Case Study Of Recommendation For Under Armour

The first recommendation for Under Armour is that they should build on its relationship with veterans and first responders. In order to do this they should continue to offer the ten percent discount to these groups. Additionally Under Armour will develop a marketing campaign that appeals to veterans and first responders, and builds Under Armour’s reputation as the brand that supports those that support us.

The second recommendation for Under Armour is that they should develop a shoe line and marketing campaign for women, based on the idea of everyday athlete. Focusing on the fact that women want to compete and have the same performance benefits that everyone wants, but also have a shoe that is stylish enough that she can wear straight

The first step is to identify influencers that can be used as spokesmen for the campaign. Under Armour should target individuals such as Melissa Stockwell; in 2004 “Stockwell was a First Lieutenant in the U.S. Army” when “she became the first female soldier to lose a limb when a roadside bomb exploded near her unarmored Humvee claiming her left leg.” Stockwell has become a world-class athlete competing in the Paralympics in 2008 and then winning three gold metals in the 2010 ITU Triathlon World Championships (Marie). Under Armour can create an ad campaign playing off of their 2003 “Protect this House” ad campaign with a “Protect this Country” message showing Stockwell and firefighters from around the country in Under Armour

The Sporting Goods Manufacturers Association has projected that revenues from athletic footwear will grow at a rate of 5.1% (Wheelen, Hunger, Hoffman, & Bamford, 2015, 2012, 2010). Under Armour should target at least this 5% growth rate in its footwear segment

Under Armour has always set aggressive targets for themselves and they should not change that now. The leadership team believes that “a 3% share of the (athletic footwear) market would nearly double UA’s total revenue” (Wheelen, Hunger, Hoffman, & Bamford, 2015, 2012, 2010), and this should be another one of the metrics that Under Armour monitors and grows.

Finally Under Armour needs to implement better monitoring and control of its stock levels. Under Armour has been forced to cut prices in the past do to being overstocked. Improving supply chain management and shorting the turn around time on order both to retailers and from suppliers is going to be key in preventing this from happening again. Upside supply chain flexibility measures the amount of time that it would take for suppliers to react to an unplanned increase in sales, monitoring this metric will ensure the necessary improvements are being