Developing a shoe line that is unique to the company and that its consumers value is much more important than having a product out on the market to make a sale or simply compete with Nike. Tester Selection Obviously, they have different tests for different products, and they choose testers based on the needs for each specific test and whether or not you belong to the intended demographic. Rivalry is high in this sector, companies are looking to be sponsored and introducing the next big product. How do they measure up against these competitors? Under Armour was able to find a niche in the of athlectic gear and through that gained plenty sponsorship and brand imaging to move into developing athletic footwear. They are considered pioneers in performance apparel and have built a very strong brand in a relatively short amount of time. Also, the current business strategy was focusing on marketing, international expansion, product differentiation, and other expenses while they have weak financial management.
They also understand that the trend of consumers leading more active lifestyles is a world-wide trend, thereby increasing their opportunities to introduce their performance products globally. By moving into these markets, Under Armour has the potential to take a larger share of apparel sales, not to mention securing long-term team sponsorships for professionally managed sports clubs. And in order to avoid becoming a weaker firm and being forced to exit, Under Armour must constantly rejuvenate their product line with better quality and new innovations. Distribution Products will be distributed through retail chains and stores, and our strength lies in the fact that we have previously established positive connections with these stores. You can contact us directly to be credited or have the item removed from the site. Since the product will be used mainly by soccer and rugby players, Under Armour will attend similar sporting events and promote its products. The dominant industry is Nike inc.
We collect them from search engine and other sources to be used as ideas for you. If they wish to compete with Nike in the shoe sector they should take their time developing their shoe line to produce products that, like their apparel, also improve performance. Under Armour, Nike and Adidas. Plank decided to use this technology to create tighter fitting shirts that would keep the athletes cooler and drier. Therefore, we recommend the company to target both focus and broad markets within this industry. Under Armour intends to market the new product as part of the existing basketball shoes and differentiate itself from competitors by the marketing strategies, exclusiveness, and high brand awareness.
Strategy Implementation In order for Under Armour to implement these strategies the company needs to think on a larger scale. With approximately 98 percent of sales coming from North America, the expansion overseas would provide limitless opportunities for sales growth. Product Under Armour deals mainly in sports clothing and accessories. Disclaimer: All images of Catalog in this page are copyright of their respective owners. When marketing a product one must not only have to know the product well, but be familiar with the customs and norms of the market in which they are competing in.
Making a product such as athletic shoes is the least difficult part of being in this industry, making a product worth buying and competing at the global level is where most fail when attempting to enter the market. A second recommendation would be for Under Armour to use their overseas expansion to gain high profile endorsements for marketing purposes. Although Under Armour has a great infrastructure, there is still much more they could do to grow. Not every endorsee will be a Michael Jordan, Tiger Woods, or Peyton Manning, but finding the next big breakthrough athlete may be what it takes to get young athletes to switch to Under Armour products. Power of Suppliers Under Armour has only a few third-party suppliers and manufacturers which are located outside of the U.
Other institutions may prefer to purchase all of their sporting items from us. Analyst believe that Nike purposely targeted Under Armour by launching new basketball shoes at the same time Under Armour was attempting to introduce its first basketball footwear in 2010. Pricing Under Armour will use a competitive pricing strategy during the early stages of entrance in the market. Make sure you know your size before heading to the sale—there are no fitting rooms or mirrors. This exposure to a greater presence across more platforms will allow for a more densely populated market in the household sector of sales. Thank you for your time and consideration. Technological — Founder, Kevin Plank found a niche, an undershirt that could control the body temperature of the athlete and that would also enhance performance by keeping them cool, warm, dry when on the field.
The product will be known as Under Armour Sharp Shooter, shortened to The Sharpshooter. On the bright side, there's extra stock on all the styles already out on the floor. If you have reason to believe that one of our content is violating your copyrights, please do not take any legal action. Furthermore, the sports apparel industry is in the maturity phase of the industry life cycle. Kip Fulks, a former Maryland lacrosse player and schoolmate of Plank, was brought onto the Under Armour team to help promote his product to lacrosse players, as well as other athletes in the Maryland area.
They market their products at multiple price levels and strive to provide consumers with a superior alternative to traditional athletic products. Plank has done a great job getting his company off the ground and into the top three performance apparel firms around the world, but if Under Armour wants to survive and continue to thrive, it needs to think beyond the norm and penetrate these new, emerging international sports markets. Economic — Under Armour has had a continuing trend of increased sales in the third and fourth quarters of each year aligning with the football and basketball season as well as gift-giving season in the U. At the same time, moisture wicking fabric was a newly innovative technology comprised of synthetic polyester fibers with a water-resistant coating. They hire only the best employees and train them well to ensure top research and development, not to mention top class customer service. We don't own have these images of Catalog.
Then going down the line. Under Armour's mission is to Make All Athletes Better. You can then supplement the desired pictures or photographs to these templates and can present them to your loved ones in print. Under Armour provides active clothing and shoes for men, women and kids. Adidas became the industry leader in soccer shoes and apparel when the German soccer team won the World Cup while wearing Adidas cleats in 1954. A shirt that worked with your body to regulate temperature and enhance performance. You then use the product like you would as any other and report back your experience during the usage.