Under Armour's International Expansion Strategy

This assignment focuses on Under Armour's internationalization strategy, specifically its approach to the global market. It requires students to examine key factors such as foreign currency fluctuations, language barriers, and customer purchase habits, particularly in Asia. The analysis should include a proposed product segmentation strategy, pricing model, and international marketing and promotion plan. An action plan with specific tasks, start and end dates is also expected.

Marketing Mix Proposal for Segments
Student’s Name
Professor’s Name
Course Name

Table of Contents
Task 4.1 3-4
Task 2 4-6
Task 3 6-7
Action plan 7
Reference 8

4.1: Produce a marketing mix plan for two consumer segments for your Under
Armour t-shirt
For the purpose of the Under Armour t-shirts and products, two primary segments
will be assessed, i.e. the athletes and the physical fitness and health conscious
people. This demographic is defined with respect to the social and cultural factors.
Through this review the marketing mix plan or the 4P model: position, product,
placement and promotion model is assessed (Raney, Bryant, 2009). The strategy for
both the variables will be based on extensive market analysis and consumer
segment behaviour analysis.
 Athletes marketing mix
This is the primary consumers of the Under Armour products, and the focus will be to
gain their acceptance and loyalty, to further influence other social segments
(Mitchell,Crawford, Spence-stone, 2015). This segment is drawn with the quality of
the product, and placement. So for this reason, the placement through the brand
association and branding will be done. Furthermore, the placement will be based on
the endorsements, through which the athletes can get a primary experience of the
product. Word of mouth is the most common advertisement for this population, and
furthermore, there is a need to enable a presence of visual media exchange in terms
of promotion model, and lastly, the product marketed includes various range of
clothing. One major product of the company is Hot/Cold gear (Jonathan, Jensen,
Wakefield, Cobbs, Turner, 2016). Hot and Cold t-shirts for sports persons is a new
creation. The company is using different valuing approach to fix the price of product
very high as the company can have more revenue, and it ordinarily is for persons
who can have enough money to purchase the merchandises (Mitchell, Crawford,

Spence-stone, 2015). So pricing is often not a consideration for this segment, still the
product is moderately priced for optimized purchase.
 Sports enthusiast and healthy living people
This population is more likely to be influenced by the public positioning of the
merchandise. Based on these variables the promotional aspect of the plan will be,
Rural: Hoardings, celebrity marketing, placement of merchandize in visual media.
Urban: products will be marketed through social media presence, print and visual
media presence. Placement can be similar for both rural and urban media in the
country. Furthermore, pricing is another consideration, where the population will be
priced based on their socio-economic status.
People can use a hot/cold gear t shirt on both sides. For example, while going for the
snowboarding can be used from the warm side and while going for the running and
training can be used from the other side to keep the body warm at sometimes cold.
Under Armour has a special feature known as ultra-violets rays’ protection factor
(Raney, Bryant, 2009). This technology protects the body from the harmful sun rays.
The company, merchandises have diverse design, shade and diverse material to
give best experience to the customers. Some attires of the company are available in
both form like they support cold weather as well as hot. The business also offers
armed and attires used for hunting. Main focus area of under armour is to build trust.
The corporation supposes faultlessness and excellence from the products.
4.2: Illustrate the differences in marketing your Under Armour t-shirt to
businesses rather than consumers.
While most businesses focus on categorizing their consumers as per their business
framework. At Under Armour study we realize that the business can be between

customers (B2C) and/or business to business (B2B). The focus of the B2B is based
on the logic of the marketing, meanwhile, B2C focuses on the consumer’ emotions.
In this sense, it is noted that following considerations are deployed,
 Marketing to B2B
When marketing to a B2B the focus in on sharing the features of the product. For this
reason the focus is on extending the business meaning in alignment to the business
model of their business. The focus will be on sharing the product information, and
enabling effective marketing materials. Your most effective marketing message will
focus on how your product or service saves them time, money and resources. The
focus will be on sharing the logic and data of the marketing plan, and aligning
marketing plan and motivation with logic for improved financial benefits. For this
consideration the marketing team comprise of male and female representatives that
are responsible for the extension of their CSR value in the business.
 Marketing to B2C
Meanwhile marketing to a consumer is based on the emotions, and the benefits of
the product for the consumers. This marketing strategy focused on extending the
message of the product in a way that it is easy to understand. The need is to enable
a strategy that allows each consumer to align the best strategy of the product to their
needs. Thus the strategy is based on ensuring and sharing the benefits of the
products for the consumers. In this sense a need to study the audience on the basis
of the Geographic, Psychographic, and Behavioural and Demographic consideration
is noted (Kurtz, 2012). The business variation based on the specific group, and their
orientation is evaluated as per this model (Jonathan A. Jensen, Lane Wakefield, Joe
B. Cobbs, Brian A. Turner, 2016). This aspects assesses emotional variables such

as the socio-economic stature and their promotion operation for effective strategy
(Mitchell, Crawford, Spence-stone, 2015).
“The trade’s power is nowadays focused on the women's merchandise for, volleyball,
basketball, softball and hockey. In the count to the augmented extent, to provide
offer more offers.The corporation is choosing intense advertising, for the reason that
they are trying to deliver the main properties to only sports related industry. They
attempt to reach this aim by continuously advertising their products through well-
known sportspersons and given resources as much as they can for the sporting
market. They also started to provide the various range for the different age groups.
Though this type of promotion may appeal more opponents, Under Armour makes
sure their merchandises are of great superiority and extraordinary position.
4.3: Show how and why international marketing differs from domestic
marketing for your Under Armour t-shirt and select a specific international
market as an example
Domestic Marketing employs the use of a national scale that cater customers in a
familiar and small area, within the limits of the country. Here, the consumer has an
image of the brand in their mind, and are already ready to perform the focus of their
personalities towards the band image. Thus, the marketer realizes that they have
ease of data ad fewer consumer obstacles, meanwhile the consumers enjoy limited
communication barriers, and are able to manage their demand, preferences and
attain taste specific products. Hence, in this market the dimension followed is B2B
and/ or B2M. which is the general strategy of the brand.
Meanwhile the International Marketing focuses on the adoption of the global
marketing practices. The companies are forced to enter business at another level

and enter several unfamiliar countries. Here targeting and knowing the consumers is
not the only challenge, there are also challenges with respect to the legislative
frameworks, market barriers, expansion and globalisation considerations, and -
cultural differences. Furthermore there is a need for the business to study variables
such as foreign currency, language barriers, and purchase habits of customers. For
example for company entry in Asian market the challenge ranges from covering the
cultural gap, realizing that the economy is competitive and price sensitive, and hence
marketing mix needs to be aligned in this manner. This design is focused on
internationalisation strategy, and furthermore on the globalization strategy.
Action plan
Sr. No. Task Start date End date
1 Product Segmentation 16thSeptember 2017 18thSeptember 2017
2 Product Pricing 17thSeptember 2017 19thSeptember 2017
3 International Marketing
and Promotion
20thSeptember 2017 22ndSeptember 2017

References
Arthur A. Raney, Bryant J. (2009). Sports media: Handbook of sports and media
[Online]. Available from: https://books.google.co.in/books?
hl=en&lr=&id=SWyNAgAAQBAJ&oi=fnd&pg=PA443&dq=under+armour+marketing&
ots=A9K12ZTB6g&sig=JVaSU4QNUiQgKiweRRtENtftBXM#v=onepage&q&f=false.
[Accessed 6th September 2017]
Mitchell M., Crawford W., Spence-stone B. (2015). Panning and strategies:
Advertisement principals and practice. Available from:
https://books.google.co.in/books?
hl=en&lr=&id=zrGaBQAAQBAJ&oi=fnd&pg=PP1&dq=related:xN_3nJPVaAkJ:schola
r.google.com/&ots=cCtXyvTx1e&sig=iEddhf-nkSpgdbPRJ-
HKW3W_e1g#v=onepage&q&f=false. [Accessed 6th September 2017]
Leinwand P. Mainardi C. Kleiner A. (2016). Shape your future: Strategy that works
[Online]. Available from: https://books.google.co.in/books?
hl=en&lr=&id=zT5BCgAAQBAJ&oi=fnd&pg=PP10&dq=under+armour+strategy+201
6&ots=RQDyKVJSaO&sig=T0BKUVKvLNxWGBi8B6yEDg7XFL0#v=onepage&q&f=f
alse. [Accessed 6th September 2017]
Jonathan A. Jensen, Lane Wakefield, Joe B. Cobbs, Brian A. Turner. (2016).
Forecasting sponsorship costs: marketing intelligence in the athletic apparel industry:
Marketing Intelligence & Planning [Online]. Vol. 34 Issue: 2, pp.281-298 Available
from: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2571940. [Accessed 6th
September 2017]