CEMS6003, Managing Business at International Level

Added on -2020-02-18

| CEMS6003| 18 pages| 3849 words| 93 views

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ADVANCED STRATEGY1Advanced strategyUnder Armour SUBMITTED BY:
Under Armour 2ContentsIntroduction......................................................................................................................................3Company’s Overview......................................................................................................................4International expansion strategy......................................................................................................4Institutional Environment................................................................................................................7Home Country..............................................................................................................................7Political.....................................................................................................................................7Economic..................................................................................................................................7Social........................................................................................................................................7Technological...........................................................................................................................8Legal.........................................................................................................................................8Host County.................................................................................................................................8Political.....................................................................................................................................8Economic..................................................................................................................................8Social........................................................................................................................................9Technological...........................................................................................................................9
Under Armour 3Legal.......................................................................................................................................10Environmental........................................................................................................................10Competitive analysis......................................................................................................................10Potential new entrant..................................................................................................................11Power of suppliers......................................................................................................................11Power of customers....................................................................................................................11Threat of substitutes...................................................................................................................11Issues in global expansion..........................................................................................................12Recommendations and Conclusion................................................................................................13References......................................................................................................................................13
Under Armour 4Introduction Managing a business at an international level is an important part of the growth strategy. Thecompany has shown a growth of more than 20 percent over year every quarter in last six years.The brand has gained a significant market position and started maturing and getting closer tosaturation in its home market. At this point of time, international growth has become animportant component to continue a long lasting growth story. In the recent time, theorganization is witnessing a slowdown in sales in North America (Hobbs, 2016). It’s theirinternational sales that will keep up with the expectations of the brand. The international sales atPresent amount to 15percent of the total UA’s growth. Looking on to the market condition, thereis still an ample of space to grow world-wide. It will be tough for a brand to compete against theworld’s most established brand Nike, Reebok and Adidas. With such a strong support thecompany can make initiative in the international market leading a significant growth. UA has along way to go in order to gain increased sales. Interestingly, In FY 2015, internationalrevenues at Under Armour amounted to 17.5%. In contrast, Nike managed to collectapproximately 53.6% throughout the same period UA has continually stressed on its intention toraise its international presence. In order to gain competencies, the brand is using Connected

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