Under Armour's Marketing Strategy: Principles and Practices Report

This report provides a comprehensive analysis of the marketing principles and practices relevant to Under Armour, a UK-based sports equipment company, with a focus on its potential market entry into Cuba. The analysis includes a company financial overview, internal analysis highlighting key products and sales performance (including the impact of the COVID-19 pandemic), and a situation analysis using PESTLE to assess the Cuban market. The report defines marketing objectives such as increasing sales revenue and decreasing churn rate, and explores marketing communication strategies like Porter's generic strategies, market entry mode, pricing and positioning, and B2B strategies. Marketing communication tactics, including the product life cycle model, price elasticity, and price penetration, are also discussed. The report concludes that the Cuban market presents favorable opportunities for foreign investors like Under Armour, aligning with the macro environment and local residents' needs.

Principles and practices of
marketing

Table of Contents
 Introduction
 Company financial analysis
 Internal Analysis of the company
 Impact of the pandemic on Market business
 Situation analysis
 Marketing objectives
 Marketing communication Strategies
 Marketing communication tactics
 Conclusion

Introduction
 The action of promoting,
advertising, selling products
and services is known as
marketing.
 Under armour is a UK based
sports equipment organization
that manufactures footwear,
sports and casual appear.

Company financial analysis
 Under armour company started in British market since 2010 and
keep achieving market value across the country company
growing financially it reports company has worth around €8M.
 Sales rate of Under company increases by 20% per year.
 Growth rate of Under Armour increased by 2% per month.

Internal analysis of the company and its 3 years
statistically sales record
 It is a sports equipment
company its main products are
running shoes, sleep wear,
sports wear.
 Before pandemic sale
performance of company was
very good they earned more
revenues in the year 2018-19
but due to pandemic they lost
their revenues in large amount.

Impact of the pandemic on Market business
 Amidst of covid 19 impact
many companies to shut down
their doors because of this
companies keep losses their
revenues.
 In cuba there is a drastic
impact of covid 19 many
people died here.

Situation analysis
Pestle analysis on Cuba country
Political factor
 Political factor focus the role of government
in shaping the business.
Economic factor
 Economic factor focus on economic
condition of organization or country.

Continuation…
Social factor
 Social factor involves demographic factor like
population size, customs, culture and behaviour of
the country's people.
Technological factor
 Technological factor focus on innovation in products
using various science technology.
 Armour company can assess the internet
penetration in the country.

Continuation…
Environmental factor
 Environmental factor involves physical
condition that is temperature, work
behaviour of people etc.
Legal factor
 Legal factor focus on all the legal matter
as employment law, health and safety
regulation etc.

GDP of Cuba country
 Cuba is large economy dominated by state run enterprise.
 Its GDP rank is 62 by the record of 2018 and country has upper middle income
economy.
Consumer behaviour towards foreign company goods.
 Consumer behaviour has changed since their pre revolutionary period. Cubans are
accepting the foreign goods.
Current trend of foreign goods in Cuba
 Cuba country opens their door for foreign countries to trade there.

Marketing objectives
 To increase the sale revenue 30%
by the next year.
 Decrease the monthly churn to
<3%.
 Lower the average customer
acquisition cost by 10%.

Marketing communication Strategies
Porters generic strategies to fulfil the
business goal
 It describes how company follow the
competitive advantage in their chosen
market field.
Cost leadership strategy
 Cost leadership generic strategy tells about
the deduction of the cost invest on the
product made by the companies.