Under Armour Marketing Analysis

699 words - 3 pages

Since its creation in 1996, Kevin Plank's Under Armour has under gone rapid expansion. It has taken over the performance apparel market in the United States, outselling sporting giants such as Nike and Addidas. The company has even expanded beyond the performance apparel line and introduced products including footwear and casual wear. Although it has an immense following in the United States, Under Armour has been facing many difficult barriers to their entry into foreign markets, specifically Europe. These 'entrance barriers' include the increase in competition, the limited scope of their main sport (American Football) in Europe, and the small range of the company compared to the larger, more established companies. However, given the lack of a clear apparel king in Europe and Under Armour's history with clever advertising, it is possible for them to assert their marketing muscles and become a force in the foreign market.

Under Armour, a relatively small-market company, has a very strong foot hold on the American market for performance apparel. It has carved out a niche with American football as its money making force. However, a problem arises in that American football is a small sport in Europe compared to other activities such as soccer and rugby. When attempting to expand into a new market with a sport that isn't very well established, Under Armour has to not only compete against the large market companies such as Nike and Adidas, it also must face competition from European-based companies like Puma. The silver lining is that unlike the American market, no one single company has a strangle hold on the performance apparel market. According to a Commerzbank equity research studyStock:Nike(NKE). (n.d.). Retrieved March 13, 2010, from Wikinvest website: http://www.wikinvest.com/ stock/Nike_(NKE) , only 23% of the market is controlled by the top seven companies, including Nike with a 7% control and Adidas with a 6% control. This leave 76% of the market available for Under Armour to be able to strategically take advantage of.

Fortunately, Under Armour has had the benefit of very clever and effective advertising. ...

Find Another Essay On Under Armour Marketing Analysis

The Success of Under Armour Essay

2839 words - 11 pages ). Under Armour does generate income from their line for women; it is roughly $400,000: which is not even equal to half of their income from their men’s line (Townsend, 2013). This could be due to the fact that men do not understand women’s clothing. They need to incorporate more women into their company so that they may have a woman’s perspective. Another opportunity exists in overseas markets. By increasing their use of target marketing they will be

Under Armour Case Study

1288 words - 5 pages managed to build a powerful brand through its technological innovations and aggressive marketing where they spend up to thirteen per cent of their revenue besides offering high quality services. These scenarios seem to present Under Armour with a massive competitive disadvantage. Through an inside-out perspective, Under Armour has been able to concentrate on the growth mission. Its mission is about building a better shoe, delivering performance

Nike Competitive analysis

2952 words - 12 pages sales compete with their closest rivals in the early 2000's worldwide.Finance and AccountingA financial analysis helps us compare a company's current performance with it's past performanceGives us an idea of how the entire industry is performing as wellLiquidity ratios, profitability ratios, and leverage ratios will give us a good basis of how Nike, Adidas Group, and Under Armour are performingCurrent RatioIndicator of a firm's short term

Peanut butter.

6836 words - 27 pages theory is suggested under four headings he arranged his various topics:1. Analyzing marketing opportunities (the marketing concept, markets, market segmentation, buyer behavior.2. Organizing for marketing activity (goals , planning, decision making, research, models, creativity.3. Planning (theory of marketing programming, product decisions, price, channels, promotion)4. Controlling the Marketing effort (marketing control, sales and cost analysis

Wal-Mart's Planning Levels

1243 words - 5 pages businesses. SWOTT Analysis (Threats)      According to USA TODAY, Wal-Mart, which is the world’s largest private employer with over 1.3 million employees, is still susceptible to threats that today’s society imposes. Stephanie Armour, a journalist of USA TODAY writes, “At the pinnacle of its success, the company is fending off critics who say Wal-Mart discriminates against women, underpays workers, and uses illegal

Discuss the influences on the development of the Panzer arm

1824 words - 7 pages success in the first war years largely rested."Manstein argued that Guderian saw only the Panzer arm, but the general staff had to consider the whole army. He further argued that in contrast to the enthusiastic and impatient Guderian, the chief of the general staff could not responsibly commit the Germany army to revolutionary armour doctrine and organisation before these were fully tested and proven in exercises and manoeuvres. Manstein pointed out

Steps of the Marketing plan as suggested by MacDonald (2000). Explain what each steps means to a company.

1536 words - 6 pages profiles, and market as well as competitor analysis. A company can perform both internal and external audits as it helps to collect and analyze the information available in the business environment so as to help them in problem solving.Step 4: SWOT analysesAccording to McDonald (2000), after conducting the marketing audit, a SWOT analysis is done. A SWOT is the summary of the audit under the heading internal strengths and weaknesses as they relate to

Is Marketing a Science?

3292 words - 13 pages the most thought provoking and insightful article on the question was by Robert D. Buzzell "Is Marketing a Science?"Buzzell defined science as a* A classified and systematized body of knowledge* Organized around one or more central theories and a number of general principles* Usually expressed in quantitative terms* Knowledge which permits the prediction and, under some circumstances, the control of future events.The debate fueled interest in

Analysis of Kingsford Charcoal

1669 words - 7 pages Analysis of Kingsford Charcoal (graphics not included) In this report, we will be analyzing the current performance of Kingsford in the marketplace and identify the main cause of revenue deterioration. Thereafter, a comprehensive strategy and marketing plan will be presented. We will begin with identifying current business orientation of Kingsford. Then, we will analyze its position in the marketplace and various external forces. In

Lululemon Athletica- Yoga Retail Store

1891 words - 8 pages that are located in fitness center such as Dick’s sporting goods. Under Armour is also one of the competitors of Lululemon Athletica due to the fact that the company produces superior clothing for exercise. They compete through popularity and trying to build relationship with yoga and fitness center. Situation Analysis The PEST Factor analysis for Lululemon Athletica is as follow: For economic, the Lululemon customers are typically women

Marketing Mix Paper

1294 words - 5 pages According to Armstrong and Kotler (2005) "marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization" (p. 113). Several variables can be used to help aid in making the right marketing decision. This paper will discuss the four elements of the marketing mix (4 P's) as well as describe how each of the four P's influenced the development of the marketing

Similar Essays

Swot Analysis: Should Under Armour Inc. Export To Brazil?

2039 words - 8 pages Introduction Created in 1996, Under Armour, Inc.’s principal business operations include the designing, marketing, and distribution of sporting apparel, footwear and accessories for men, women and youth. The company has engineered moisture-wicking fabric products, which come in many designs and styles for wear in virtually every climate. The firm seeks to provide a superior performance alternative product compared to traditional sportswear

The Swoosh Will Get To You

1021 words - 5 pages this is convincing of who the true winner is, in the world of marketing. Nike has been on the top of the list selling top of the line products to gain the trust of buyers for countless years. It will take more then a high set goal to take down the massive company, Under Armour will have to make some pretty huge steps in their marketing if they are going to take the title. Until that day Nike is the best sports brand out there, serving the people

Under Armour Essay

3009 words - 13 pages “Dri-Fit. Reebok introduce “Play Dry” and inked an exclusive deal with the NFL, while Nike secured a MLB contract. Meanwhile, Under Armour decided to play fair, as Reebok and Nike used a no-hold-barred approach in doing business. ​Even their marketing strategy is under intense scrutiny. Yes, they do offer a wide-range of products for purchase, yet they only focus on their football apparel for male athletes. Did you know that Under Armour offers

Under Armour Essay

1457 words - 6 pages do not carry her size. As an older sister this was very frustrating for me and my family. As I read more and more about Under Armour and my experience with them in a retail stores, they do not do enough to marketing for the larger men and women. There have been a number of times when I was working at Sports Authority when I had to explain to men and women that they do not carry 2XL. The ads that you see on television with extremely fit men and