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MGMT 479 UNDER ARMOUR Powerpoint Group Essay

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Team Developed
Strategic Audit –
Under Armour
(UA)

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Group #3, MGMT 479C

Team Members:
WELCOME TO UNDER ARMOUR®
EVERYTHING HERE IS BUILT TO
MAKE YOU BETTER. www.underarmour.com Kokou Klu



Past Corporate Performance Indexes (2009-2010)





Strategic Posture






Mission – “To make all athletes better through passion, science, and the relentless pursuit of innovation” Objectives – Become “The athletic brand of this generation. And Next.”

Current Strategies






Decline in footwear sales by 4.5%
Increase in apparel sales by 32.3% & Accessories by 28%

Offensive tactics
Outsourcing to lower manufacturing costs
Competitive pricing.

Current Polices



Never too small to take on industry leaders
Full retail pricing, …show more content…

Objectives – More like goals, adding timelines and budget plans would enhance company performance.

Analysis of Strategic
Factors
*See note section for more details



International Marketing: Focus on product quality and appeal to global market sports outside of American Football.





Pros: Brand awareness to more consumers.
Cons: Temporary Decrease in company profits.

Competitive Pricing: Reevaluate pricing strategies against competitors



Pros: Increase competitive advantage.
Cons: Sales expectations unmet, Increase in substitution products .

Strategic Alternatives
*See note section for more details



Product Expansion/Diversification:
Develop more product variations aimed at the female market, diversify apparel for various world sports and non-athletic wearers.




Pros: Increased market share both domestically and internationally.
Cons: Decreases focus on the heart of the company’s targeted market where football dominates the company’s product category. Strategic Alternatives cont… *See note section for more details



Recommendation Focus:






Expand products into the international

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