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Essay on nike vs adidas
The current state of competition in the Nike industry
Introduction of Nike and adidas
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In order to beat its competitors, Under Armour Company can engage in market sensitive fresh product invention. New products are more likely to draw curiosity amongst the populations especially if they commensurate well with the prevailing trends (Hill & Jones 2009, p. 308).
UA concentrated on the outside-in (market responsive) approach to carry out its strategies. It is reported that it sourced unique synthetic materials and employed on field product development. This enabled it to create the performance apparel segment in the athletic apparel market.
Under Amour Company ventured into a market segment that was overcrowded, it had thousands of companies that competed against each other. Out of the many companies involved in the trade, the two most formidable threats seemed to be orchestrated by Nike and Adidas. These are two giant sports apparel and footwear, which pride themselves as having been long term veterans in the industry. Nike in particular was christened as the ultimate shoe and athletic apparel company with revenues of $18.6 billion, net income of $1.9 billion and more than thirty two thousand employees globally in the year 2008. This makes it the largest athletic shoe and apparel seller in the world. 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 ...
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...d it to establish a brand image characterized by authenticity and quality. Moreover, they came up with a more enduring concept of ‘comfortable, sweet-wicking gear’ which help the perception of the Americans on athletic clothing. UA also managed to convince former team mates like Eddie George to wear its shirts. This strategy worked well, for it enabled the shirts to gain further and wide exposures.
Works Cited
Carpenter, MA & Sanders, WG 2007, Strategic management: concepts: a dynamic perspective, Prentice Hall, New Jersy.
Furrer, O 2010, Corporate level strategy: theory and applications, Taylor & Francis, New York, NY.
Hill, C & Jones, G 2009, Strategic management theory: an integrated approach, Cengage Learning, New York, NY.
Wit, BD & Meyer, R 2010, Strategy: process, content, context : an international perspective, Cengage Learning EMEA, London.
2. Thompson and Strickland (2002), Strategic Management: Concepts and Cases, 13th Edition, Chicago Irwin Publications.
Under Armour provides innovatively designed performance products that incorporated a variety of technologically advanced fabrics and specialized manufacturing techniques, all in attempt to make the wearer feel “drier, lighter, and more comfortable.” This is Under Armour’s core competitive strength.
The success and popularity of Under Armor products has attracted many competitors to develop similar products and, inevitably, will result in new entrants to the industry. This will eventually cause a decrease in profitability for all competitors. Under Armor must continue to better their product and adapt to the needs of their market in order to stay ahead of the competition. Differentiating their products will help the company as a strong competitor in a rapidly growing industry. Developing and patenting one of a kind products would help to ensure their continuing and prevailing success, while deterring new companies from the market.
In an increasingly competitive market with strong rivals such as Reebok, Adidas, Nike’s latest strategy is offering consumers the shoes they desire. This is done by providing customers with the option of designing their own shoes. At Nikeid.c...
Strengths. Through the innovation of high tech undergarments for athletes who compete in various climates, Under Armour is the leader in the industry. The innovation has created a high quality apparel with brand loyalty. The fabric is moisture-wicking geared to high demand of a target market. The ability of
They could overtake Adidas if they continue with their innovative strategy because they’re only $3.5 billion away. Since now-a-days consumers are all about technology and new innovative products, if Under Armour continues with their innovative strategy they will continue to see an increase of financial growth, become a major competitor for Adidas, and a closer competitor to Nike.
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."
The marketing mix is often crucial when determining a product or brand's offer, and is often associated with the four P's: place, promotion, product and price. UA’s four P’s match their target market perfectly. UA uses an ease of reach approach in placing its products. You can purchase items in stores or online, prices being somewhat cheaper than the competition but surely providing a deal for its consumers for the quality and performance given for their dollar. UA has also expanded into brand stores which provide another offering to consumers. The company uses a targeted market approach to save expenses related to extensive research. Its well defined target markets include the Hispanic market which has exceeds all ethnicities for its interest in fitness wear. Its international expansion is helping place its products within easy reach of buyers throughout the world.
As a brand marketer you have to analyze external opportunities and threats. This includes the Environmental analysis. To become a part of this under Armour team you need to have a clear understanding of everything going on with the products. You will also need to lead a cross functional team with members from each branch of the company. This will also include a supervisory responsibilities. This carries out the responsibilities in agreement with the organizations policies and applicable laws. The responsibilities will include, interviewing, hiring and training employees,
In 1996, Under Armour,Inc. (UA) was founded by Kevin Plank as a former University of Maryland football player. Kevin Plank started his business with the idea of alteration athlete’s T-shirt. The shirt uses moisture-wicking fabrics to keep athletes cool and dry, and worked in a body to regulate temperature for enhancing athlete performance (Under Aumour, “About Under Armour” n.d.). Under Armour’s mission statement is to make all athletes better through passion, design and the relentless pursuit of innovation (Under Aumour, “Brand Mission”n.d.). Under Armour has developed different product for athletes to use in different seasons for men, women, and youth such as HeatGear that is designed to be worn in high temperatures, ColdGear, which is designed to be wore when the body circulate body heat from hotspot to the normal body temperatures, and AllSeasonGear, which is designed for wearing in changing temperatures (Under Aumour, “About Under Armour” n.d.). Under Armour develops, markets, distributes its apparels, footwear, and accessories for using in the athletics in various continents such as North America, Asia, Europe, the Middle East, and Africa. It is looking for expanding market in the future (Under Aumour, “Shop of Under Armour”n.d.). Under Armour’s headquatered is in Baltimor, MD. Moreover, it also operates in Canada, the United Kingdom, Australia and other 80 countries (Under Aumour, “Find a Retailer”n.d.). It distribute its products through retail stores and online.
(ua.com) The mission statement is to make better and passionate about athletes is different from other competitor’s sports apparel companies like Nike and Adidas. The founder of Under Armour, and former football player Kevin Plank, change and improve the sports apparel industry by creating apparel that used synthetic materials that handled body temperature and regulate it. This enhancement in apparel to regulate temperature is powerful to athletes because not only will they be stronger but last longer in stress situations. As an outdoors person and a long distance runner I have experience the advantage of this apparel and notice when it is worn that the shirt does not become drenched in sweat which creates less weight. This has created the apparel of choice under armour historical milestone, product offered and designed, among under armours competitors who are they and where there with respect
Under Armour was invented long ago and is still popular today. Kevin Plank started Under Armour in 1996 when he was only 23 years old. Plank grew up in Maryland and played football in high school and college. Whenever Kevin played football, his undershirt constantly got sweaty. He thought this felt unpleasant and desired a solution. One day while Kevin was playing football, he realized his microfiber football shorts didn’t get sweaty. This provided him an idea, he would take that material and create athletic shirts.
Under Armour is a company that never stops innovating, as it has more than 40 scientists, and engineers always workin in hopes of finding the next successful idea. UA also hosts two “Future Show Innovation Challenges,” each year, so that young, and ambitious entrepreneurs around the world have the opportunity to showcase their ideas. This Under Armour future show is the base (starting point) of many of the products that Under Armour releases, or plans to release year after year. Usually around 12 finalists are selected amongst 1,000’s to meet in Baltimore at the Under Armour headquarters where CEO Kevin Plank and his team analyze the products. It’s an opportunity for them engage with entrepreneurs who may be see something that they may not
There are as many brands as there is ants in the world, but the two brands that pop out are adidas and nike. Those two brands have been going head to head for ages to see who is the better brand. It’s been tested, compared, and debated which brand is better. Whether it’s the quality of the materials or the cost of it, the debate is ongoing. Both brands have been fighting for the top ever since they were both created and I don’t blame them it’d be fantastic to be the best brand in the world. When Nike and adidas are contrasted, it becomes clear that the Adidas brand are better for the overall consumer and enhances sport performance than Nike.
Under Armour has always set aggressive targets for themselves and they should not change that now. The leadership team believes that “a 3% share of the (athletic footwear) market would nearly double UA’s total revenue” (Wheelen, Hunger, Hoffman, & Bamford, 2015, 2012, 2010), and this should be another one of the metrics that Under Armour monitors and grows.