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Under Armour

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by

Joe Sandoval

on 10 March 2014

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Transcript of Under Armour

Cultural Profiles
India
"Wherever we go around the globe, we will lead first with our story and bring the people into the best Under Armour experience possible..." -Kevin Plank (Founder & Ceo)
70% of the share in the synthetic performance apparel market.
3% of the athletic apparel market
14.7% of the athletic apparel market in the US
Women’s clothing represent 30% of UA’s total apparel sales

Many sponsorship deals
athlete endorsements
college teams
olympic teams






The Company

120 US retail locations
Stores in Australia, Belgium, Brazil, Canada, China, France, Germany, Ireland, South Africa, Spain, Sweden, Switzerland and the United Kingdom
Manufacturing in Asia, Central and South America and Mexico
Corporate offices around the world

Scope of Operations

Increase brand exposure
on a global level
Currently 6% of revenues come
from international sales
Contribution of international sales
expected to grow to 12% by 2016
Global Business Strategy

Italy
Fits Current Global Growth Strategy
Sport and Fashion
Competitive Market

India
Industry and Population Growth
Competitors
Quality vs. Price

Initial Location Strategy

Positives:
Increase in FDI with high returns
Mode of Entry Freedom
Negatives:
Bureaucracy
Ease of starting a business (179th)
94th most corrupt country

Legal - India

Negatives:
Corruption/Govt.
Non-business Activities
Human Resources
Positives:
Not as Bad as India
More Established Firms for JVs

Legal - Italy

Founded in 1996 in Maryland
Absorb Perspiration
Maintain body temperature
Enhance Performance
Technological Breakthrough
Implementation Plan:
Florence Outlet Mall
Italy
Language:
22 official languages and over 600 local dialects. The most widely spoken is Hindi at 30%.
English is an official subsidiary language
Religion
Hindu 80.5%, Muslim 13.4%, Christian 2.3%, Sikh 1.9%, other 1.8%, unspecified 0.1% . cts. The most widely spoken is Hindi at 30%.
Language:
Italian
Religion:
Roman Catholic 80%, Agnostic and Atheist 20%
Economic Profile: Italy
Geert Hofstede Analysis
Economic Profile: India
Clothing
India
Over 4,000 years of traditional wear
Sari and Dhoti
Western and Indian dress
Gender Roles

Italy
Italian designers
Understated luxury
Blend of innovation, tradition, art and technology
Site Recommendation
Sport
B
Soccer, cycling, tennis & skiing
Yoga & cricket
Marketing Mix: 4 P's
-Conduct market research and data
-Open first UA store in Florence, Italy

Implementation Plan
-Develop intensive advertising campaign
-Develop sports sponsorships
-Customer surveys
Mode of Entry
Italy
India
Conclusion
Joint Venture
Wholly-Owned Subsidiary
Current Market Situation
India
Growing, yet internationally dominated
Italy
Existing, developed market
Place
Promotion
Product
Price
Full transcript