Under Armour Case
Must be completed within 24 hours…. will pay up to $30. Instructions below:
-remember to cite sources in APA format
Founded in 1996 by former University of Maryland football player Kevin Plank, Under Armour was the originator of performance apparelâ€”gear engineered to keep athletes cool, dry and light throughout the course of a game, practice, or workout. By 2013, sales had mushroomed to $2.3 billion, giving UA a 14.7 percent share of the U.S. market for sports apparel (up from 12.7 percent in 2012 and 11.1 percent in 2011), which compared quite favorably with Nikeâ€™s 27 percent market share and Adidasâ€™s 7.4 percent market share. In the synthetic performance-apparel segmentâ€”a market niche with estimated sales of $3 to $4 billion in 2013â€”Under Armour had an approximate 60 percent market share.
Using your critical thinking skills, prepare an evaluation of Under Armourâ€™s strategy to capture more market share and expand its sales and products while considering the following issues:
Discuss the key elements of Under Armourâ€™s strategy and why it was successful.
Identify Under Armourâ€™s core competencies.
Identify Under Armourâ€™s resource strengths and competitive capabilities that make them distinctive.
Discuss Under Armourâ€™s financial performance from 2008-2014.
What distinct advantages Under Armour has over its competition.
What top priority issues does Kevin Plank need to focus on.
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