Under Armour Assignment Example | Topics and Well Written Essays - 2250 words

Under Armour - Assignment Example Under Armour Under Armour’s current marketing strategy is to market its products primarily to customers who participate in sports, fitness, outdoor, and training activities. They execute this strategy through professional and collegiate sponsorships, individual athlete agreements, and outfitting agreements. Because of this, Under Armour can be seen on the field, fiving them exposure to the consumer via live sporting events and television. Under Armour is the official footwear of the NFL and the MLB giving them national recognition. The University of South Florida, University of Auburn, and the University of Maryland and many other colleges are all sponsored by Under Armour. Internationally, Under Armour provides uniforms for the Tottenham Hotspur Football club and the Welsh Rugby Union. By sponsoring and providing uniforms for all these teams, Under Armour is able to become a recognized brand in sports. Under Armour’s retail marketing strategy involves increased brand floor space for their products in major retail businesses. Due to increased sponsorship of sports teams allows Under Armour to be recognized easily in stores and have specified areas specifically for Under Armour products. Wholesale channels including sporting goods stores, department store chains, institutional athletics departments, and specialty retailers are responsible for the majority of Under Armour sales. Under Armour also have specialty and factory stores throughout North America and certain countries in Europe to sell strictly Under Armour products to consumers. ... Wholesale channels including sporting goods stores, department store chains, institutional athletics departments, and specialty retailers are responsible for the majority of Under Armour sales. Under Armour also have specialty and factory stores throughout North America and certain countries in Europe to sell strictly Under Armour products to consumers. Internationally, Under Armour competes in North America, Europe, Asia, and Latin America. North America makes up for about 94% of Under Amours total revenues. The two largest customers in North America are Dick’s Sporting Goods and Sports Authority. In Europe, products are sold to about four thousand retail stores and through the Under Armour website. Under Armour has had a license agreement since 2002 with Dome Corporation that sells, markets, and produces its products in Japan. In China, Under Armour has two specialty stores in Shanghai and also distributes products to customers through a third party logistics provider. Under Armour also sells its products in Latin America through independent distributors, which are distributed from factories in the United States. Financial Performance Under Armour Nike Adidas 2010 2011 2012 2010 2011 2012 2010 2011 2012 Revenues 1.06B 1.47B 1.83B 20.89B 24.12B 25.33B 16.23B 18.03B 20.15B Net Income 68.48M 96.92M 128.39M 2.13B 2.22B 2.46B 891M 823M 709M Under Armour’s current strategy seem to be working well. They have increased their revenues by .77 billion dollars since 2010. Under Armour has almost doubled the amount of net income over the past three years as well. When looking at their competitors Nike and Adidas, the amount of revenue that they create is far more than Under Armour. This is due to