Under Armour Case Study

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Patrick Klir GBA 490 – 321 Written Case Study 02/16/2015 Under Armour Case Study “Challenging Nike in Sports Apparel” Table of Contents Executive Summary……………………………………………………...………………3 Dominate Economic Characteristics………………………………………………..…..4 PESTEL Analysis………………………………………...………………………………5 Five Forces Analysis……………………………………………………………………..6 Drivers of Change in the Industry………………………………………………………7 Current Strategy…………………………………….…………………………………...8 SWOT Analysis……………………………………...…………………………………...8 Competitor Analysis……………………………………………………………………10 Financial Analysis…………………………………………...………………………….11 Issues…………………………………………………………………………………….11 Recommendations…………………………….………………………………….……..12 Appendix 1…………………………………………………...…………………….……13 Appendix 2…………………………………………………...………………….………14 Appendix 3…………………………………………………………………….………...15 Appendix 4…………………………………………………………………….………...16 Appendix 5…………………………………………………...……………….…………17 Executive Summary…show more content…
The company was the first to engineer performance apparel to keep athletes cool using moisture wicking technology. After 15 years Under Armour has sales of $1.5 billion and a growing brand name in the $60 billion segment of retail market for sports apparel. Founder Kevin Plank believes that since Under Armour has built an incredibly powerful and authentic brand in such a short time, there are multiple opportunities to expand the narrow product lineup, and the company has been in the early stages of creating a brand name that the company is poised to take over market share and sustain a competitive market advantage over its rivals. These strategies seem to be working quite well as Under Armour has been able to compete with huge rivals such as Nike and Adidas and take away valuable market share from these top

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