Promotion I could have worn the Adidas boots for free but I spent the time and money to go purchase the Nike brand. “brand loyalty and advertising work together to create another important economic effect related to pricing flexibility and profits. When consumers are brand loyal, they are generally less sensitive to price increases for the brand.” 45 Advertising and Integrated Brand Promotion Being able to raise prices but still keep the consumer market is very valuable. This is one of the main reasons brands strive to have brand loyal

    Read More

  • Informative Essay On Sports Shirt Sales

    750 Words  | 2 Pages

    “It just grew from there,” says David, “It has its own endowment. It essentially provides funds to students at the university to be able to do just about anything and experience just about anything at Notre Dame that they may not be able to do otherwise because of their financial situation.” Under Armour is a close second at Norte Dame. The university signed an agreement with Under Armour in 2014. “UA is the official sideline provider for the university, and it is driving more and more of our business,” says

    Read More

  • Competitive Strategy Of Lululemon

    812 Words  | 2 Pages

    Lululemon Athletica, Inc. (Lululemon) is renowned for its technical, high-quality yoga-inspired apparel for women. However, the company is growing beyond this niche market and is therefore altering its competitive strategy. Lululemon utilizes a broad differentiation strategy because its target market is broad and its product line is varied, it stresses product innovation, and its community-based marketing and retail experience sustain its differentiation from competitors.

    Read More

  • Nike Marketing Goals Essay

    893 Words  | 2 Pages

    Nike’s focus for fashion forward women is the following: lead the athleisure trend, increase advertising, and the introduce the #BetterForIt social media campaign. We need to focus on the athleisure trend by increasing our portfolio for the women target market. Athleisure is already 20% of the firm’s revenue and we need to recognize that women are leading this fashion movement. Under Armor and Lululemon are already making headways in this fashion focused market. We need to emphasize our athletic technologies, promoting lighter fabrics and better performance, while still maintaining a level of comfort and fashionability. Increasing the portfolio means nothing if women don’t know we’ve done just that. Nike will need to increase advertising specifically with this target market in mind. The #BetterForIt campaign is one important aspect of these advertising efforts. Similar campaigns should promote and help “normalize” athletic wear in everyday

    Read More

  • Case Study Of Recommendation For Under Armour

    703 Words  | 2 Pages

    The second recommendation for Under Armour is that they should develop a shoe line and marketing campaign for women, based on the idea of everyday athlete. Focusing on the fact that women want to compete and have the same performance benefits that everyone wants, but also have a shoe that is stylish enough that she can wear straight

    Read More

  • Compare And Contrast 4ps And Value Approaches To Marketing

    722 Words  | 2 Pages

    Promotion. Finally comes promotion - informing the customer on the qualities and advantages of the product so that the potential buyer learns about the product, prefers it to those of the competitors, and has an opportunity to buy it at some place.

    Read More

  • Amateur Athletes

    1199 Words  | 3 Pages

    ...ual Income Statement). Adidas has chosen not to make their advertising plans publicly known (How Much Money Does Adidas Spend on Advertising?).Under Armour is an up and coming company founded in 1996, their net income starting at 46.79 million and by 2013 ending with 162.17 million dollars (UA Annual Income Statement). Under Armour is focusing their advertising on internet marketing and mobile marketing, 6,500 dollars towards a mobile app and an overall advertising budget of 40,000 (Zoe Suffety).

    Read More

More about Swot Analysis Of Under Armour

Open Document