Executive Summary Research 2022

Executive Summary
In this research study the finding are going to be analyzed. The survey conducted was to
understand the factors that would influence the buyers to buy the jacket and use it. Out of the
total number of people neatly half of them bought the product for the workout while yet a good
half bought it to style up. There are several factors that contribute in prompting consumers to buy
a product. In case of Under Armour, it is the quality and style that it offers at a price range that is
quite affordable. The quality of the product and the utility driven out of it forms the main basis
of the decision making. Price also influence it and this is the sole reason why very expensive
brands are not preferred but brands that offer competitive pricing record the highest sale. This
section is the report of the findings of Under Armour jacket through survey and with relevant
literatures and marketing theories as well considering the current marketing mix that the
company is employing. The findings of this research study need to be aligned with the
communication mix that the company is currently applying. As a researcher, one is also in
position to recommend some strategies that could be used to strengthen the current strategies.

Contents
Executive Summary.........................................................................................................................1
Product Overview and Market Performance...................................................................................2
Marketing Communication Mix......................................................................................................4
Communication Marketing Mix and the Findings...........................................................................5
Recommendation.............................................................................................................................6
References........................................................................................................................................8

Product Overview and Market Performance
The product is track jacket from Under Armour. The track jackets that are produced by this
company is well appreciated by people and those who go to gym are inclined to buy this product
because of its flexibility, variety and also prices. The jackets have quality that lasts longer and
with the price it is quite within the reach of the people who belong to middle income group and
also higher income group.
The market performance of Under Armour is upward rising and in the year 2017 it was ranked in
the fifth position in the most valuable sports business brand. In the graph below the net sales of
Under Armour worldwide can be seen from the year 2008 to the year 2018. The global net sale
of the company is recorded as 5.19 billion U.S. dollars in 2018. This is growth is substantial to
classify Under Armour as one of the fastest growing sports brand in the world.
The sport wear industry is a growing industry and in the years to come, it is going to record a
higher growth than right now. The two companies that are dominating the sports company is
Adidas and Nike (Araujo Caldwell and DeFanti, 2018).