Under Armour, Inc

In this document, we will discuss An American manufacturer of sporting goods, Under Armour Inc. also makes sportswear and casual clothing. In 1996, on September 25th, Kevin Plank launched Under Armour. We cover the following topics; ownership, purpose, scope, size and how internal stakeholders affect under armour. In terms of market share for performance sporting goods, Under Armour is currently in third place. When there are errors in any of the configurations, the impacted parties perform less well.

Assignment
Research On 2 kinds of Business.
One is profit business “UNDER ARMOUR”, and other one is non-profit business “Habitat for Humanity”.

About UNDER ARMOUR
Under Armour, Inc. is an American sports equipment company that produce footwear, sports and casual
wear. Under Armour was founded in September 25, 1996, it founder was Kevin Plank. The company
Headquarter is located in Blatimore, Maryland in United State.
(PLANK, 2021)
About Habitat for Humanity
Habitat for Humanity is a US nonprofit organization which is located in Georgia, United States and it was founded
in 1976 by Millard Fuller, Linda Fuller. This organization is basically about protecting human rights. It helps people
repair and improve their own homes and neighborhoods. This organization is working more than 1300
communities across the United State and in more than 70 countries around the world.
Ownership of Under Armour
Under Armour, Inc. is engaged in the development, marketing and distribution of branded performance clothing,
footwear and accessories for men, women and youth. It company sells its product in North America through its
wholesale and direct to consumer channel. In addition, the company issue its products in North America through
third-party logistics providers with primary locations in Canada, New Jersey and Florida. The most share owner is
Wellington Management Co. LLP, The Vanguard Group, Inc., Adage Capital Management LP. Under Armour. It
revenue was 5.27 billion USD in 2019(frisk, 2021)
Ownership of Habitat for Humanity
Habitat for Humanity is associate with worldwide sharing a common vision of safe and decent housing for all and
to make sure that hardworking families in need of better housing. Homes are built using volunteer labor and habitat
make no profit on the sales. In some locations outside the United States Habitat for Humanity charges interest to
protect against inflation. This policy has been in place since 1986. (fuller, 2021)

Purpose of Under Armour
It mission is to make all athletes better through passion, design and the relentless pursuit of innovation. Under
Armour pushes it production of new fabric and design that help athletes get control of obstacles and to enhance their
performance. Under Armour is one of the leading developer, marketer. The company is one of the most fresh
sportswear brands. Under Armour has a four important branding ideas that gives them an advantage over others.
Purpose driven, focuses on function, innovation over image and keeps it branding simple based in reality. (melville,
2021)
Purpose of Habitat for Humanity
Habitat for Humanity is one of the global nonprofit housing organization that aims for ending poverty around the
world by providing shelter to those who need it most. This organization attempt to eliminate homelessness. It
promote dignity and hope, support sustainable and transformational development. (linda, 2021)
Sectors of Under Armour
Under Armour is a textiles, sports equipment and it build the world`s largest digital fitness and wellness community
(PLANK, 2021)
Sectors of Habitat for Humanity
Habitat for Humanity works closely with all sectors-community, public, private and civic-to create a tangible
difference in the lives of families through adequate, affordable housing.
It firm to raise awareness and funds to meet the needs for decent, affordable housing for families. It has products
and accept donation to help those who are in difficult situation. (fuller, 2021)
Scope of Under Armour
It scope is an extension to other sports, further innovation to increase the product line, it offer a wide range of sports
outfit for youth, men and women. (kiichiro, p. 2016)
Scope of Habitat for Humanity
Habitat for Humanity seeks to break the cycle of poverty by working in partnership with low-income families to
build simple and affordable house. (fuller, 2021)
Size of Under Armour
Under Armour have 16,600 employees it corporate office is located in Baltimore, Maryland it has more than 15,000
retail locations throughout the globe. Under Armour global net revenue amounting to approximately 4.48 billion in
2020. (PLANK, 2021)
Size of Habitat for Humanity
Since the founding in 1976, Habitat for Humanity has helped more than 22 million people and in 2018 more than 8.7
million people served. It has 2,500 employees and its annual revenue is 287.8 million. They help a lot of homeless
people, but they do not make profit. (linda, 2021)
How Internal Stakeholders affect Under Armour
Under Armour is currently in 3rd place for market share in the performance sport equipment. As the people who
are affected by the business under perform when there are faults in any of the configuration. If the company

continues to lose profit, they will need to let go on operating expenses which will result in employees let go.
(statista, 2017)
How Internal Stakeholder affect Habitat for Humanity
Habitat for Humanity is a innovative quality of life framework. They help those people who are in poverty and
manger teaches the employees to help those in need.
How External Stakeholder affect Under Armour
Under Armour is highly based on American market for revenue. This company has lack of product customization.
If the customer do not seek their product, they will have a loss in it business as Under Armour competitor are
stronger for e.g. Nike and Adidas.
How External Stakeholder affect Habitat for Humanity
The one thing that can down the business is donation. If sponsor do not donate. They cannot help homeless people
and there are other problem they face is the high cost of land and materials. As houses are sold at no profit and
owners are provide with down payment. (adam, 2015)
Organizational Structure of Under Armour
For Under Armour planning is the basic management function that include outlining the future courses of actions.
The top managers will decide the specific goal and objectives. (plank, 2020)
Organizational Structure of Habitat for Humanity
An international board of director oversees the work of habitat for humanity. It is operated by an administrative
staff, professional and support employees.
Functional areas of Under Armour
Under Armour make use of fumctional structure as they use to execute their different strategy. Under Armour have
a lot of expert workers who has fast decision making of incomplete information. In this company there is very little
concentration and decision making is made because of their great deal of strategic flexibility and this is why this
company has large amount of expert workers and have experience in the apparel and sport industry. (andrew, 2021)
Functional areas of Habitat for Humanity
It is hard to hire employees who have talent and educate them to increase their work efficiency. This organization
is only run donations and only donations can help those people who are in need. Their main purpose is to help
homeless people to build them a place with shelters. (fuller, 2021)
The mission of Under Armour
It`s mission is to make all athletes better through science, passion and the relentless pursuit. This products are sold
worldwide and it is wore by youth to professional. (frisk, 2021)
The vision and Value of Under Armour
It vision is to inspire people with performance solution and to motivate people to be part of this organization and
the Under Armour value is the revenue of this year is 1.35B and net income is 59.21M. (PLANK, 2021)
The mission of Habitat for Humanity
Their mission is to end poverty by helping people in need and built them a home where they can have a descent
live (fuller, 2021)

Their value and vision of Habitat for Humanity
Its vision is where people can have descent place to live and their value is to give shelter to people in need and
build an affordable houses and promote dignity and hope. (fuller, 2021)
Under Armour Aims
This company aims to make more profit by making high quality clothes and try to better their product. They
research more about making good stuffs which can make them earn more profit. (PLANK, 2021)
Habitat for Humanity Aims
There aim is provide more shelter to people in need and not focus that much on making profit this organization
helps people who are in bad situation and their main source of income is donation. (fuller, 2021)
The success for Under Armour
Under Armour is know has a worldwide fashion brand and is listed in top100 around the world as this company
have an excellent marketing model and they make sure that their brand is shown everywhere as more exposure they
get the more profit they will make they first got popular in 1999 and their clothing are expensive because of their
high quality product they make and their success is also by sponsorship of public organization. (chris, 2021)
The success of Habitat for Humanity

This organization is known has one of the most strategic and innovative organization it has volunteers full of
technology and creative mind to help people who are in need. In 2017 more than 2.2 million volunteer helped nearly
3.5 million people. Since the starting it has helped more than 29 million people around the world. They build
affordable house which can mean in to financial freedom and stability. (fuller, 2021)
Relationship between internal and external stakeholders
Internal stakeholders are those people who are interested in a company through direct relationship it include
employment and management and external stakeholders are those who work indirectly but are affected by the
performance of the business for e.g. customers and suppliers, etc.
Methods of communication
When it comes to communicate with employees there are three type of communication skills, verbal, written and
visual and it has some advantages and disadvantages.
Verbal communication
It is about language, written and spoken in general it refers to use of words and it requires speech in the human
being and different languages are used to communicate
Advantage of verbal communication
In verbal communication it saves a lot of time and can get feedback quickly and clarity of method as it can make
more clear in case of doubt in explanation of ideas.
Disadvantage of verbal communication
Emotions are visible and it can cause trouble in some cases and is not suitable for lengthy message.
Written communication
It communication is used by sending of messages through letters, telegram and news release. Etc.
Advantages of written communication
There are lots of advantages for this communication but the main one is it allows permanent records and is good for
reference and it messages are made clearly.
Disadvantages of written communication
When it comes to writing it takes a lot of time and is also not flexible as we cannot receive feedback quickly.
Visual communication It
practice of graphically representing information as it is used in office presentation, trade show and meetings. Etc.

Advantages of visual communication
One of the advantages of this communication in business is that some of them don’t have ability to read but have
visual communication which take less time and it makes communication easier to understand. It supports an oral
communication.
Disadvantages of visual communication
One of the biggest disadvantage in this is that it is expensive in time to produce it has high cost of storage and it
doesn’t always allowed time for ranking.
Under Armour measurable objective
It helps under armour follow the progress and it helps them in meeting deadline and there objective achievement
(PLANK, 2021)
Habitat for Humanity measurable objective
They achieve their goal by helping people in need and giving them shelters (fuller, 2021)
Under Armour specific objective
In under armour all objective are specific and clear it helps employees, managers to manage and can focus on their
goal it also help them discover skill development and trainings need and expand their business all around the
world to earn more money by selling high quality product.
Habitat for Humanity specific objective
There objective is to help homeless people by donation they get from people around the world.
Under Armour time bound objective
There timeliness of objective helps this company maintain a good sense of employees who have urgency and keep
them motivated.
Habitat for Humanity time bound objective
For this kind of organization the time is there key point and there only motivation is to help many homeless people
around the world who are in need of help so by donation many people can be saved.
Under Armour political
Under armour plays a role in political as long term profitability in market and this company is an operating textile
as there clothes and other product are expose to different kind of political environment. (kyra, 2020)
Under Armour economics, fisical, monetary and other government policies
UA’s financial performance has shown an organic growth of the company. Within five years, the firm was able to
twice their sales revenue from $1.47 billion (2011) to $3.96 billion (2015). Over the same time period, UA was able
to keep the Gross profit margin between 48%-49%. (student, 2019)
Under armour attitudes to saving, spending, debt; social responsibility requirements; change

As under armour is an worldwide merchandise seller and it is wore by athletes as there revenue is 5.3 billion and
operating income is 237 million (patrik, 2020)
Technological changes of Under Armour
As last year and now covid as affected a lot of big companies but in 2020, under armour has been successful in
making sportswear and technology connected footwear. As the company has to change the way to communicate
with people during the change of behavior in lockdowns. Under armour used an focused performance to target
customers with this performance they can reach their fitness goals, instead of trying to make more trendy
"athleisure" apparel. (wilen, 2020)
Under armour environmental factors and ethical trends
Environmental factors affecting Under Armour. The company claims to be very pro-environment by constantly
investing in sustainability; their sustainability team is located strategically around their entire supply chain so as to
reduce risk as much as they can. (momin, 2020)
Under Armour legal environment
As many restriction and rules are added to this company by government as a post was shown of Facebook that a
child was severely burned by under armour clothing as many people ask question about their quality of product
which put an great negative impact on company. (Team, 2020)
Internal Environment of Under Armour
Value chain analysis of Under Armour includes a lot of analysis as this company can have a bad influence to the
company. Company’s activities include the manufacture of sports equipment, gears, and clothes. The resources of
Under Armour include physical and financial resources. The intangible resources and competencies of the company
consist of its partnership and sponsorship of public organizations and sports shops. As this company have an
interesting market share. (thompson, 2015)
Under Armour corporate culture
Under Armour is a two way commitment between employees as under armour double size every two to three years
and as seen people active that can keep pace with the level of growth as they look for professional who are capable
of creating capacity between themselves as the relationship been more composite. In 2014, CEO of under armour
said that their goal is to increase annual sale to 10 million by 2020. thus, they have set a goal to work as a team.
(gigley, 2017)
Under Armour corporate social responsibility
Under armour currently have 3 (CSR) which include safe working condition, living wage and a better working
schedule to the employees and also suppliers and working with the community for kids in this activity the kids learn
how to succeed. (schofield, 2020)

Business ethics of Under Armour
Under Armour practices with their supplier and subcontractor as they must follow the rules and regulation.
Competitive environment of Under Armour
When it comes to competitive environment of this company that one factor that any person aware of modern day
sports is the competitor that company have. Under Armour has keep with some of the great company for e.g.
reebok, adidas, but there biggest rival that they couldn’t defeat yet is NIKE in sales. (KIBIN, 2021)
Under Armour benefits associated with innovation
This company has plant innovation at every point that they are focusing on fixing their problem time to time and
along with supply chain. They help people overcome their performance. (koppelman, 2016)
Under Armour PESTEL
Under Armour one of the role is to analyze the macro environment, pestel can affect their macro environment and
not only that it can have impact on textile-apparel clothing.
1. Political Factor
● Political strength plays a big role in business which has a growth in it. Under Armour political factor helps
them to track the potential market.
● For manufacturing companies like Under Armour. For some countries the labor law are highly authoritarian
which can affect their business and pose a problem of political factor
2. Economic Factors
● Under Armour is motivated by strong economic policies as the better apparel industry have hold of growth
chance.
● However the purchasing power of consumers and high labor cost in some countries may cause a price increase
in product.
3. Social Factor
● As in this factor demographic, population growth plays a big role in deciding the demand and distribution
model

● The companies persistent changes and their updated lifestyle has bring demand and product to peak.
● This company has start up with an exclusive brand providing quality product at a sufficient price.
4. Technological Factors
● This factor is a main key to success for business nowadays and it control the production and distribution of
goods.
● Under Armour have become more active on social media to find out the preference of now generation and
it have improve their technology in producing product that have satisfy customer need.
5. Environmental Factor
● Under Armour maintain a good control of cost of raw materials and also focus on sustainability to make
sure of the growth
● The company has participated in many events with non-profit organization and move on with
environmental awareness.
6. Legal Factor
● In this factor every company have to follow rule and regulation given by government and mostly for global
trade.
● The company has faced a lot of problem and also have been found of accounting fraud because of this it
has put people think negatively about this company. (wonderahare, 2021)
Under Armour Strenghts
● Portfolio – Under Armour's vast product line has bolstered the company's position. The corporation is not
reliant on a single product. Its establishment has expanded beyond footwear to include garments,
accessories, and other items. The wide range of products removes the possibility of failure. It also ensures a
high sales ratio and the company's continued growth. Apparel revenue increased by 67 percent from 2016
to 2017, while footwear revenue increased by 21 percent.

● Distribution Networks – Investors have been astounded by Under Armour rapid market rise. It was
made possible by the company's innovative approach of using several distribution networks.
Wholesale distribution brought in 65 percent of the company's revenue, while direct consumer sales
brought in 31 percent. Currently, the company offers its products through licensing in a few
countries. The brand has continued to grow because of these operational changes. (Parker, 2020)
Under Armour Weakness
● Limited International Presence - The company is still relatively new and has a limited international
presence. Its North American branches provide 83 percent of its revenue, making it completely reliant on
the American market. In international markets, it has yet to expand and produce the same revenue. This is
required to keep the company growing.
● Significant Investment Expenditure - With its high investment expenditure over the last three years, Under
Armour has taken a risk. It spent $847, 477,000 and $153, 312,000 in the last two years, respectively. Its
2017 restructuring plan has increased spending, with additional costs to come. If this investment yields
greater revenue, it is a win-win situation. It does, however, limit its ability to make fresh purchases, and its
potential to generate more revenue remains in doubt. (Parker, 2020)
Under Armour Opportunities
● Introduce New Products - Under Armour is known for its innovative products. Since its inception, the
products it has created have been technologically advanced. This provides it the clout to keep up the
practice of offering superior products with minor tweaks. An expansion of its product line will attract more
customers and, in the long term, benefit the company.
● Collaboration - Under Armour began collaborating with retailers such as Kohl's in 2017, when Kohl's
began selling its products. According to Kevin Marshall, CEO of Kohl's, the collaboration was a success.
While several well-known department stores, such as Dillard's and Macy's, carry Under Armour, others,
such as J. C. Penney, do not. Under Armour should seek more collaborations and partnerships in the future
to expand its market share and revenue. (Parker, 2020)

Under Armour Threats
● When Kohl's began selling Under Armour's items in 2017, the company began cooperating with shops
like Kohl's. The collaboration, according to Kevin Marshall, CEO of Kohl's, was a success. While some
well-known department stores carry Under Armour, such as Dillard's and Macy's, others, such as J. C.
Penney, do not. In order to grow its market share and revenue, Under Armour should seek out more
collaborations and partnerships in the future.
● Product Capabilities - Experts have questioned Under Armour chin straps and sports cups for causing
potential athletic injuries. Any type of injury caused by these items has the potential to harm the brand's
reputation and drive away sponsorships. (Parker, 2020)
Under Armour 5c
1.COMPANY
Under Armour, Inc. is a company that creates, markets, and distributes branded athletic clothes, footwear,
and accessories for men, women, and children. It is divided into the following sections: North America,
EMEA, Asia-Pacific, Latin America, and Connected Fitness are some of the regions covered. The United
States and Canada make up the North America section. Through its Map My Fitness, MyFitnessPal, and
Endomondo apps, the Connected Fitness division offers digital fitness subscriptions as well as digital
advertising. Kevin A. Plank created the company in 1996, and it is based in Baltimore, Maryland.
(CNNBUSINESS, 2021)
2.CUSTOMERS
The majority of Under Armour US consumers are male (69 percent vs. female shoppers) and between the
ages of 18 and 24, indicating a Generation Z-inspired target demographic. They are sports fans, athletes, or
amateurs who are drawn to the brand not just for its high-performance products, but also for its tight
connection with their own ideals and beliefs. Under Armour eight fundamental team principles, which

include "Stand for Equality," "Stay True," and "Think Beyond," capture these sentiments. They represent
the company's dedication to gender and race equality, corporate transparency, and environmental
stewardship. (PAFITIS, 2020)
3.COMPETITOR
Nike and Adidas are Under Armour's major competitors, and both have a far larger revenue history than
UA. Despite the considerable barriers to entry in the sports apparel sector, UA was able to carve out a niche
for itself by focusing on American football. (PALMER, 2021)
4.COLLABORATOR
Dwayne "The Rock" Johnson, an actor and former professional wrestler, launched a global partnership
with Under Armour on Monday. In October, Johnson disclosed the relationship on social media for the first
time. (anyanwu, 2016)
5.CONTEXT
POLITICAL CONTEXT
An examination of the performance apparel market HIGH New entrants pose a threat. The ease with which
new apparel businesses can be established (limited regulation, cheap raw materials, & manufacture
clusters) MEDIUM Purchasing power MEDIUM Powerful suppliers HIGH/INTENSE Overall, there is a
lot of variety for end users. Firms compete on everything from low prices to high prices. Having many
suppliers (clusters) results in lower pricing that are more differentiated and make it easier for businesses to
compete. Main competitors have huge switch wallets, economies of scale, and a lot of clout with retailers.
*Bargaining power of retail purchasers’ Antitrust rules give higher-quality providers more negotiating
power. (ronantonnoel, 2012)
SOCIAL CONTEXT
Under Armour corporate social responsibility strategy focuses mostly on long-term sustainability. Their
goal is to stretch a dollar as far as possible by becoming more resource efficient, with the purpose of
reducing waste and lowering their carbon footprint. (meytin, 2018)
ECONOMIC CONTEXT
“Despite a difficult year, our global workforce was incredibly resilient and disciplined.” Under Armour
announced a net income of $184 million, or 40 cents per share, for the quarter ended Dec. 31, compared to
a loss of $15 million, or 3 cents per share, in the fourth quarter of 2019. (mirabella, 2021)
TECHNOLOGICAL CONTEXT
The body emits 110 to 120 watts of energy in the form of heat, similar to a light bulb. Under Armour
hopes to capture that heat and use it to its advantage during training by launching the new UA Rush
training line on April 11 with infrared technology, which recycles the body's energy by pushing energy
back to the body and improving oxygen flow and circulation. (comb, 2018)

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