Swot Analysis: Assignment: Under Armour: SWOT Analysis

Arnold Lioy

September 4, 2015

Week 3 Assignment – Under Armour

SWOT Analysis The SWOT analysis provides an in-depth summary of the internal and external environment which Under Armour is part of in both a company and industry level. It summarizes the strengths, weaknesses, opportunities, and threats facing the company.

Strengths Weaknesses Brand Loyalty Product Lines

High Quality Apparel Focuses Segment

Innovative Product Technology Limited Distribution Network International Market Share

Opportunities Threats Sports Wear Industry Growing Industry Competition

Women’s Wear Industry Growing Similar Products

International Markets

Innovation

1. 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

This is a major plus for the company since their value chain is similar to its competitors. The design is based on the raw material network. This network is made up of both Natural and Synthetic Fibers. Production networks, talking about apparel manufacturers, are the focus of the marketing stage. An example of this in North America would be garment factories in the United States using subcontractors, both domestically and Caribbean based. While in Asia, an example would be Asian garment contractors with contractors, both domestically and overseas. The company secures clients by focusing on export networks. These networks are mainly concerned with retail outlets with brand name apparel along with buying offices around the world and trading companies. Distribution tends to concentrate on retail outlets such as department stores, specialty stores, factory outlets, and mail