Under Armour Essay

266 Words2 Pages
1. How strong are the competitive forces confronting Under Armour, Nike, and The Adidas Group? Do five- forces analysis to support your answer. 2. What are the key elements of Under Armour’s strategy? 3. What does a SWOT analysis reveal about the overall attractiveness of Under Armour’s situation? The innovation and technology is behind Under Armour is a key driving force to rapid expansion. Despite the fact that the technology for this product was complex, the message was simple “wear HeatGear when it’s hot, ColdGear when it’s cold and AllSeasonGear between extremes. Under Armour major strengths was it’s product performance and strong brand image: these factors established Under Armour as a well recognized and respected brand name. A final major strengths Under Armour was established in 2005 as the brand went public, seeking to sell as much as $100 million in shares of common stock. Following the first quarter, Under Armour held 43% of the total U.S. performance apparel business market. The most noticeable problem was Under Armour Product line. Having a very limted product line was a major waeknes for Under Armour starting off, as it was solely considered a male-targeted brand. Since the brand was perceived as a male-targeted product, Under Armour now had a great opportunity to expand its product line into various segments for example, Women apparel, Children’s apparel, running, outdoors and so forth. Some factors that mat put the company at risk include; increases financial burdens, substitute products becoming available, increases competition from major competitors Nike and Adidas and the lack of no protection over intellectual
Open Document