Question

Let's look at the popular sports apparel company Under Armour. What business are they in? What is their business strategy?

Answer 1

One of the very popular sports apparel company Under Armour is an American based company that manufactures sports as well as casual apparel and sports footwear. Established in 1996, company is headquarter in Amsterdam and have international offices in more than 30 countries. It also manufactures sports accessories like bags, caps, gloves and protective gear. It also produces for America the Football, Soccer and Basketball uniforms.

One of the most important Business strategy of Under Armour is their expansion abroad with their competition management ties. After large expansion in United States and Europe, Armour has given a strong competition to Nike which is one of the largest brand of sports. They are very focused on Innovation and meet the changing customer demand. Under Armour to promote more sales have adopted the strategy to sell its products through Kohl’s, the departmental store chain. The Generic strategy used by Under Armour to deal with the completion from famous players like Adidas and Nike, is differentiation strategy. The brand has different products in terms of innovation like the idea of t shirts to more fit to athletes than only sportspersons. The company have also adopted 3 intensive strategies to expand their consumer base like market penetration, market development and product development.