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underarmour

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by

Jie Wang

on 17 April 2013

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Transcript of underarmour

Jessica Sun, Nick Swatzwelder,
William Tsai, and Jie Wang MAKE ALL ATHLETES BETTER
THROUGH SCIENCE, PASSION AND
THE RELENTLESS PURSUIT OF INNOVATION Under Armour started with a simple plan to make a superior t-shirt.

a shirt that provided compression and wicked perspiration off your skin rather than absorb it.

a shirt that worked with your body to regulate temperature and enhance performance. Business Culture Kevin Plank-CEO Kevin Plank's sports history defines UA goals and business environment

Collectivism Low Power Distance

Initiative, Leadership Skills, Confidence, Good Sportsmanship, Competitive, Having Goals

In short: the ability to work in an entrepreneurial
ambiguous, fast paced environment. Founded in 1996 by former University of Maryland football player Kevin Plank

co-founder Jordan Lindgren, also a former University of Maryland Football player.

Their business from Plank's grandmother's basement in Washington, DC. Background Social Responsibility "Under Armour gives its time, energy and spirit through a variety of organizations that focus on improving the well-being of children, environmental initiatives, and finding a cure for breast cancer. Under Armour also donates to other organizations through in-kind donations, products and financial assistance." Ethics & Values Core Values: Innovation, Inspiration, Reliability and Integrity.

High Standards of Ethics for employees and suppliers & Global Labor Standards

Under Armor's Value Orientations? 2002 license agreement with Dome Corporation

2006 European headquarters in Amsterdam, The Netherlands

2010 Hong Kong Net revenues generated in Western Europe, primarily in Austria, France, Germany, Ireland and the United Kingdom

Net revenues third-party distributors primarily in Australia, Italy, Greece, New Zealand, Panama, Scandinavia and Spain, along with license revenues from our licensee in Japan International Operations Products Competitors Try to Catch Up Nike- Dri-FIT
Addidas- Climalite
Reebok- Hydromove
Nike spent $30 million in 2005 to promote pro-quality gear
Under Armour 43%, Nike 32%, Addidas 5.1% of the performance apparel market
Nike take on Under Armour in the market for cross-trainers Performance gear for training and competition

HeatGear, ColdGear, and AllSeasonGear

UA has 43% of the market for performance gear

The synthetic, microfiber compression fabric

Under Armour specialized in compression sportswear Core Products Expansion: Footwear Under Armour entered the football cleat market in June, 2006
-By 2007, they had captured nearly 20% of the market
UA entered the baseball and softball cleat market in 2007
The next market was the basketball shoe market, which UA entered last year
-Under Armour will be launching its second generation basketball shoe this fall
Under Armour’s original line of cross-trainers and running shoes in 2008 and 2009 flopped
-Following a reset period, the company has plans to introduce a new line of shoes in 2012 Other Products Cam Newton, Derek Williams,
Young Athletes with potential
Under Armour's budget vs. Nike's budget
Competing directly with Nike failed
Big Time: Tom Brady, Michael Phelps UA Green is our challenge to make Under Armour Performance products with a lighter environmental impact
UA Catalyst Future Expansion Challenges International Expansion Future product diversification Possible Vertical integration BUSINESS MODEL Supply Chain Efficiency Business Orgainzation Product Management Colleges High Schools Broadneck High School
Irmo High School Yellow Jacket
St. John's College High School
Goose Creek Gators
Summerville Greenwave
Winter Park Wildcats
Houston Defenders Select (AAU)
New Bern bears Football Miles Austin (Dallas Cowboys)
Anquan Boldin (Baltimore Ravens)
Tom Brady (New England Patriots)
Brian Cushing (Houston Texans)
Vernon Davis (San Francisco 49ers)
AJ Hawk (Green Bay Packers)
Ray Lewis (Baltimore Ravens)
Rey Maualuga (Cincinnati Bengals)
Santana Moss (Washington Redskins)
Cam Newton (Carolina Panthers)
Dominique Rodgers-Cromartie (Philadelphia Eagles)
Julio Jones (Atlanta Falcons) Basketball Baseball Swimming Jose Reyes (New York Mets)
Bryce Harper (Washington Nationals)
Buster Posey (San Francisco Giants)
Matt Wieters (Baltimore Orioles)
Clayton Kershaw (Los Angeles Dodgers) Brandon Jennings ( Milwaukee Bucks)
Greivis Vasquez (Memphis Grizzlies)
Kemba Walker (Charlotte Bobcats) Michael Phelps Product Placement Movies/TV Shows Tottenham Hotspurs
German team Hannover 96
Mexican teams Deportiva Toluca and Estudiantes Tecos
Greek team Aris Thessaloniki
Japanese team Omiya Ardija
Columbian team Once Caldas
Israeli team Maccabi Tel Aviv. Auburn Tigers
Boston College Eagles
Garnder-Webb Running Bulldogs*
Hawaii Warriors
Maryland Terrapins†
South Carolina Gamecocks
South Florida Bulls
Southern Illinois Salukis
Temple Owls
Texas Tech Red Raiders
Toledo Rockets
Truman State Bulldogs
Utah Utes
North Texas Mean Green Manufacturing Plants Special
Make Up Shop Central Spark Retail Stores
&
Online Shops Approved
Suppliers Head Men's Women's Children's Shirts
Polos
Hoodies
Sweatshirts Shorts
Pants
Undrwear bottom
Thigts
Leggings Outerwear
Headwear
Socks
Gloves Performance Tops
Polos
Hoodies and Sweatshirts Compression shorts
Tights and Leggins
Athletic Shorts
Pants
Ski and Snowboard Pants Outerwear
Underwear
Socks
Gloves
Headwear Performance Tops
Polos
Tanks
Hoodies and Sweatshirts
Sports Bras
Underwear Tops Shorts
Skirts and Skorts
Pants
Tights
Leggings Outerwear
Underwear
Headwear
Socks
Gloves Sports Endorsements Footwear
and Other Backpacks
Duffle Bags
Eyewear
Sunlasses
Water Bottles Basketball Shoes
Running Shoes
Football Cleats
Baseball Cleats
Soccer Cleats
Lacrosse Cleats
Sandals
Trail and Hiking Cross functional Process
Coordinaton and integration
advertising, personal sales, direct marketing, sales promotion, and public relations
Affects all firm's business-to-business, marketing channel, customer-focused, and internally directed communications Marketing Communication Mix Advertising Main source-Television Secondary Advertising-magazines/billboards Direct Marketing Few flagship stores
allows consumer to request catalogues
information dispersed mainly by email
Ads targeted using geo-demography
social media sites: Twitter Facebook
Technology: Apps
Advantage: Response rate
Downside: unwarranted emails and ads. (cc) photo by medhead on Flickr Interactive Advertising Official Honoree
award for e-mail marketing in 2007
Steve Battista
Under Armour's Director of Marketing;
Protector of the Brand Quick
Inventory
Turns Third Party
Business
Solutions
Technology Awards Advertising Strategy Pull-Strategy Branding Market Segmentation Chief Supply
Chain Officer Psychographics In-house designs Intellectual Property Rights - Strengths -Small compared to competitors,
can't compete on their level
-no flagship stores
-no contract with retail stores
-no intellectual property right
on technology
-value branding Weaknesses -Demographics:
Gender & Age
-Expansion into Asia
-Product expansion
-Potential for young athletes to grow Opportunities -Encroaching
new competitors
-Industry giants
-Loss of brand
identity in expansion Threats Under Armour targetsexplorer types who value discovery, experience, energy, and taking risks To Achieving the Objective Internal Origin External Origin SWOT ANALYSIS Under Armour started with a simple plan to make a superior t-shirt; a shirt that provided compression and wicked perspiration off your skin rather than absorb it; a shirt that worked with your body to regulate temperature and enhance performance. Challenges International Expansion Kevin Plank's sports history defines UA goals and business environment

Initiative, Leadership Skills, Confidence, Good Sportsmanship, Competitive, Having Goals

In short: the ability to work in an entrepreneurial
ambiguous, fast paced environment. Founded in 1996 by former University of Maryland football player Kevin Plank, Under Armour is the originator of performance apparel and gear engineered to keep athletes cool, dry and light throughout the course of a game, practice or workout. The technology behind Under Armour's diverse product assortment for men, women and youth is complex, but the program for reaping the benefits is simple: wear HeatGear® when it's hot, ColdGear® when it's cold, and AllSeasonGear® between the extremes. Attempts at Acquisition Criticisms of Under Armour "Under Armour gives its time, energy and spirit through a variety of organizations that focus on improving the well-being of children, environmental initiatives, and finding a cure for breast cancer. Under Armour also donates to other organizations through in-kind donations, products and financial assistance." Ethnic Values Core Values: Innovation, Inspiration, Reliability and Integrity.High Standards of EthicsGlobal Labor StandardsCode of Ethics for suppliers 2002 license agreement with Dome Corporation
2006 European headquarters in Amsterdam, The Netherlands
2010 Hong Kong International Expansion Net revenues in other foreign countries include net revenues generated in Western Europe, primarily in Austria, France, Germany, Ireland and the United Kingdomother foreign countries include net revenues generated through third-party distributors primarily in Australia, Italy, Greece, New Zealand, Panama, Scandinavia and Spain, along with license revenues from our licensee in Japan International Operations Integrated Marketing Communications Attributes of the corporation To Achieving the Objective Helpful Harmful Attributes of the corporation Nike Drifit Adidas Climalite Reebok Hydromove Movement into other non-core sport targets Ryan Wood: President of Under Armour Europe Employment Policies
-Over 3000 Employees
-Gym Membership
-Company-wide bonus eligibility
-subsidized cafe
-50 percent discount on merchandise
-discounts on sporting event tickets. Pricing Distribution
Centers - Sign Contracts with Retailers

- Expand UnderArmour Specific Stores

- Develop Manufacturing Plants
to Eliminate Risk 4th Quarter Shop makes 35 pieces of clothing per hour!! Partnership with Cotton First Attempt Second attempt Under Armour introduced Charged Cotton on March 12
Partnered with Cotton Inc.
Cotton yarn is coated with a top-secret water repellant
The American cotton activewear market is four times the size of the synthetic market - Value-Pricing Model Shrink it and Pink it
Heather Mills
"Athlete" rather than "female athletes"
Persuasion
Olympic gold medalist: Lindsey Vonn
commitment to female demographic Just $2 million in revenue per year. Handles Last minute and Custom Orders Value Pricing -"I will" mentality
-Growth rate
-Employment policies
-Big candidate endorsements
Full transcript