Marketing & Management

Running Head: MARKETING & MANAGEMENT 0
Marketing & Management
(Student name)

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.

MARKETING & MANAGEMENT 3
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