Under Armour Strategic Management Strategy

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UA Written Analysis: Vice President As a leading developer and manufacturer of sporting apparel, footwear, and accessories, Under Armour (UA) has been able to rapidly expand both our domestic and international market share due to exceptional marketing strategies and high-profile endorsement contracts with globally recognized athletes (UA, 2016; David & David, 2016). For example, our endorsements with professional superstars such as Stephan Curry, Bryce Harper, Tom Brady, Cam Newton, and Michael Phelps, has allowed to strengthen our brand image as well as global awareness against our major competitors (Feloni, 2015). For example, with the support of these athletes and our ever-improving supply chain management process, we have been able to …show more content…

Specifically, a Competitive Profile Matrix (CPM), Internal Factor Evaluation (IFE), and External Factor Evaluation (EFE) Matrix are provided in Appendix A, B, and C respectively (David & David, 2015). Designed to identify our strengths and weakness and quantifying their importance to industry success, UA’s rating in critical success factors such as advertising, product quality, price competitiveness, management, financial position, customer loyalty, global expansion, and market share, remains lower compared to their main competitor and market share leader Nike (David & David, 2015). Specifically, management effectiveness, financial position, and market share remain factors in which we can direct additional resources and improve our strategies in a highly competitive global market place. As depicted in Appendix A, although price competitiveness and customer loyalty are the lowest ranks factors, both apparel and footwear industry analysis dictates a high degree of buyer independence and low-cost switching, which remains a significant hurdle for the entire industry (MarketLine, 2015a; MarketLine, 2015b). Both factors indicate that brand loyalty is not an important factor and that there is a high tendency to switch between brands (MarketLine, 2015a; MarketLine, 2015b). Therefore, it will be in UA’s best interest to improve our management effectiveness and financial position to improve their market

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