Good Under Armour Essay Example

Strengths of any organization refers to internal positive elements that facilitate the growth of organization and provide it competitive advantage. Under Armour’s major strengths are:
Good leadership enables Under Armour to form effective marketing strategy and developed products that are appreciated by athletes and other target customers.
Continuous growth and increase in sales provided strong financial position to the U. A (Ashworth, 2012).
Strong brand name helps in attracting new customers. U.A. achieved respect and recognition by delivering innovative quality products to the customers and providing customer satisfaction (Under Armour, 2015).

Wide range of innovative and quality products allowed company to deliver customer satisfaction and retain loyal customer base.

U.A. is also able to sign contracts with college teams and athletes which allow brand to remain in the public. Positive feedbacks from the players increases popularity of the brand.

Efficient research and development team facilitate the development of innovative products that are technically sound and excellent quality.

Weaknesses of Under Armour refers to the internal areas that need urgent attention and improvement. Major weaknesses of Under Armour are:

The company has low total sales & income as compare to its main competitors such as Nike and Adidas.

More than 90 percent of Under Armour’s sales comes from domestic market. Therefore, any change in domestic market can impact the performance of organization (Under Armour, 2014).

High prices of the products make products restricted to special class of people.

Sales performance of Under Armour is heavily dependent on the performance apparel category. Performance apparel category contributes more than 80 percent towards total sales of the company.
Under Armour depends on few number of distributors. Around 30 percent of sales comes from two distributors i.e. The Sporting Authority & Dicks (Under Armour, 2015).

References

Ashworth, W. (2012, January 23). Battle of the Athletic Gear Makers: Nike vs. Under Armour vs. Lululemon. Retrieved from dailyfinance: http://www.dailyfinance.com/2012/01/23/battle-of-the-athletic-gear-makers-nike-vs-under-armour-vs-lu/
(November, 2014). Company Profile: Under Armour, Inc. USA: MarketLine.
Under Armour. (2015). Retrieved from investor.underarmour: http://investor.underarmour.com/annuals.cfm