Under Armour case analysis

Document Type:Case Study

Subject Area:Economics

Document 1

One of the key strategy is expanding its sales outside the United States. This is a global strategy aimed at opening up new markets that other market player like Nike could be edging. The expansion strategy is akin to exploring the demands and market conditions in foreign countries and subsequently developing better products that suit the market gap. Increasing global presence is essential in bolstering the supply of the company’s products. Another strategy is the use of celebrity and endorsement by teams which is purposed to expand the brand of the company. The implementation of the product differentiation strategy has seen the Under Armour command a premium price for its products, enhance customer loyalty in the markets where it has colonized, as well as increasing sales indices.

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Besides, the strategy enables the company to charge different prices for its products in different markets. The weighted competitive strength assessment of Under Armour, Nike and Adidas Group. Under Armour Nike Adidas Competitive strengths Weight Strength rate (1-10) Weighted score Strength rate (1-10) Weighted score Strength rate (1-10) Weighted score Brand recognition 0. 89 Product design & innovation 0. Based on the findings from the assessment, Under Armour ranks the lowest in terms of the key strength factors prevailing in the industry. Under Armour has weighted score of 6. 78, which is far lower compared to those attained by Nike (7. 95) and Adidas (9. As a result, Under Armour is highly disadvantaged in competing with Nike and Adidas. The company’s focus should shift towards Asia and Latin American markets.

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