Under Armour Core Competencies

1.How strong are the competitive forces confronting Under Armour, Nike, and The Adidas Group? Do a five-forces analysis to support your answer.

The Under Armour brand has seen a huge surge in popularity and recognition in recent years. This is a company that has been on a fast track: founded in 1996, it went public in 2005 and has been growing at 20% per year since. At just under $1 billion in revenues, it is still a much smaller company than its rivals Nike ($19 billion in revenues) and Adidas ($13 billion in revenues), but when you consider that Nike and Adidas revenues are from worldwide sales and include sub brands such as Umbro and Converse (in the case of Nike) and Reebok and Rockport (in the case of Adidas) the level of direct competition

They make sportswear for all levels from youth to professional and sell footwear, apparel, and accessories to men, women, and kids in all sizes. They have also expanded their business all over the world to sell to many different countries. Under Armour has a unique dry-fit clothing line that keeps them separated from some of their main competitors.

3. Does Under Armour have any resource strengths or competitive capabilities that qualify as a distinctive competence?

Under Armour believe the distinctive trademarks they use in connection with their products are important in building their brand image and distinguishing their products from those of others. These trademarks are among their most valuable assets. In addition to Under Armour distinctive trademarks, they also place significant value on their trade dress, which is the overall image and appearance of their products, and they believe their trade dress helps to distinguish their products in the marketplace.

4. What does a SWOT analysis reveal about the overall attractiveness of Under Armour’s situation?

Strengths-1. Under Armour major strength is its products and strong brand