Case Study Of Under Armour

Under Armour: Working to Stay on Top of Its Game
Lulu M. Mero
Webster University

Abstract
This paper explores the case study found in the Strategic Management: Competitiveness & Globalization (10th ed) under the authors of the book, Michael A. Hitt, R. Duane Ireland, and Robert E. Hoskisson. The title of the case is “Under Armour: Working to stay on Top of Its Game” which analyzes fully the portfolio of the company. Under Armour is an apparel firm that faces some competition and it constantly has to revise its business strategy to stay on top of the market. This case study discloses the company’s history, growth, product and sales profile, major competitors, management, marketing, business strategy, and strategic challenges.

The technique used by the company, moisture-wicking fabrics is designed to accommodate different climates. After beginning to use high innovative textile for the sports apparel, the company observed an increase in sells which made it well known to sell globally from the North American market. Presently, Under Armour targets a wide range of customers with a business strategy to take over the sportswear apparel market. The distribution channel of Under Armour products is via wholesales and retails. Despite the fact that Under Armour is quite a small firm in relation to its major competitors, Nike, Adidas, Columbia Sportswear, and SportHill; the company has the aura of products being loved by athletes at all sporting levels. The main reason for this preference from various customers is because the style and designs are very technological, modern and active. Therefore, the main argument of this case is to analyze how the company’s business strategy can help to maintain the competitive grounds with other high end sporting

Value Chain Analysis is crucial tool, because it can be applied to all primary and support activities. In primary activities the key for the company is to allocate funds accordingly to the inbound logistic which works in implementing total quality management, to operations with activities such as automation for fast production of athlete apparels, to outbound logistics by having reliable distributor network, to marketing and sales through developing promotion budget, developing sales budget, sales forecasting, and price positioning. In the support activities, I would recommend the company to invest more in Technology Development, and Human Resource Management. Under Armour could increase its innovative drive by creating new products in order to stay on top of the game. The company could also invest on human resource by recruiting high caliber workers, training, and have attractive compensating employees to lower turnover and talents, which could be taken by its