Marketing & Management

This document provides an analysis of Under Armour, a sports product company, including industry analysis, marketing orientation concept, marketing mix, and recommendations. It discusses the challenges faced by the company and opportunities for growth.

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MARKETING & MANAGEMENT 1
Table of Contents
Introduction......................................................................................................................................2
Industry Analysis.............................................................................................................................3
Porter Five Analysis.....................................................................................................................3
Pestle Analysis.................................................................................................................................4
Threat and Opportunities.............................................................................................................5
Marketing Orientation Concept.......................................................................................................7
Marketing Mix.................................................................................................................................7
STP................................................................................................................................................10
Segmentation..............................................................................................................................10
Target Market.............................................................................................................................10
Recommendation...........................................................................................................................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

MARKETING & MANAGEMENT 2
Introduction
Under Armour is one of the sports product company that offer variety of sport products to
their consumers in an effective manner. It was founded in the year 1966 by earlier University of
Maryland football player Kevin Plank. The company is majorly recognized for advanced
sportswear as well as casual apparel company as well as the unique inventor of enactment attire
(James & Whitney, 2018). They are majorly attentive in a market that focused towards the
overall athletic communal or any persons with a more vigorous existence. The company is
considered as dissimilar from their further participants due to the reason they deal a more showy
method to providing the sporty attire. They have high recital line of sporty outfit that engrosses
the dampness from the body of athletic that made them to enhance their performance in an
effective manner (Jensen, Wakefield, Cobbs & Turner, 2016) . In the competitive market, the
company is facing certain kind of challenges in targeting their consumers in an effective manner.
They face issues in managing their business that made them tough to survive in the market. The
competition in the international market is increases day by day that create an issue for the
company to maintain high level of competition in the international market (McCullough &
Melton, 2017).
In the following part, there will be detailed analysis of the company where the company
faces challenges and ho the company suffers from the challenges faced by them. Moreover,
proper recommendation s will be provided to the company that would help them to enhance their
overall performance in an effective manner.

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Industry Analysis
Porter Five Analysis
Such tool is cast-off by the company to analyze the effectiveness of the business that can
be assessed by the viable burden. Such five forces of Under Armour are explained in below
points:
Threat of Substitution
The threat of substitution in such industry is high; the rising of auxiliary products in the
segment of casual footwear products such as crocs, Birkenstocks, Havaianas in summers days. In
the taciturn existences one can use Uggs, Kickers, Dr. Martens, and Timberlands.
Competitive Rivalry
The company is fronting competition since numerous string participants such as Adidas,
Nike; Puma and so on as in the footwear business have full-grown over the years. It represent
that the threat of competition in such industry is high (Trifts & Porter, 2017.
Bargaining Power of Buyers
The bargaining power of the consumers is high in such industry due to the reason, variety
of brands are now available in the market that increase the change of the consumers to switch to
other brands for price. Therefore, it forces the company to control over their cost.
Bargaining Power of Suppliers

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The company is eager to salary the value for their products due to the reason their
products have value in it. The company is majorly relied on dealers and manufactures external
the United States. 70 to 75% of the material is castoff in its product is come since only six
dealers, loaning to Under Armour weak position comparative to its dealers (Jackson et al., 2017).
Threat of new entrants
Under Armour functions in a extremely modest manufacturing where the leading
participants have a important extensiveness of fair attention that is problematic to discovery an
entry point. Therefore, they threat of new entrants in medium for the company.
Pestle Analysis
Political / Legal
Under Armour generally work with the multiple licensees that are unswervingly through
the process growth of product to safeguard that the products are associated with their brands as
well as quality expectations. The company does not have any obvious on any of the substantial
used in its products. The intellectual property right laws as well as guidelines of republics in the
worldwide marketplace vary intensely.
Economic
The grade of monetary risk are connected with the premium pricing as well as company
is sentiment the effects of the present deteriorating trade customer marketplace that affect the
birder of the company at greater level. The present economic slump tests Under Armour to
compete in contradiction of major competitors

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Sociocultural
The main objective of the business is to improve the involvement of all sportspersons by
smearing discipline, persistent, passion, as well as other detection of novelty to make the
sartorial with the control of temperature, elasticity as well as ease. The company is able to
reaches the regular athletes, active outdoor enthusiasts as well as active lifestyle of the
consumers (Attipoe, Cohen, Eichner & Deuster, 2016).
Technology
Board has created an artificial top made of the high tech substantial that had a sheltered
fit intended to feel like a second skin. Such innovative product is delivered through the website
of the company. For the first ten years of the existence the company was able to sustain the
operations by using off the shelf softwar6e programs. In the recent, the company has invested
huge amount in new SAP software that give a new platform to the company to manage the
diverse inventor as well as to ship directly to the distributors.
Environment
The materials as well as equipment castoff to make its product are not limited by
executing a one of the operative business plan under Armour has been able to style itself as a
gainful commercial as well as continue important performer players (Lin, 2017).
Threat and Opportunities
According to the PESTLE analysis there are certain opportunities and threat has been
occurred for the company as they are explained in below points:

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Threats
The major competitors of the company have been advertising as well as establishing the
distribution channels, marketing agreements as well as reorganization for the many years.
 There is great and rigid rivalry in the industry of sporty manufacturing with the
businesses of numerous sizes that are retaining dissimilar plans or tactics in order to
entice customers towards their creation as well as brands.
 The company faces various issues as well as challenges such as present monetary
downturn, rival in contradiction of major competitors’ such as Adidas, Nike as well as
maintain positive brand image despite setbacks.
 The company may also face threat of dearth of branded produce privileges, scholarly
stuff privileges in the foreign countries (Santos & Laczniak, 2015).
Opportunities
 The company has invested huge amount in new software that will give an opportunity to
the company to expand their business accordingly. Globalization gives an opportunity to
the company to expand their business in new market to target new consumers in an
effective and efficient manner.
 Development in technology supports the company to develop the product in more
effective and efficient manner.
 They could branch out outside of sports as well as emphasize he casual clothing and shoe
market (Lee & Kahle, 2016).

MARKETING & MANAGEMENT 7
Marketing Orientation Concept
Marketing orientation of the strategy that firms implement to satisfy the needs and wants
of consumers. Such approach represents the reaction of business to what consumer wants. The
marketing orientation is divided into different concepts such as production concept, selling
concept as well as marketing concept. The company has adopted marketing concept in their
business (Homburg, Jozić & Kuehnl, 2017)
Marketing concept is customer-centered sense as well as responds philosophy. In such
process the goal of the organization is depends on the knowing the needs as well as wants of the
target markets with delivering the desired satisfaction better than the competitors do. The
company has adopted such process in an effective manner. The company has adopted several
innovative products to satisfy the needs and wants of the consumers such a Golf Shirts, Running
shorts, Men’s Basketball shoes and so son. Their main purpose is to satisfy the consumers at
greater level. The business has accepted numerous advertising tools to market their products. The
company focused its investment on high potential market, in particular to other countries such as
U.S. The business strives to entirely exploit the market prospects by giving their products to the
customer in the utmost impactful manner. There is also some instance when the company is
depends towards artifact alignment where they capitalize their amount in investigation and
growth to experimentation with the novel skills to make a frivolous shoes or improved mitigating
for the soles (McCullough & Melton, 2017).
Marketing Mix
Product

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Under Armour sells their product under five categories as well as respectively of these
services as the distinct product lines. All such products are vended with the name of brand of the
company. Their products are perceived as high quality than their rivals. Thus, consumers are
eager to pay higher value for such product.
Price
In the recent, the company has adopted competitive based pricing strategy due to the
reason large number of competitors is available in the market. The company is also sell their
product at higher price than their competitors due to the reason it deals with more features as
well as the high price make-up for such (Krueger & Storlie, 2015).
Place
The company sells their products over two advertising channels. Firstly, the place it
vends unswervingly to their consumers over its online website. Secondly, the place it sells to
traders who then vend to dissimilar shops that are situated all over the republic. The company
has substantial amount of online sales with frequent traffic on its websites, in order to run the
operation in online the company is collaborate with numerous delivery service providers.
Promotion
For promoting the product, the company has used multiple media. It usages traditional
media that include an ad on radio as well as television. The company also promotes their product
through various social media such as Facebook, YouTube as well as twitter due to the highly
monthly usage of such platform (Morris, Allen & Wagner, 2015).

MARKETING & MANAGEMENT 9
People
The company has individuals who work under the department of its sales team that play a
vigorous part in their advertising determinations. Such persons must be skilled in convincing
methods. However, it also show esteem to the commercial clienteles captivating into the
deliberation their preferences. The company has individuals who are employed in retail stores
and client service section. They have direct link with the consumers and solve any type query if
occur by the company. They are not trained by the company (Bolos et al., 2016).
Process
The company is always make sure that their products are always available at retail stores
that has system installed where the retailers can notify when their inventory level are low. The
company has process of online delivery where the orders are received in the computer system as
well as based on such orders; the relevant product from the inventory is shipped to the delivery
service provider.
Physical Evidence
The company sells their products with different colors packing that effortlessly
recognizable on trade defers. These are located on unusual shelve that are delivered by the
business that also have separate shade as well as design. It made the system convenient for the
consumers to locate such shelve in busy retail stores (Su & Tong, 2015)

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STP
Segmentation
Geographic: The countries that majorly target by the company are U.S. as well as external U.S.
in potential republics such as Europe.
Demographic: it such be 16+ to take. Grouping can be 16-23 with the category of college kids
and high schooner, 24-35 that include prime years, 36-55 middle aged as well as 56+ that include
in senior. The company range would be since lower-middle class to upper middle class.
Psychographic: it is obtainable from workwise determined sportspersons to leading period
unplanned workers. The target audience could be extremely complicated in effort lifetime as they
might not be capable to effort out as frequently as desired.
Behavioristic: consumers can sue the products of the company regularly as it envisioned or it
could variety to infrequent or trifling use. The customers should also be tremendously faithful to
the make or they might just try it as a unpremeditated involvement.
Target Market
The primary market for the company is mend athletic wear market for a long time. The
company as a brand built on a tough guy football image as well as men was the major target
market. The secondary market for the company is women and casual consumers. The market of
female segment was Under Armour new target market, as well as they had to implement new
segmentation strategies In order to successfully capture the attention of the women (Rapp,
Hablinger & Olbrich, 2018).

MARKETING & MANAGEMENT 11
Recommendation
There are certain recommendations that the company can adopt in their business are:
Product: the company must range further assistances for buying their products that
comprise assurances, delivery as well as credit, after-sales -services and helping line services for
the consumes. The company must announce novel product that are in-line with newest
tendencies in the marketplace
Price: the company must offer discounts and other allowances to their consumers in
which they can sell their product at lower price for shot period to attract maximum consumers.
They should also lead novel product with the strategy of price penetration where they offer an
preliminary inferior price than rivals to cover maximum market share.
Place: the company should open their shop in social media, where they can able to sell
their products from such platform as well. They should also emphasis on refining the online
website such that it becomes more accessible as well as calmer to usage.
Promotion: the company is required to hire the social media influencers which include
bloggers or prevalent TV /movies stares and need to contain them in its ads. They should also
undergo with numerous digital advertising method in imperative to enhance the online traffic on
their website.
People: the company should undergo the ranging for their sales forces, customer services
as well as purchasing people as these play a vital role in delivering he value to the consumers.

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Process: the company is required to frequently aspect for the methods to modernize as
well as recover their procedures in term of the competence as well as cost.
Physical Evidence: the company must gather feedback from their consumers concerning
the packing that could enhance on such process.
Therefore, it would help the company to enhance their overall performance of the
company at greater level. By emphasizing on such activity, the management of the company
would able to faces from the challenge of political environment in an effective manner, and will
adopt ethical mean to achieve targeted goal in an effective and efficient manner.
Conclusion
From the above analysis it can be concluded hat marketing strategies play an essential
role in targeting the consumers. Most of the company has adopted such strategies tp target their
consumers. One of the leading companies Under Armour has adopted such strategies to target
the consumers. The company has faced certain challenges in targeting the9ri consumers due to
the reason at certain extent they are not able to apply effective strategies in their business.
Therefore, it is required for the company to target their consumers in an effective manner, they
need to adopt innovative strategies to target their consumers that made their business ore
successful.

MARKETING & MANAGEMENT 13
References
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nine sports supplements over a 9-month period. International journal of sport nutrition
and exercise metabolism, 26(5), 413-420.
Bolos, C., Idemudia, E. C., Mai, P., Rasinghani, M., & Smith, S. (2016). Conceptual Models on
the effectiveness of e-marketing strategies in engaging consumers. Journal of
International Technology and Information Management, 25(4), 3.
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), 377-401.
Jackson, E. P., Ciulla, S., Ehlen, F., Ogunlana, A., & Dixon, J. C. (2017). Performance sports
group: To invest or not to invest. Case Studies in Sport Management, 6(1), 76-85.
James, C. R., & Whitney, K. (2018). Under Armour: repositioning for the global stage. The
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Jensen, J. A., Wakefield, L., Cobbs, J. B., & Turner, B. A. (2016). Forecasting sponsorship costs:
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Krueger, G. B., & Storlie, C. H. (2015). Evaluation of a Flipped Classroom Format for an
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Lee, C., & Kahle, L. (2016). The Linguistics of Social Media: Communication of Emotions and
Values in Sport. Sport Marketing Quarterly, 25(4).
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