Integrated Capstone Project: Under Armour Business Strategy

This project provides a detailed analysis of Under Armour's business strategy within the sports apparel and footwear industry. It begins with an overview of the company, including its product offerings and market positioning. The project investigates current market trends, the gap between demand and sales, and consumer preferences to understand the company's competitive environment. It utilizes PESTLE analysis to examine political, social, technological, legal, and environmental factors impacting Under Armour. Additionally, the project applies Porter's Five Forces framework to assess the competitive intensity within the industry. The analysis aims to provide insights into the company's strengths, weaknesses, and opportunities within the $250 billion global market for sports apparel and footwear, offering strategic recommendations for future growth. References to academic sources are included to support the analysis.


UNDER ARMOUR


OVERVIEW OF THE
COMPANY
Manufacturing company of America which operates in
Footwear, sports and casual apparel footwear
It starts the business with the selling car products
Businesses in many sectors but wants to expand the business


Current trends
High Growth
Competitors
High Demand
High revenue


Consumer
PREFERENCES
• Culture
• Trends
• Gender
• Age
• Price


Gap between
demand and sale
• Earlier, Increasing demand and less sale
• Recent, Increasing demand and
increasing sale


PESTLE Analysis
Political
 Government Interference
 Trans-Pacific Partnership
Environment
 High purchasing power of
the consumer
 Opportunity for the
company
 Cost leadership strategy


PESTLE Analysis
Social
 Culture
 time and trends
 diversification
strategy
Technology
 Developing
technology
 Increasing
productivity
 Threat


PESTLE Analysis
Legal
 Rules and regulation
of different countries
 Occupational Safety
and Health Act
Environmental
 Different policies of
environment
 Packaging policy
 innovation and
recycling strategy


Porters Five Forces
Framework
The threat of new entrants-
Moderate level
The threat of competitors-
Higher level


Porters Five Forces
Framework
The threat of Substitute product-
Low level
Bargaining power of consumers-
High level
Bargaining power of suppliers-
Low level


References
Block, J.H., Kohn, K., Miller, D. and Ullrich, K., 2015. Necessity
entrepreneurship and competitive strategy. Small Business
Economics, 44(1), pp.37-54
Gurcaylilar-Yenidogan, T. and Aksoy, S., 2018. Applying Ansoff’S
Growth Strategy Matrix To Innovation Classification. International
Journal of Innovation Management, 22(04), p.1850039.


References
Warnick, R.B., Bojanic, D.C. and Xu, F.,
2015. Using a trade market analysis
technique to refine measurements for
economic impact analysis of special
events. Journal of Travel Research,
54(1), pp.52-65.