Analysis Of Under Armour

Understanding the competitive forces in the sport apparel industry is very important to analyze where Under Armour stands and where the brand wants to be in the future. Porter’s Five Forces model provides a frame which helps to determine the situation and attractiveness of the market.

UA and its rivals are in very intense competition to get bigger market share in the sport apparel industry which is projected about 165 billion dollar revenue in 2017. (Total Revenue of the Global Sports Apparel Market 2011-2016). Intensity of this rivalry is due to high demand and low switching costs. Since a large number of companies in the industry offer very similar products, the big brands like Under Armour, Nike and adidas need to find ways of creating differentness from others to sell more products.

5. The mission of Under Armour highlights the key elements of UA’s strategy. “To make all athletes better through passion, design, and the relentless pursuit of innovation” (Under Armour Case Study).

Growth Strategy – Expanding its distribution channels to become a global brand and reach all athletes.

Product Line Strategy – Offering products for athletes’ better performance and comfort in a widening variety of sports.

Marketing and Brand Management Strategy – Showing the passion and pursuit of innovation to create strong global awareness of the brand.

6. Under Armour adopts the broad differentiation strategy to aim large number of customers. The brand clearly sets itself apart from the rivals by using synthetic moisture-wicking fabrication which is different than rival brands’ natural fiber -cotton -fabrications. The brand’s unique ‘moisture-wicking’ feature for performance apparel provides ‘unique’ customer value proposition which gives Under Armour an ability to command higher price for the brand’s