Under Armour Case Study

1. Innovation and technology advanced

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.

2. Diversity product portfolio

Under Armour is not only focus on football product; it expanded segments to baseball, hunting, fishing, running, mountain sports, skiing, hockey, and golf.

3. Good brand equity

The impressed interlocking “U” and “A” logo and innovatively designed products help consumers being familiar with Under Armour, creating and developing good brand equity.

4. Collegiate and professional teams sponsorships

UA has a big opportunity to expand international market to enhance its competition. Advantage: Expanding the sale of products in foreign countries will help UA to become a global competitor in the world market for sport apparel and performance products; enhancing the global awareness of UA brand name and strengthening the appeal of UA products worldwide. Disadvantage: Expanding to global market is a costly strategy; UA will have a struggle time at first, because its competitors, like Nike, Adidas, have secured international market share.

Alternative B: increase the number of retail stores Compared with UA’s competitors, UA has less retail stores. Advantage: providing more opportunity to customers to be aware of and buy UA products; increase sales in the long run. Disadvantage: increase the expense of leasing and managing retail stores; widely distribution will produce more opportunity to competitive with competitors directly, for example, they are located in the same mall.

Alternative C: extend product