SWOT Analysis: Under Armour

Under Amour The company that I picked was Under Armour. According to reuters.com, a website that evaluates individual companies, “Under Armour is in the development, marketing, and distribution of apparel, footwear and accessories” (Reuters). The Under Armour headquarters is located in Baltimore, Maryland. Under Armour is a national corporation which sells their products mainly in North America. Under Armour also sells its products international in countries like Europe and Japan. The target customers for Under Armour are men, women, and children. This is the marketing plan for the company Under Armour. Every company has to have a business mission statement. This a set standard that a company abides by that makes their company unique.

Under Armour is a company in the athletic apparel business. Under Armour sells shoes and other accessories also. I feel that the company’s business mission statement is understood throughout the organization because the company is always creating new products and new designs for athletes and consumers. In five years, the company will be in the same business that it is today but it will be a worldwide company that will always be empowering athletes and everyday people. All companies have to engage in the situation analysis of their company. Companies will use SWOT analysis in hopes of bettering their companies’ success. SWOT analysis is made up of four words strengths, weaknesses, opportunities, and threats. Every company has strengths and weaknesses that can be improved upon but companies also have opportunities in the market place along with threats from the external environment. Strengths and Weaknesses are things that a company can control. However, opportunities and threats are things that a company cannot control. According to freeswotanalysis.com, a free online provider of a company’s SWOT analysis, some of Under Armour’s strengths are having a good distribution chain, “positive response from customers”, and

By doing the market research Under Armour is now pursuing the idea of marketing their products to women. The company has now started a campaign called “What’s Beautiful” and it targets women to buy their products. The campaign has had huge success. According to a Business Insider article, “Under Armour has reached its highest consumer perception levels with women 18-34 in nearly four years” (Lutz). Under Armour in the last three years has had total revenue in the billions and I do not see this being any different this year. Over the years Under Armour has increased its total revenue each year. This year they will increase on their revenue again because the company as a whole becomes stronger and stronger as the years go by. The organizational structure of the company is another reason why Under Armour has become a successful