Comprehensive Analysis of Under Armour's Marketing Strategies Project

This project provides a comprehensive analysis of Under Armour's marketing strategies. It begins with an introduction to the competitive market and the company's background, including its mission and product offerings. The analysis includes a review of UA's competitors (Nike, Adidas, Puma, Reebok), identification of key issues (limited marketing, lack of geographical diversification), and a detailed examination using Porter's Five Forces model, SWOT analysis, and an exploration of driving forces like societal trends, technological innovation, and globalization. The project also covers UA's diversification strategy, marketing approaches, and recommended solutions, such as digital marketing, international expansion, and product line diversification. The conclusion emphasizes the importance of the solutions proposed for the company's growth, and references are provided. The project aims to analyze the marketing strategies of Under Armour, identify the strengths and weaknesses, and recommend solutions for future growth. The project also includes the future plan for marketing course.

Integrated Capston Project

Introduction
The market is growing day by day;
competition within the market is high in the
current situation as compared to the
previous.
The reason behind this enhancing
competitive environment is innovativeness
for meeting the needs of the people.
Multinational companies are seeking
competent and innovative strategies and
approaches for increasing their demand
and popularity across the world.

Background of the company
Under Armour, Inc is a well known company in
America
Firm was established 22 years ago in 1996 by Kevin
Plank
In 2017, the revenue of the company was US$ 4,977
million with the total assets of US$ 4,006 million.
The tagline of the firm is “I Will” which represents
the origin of the organization
The products of Under Armour such as gear are
designed for keeping the athletes cool, dry and light
during their entire course of game, practice or
workout

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The diversified approach of UA includes the
following
wear HeatGear when it is hot
and ColdGear when it is cold
AllSeasonGear are available for the people
who love to wear footwear in all seasons
The mission: to develop effective and
innovative footwear for all athletes

Competitors
The competitors of UA consists of the
following:
Nike
Adidas
Puma
Reebok

Issues
Limited marketing of the products
No Geographical diversification
Low brand awareness at global level
Major attention to the apparel only which
limited the growth and success

Detailed Analysis
Porter’s Five Force Model
Competition: Intense
Threat of new entry: Moderately High
Threat of substitute items: High
Bargaining Power of buyers: High
Bargaining power of suppliers: moderately
high

Driving Forces
Societal Trends
Changing attitudes and lifestyle of people
Increasing health consciousness
 Increasing participation in sports

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Innovation within the products
Changing technology
Increasing use of lighter footwear
Increasing varieties like garments, fitness
gadgets, different footwear according to sport

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Marketing Innovation
Connection of advertisements to the social
factors
Use of digital marketing
Selection of celebrities for promoting
products
Use of innovative ideas and creative images
and designs for making the advertisements
and marketing eye catching

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Globalization
The market for the sports apparel has
become global, and companies are promoting
their products at the international level
Company is also facing the problem of
expanding its business in the different
regions of the world.
Firms like Nike, Adidas promote their
footwear in such games for grabbing the
attention of the customers

SWOT
Strengths
Innovation: The company is using innovative
technology for gaining competitive advantages
Product Portfolio: the firm is expanding its
product offerings among the additional market
segments.
Weaknesses
 Lack of geographically diversification: The company is
offering its services and products to the limited regions
 Limited Marketing: The Company is conducting limited
promotions of its products as compared to the Nike,
Adidas, Puma and many more.