Under Armour: SWOT analysis sample
Under Armour, Inc. is an American aggregation that designs, develops, markets, and distributes a ambit of accoutrement and accessories application constructed microfiber fabrications in the U.S. and internationally. Beneath Armour was founded in 1996 by Kevin Plank, a again 23-year-old above appropriate teams captain of the University of Maryland football team. Its articles for men, women, and adolescence extend beyond the antic goods, outdoor, and alive affairs markets and appear in three fit types: compression (tight-fitting), adapted (athletic cut), and apart (relaxed) for use by able football, baseball, hockey, and soccer players, as able-bodied as athletes. It offers T-shirts, sweats, socks, achievement bags, baseball batting gloves, football gloves and cleats, and alternative accompanying products; and articles for use in alfresco activities, such as hunting, fishing, and abundance sports. The Company's segments accommodate North America, consisting of the United States and Canada; Europe, the Middle East and Africa (EMEA); Asia-Pacific; Latin America, and Connected Fitness. The Company's articles are awash beyond the apple and beat by athletes at all levels, from adolescence to professional, on arena fields about the globe, as able-bodied as by consumers with alive lifestyles.
Under Armour is proving its animation as an accoutrement warrior. The maker of achievement able-bodied accouterment and technology has risen to the top bank of the industry in accouterment athletes and alive consumers from arch to toe. Beneath Armour is the official cossack supplier of the NFL and MLB and ally with the NBA. Its locker allowance of amateur endorsers includes top performers in football, basketball, soccer, and baseball. Products, fabricated from its moisture-wicking and heat-dispersing fabrics, accumulate athletes dry and almost adequate during workouts. The aggregation is abacus technology to accoutrement to advice barter clue their fitness. Beneath Armour sells online, by catalog, through its own retail and aperture stores, and in added than 25,000 retail food worldwide.
MAKE ALL ATHLETES BETTER THROUGH PASSION, DESIGN AND THE RELENTLESS PURSUIT OF INNOVATION.
This SWOT assay shows Beneath Armour’s strengths, weaknesses, opportunities, and threats. The SWOT assay will accord you a bright account of the business ambiance Beneath Armour is operating in at the present time.
Innovation – With anytime accretion addition in the antic appurtenances bazaar Beneath Armour has congenital its way up to the advanced of the pack. Aerial tech abstracts that adapt anatomy temperature and wick abroad damp from your bark are the courage of Beneath Armour’s offerings. However, in added contempo years they accept broadcast with new cossack offerings that reflect this aforementioned innovation, failing and abiding abstracts that advice athletes accomplish their best in all conditions. They’ve additionally started alms algid acclimate accessory that can handle the best acute altitude whether they are wet or cold.
Expansion – The amplification affairs of the aggregation beyond abounding sports will advice it access its revenues and profits while allowance it to strengthen its base. The aggregation is accretion to alternative sports, it has huge abeyant to aggrandize back it’s a new company.
Business Acquisitions – The business acquisitions fabricated by Beneath Armour are awful cardinal and focuses on allowance the cast to alter its risks beyond verticals.
Limited Attendance – UA is a almost new aggregation with bound food and attendance in few markets. The aggregation has yet to authorize itself about the world. Over 90% of its 2013 revenues came from North America. Beneath Armour also doesn’t accomplish its own products. This leaves the aggregation accessible to disruptions in its accumulation chain that may or may not be beneath its control. It additionally lacks a claimed fettle accessory like the NIKE FuelBand.
High Prices – The actual aerial prices it sells its articles for be one of its weaknesses back the bazaar it targets to advertise its artefact is awful niche. This is awful chancy on the connected run.
Outsourcing – The abutting weakness is that accomplishment processes are outsourced. This leaves Beneath Armour afflicted to disruptions in their accumulation alternation and some of their avant-garde abstracts may be accessible to the competition. While it’s adamantine to apperceive the believability of UA’s actual providers and manufacturers it leaves an aspect up for agitation in Beneath Armour’s accepted strategy.
Growth of the Antic Appurtenances Bazaar - Beneath Armour is accretion actual rapidly, in 2016 they showed they are committed to abiding advance and accept connected advance in footwear, women’s apparel, fettle technology, bounded amplification and absolute to customer sales. All of these avenues are abundant opportunities for UA. These business moves coalesce they are a key amateur in the antic appurtenances industry and are destined to abide to grow. With trends in antic appurtenances and fettle trackers growing UA is positioned to accept a growing bazaar articulation in the abutting few years forth with a greater all-around market.
More Markets – While the brand’s competitors are disturbing with their business strategies beyond the assorted regions of the world, Beneath Armour may use their acquaintance to access into these markets with added abundance akin acquirements acquaint from the competitors. Almost a Aggregation that is formed recently, it has huge ambit to authorize its attendance in added markets like Europe, Australia and Asia.
Footwear – Beneath Armour’s allotment of the cossack bazaar is adequately small, acceptable still in the low single-digits. That’s a acceptable thing, though, back it agency that the aggregation has a huge befalling in this aggressive sector. And we apprehend big strides to be fabricated in the years advanced (sales advance of 30% a year seems reasonable), which should advice Beneath Armour accretion arena in key all-embracing geographies and underpenetrated sports realms, such as golf, tennis, basketball, and soccer. (Thus far, best of the cossack assets accept been in the active space.) Read about Value Alternation Assay Beneath Armour
Strong Antagonism – Substitute articles are a blackmail to Beneath Armour as Nike, Adidas, Reebok and alternative aggressive brands are all angry for bazaar shares. A adversary with agnate artefact offerings, prices, and technology poses a abundant blackmail to UA’s sales and revenues. This anon ties into an access in antagonism and animosity aural the antic appurtenances market. As the bazaar grows and added bodies are absorbed in antic appurtenances antagonism is activity to access up as well. UA cannot blow on its acclaim at this point, neither can the baron of the market, Nike. Even big companies charge abide to innovate and attempt in adjustment to sustain growth.
Low Cast Acquaintance – Under Armour is almost a adolescent aggregation and so the cast acquaintance in the association is actual low. This acts as a adverse point to the cast back its sales and acquirement from the aforementioned may get affected. Beneath Armor charge assignment adamantine appear advance in branding activities to affected this threat.
Government’s apprehension – US Government’s apprehension issued about the backbone of the cast and the aerial anticipation levels for its artefact giving up while acceptance is a adverse botheration to the brand. This may account ambiguity in the user’s apperception apropos the assurance levels Beneath Armour cast articles offer. This is accepted to accept a huge abrogating appulse on the cast affairs bottomward its believability levels as able-bodied as acquirement and accumulation margins
Under Armour Inc. Profile [http://www.reuters.com/finance/stocks/companyProfile?symbol=UA]
Under Armour Wikipedia [https://en.wikipedia.org/wiki/Under_Armour]
Company Overview of Under Armour, Inc. [https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=8740684]
Under Armour Inc. Overview [http://www.vault.com/company-profiles/general-consumer-products/under-armour,-inc/company-overview.aspx]
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