Analysis Of Under Armour

An organisation's strategy is the action plan for beating its rivals and accomplishing better benefits through activities like additional sales and by means of more execution elements, more attractive design, better quality or more product range. The objective is to accomplish the upper hand of outcompeting rival on the premise of differentiation features, for example, higher quality, more wider item determination, added presentation, value added services, more tempting styling, and mechanical superiority (Thompson, 5). The Under Armour brand is situated as the most noteworthy quality and best accessible. Under Armour is publicised as higher quality and can appreciate the benefit of higher value focuses. Their new running shoe line will be

Under Armour is diversifying by selling new products to existing customers. It just recently started selling football cleats, which was a huge opportunity for the company and it also turned out to be very successful so far. The company also is focusing on direct-to-consumer categories: online sales and outlet and specialty stores, which are expected to represent nearly a third of Under Armour's distribution channels by 2013, and in international markets, with new store openings planned this year in China. Under Armour is also trying to expand by introducing more products for women. There have been various new advertisements featuring women with the slogan, "No matter what, sweat every day." The campaign has received much appreciation and the women's sneaker division is taking off. Under Armour is just starting to expand abroad which is the biggest growth strategy which also includes handling competition. So far Under Armour has established a solid hold in USA and Europe is a big opportunity for expanding. By expanding in Europe the company tries to gain some market share from Nike which is its largest competitor. Under Armour began a five-year deal as the uniform sponsor of the English Premier League club. From a market point of view, Under Armour has been very focused on the United States and this is the largest media effort it has undertaken in Europe. Currently, Under Armour has full uniform sponsorship deals with 3 teams and 4 individual endorsements in Europe. This is positive for Under Armour and there is a lot to take on, which is why the company can't focus too much on the sustainability issue. Under Armour has just gotten into the global market and its international sales are only about 5% of total revenues so its main concern is to keep gaining more market share. Under Armour deals with the competition in the market