Integrated Capstone Project On Under Armour

Integrated Capstone Project On Under Armour 1
INTEGRATED CAPSTONE PROJECT ON UNDER ARMOUR
By (Name)
Course
Instructor’s Name
Institutional Affiliation
The City and State
The Date

Integrated Capstone Project On Under Armour 2
AN INTEGRATED CAPSTONE PROJECT ON UNDER ARMOUR
1 Executive summary.
The purpose of this study is to critically conduct an industrial and competitive analysis of
Under Armour. The study will critically analyze the global and multinational strategies being
adopted by the company in the competitive industry, the E-business strategies being undertaken
by under amour, the extent to which the company has/ is diversifying its production, the
company’s relationship to the general public, and the organizational structure of the company. In
other words, the study will investigate in details how under armour has been able to sustain and
maintain the stiff competition emerging from the strong players of the market/ industry. The
company will be evaluated to trace out its strength, weaknesses, and recommendations will be
drawn from the study findings. The recommendation will be intended to draw an insight of what
can be done to help in the improvement of the competitive condition of the company by
increasing its market share.
2 Background of the company
Under armour is an American company that was founded in 1996 with its headquarters
based in Baltimore, Maryland in the United States (US). The Company was initiated by Kevin
plank, a former football player of university of Maryland. Kevin plank (founder) began the
business from a basement and he made the first team sale in 1996 where a revenue of US 17000
(Zimmerer Scarborough and Wilson, 2005). The company growth tremendously began in 1999
when it won a contract of outfitting warner brothers’ film. Another breakthrough came when the
company was offered the contract of outfitting XFL football league. The company therefore
gained a remarkable popularity during the league’s debut on a national TV. Since then, the
company has substantially increased on its sales irrespective of the financial obstacles (Weedon

Integrated Capstone Project On Under Armour 3
2012, p270). It primarily manufactures foot wears, clothing’s, Sportswear and accessories among
others, supplying within the United States and the world at large. The company takes pride in
producing top notch products which has time to time helped it in favorably competing in the
industry. The company is also characterized by a high level of innovativeness as the company
seeks various strategies in improving and maintain the standards of its products. The main target
market of the company are the active sports figure/ sports men and women. However, for the
purposes of diversity to increase on the revenue, under armbour produces other products for the
general public (Unlucan 2014, p.314).
Under armour enjoys a competitive advantage of a strong brand loyalty accompanied by
a cost effective advantage. Being a young company, under armours has indicated a steady
tremendous growth evidenced by the recent achievements for example contacts with the major
league baseball and endorsements with major celebrities However, given the fact that the
company is still very young, it still needs an extensive strategies and efforts help in the
expansion of its operation to the rest of the world (Touchette et al. 2015, p.110).
3 Issues or problems being analyzed
The analysis will begin by making an evaluation of the current situation of under armbour
that is the current position of the company as well as the financial performance. The analysis will
also involve a critical evaluation of the macro environment
4 Detailed analysis of the identified issue
4.1 The current situation of under armbour.

Integrated Capstone Project On Under Armour 4
This section is meant to provide an overview of the current company situation as far as
the company objectives are concerned. It highlights the various aggressive moves that have
currently been made by the company for the purposes of accelerating its current success.
Some of the vibrant and aggressive actions taken by the company, among others include;
extensive promotions and marketing, increase distribution as a result of increased retail outlets,
diversifications in the number of products produced and evolution of sales strategies. All the
actions are geared toward achieving a specific set of goals and objectives (Suarez and Kahl 2013,
p.420).
Some of the objectives as clearly stated in the company goals is to be the leading
providers of quality and first class wears more especially to the athletes. This is clearly
evidenced in the improvement of the brand. Every latest product of under armbour is proved to
be better than the initials which is a clear indication of the progress and improvement. It also
aims at developing passion in the users of the product as a way of achieving customer loyalty in
the competitive industry (Shea-Van et al 2011, p.180). Given the fact the company is just an
upcoming player in the market, it still falls behind other strong companies, for example adidas.
However, in the recent years, research statistics indicate that under armbour is progressively and
steadily acquiring new market. This implies that the market shares of the main competitors in the
market are being reduced.
With the mission of the company as “empower athletes everywhere” under armbour has
extensively relied on the passion of athletes in producing a first class choice in relation to the
athlete. This is evidenced by the endorsements made by various athletes with the company.
Under armbour also fights to keep its mission of making all athletes better by use of design,
passion and relentless pursuit of innovation (Ratten 2015)