Under Armour Swot Analysis

Brand loyalty is one of the related issues of customer purchasing behavior. FOONG YEE and YAHYAH (2008) stated that many companies, especially those in the sportswear industry was try to enhance brand loyalty among their customers. Nowadays, public can notice that there are several companies have a big marketing share, the major sportswear brands such as Nike, Adidas, Puma and New Balance etc. are popular throughout the world obviously. These brands were dominated the sportswear market and earned the favor of consumers.

Wearable fitness technology is also a growing trend in the sports industry and UA is positioning its self to be a trailblazer in the industry. A positive growth outlook in the athletic apparel and footwear industry will give UA an opportunity to continually expand its market share into many geographical regions. In 2014 UA has had positive growth in the U.S., which is their primary geographic market. This increase in revenue is attributed to industry growth and a renewed focus on the female consumers (Prior, 26). Sports participation has seen a gradual increase in past few years and is expected to continue its growth.

On November of that year, the company went public doubling its initial public offer on the first day of transactions. In 2006 the company launched their sports footwear Campaign, gaining a big share in the market after just a few months. Four years later UA opened its first stores outside the US in Amsterdam, and ending the year with $1 billion in annual revenue.

Also, market share of 23.3% in retail unit indicated that the Paramount would be the market leader. Moreover, introduce it in the premium market will allow the products to gain high margin but, other competitors are taking advantage of presence there (Lucas &

Nike, Inc. has always been successful and is regarded as one of the pioneers to introduce various enthralling products. With the constantly evolving and innovative product range, it has solidified its position as one of the leading brands in the apparel and footwear industry. Since the 1990s, due to the complicated supply chain management, Nike, Inc. started focusing on creating such products which would be better for the athletes, business and also the planet (News.nike.com, 2016).

With the constantly increasing fan-base and frenzy for football, clubs have been able to explore and establish themselves in global markets to further enhance their profits. One of the most important success factors for a company that is developing in a new market, is Marketing performance. However the process of market development (refer to Appendix 1, Figure 1.1) involves high risk strategies which if not planned correctly can prove costly to the business. Research studies confirm the need for businesses to analyze the new market and accordingly adapt to get the best results. Football clubs are becoming increasingly popular around the world and are expanding at a relatively fast rate along with the competition.

• The world’s population is poised to expand 50% by 2050. The world is currently 78% poor, 11% middle income and 11% rich. • Some two-thirds or $6.6 trillion out of the $10 trillion American economy is consumer spending. About 40% of that ($3 trillion) is spending on discretionary products and services. • Retail trade in Europe employs 15% of the European workforce (3 million firms and 13 million workers) • Time and quality of life are becoming relatively more important than money; 60% of Americans want to simplify their lives.

Through this it has been projected as a high value brand with best in class offering. Brand Communication Red Bull has been positioned as an unique and innovative product which targets the the consumers which share the same state of mind . They may be from different demographics but they all drive to suceed, are dynamic, risk takers, physially fit, can handle stress and the DOERS. The brand communicatio through various modes of advertising, PR, ATL, BTL conveys this underlying message to the audience. Different modes of Brand Communication have been discussed below: Advertising

When you reach your maximum target, that is when your company does well. When working to achieve maximum profit, your employees are pushed to perform their best, improving their skills (Slideshare.net, 2015). Vans Maxed wants to expand in the future, providing various sports products. Sales-volume- Increase sales, because we aim to better our competitors, as this market is very competitive. Increase of sales will help reach our maximum

Moreover P&G Company has been particularly successful because of the strong brand. Branding associations have helped the company to expand into new sectors and markets. Has also been strong in the field of public relations, advertising and build its business at the local level. This

Fresh Kicks is delivering what the investors would like to see. Stock prices are a little below what is expects, but not by much. Fresh kicks image rating also fell short, but nothing that’s going to make a considerable about of how their performance is rated. Their image rating fell above of what is expected to make up the “difference” one might think. In review of the financial summary, they are operating aspects appear to be solid, even though they are not keeping in cash on hand.