Under Armour: Competitive Rivalry Within The Industry

Porter Five Force Analysis
According to the case study ,we can use Porter five force to analysis , that is Competitive Rivalry Within The Industry , Bargaining Power Of Suppliers , Bargaining Power Of Customers , Threat Of New Entrants and Threat Of Substitute Products. Firstly, Competitive Rivalry Within The Industry is very high.Under Armour faces a large competition that are Nike and Adidas and others competitor and but these two competitor: Nike and Adidas own the large market share.These brand have the similar product and smilar prices that in the market and strong brand recognition in international markets. Others company take advantage on customer in other product.
Beside ,Bargaining Power Of Suppliers is low. Under Armour is able to manufacture the product in different country so Bargaining Power Of Suppliers is low .In 2011, approximately 50 to 55 percent of fabric used in UA products came from six supplier , with locations in Malaysia , Mexico , Peru , Taiwan , and the United States . Under Armour’s products were manufactured by 23 primary manufacturers , operating across 16 countries, seven manufacturers produced approximately 45 percent of UA’s products. (Thompson A,2012).However, suppliers share the increased

Wholesale customers such as Dick’s Sporting Goods and The Sports Authority , Academy sports and Outdoors , Hibbert sporting Goods , Modell’s Sporting good , bass pro shops , cabela’s footlocket , finish line , and the Army and Air Force Exchange service. In Canada, the biggest customer were Sportchek Interntional and Spotman Inteternational. (Thompson A,2012). It is easy to move into apparel market . Under Armour’s customers include both wholesale customers and other customers Under Armour have strong brand recognition among them on high input quality products.However, There are still many other brand that such as price , product , promotion , place that can be choose by other