Under Armour Case Study Analysis
Under Armour Case Study Analysis
Under Armour Case Study Analysis
MISSION
TO MAKE ALL ATHLETES BETTER
THROUGH PASSION, DESIGN AND RELENTLESS PURSUIT OF IN
IT ALL STARTED
WITH A T-SHIRT Since creating his
company from one shirt
in 1996, Kevin Plank has
SHOES. In 2007, UA entered
expanded Under Armour
footwear, a notoriously
into footwear, womens
competitive market. It began
apparel, and even
with football cleats like the
hunting and fishing wear.
Click Clack, but now makes
At left: the original
everything to high-tops.
compression T-shirt
Plank to NFL equipment
managers. ON THE HUNT. Also in
2007, Under Armour put
out a hunting and
fishing line, including
camo gear, hunting
HOT TO COLD. The original SUPER BOWL. In gloves, and leggings.
shirt kept players cool as they 2008, UA had its first This Ridge Reaper
sweated; in 1997 UA came Super Bowl commercial jacket is from the 2011
out with ColdGear, made to featuring almost every line.
do the opposite: insulate in athlete on the UA roster.
the cold.
HELLO, LADIES
In 2005, UA launched womens
apparel. Items like Duplicity
Bra were meant to conform
well to the female body
Sales Chart
800
700
600
Sales (in millions)
500
400
300
200
100
0
2004
2005
2006
2007
Year 2008
Net Sales by Region
700
600
500
Net Sales (in Million)
Other
400
Canada
300 US
200
100
0
2005 2006 2007
Year
Net Sales by Region
OBSERVATION
100%
Net Sales to other
98% countries increases for
an average of 94% per
96% year
Other
94% Canada
US
92%
90%
88%
2005 2006 2007
Sales by Product Category
Year 2007
License Rev.
5% 57% Footwear
7% 84% Accessories
Men's
4% 8% Women's
19%
Youth
Apparel Net Sales
OBSERVATION
100%
90%
Net Sales of womens
80% apparel increases for an
70% average of 47.7% per
60% Youth year.
50% Women
40% Men
30%
20%
10%
0%
2005 2006 2007
Year
Sales Chart
900
800
700
600
Sales (in millions)
500
400
300
200
100
0
2004 2005 2006
2007
2008
Year 2009
Product Positioning Map
High Price
Low Quality
High Quality
Low Price
Financial Ratios Interpretation
2008
Gross Profit Margin 50.10% 37.50% Not highly financed through debt
Return on Equity (ROE) 18.18% 10.3% Company is able to pay short-term liabilities
as determined by their positive working
Return on Assets (ROA) 13.47% 3.8% capital
Production Manager
Value-Chain Analysis
Total = 2.34
How will Under Armour stay on top of its
game?
Strengths
SWOT
1. Good Leadership
2. SAP system
3. Core competence in Innovation
4. High Quality Apparel
analysis 5.
6.
7.
Increase in Sales every Year
Brand Loyalty
Wide Range of Apparel
8. Athletes and Team Sponsorships
9. Intelligent and Efficient R&D Team
10. Brand Equity
Opportunities
Strategy Recommendations
1. Potential Market for Basketball shoes
2. Increase in Retail Sales
1. Continue Developing Innovative Products
3. Growth of PA Industry (Domestic and International)
to existing and emerging
4. Female Market
markets(S3,010,08)
5. Consumers focus on Quality, not Price
2. Sponsorship as a form of advertisement
6. Economic Recovery
and promotion. (S8,01,09)
7. Corporate Social Responsibility
3. Increase advertising using social
8. Consumers becoming more health conscious
networking and infomercials (S8,01,011)
9. Sport participation in U.S. culture
10. Increase in sports participation in emerging markets
11. E-commerce and media
Weaknesses
SWOT
1. Small Total Sales and Net Income
compared to rivals
2. Dependent on domestic market
3. High prices
analysis
4. Not a Synthetic Marketing Campaign
5. Heavily Dependent on PA for Sales
(80%+)
6. Target Male Market more than Female
Market
7. 27% of Sales come from 2 Distributors;
Dicks and The Sporting Authority
SWOT 1.
2.
3.
4.
Good Leadership
SAP system
Core competence in Innovation
High Quality Apparel
analysis 5.
6.
7.
Increase in Sales every Year
Brand Loyalty
Wide Range of Apparel
8. Athletes and Team Sponsorships
9. Intelligent and Efficient R&D Team
10. Brand Equity
SWOT
1. Small Total Sales and Net Income compared to
rivals
2. Dependent on domestic market
3. High prices
Performance Apparel
Footwear
High
Accessories
Market
Growth
Star Question Mark
Low
Weak Strong
Competitive Competitive
Position Position
Slow
Market
Growth
Major Problems:
1. Lack of Proprietary Product Rights
2. Concentration to Domestic Sales
3. Too much Dependence on
third-party suppliers
Problem:
Lack of Proprietary Product Rights
Pros Cons
Gives the legal right to stop Takes time and money to
others using your invention establish
Maintain an innovative No assurance of greater
brand image economic return
The patent holder can High chances in getting into
license the patent to others patent infringement
for use and earn income
Problem:
Lack of Proprietary Product Rights
Recommendations:
Recommendations:
Implementation
INFOMERCIALS
Partner with international companies & Third-Party Distributors
Implementation:
Problem:
Recommendations:
Implementation:
1400000
1200000
1000000
800000
Gross Profit
600000
Operating Expense
400000
200000
0
References:
http://investor.underarmour.com/annuals.cfm
https://www.facebook.com/underarmour
http://www.uabiz.com/company/managementTeam.cfm
http://blog.euromonitor.com/2013/03/new-apparel-research-part-1-a-
focus-on-geographies.html
http://www.atkearney.com/consumer-products-retail/global-retail-
development-index/full-report/-
/asset_publisher/oPFrGkbIkz0Q/content/2013-global-retail-development-
index/10192
http://shrinkthatfootprint.com/average-electricity-prices-kwh
http://blog.euromonitor.com/2013/03/new-apparel-research-part-1-a-
focus-on-geographies.html
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