Swot Analysis Of Under Armour

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Recommended: Under armour strategy analysis

NAME : MORENA MALLANE

MODULE : MBXR 218

STUDENT NUMBER : 25024949

SUBMISSION DATE : 23 MAY 2014

ASSIGNMENT 2 : MARKETING MIX

Company Background
It all started with a simple plan to make a superior T-shirt. A shirt that provided compression and wicked perspiration off your skin rather than absorb it. A shirt that worked with your body to regulate temperature and enhance performance. (Kevin Plank)
Under Armour was founded in 1996 by former University of Maryland football player Kevin Plank. Under Armour is the originator of performance apparel-gear to keep athletes cool, dry And light throughout the course of a game, practice or workout.

Under Armour Marketing Strategy
TARGET MARKET
Under Armour basically is a product specifically made for sports. With this in mind it is very easy to determine the potential target market that is associated with this company. Sportsmen and sportswomen are the exact target market for Under Armour products; they target these particular groups knowing very well that in the different sporting fields there are fanatics who follow exactly what their favourite player wears. Covering almost all sports in the world it attracts people from different parts of the world. Under Armour covers a range of sports like rugby, soccer, golf and even athletes. From the information above we can and the fact that it focuses on sports and athletics we can assume that a large number of people will be interested in their products.
HOW ARE THEIR PRODUCTS PRICED?
Prices for Under Armour products are relatively low since they are trying to compete in a market that is dominated by the likes of Nike, Puma, Adidas and Mizuno. These fierce rivals are all fighting for market ...

... middle of paper ...

...products from their web site online or attract them to visit their nearest sporting store.
SALES PROMOTION
Sales promotion is usually a short-term sales incentive that works effectively, but is subject to price sensitivity. They usually offer free delivery and transportation of products if they are ordered in a certain amount.
PUBLIC RELATIONS
Under Armour uses public relations as a tool to maintain good relationships with their investors. This is of importance in order to maintain quality investor relations to ensure that current shareholders continue to supply company with funds.
MARKET COVERAGE STRATEGY
This is a plan of promotion tailored to fit the target market that interests the planner. Under Armour a different promotion offer that is made to offer a variety of products. They use different lines that fall under the company but offer different benefits

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