Nike Swot Analysis Essay

UA’s perceived strengths are in their expansion into new product lines and their use of new technology to improve their products. They also target specific markets. However, according to industry analysts, a weakness could be that they are very dependent on US sales and also depend heavily on a limited number of distributors such as Dick’s Sporting Goods and Sports Authority. Another possible weakness is that the company may be spreading their resources by going after powerful competitors like Nike, which is known to have greater resources to compete in the area of footwear where Nike dominants. As an example the company was unable to woe away Kevin Durant from Nike which could be interpreted by customers that UA is not yet in Nike’s league.

The apparel market is also becoming attractive to other up and coming competitors like Abercrombie so it may get crowded resulting in more resources to be shifted to that product line. However to give credit, UA seems innovative in exploring new technologies and new lines of business such as the fitness apps which some of the other competitors are not fully exploring.
On UA’s website, their mission statement states “Make all athletes better through passion, design and the relentless pursuit of innovation” which essentially has grown and turned into more of a culture rather than a statement. The brand itself has emphasized this culture with the symbolism of athletes relentlessly attacking obstacles and achieving success. It seeks to demonstrate that it embraces the heart of an underdog, being hungry and eager to compete against the best, not just competing but also winning. The core values of innovation, inspiration, reliability, and integrity all fit well with this mission and culture (https://www.underarmour.com/en-ca/) and are effective in the organization’s brand image building.
In its early years starting from 2003, UA featured Eric Ogbogu, a former NFL defensive end for the New York Jets, the Cincinnati Bengals, and the Dallas Cowboys and also one of Plank’s former Maryland teammates. He famously shouts “We must protect this house,” which has changed into an emphasis on “I will.” This statement has broader relevance and is intended to go beyond team challenges to individual ones. UA was strategically featuring a few under-the-radar athletes in order to compete with Nike. As stated in the online article, these athletes exemplified authenticity and personality without being budget-busting. (https://www.prophet.com/theinspiratory/2014/08/19/i-will-vs-just-do-it-the-under-armour-success-story/)
The marketing mix is a business tool used in marketing and by marketers.

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.

From a promotional standpoint, the big break in 1999, when Warner Brothers contracted UA to outfit its actors for two of its upcoming football movies, Oliver Stone’s “Any Given Sunday” and “The Replacements” paved the way to other promotions in places like sports magazines, television commercials, internet and their sponsored athletes, events and teams. Social media is used quite effectively such as Pinterest and has reaped great rewards.

The company has won awards for example the 2014 Ad Age Marketing Award for its strong marketing campaign to promote its women lines. UA’s “I

Will