Integrated Business Experience: Under Armour Case Study Analysis

This case study examines Under Armour's performance and growth strategies, focusing on its success in the sports apparel and footwear market. It analyzes the company's revenue growth, international expansion, and efforts to expand its women's line. The analysis includes a positioning statement for the brand, recommendations for future growth, and the implementation of cost leadership and discounted sales strategies. The study also explores the importance of employee training, technological innovation, and a healthy work environment. The case study references various academic sources to support its findings and provides insights into the company's competitive advantage and market strategies. The paper also provides recommendations for endorsement with women celebrities, cost leadership strategy, discounted sales, training and development to employees, innovative technologies and healthy work atmosphere.

Running head: INTEGRATED BUSINESS EXPERIENCE
INTEGRATED BUSINESS EXPERIENCE
Name of the Student
Name of the University
Author Note

1INTEGRATED BUSINESS EXPERIENCE
Positioning statement
To Active female sports people and health conscious people
The brand of Activewear and fitness products
That delivers Freedom for activities all day
So that the customers feel Dry and active all day
As compared to Other conventional brands of sportswear.
The positioning statement for the company in discussion might be stated to be “Improved
Agility”. The brand in discussion is positioned in a manner so that the company targets clientele
who have been interested in the development of the physical activities that they tend to carry out
in terms of the resolution of the health issues within the given organization. The major targeted
clients of the organization are the athletes who have been involved in the various sports and the
activities that involve the development of the physical attributes of the people (Zehir, Can and
Karaboga 2015). The majority of the products that have been manufactured by the company refer
to those that enable the everyday wear of the athletes as well as help them in the development of
the brand as a global brand. The concerned company is known to have manufactured apparels
that would help the athletes to continue with their daily activities in the matters that are related to
their daily athletic activities (Eva et al. 2018). The major trends that are followed within the
given company states that the organization majorly aims at the development of the comfort of the
clientele of the company in terms of the apparel and the footwear that they have been using. The
company is known to have demonstrated the mid-premium pricing policy in terms of the sales of
the apparel and the footwear that the company has been marketing as the majority of the products
of the organization. The company has been demonstrating the strategy of acquiring the market

2INTEGRATED BUSINESS EXPERIENCE
and attracting the clientele from the other organizations through the implementation of the lower
price and the maintenance of the quality of the products that the company has been extending to
the clientele (Block et al. 2015). This has helped in the increase in the competitive advantage of
the company in the given markets.
Recommendations
The company in discussion, Under Armour, has been aiming at the development of the
brands in the given markets. The company is known to have been dealing with the issues in the
enhancement of the revenues that the company has been earning in the given market. The
business organization in discussion, Under Armour, is observed to have been aiming for the
achievement of the revenue of a whopping 1.9 million dollars in the division of the organization
that is dedicated to the women clients of the organization. The organizational management is
thus advised to abide by the recommended measures as mentioned above in order to have an
increase in the revenue of the organization as well.
 Endorsement with women celebrities – The company is advised to develop the ties with
the female celebrities in order to have a boost in the revenue that is earned by the
company. The endorsement by the female celebrities might further help in reaching out to
the female clients of the organization as well. This in turn might help in the development
of the client base of the organization as well as help in the increase the revenue of the
organization in the given market.
 Cost leadership strategy – The company in discussion might be advised to implement the
cost leadership strategy. This would help in the development of the pricing strategy of the
given company. The cost leadership strategy implication within the company might lead
to the lowering of the production cost that is being incurred by the company in

3INTEGRATED BUSINESS EXPERIENCE
discussion. The implementation of the strategy helps in the development of the
competitive advantage of the business organization in the given market.
 Discounted sales – The company is advised to implement the strategy of the discounted
sales within the given market. This would help in the attraction of the female clientele
towards the organization. The female clients of the organization tend to get attracted to
the discounted sales. This in turn helps in the increase in the sales of the products of the
company thereby leading to the development of the revenues of the organization as well.
Thus, the implementation of the discounted sales on a regular basis might help in the
increase of the revenues of the organization as well and in the process develop the
competitive advantage as well.
 Training and development to employees – The organizational management might be
advised to impart the proper amount of training and the development to the employees of
the organization. This in turn will help in the development of the proper understanding of
the organizational employees regarding the operations of the company as well as the
organizational goals that need to be maintained in order to deal with the development of
the organizational revenues as well. The proper training and the development would help
in the maintenance of the various issues that are related to the gaining of the
organizational revenues in the given markets
 Innovative technologies – The introduction of the innovative technologies within the
given business organization would help in the development of the internal operations of
the company. This in turn might help in the development of the organizational revenue
earnings in the given market. The proper motivation to the employees of the organization
would help in the development of the products of the organization as well as helps in the

4INTEGRATED BUSINESS EXPERIENCE
development of the issues that are highlighted in terms of the workplace and the
workforce engagement. The implementation of the strategy helps in the development of
the competitive advantage of the business organization in the given market.
 Healthy work atmosphere – The implementation of the healthy work atmosphere is one
of the major reasons that affect the overall performance of the organization. This is
known to affect the development of the proper understanding of the organizational
employees regarding the operations of the company as well as the organizational goals
that need to be maintained in order to deal with the development of the organizational
revenues as well. The proper workplace atmosphere within the given business
organization, Under Armour in this case, would help in the maintenance of the various
issues that are related to the gaining of the organizational revenues in the given markets.

5INTEGRATED BUSINESS EXPERIENCE
References and Bibliography
Block, J.H., Kohn, K., Miller, D. and Ullrich, K., 2015. Necessity entrepreneurship and
competitive strategy. Small Business Economics, 44(1), pp.37-54.
Eva, N., Sendjaya, S., Prajogo, D., Cavanagh, A. and Robin, M., 2018. Creating strategic fit:
Aligning servant leadership with organizational structure and strategy. Personnel Review, 47(1),
pp.166-186.
Porter, M.E. and Heppelmann, J.E., 2017. Why every organization needs an augmented reality
strategy. Harvard Business Review, 95(6), pp.46-57.
Semuel, H., Siagian, H. and Octavia, S., 2017. The effect of leadership and innovation on
differentiation strategy and company performance. Procedia-Social and Behavioral
Sciences, 237, pp.1152-1159.
Soltanizadeh, S., Abdul Rasid, S.Z., Mottaghi Golshan, N. and Wan Ismail, W.K., 2016.
Business strategy, enterprise risk management and organizational performance. Management
Research Review, 39(9), pp.1016-1033.
Su, Z., Guo, H. and Sun, W., 2017. Exploration and firm performance: The moderating impact of
competitive strategy. British Journal of Management, 28(3), pp.357-371.
Vera, J., 2016. Two paths to customer loyalty: the moderating effect of the differentiation level
strategy in the performance-satisfaction-value-intentions relationship. Journal of Product &
Brand Management, 25(2), pp.171-183.

6INTEGRATED BUSINESS EXPERIENCE
Zehir, C., Can, E. and Karaboga, T., 2015. Linking entrepreneurial orientation to firm
performance: the role of differentiation strategy and innovation performance. Procedia-Social
and Behavioral Sciences, 210, pp.358-367.