Group 5 Company Presentation

7/24/2019 Group 5 Company Presentation

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Competitive Analysis:Under Armour

COURTNEY ELLIS, TRAVIS TE!EL, CASEY "ARVEY,

RO#ERTO !A$ILLA, ASON STONE, I%UELE$RANO, &ULIO %ARCIA, %LEN LESLEY


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Mission Statement

Under Armour's mission is to ma(eall at)letes *etter t)rou+) passion,desi+n, and t)e relentless pursuit oinnovation- Every Under Armour

produ.t is doin+ somet)in+ or you/it's ma(in+ you *etter-


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!erorman.e Apparel and t)e!erorman.e Apparel Industry

Clot)in+ made rom moisture 0i.(in+ materialto en)an.e at)leti. perorman.e

1evin 2lan(, Under Armour ounder, 3445

Under Armour's implementation ounded t)e!erorman.e Apparel Industry


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Under Armour's !u*li. Ima+e

!ositive due to *ein+ 6rst to t)e mar(et

!rodu.e an innovative and 7uality produ.t

!artner 0it) )i+) s.)ools and universities all a.rosst)e .ountry

Le+a.y !artners


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Le+a.y !artners

"a*itat or "umanity

Ronald .$onald "ouse

V 2oundation

#oomer Esiason 2oundation

Livin+ Classrooms 2oundation


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Under Armour's !ro+rams

Under Armour %reen

Under Armour 2reedom

Under Armour !o0er in !in(

Under Armour Yout) ovement

Under Armour Com*ines


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S8OT Analysis9Strengths:

9Sponsorin+ S.)ools

9UA Le+a.y !artner

9UA %reen

9UA 2reedom

9UA !o0er in !in(

9UA Yout) ovement

9UA Com*ine

9UA Innovation C)allen+es

9S)ippin+ Internationally

9;uality produ.ts

Weaknesses:

9Stu++les attra.tin+ more international

mar(et s)are

9T)ey do not )ave a patent or any o t)e

materials used in t)eir produ.ts

9any o t)e materials used in t)eir produ.t

are petroleum *ased, and t)ereore su*pensive

Opportunities:

9Ras) +uards or A trainin+

9Endless amount o possi*ilities in

perorman.e apparel ideas or sports

Threats:

9#i++er and stron+er .ompanies ta(in+ ove

t)e mar(et due to a lar+er e.onomies o s.al

98it)out patents, imitators .ould easily .op

ideas and steal spot in mar(et *y produ.in+

less e>pensive alternatives


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UA Corporate Strate+y

Industry summary

Competitive strate+y

Industry .ompetition


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Rate o %ro0t)

Lar+e opportunity or +ro0t)

Outlet Stores

?y @4 Su*mitanIdea

Spe.i6.ally tell Under Armour 0)at produ.t t)ey0ant to see


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Rate o %ro0t)

Lar+e opportunity or +ro0t)

Outlet Stores

?y @4 Su*mitanIdea

Spe.i6.ally tell Under Armour 0)at produ.t t)ey0ant to see


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Ease o entry and .ompetition

Very )ard or ne0 .ompanies to enter into t)is

industry

"i+)ly .ompetitive industry

NI1E, Adidas, Colum*ia


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Te.)nolo+y and Innovation

Emp)asis on RB$

Come out 0it) ne0 produ.ts or t)e .ustomers

i.ro6*er .lot)in+ t)at is li+)t and repels s0eat


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ana+ement Capa*ility

Employees (no0 e>a.tly )o0 to a.t and 0or(

?T)e Code is availa*le to t)e pu*li. on t)eir 0e*site

Customers .an trust t)e .ompany *e.ause t)ey .ansee )o0 Under Armour operates-


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E.onomi. 2a.tors

Adaptin+ to dierent mar(et .onditions

Employees

"ire appropriate people t)at 6t .ulture and su..ess-

Not easy, .ompetitors 0or( to re.ruit t)e *est as 0ell-

In UADs 2or0ardLoo(in+ Statements ?.)an+es in+eneral e.onomi. or mar(et .onditions t)at .ouldae.t .onsumer spendin+ and t)e 6nan.ial )ealt) oour retail-


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E.onomi. 2a.tors

2ederal Trade Commission and ot)er a+en.ies ma(e

sure produ.t is appropriate-

La*or

Stri(es and lo.(outs .ause slo0 do0ns t)at )urtprodu.tion-

!oli.ies in ot)er .ountries .an .)an+e-

Can lead to ris(s t)at .an ae.t t)e .onsumer in t)eend-


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So.ial 2a.tors

A+e distri*ution

%eo+rap)i.al #oundaries

"eat%ear, Cold%ear, AllSeason%ear

Sports ar(etin+

$ierentiated *rand ima+eInternational E>posure


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So.ial 2a.tors

Seasonality


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2inan.ial 2a.tors

A..ess to .apital 0)en re7uired is stron+

$e+ree o Capital UtiliFation is stron+

Ease o E>it rom t)e mar(et is 0ea(

!ro6ta*ility, Return on investment is stron+

Li7uidity, Availa*le Internal 2unds is stron+$e+ree o levera+e, 2inan.ial Sta*ility is stron+

A*ility to .ompete on pri.es is stron+

Capital Investment, Capa.ity to meet demand is

stron+Sta*ility o Costs is stron+


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Te.)ni.al 2a.tors

Te.)ni.al and anua.turin+ S(ills are stron+

Resour.e and !ersonnel UtiliFation are stron+

Level o Te.)nolo+y Used in produ.ts is stron+

Stren+t) o patents is 0ea(

!rodu.tion ee.tiveness and delivery s.)edules isstron+

Value added to !rodu.t is stron+

Intensity o La*or to produ.e t)e produ.t is stron+

Ne0ness o !lant and e7uipment is stron+Appli.ation o .omputer te.)nolo+y is stron+


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Te.)ni.al 2a.tors Ctd-

T)irdparty anua.turin+

!ro.esses and 6*ers are not uni7ue-

T)reat o imitators

Innovation

UA and t)eir .ompetitors .onstantly .ompete on

innovation

#rand ission

Su*mit an Idea


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Environmental T)reat and Opportunity !ro6le

Impact of Factors Importance of Factors Environmental Threat

E.onomi. G H 3!oliti.al J G

So.ial K 5 3

Te.)nolo+i.al H H 35

Competitive H 4 3G

%eo+rap)i. 3 35

TOTAL !9"elps to identiy, .onsolidate, and provides a strate+y or a .orporationMs, identiIes opportunities and t)r

.onsolidate and stren+t)en or+aniFationMs position, provides t)e strate+ists o 0)i.) se.tors )ave a

avora*le impa.t on t)e or+aniFation, and or+aniFationMs (no0s 0)ere it stands 0it) respe.t to its

environment-


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"e# Success Factor $ Strength Measure Weight %A &ike A'i'as (olum)ia

*ualit# $ pro'uct performance -3 H-5 3-G H-5 -5

+eputation $ image -3 H- 4-G H-5 K-3

+a, material access $ cost -3 -@ 3-4 -H -

Technological skills -J 33-G 3-J H- G-3

Manufacturing capa)ilit# - H-@ 4-J H-3 5-G

Marketing $ 'istri)ution - G-@ 4-J H-3 G-J Financial strength

-3 -G 33- G-4 H-4

+elative cost position -J K-K 3@- G3- @-3

9Reveals stren+t) o ayour 6rmDs position in its industry- It s)o0s )o0 6rm sta.(s up a+ainst rivals, mea

*ymeasurePpinpoints t)e .ompanyDs .ompetitive stren+t)s and .ompetitive 0ea(ness-


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!)ase 3

Entrepreneurial Stru.ture

!lan( sa0 t)e need or a ne0 produ.t

ade desi+ns and prototype or riends in N2L to test

ostly .on.erned 0it) s)orter term +oals to +et t)e.ompany on its eet

Need or dire.tion Crisis

T)ey need a 0ay o plannin+ or t)e uture

Need to start mar(etin+ and e>pandin+ t)e *usiness


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!)ase J

92ormaliFation

"ere is 0)ere t)ey *uild a *usiness modelstrate+y ot)e .ompany

Start loo(in+ to0ards lon+er term +oals or t)e uture

Start promotin+ t)e produ.t 0it) TV .ommer.ials

?!rote.t t)is "ouse

La.( o Autonomy Crisis

Employees need to )ave t)e aut)ority over )o0 t)eydo 0or( and 0it) 0)om t)ey do 0or( 0it)

Let employees do 0or( t)at is most en


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!)ase @

E>pansion

T)is is 0)ere t)e .ompany starts to e>pand on a lar+es.ale

T)ey e>pand internally 0it) ne0 and *i++erdepartments

T)ey start to s)o0 t)eir .ompetitive side *ot) in t)emar(et and 0it) t)eir .ompetitors

T)is is 0)ere t)ey are ri+)t no0

2#ron "3A'ams 5r

ar eMaurath.-resi'entInternatio

6iane-elke#.7-

+ogers.

7-$8M of8lo)al E.

"evin

Eskri'ge.7- of

Matt

Shearer.7- of

Sommers.

7- of8lo)al

A'am-eak.

2rian(ummi


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"evin

-lank.(EO/Foun'er0

"ip Fulks.Foun'ing

-artner an'(hief

OperatingO1cer

A'ams4 5r3.(hief

-erformance O1cer

International Sales

-elke#.7-8lo)al2ran'

(ommunications

8lo)al E.(ommerce

(hinaEMEA2ran'Marketing

-eak.Senior

7- of %SSales

(ummings.7- ofSales Fre'

"no,les.S7- of9uman

+esources

E'ithMatthe,s.7- of 9+2usiness-artners

8eneMc(arth#.S7- ofFoot,ea

r

"eith6unlap.7- of

Foot,earSourcing

9enr#Staor'.S7-

ofAppar

el4Access

oriesan'

Out'oors

E',ar'8iar'.7- of

Licensing an'Access

ories

8lennSil)ert.7-of

Men;s4


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Importan.e o Culture on $ierent 2a.tors

2ounderDs #elies

Team Oriented"ard 8or(

Employees and Customer Involvement

Ee.tive Communi.ation over all levels

Innovation 2rom .)an+in+ a .otton s)irt to also.)an+in+ s)orts, s0eats, so.(s, et.-

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Group 5 Company Presentation

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