Marketing Strategy Of Under Armour Singapore
1.Introduction: This analysis will report on Under Armour’s Singapore Online Presence. 1.1 Background: Under Armour is chosen to be the product/brand for analysis of mapping consumer journey based on the services that provide through their online presence. Under Armour was established in America 1996 by Kevin Plank due to the realization of product inefficiency through innovations of sportswear. Therefore, Under Armour’s nature of services would be predominantly innovative sports gear. Under Armour has made a name for themselves as a transformative brand in terms of lifestyle and product enhancements. (http://www.uabiz.com/company/history.cfm 2017). Under Amour is a high level involvement for consumers due to the royalties that come along with the brand with advancement of technologies. Their wide product lines that they have inhibit includes sports wear for different specialty and more commercial usage (e.g. Baseball, Basketball, Golf and Football etc.), sleep wear and lifestyles (e.g. sneakers etc.). Product categories include both gender, kids and accessories etc. Under Armour has an on going operation of 144 stores that offers seasonal goods and workout equipment with 29 of them known as “brand houses” that differentiates themselves by offering a larger shopping retail experiences in terms of size and also products (Sozzi 2016). Moreover, Under Armour have also globalized as a company in terms of services that require their very own e-commerce platform (“Under
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