Under Armor

Executive Summary: Implementation

While Under Armour maintains a strong market share in North America, there is still room to expand into new markets. This expansion would consist of expanding into international markets such as various European, Latin American, Asian, and African Soccer and Rugby leagues. By expanding into these markets Under Armour has very large potential to take a larger share of apparel sales and secure long-term relationship with professionally managed sports teams worldwide. With greater presence across more sports platforms it would allow Under Armor to reach more densely populated market in the household sector of sales, increase brand awareness and gain market share through marketing campaigns. With nearly 94% of its revenues coming from United States and Canada, the expansion into international markets would provide substantial opportunities for the Under Armour sales growth and potential to become the largest sports apparel provider in the world.

The market for sporting apparel and gear was mainly oriented toward sports, active, and health conscious segments where young males were a large part of this market. The upsurge in the female and older age group segments has presented growing opportunity for the Under Armour’s sports apparel. By increasing market research and planning Under Armour could substantially benefit by targeting female and older age segments trough marketing on fitness activities rather focusing on athletic activities.

In order to continue to implement a sustainable differentiation strategy the Under Armour company needs to make changes and make investments in different functional areas. To continue to develop innovative products for existing and emerging markets company needs to continue investing in research and development department. Research and development department would enable Under Armour Company to offer more diverse selection of products that can respond to changing consumer preferences and give them competitive advantage over their competitors such as Nike, Adidas, and Champion.

With a technological advance and the growth of internet and mobile applications, many companies are looking for new and innovative ways to connect with consumers. The Under Armour Company’s marketing budget was spent on traditional way of advertising such as print, digital and television advertising, athlete influencers, and payments to college teams to wear the company products. As consumers are turning away from the traditional media and increasingly use social networking sites this is creating unique advertising opportunity for Under Armour Company to promote brand awareness, increase interest in its products, increase customer loyalty, and lead to faster response to changing consumer needs.