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    Swot Analysis of Under Armour

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    Nazibul Islam
    The SWOT analysis provides a summary of Under Armour's strengths, weaknesses, threats, and opportunities. Some of Under Armour's strengths include their innovative moisture-wicking fabrics, brand loyalty, and ability to adapt to changing industry conditions. Weaknesses include a lack of patents, small international presence, and limited product customization. Threats consist of high competition, risk of substitute products, and high raw material costs. Opportunities for growth include expanding customization, innovation, entering new markets, and gaining customers as more people focus on fitness.

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    Swot Analysis of Under Armour

    Uploaded by

    Nazibul Islam
    1K views2 pages
    The SWOT analysis provides a summary of Under Armour's strengths, weaknesses, threats, and opportunities. Some of Under Armour's strengths include their innovative moisture-wicking fabrics, brand loyalty, and ability to adapt to changing industry conditions. Weaknesses include a lack of patents, small international presence, and limited product customization. Threats consist of high competition, risk of substitute products, and high raw material costs. Opportunities for growth include expanding customization, innovation, entering new markets, and gaining customers as more people focus on fitness.

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    Under Armour case study.

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    The SWOT analysis provides a summary of Under Armour's strengths, weaknesses, threats, and opportunities. Some of Under Armour's strengths include their innovative moisture-wicking fabrics, brand loyalty, and ability to adapt to changing industry conditions. Weaknesses include a lack of patents, small international presence, and limited product customization. Threats consist of high competition, risk of substitute products, and high raw material costs. Opportunities for growth include expanding customization, innovation, entering new markets, and gaining customers as more people focus on fitness.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    1K views2 pages

    Swot Analysis of Under Armour

    Uploaded by

    Nazibul Islam
    The SWOT analysis provides a summary of Under Armour's strengths, weaknesses, threats, and opportunities. Some of Under Armour's strengths include their innovative moisture-wicking fabrics, brand loyalty, and ability to adapt to changing industry conditions. Weaknesses include a lack of patents, small international presence, and limited product customization. Threats consist of high competition, risk of substitute products, and high raw material costs. Opportunities for growth include expanding customization, innovation, entering new markets, and gaining customers as more people focus on fitness.

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    SWOT Analysis

    The SWOT analysis provides a clear summary of the strength, weaknesses,


    threats, and opportunities facing Under Armour. This analysis provides an in-depth
    combination of the internal and external environment surrounding Under Armour on
    a company level, and the entire industry. (see Appendix 5 for SWOT Analysis
    Chart).
    1

    Strengths: Under Armour is the leader in providing high tech


    undergarments for athletes competing in diverse climates using
    innovative technology, high quality of their apparel, their brand loyalty, in
    producing a moisture-wicking fabric geared to high demand of a narrow
    target market. Their ability in dealing with the pressure of changing
    industry conditions by creating opportunities using technology and honing
    in on product differentiation keeps them from losing market share to
    substitute products. As a result, Under Armour is gaining market shares at
    a higher rate than their competitors. They have one of a kind product that
    allows them to stay competitive in their industry. A big factor for their
    brand is that it is recognizable to consumers. It is simple in design, which
    allows consumers to easily identify the products. Under Armour inherits
    selling power through buyers loyalty to the brand. Under Armours
    customers are high end professional athletes paying for quick production
    of customized products based on Under Armours image and brand
    recognition.

    Weakness: Under Armour suffers from a variety of weaknesses which


    includes their lack of patent, international market, female market
    segment, product line in comparison to their competitors, limited number

    of distributors, and the lack of individual customizations. Their lack of


    patent on popular cooling shirts provides Nike and Adidas a chance to
    make their own product with the same benefit. This is significant because
    they could lose their customers, and their competitors could come up with
    better products. Under Armours lack of international market presence
    provide its competitors an edge in the industry.
    3

    Threats: In an industry where competition is high, there are also


    significant threats such as, the need for product differentiation within the
    industry, high risk of substitute products, and high raw material expenses.
    Under Armours lack of patent poses a high risk since all of their products
    are at a high risk of substitution. Due to the degree of competition in the
    industry, a substitute product could drastically hurt their company and its
    market share. Also the price of Under Armour raw material is high since
    the company uses petroleum to produce most of their products.

    Opportunities: Irrespective of the many weaknesses faced by Under


    Armour, there are also many opportunities for growth in the industry.
    These opportunities include Under Armours customization and growing
    number of customers, innovation, growing population, and the expansion
    into international market. There is a growing population of staying in
    shape and going to the gym, which would bring Under Armour a lot of new
    costumers. Also the need for innovation within the industry provides
    Under Armour with more opportunities to outcompete its competitors.

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