Under armour Strategy Report

3500 words
THE BRIEF:
Develop a Business Strategy Report.
For the company you have chosen (and that was agreed by your seminar tutor), and using the
template provided, please complete:
– An Executive summary
– Your interpretation of the company’s strategic challenges and loss of competitive position
that led to the loss in market share. This should be based on a separate comprehensive
external and internal strategic analysis. PLEASE NOTE THAT YOU MUST PROVIDE QUOTES
FROM THE NEXIS DATABASE (IN ADDITIONING TO APPROPRIATE CITATIONS) TO PROVIDE
EVIDENCE FOR YOUR INTERPRETATION. FAILING TO DO SO, OR IF QUOTATIONS DO NOT
SUPPORT YOUR ARGUMENT, WILL LEAD TO A SIGNIFICANT REDUCTION IN YOUR MARK AND
MOST LIKELY LEAD TO YOUR SUBMISSION NOT ACHIEVING A PASS MARK.
– Two alternative strategies to improve their competitive position and halt or reverse the loss
in market share (using your interpretation of their strategic challenges, opportunities and
threats).
– A critical evaluation of these alternative strategies and recommendation for the preferred
strategy.
– A plan for implementation of the recommended strategy, complete with GANTT chart for
the main activities and milestones.
– Appendices with a summary of your external and internal analysis.
Please note: it is expected that you will need to use resources such as Nexis, Mintel, ORBIS,
STATISTA, Company Accounts, etc to provide evidence for your argument.

Please add

Under armour fraud

Switching leadership

Number’s under armour as a whole

Long term debt and profit side by side

Start pie charts to when under armour started losing market share

Benchmark

Nike

Nike innovation

Nike operations

Nike Supply chain management

Connection from supply Chain to innovation

Tight supply chain

Online user interface

Placement in sports direct

Nike arrangements with jd and sports direct

Compare with under armory

Don’t say what jones states

Read nexus in the light of what we know jones is thinking

Why Under armour are not weaponized to compete in the market they are in

Areas inside the company that is useful to benchmark against nike

Section 2 the bad vs the good. Layout

Threats, opportunity

Weaknesses, Strength

Recommendations

Generic strategies

1 overall strategy

use the template added below

I also added a proposal I wrote to choose under armour. Disregard the pir charts and numbers make sure to get new ones as they are hypothetical numbers. But use it for refrence if u want.

For the pie charts use the years

2016/2019/2022

For the competetiors use

Nike

addidas

New Balance

Puma

Rebook

ONLY USE Nexis, Mintel, ORBIS, STATISTA, Company Accounts, etc For information. Nothing else

Renes template

Under armour fraud

Switching leadership

Number’s under armour as a whole

Long term debt and profit side by side

Start pie charts to when under armour started losing market share

Benchmark Nike

Nike innovation

Nike operations

Nike Supply chain management

Connection from supply Chain to innovation

Tight supply chain

Online user interface

Placement in sports direct

Nike arrangements with jd and sports direct

Compare with under armory

Don’t say what jones states

Read nexus in the light of what we know jones is thinking

Why Under armour are not weaponized to compete in the market they are in

Areas inside the company that is useful to benchmark against nike

Section 2 the bad vs the good. Layout
Threats, opportunity
Weaknesses, Strength

Recommendations
Generic strategies
1 overall strategy
A lot of things below

2016
2019
2022

Under Armour: Market Share Analysis and Strategic Challenges in North
America

Industry Context

Under armour is a sports apparel company that specializes in performance-based athletic wer,
footwear, and accessories. The main target audience for Under Armour are athletes and fitness
enthusiasts. The company focuses on innovation especially when it comes to compression
technologies and this is what has contributed to Under Armours strong presence.

61% of Under Armour’s revenue has been generated from North America (statista). This means
that the North American market has been the prime revenue driver for Under Armour. In recent
years the company has continued to struggle and sustain consistent growth, this led to the
stagnation in recent years to Under Armour’s market share. Sports apparel is a highly
competitive market and has been historically dominated by Nike and Adidas. In recent years we
have seen many brands specialize in one sector to tackle new trends in sports apparel and take
a large market share and overshadow the other competitors. Increased competition from
industry leaders like Nike and Adidas, coupled with shifting consumer preferences and the
growing popularity of direct-to-consumer brands, has posed significant challenges. COVID-19
had negative impacts to all operations in the sports apparel industry, it hindered all of under
armour’s expansion efforts. Since then, Under Armour has not been able to regain momentum
and get back on track

Market Share Trends (Before and After COVID-19)

To understand Under Armour’s market position, we compare three time periods:

1. 2015 (Pre COVID-19)

2. 2019 (During COVID-19)

3. 2023 (Post-COVID-19)

Key Competitors

Under Armour competes with global sportswear brands, including:

● Nike – Market leader with unparalleled brand recognition and high consumer loyalty
(Statista).

● Adidas – Strong revenue growth and investment in sustainability (Statista).
● Puma – Balances performance and lifestyle-oriented products (Statista).
● New Balance – Niche market presence with a focus on quality footwear.
● Reebok – Targets the fitness and casual lifestyle segments.

https://www.statista.com/statistics/241685/net-profit-of-nike-since-2005/

https://www.statista.com/topics/1257/adidas/

https://www.statista.com/statistics/269599/net-sales-of-adidas-and-puma-worldwide/

Strategic Challenges

Under Armour’s decline is due to several factors:

1. Brand Positioning Issues
– Efforts to shift toward a premium brand image alienated price-sensitive

consumers (WSJ).
– Lacks a strong brand narrative compared to Nike’s performance focus and

Adidas’ lifestyle appeal.
2. Limited Product Innovation

– Lack of trend-driven product launches compared to Nike and Adidas.
– Footwear sales remain weak, failing to compete with Nike, Adidas, and New

Balance in both performance and lifestyle categories.
3. Ineffective Marketing

– Campaigns have not resonated with target demographics.
– Heavy reliance on wholesale partners like Dick’s Sporting Goods, leading to

inventory challenges.
4. Supply Chain Disruptions

– COVID-19 impacted inventory and production.
– Heavy reliance on wholesale partners like Dick’s Sporting Goods, leading to

inventory challenges.
– Competitors have better direct-to-consumer (DTC) strategies.

Research Plan

To address these challenges, the following methodologies will be used:

● SWOT Analysis – Evaluates strengths, weaknesses, opportunities, and threats.
● PESTEL Analysis – Assesses external market conditions.
● Porter’s Five Forces – Measures industry competitiveness.
● Financial Ratio Analysis – Analyzes revenue trends and profitability (Statista).

Data Sources

● Market Research Reports: Statista, Mintel, ORBIS.
● Financial Reports: Under Armour’s SEC filings.
● News Articles: WSJ, Business Insider, Reuters.
● Academic Papers: Research on brand positioning.

https://www.wsj.com/business/kevin-plank-broke-under-armour-can-he-fix-it-8520cf38

https://www.statista.com/statistics/1242355/revenue-nike-adidas-puma-under-armour-footwear-segment/

Time Plan (Gantt Chart Summary)

Task 16 Feb 17 Feb 19 Feb 20 Feb

Wait
for
feedba
ck TBD TBD TBD TBD TBD

Understand Under armour

research under armour

research competitors

take notes and highlight key information

Necessary Research

Find appropriate websites for data

Use wbesites to gather data

Filter information and highlight key points

Plan report 1

create pie charts

Write the report

Finishing touches part 1

Add citations

Proof read report and fix mistakes

Submit report

Plan report 2

Gather more data

Analyze data using Swot, PESTLE etc.

Plan and structure the essay using bullet
points

Turn bullet points into paragraphs

Add final touches and submit the essay

References

● Statista. (2023). Global net sales of Under Armour by region. Retrieved from
https://www.statista.com/statistics/518422/global-net-sales-of-under-armour-by-region/

● Statista. (2023). Nike’s US sales by product category since 2007. Retrieved from
https://www.statista.com/statistics/241706/nikes-us-sales-by-product-category-since-200
7/

● Statista. (2023). Net sales of Adidas and Puma worldwide. Retrieved from
https://www.statista.com/statistics/269599/net-sales-of-adidas-and-puma-worldwide/

● Statista. (2023). Revenue of Nike, Adidas, Puma, and Under Armour footwear segment.
Retrieved from
https://www.statista.com/statistics/1242355/revenue-nike-adidas-puma-under-armour-foo
twear-segment/

● Statista. (2023). Adidas company insights. Retrieved from
https://www.statista.com/topics/1257/adidas/

● Statista. (2023). Net profit of Nike since 2005. Retrieved from
https://www.statista.com/statistics/241685/net-profit-of-nike-since-2005/

● Statista. (2023). The Adidas Group’s footwear production worldwide. Retrieved from
https://www.statista.com/statistics/227015/the-adidas-groups-footwear-production-world
wide/

● Statista. (2023). Revenue comparison of Adidas, Nike, and Puma. Retrieved from
https://es.statista.com/estadisticas/541990/facturacion-de-adidas-nike-y-puma-en-compa
racion/

● Statista. (2023). Under Armour company insights. Retrieved from
https://www.statista.com/topics/2470/under-armour/

● Statista. (2023). Global net sales share of Under Armour by region. Retrieved from
https://www.statista.com/statistics/518584/global-net-sales-share-under-armour-by-regio
n/

● Statista. (2023). Revenue of Nike, Adidas, and Puma footwear segment. Retrieved from
https://www.statista.com/statistics/278834/revenue-nike-adidas-puma-footwear-segment/

● WSJ. (2023). Kevin Plank and Under Armour’s market strategy. Retrieved from
https://www.wsj.com/business/kevin-plank-broke-under-armour-can-he-fix-it-8520cf38

https://www.statista.com/statistics/518422/global-net-sales-of-under-armour-by-region/

https://www.statista.com/statistics/241706/nikes-us-sales-by-product-category-since-2007/

https://www.statista.com/statistics/269599/net-sales-of-adidas-and-puma-worldwide/

https://www.statista.com/statistics/1242355/revenue-nike-adidas-puma-under-armour-footwear-segment/

https://www.statista.com/topics/1257/adidas/

https://www.statista.com/statistics/241685/net-profit-of-nike-since-2005/

https://www.statista.com/statistics/227015/the-adidas-groups-footwear-production-worldwide/

https://es.statista.com/estadisticas/541990/facturacion-de-adidas-nike-y-puma-en-comparacion/

https://www.statista.com/topics/2470/under-armour/

https://www.statista.com/statistics/518584/global-net-sales-share-under-armour-by-region/

https://www.statista.com/statistics/278834/revenue-nike-adidas-puma-footwear-segment/

https://www.wsj.com/business/kevin-plank-broke-under-armour-can-he-fix-it-8520cf38

Number’s under armour as a whole

Under Armour: Market Share Analysis and Strategic Challenges in North America

Industry Context

Market Share Trends (Before and After COVID-19)

Key Competitors

Strategic Challenges

Research Plan

Data Sources

Time Plan (Gantt Chart Summary)

References

[Please note that all text in square brackets need to be deleted and replaced by your own words. Please use bullet points to help with staying within the word count and adopt a pity, straight-to-the-point style of writing. Remember this is a professional report and not an essay. Text in tables do count toward the word count]

Please read the ‘Mandatory elements for the BSR Report assignment’ document (as given in the Assessment Information section and WK11 on the Canvas site)

[Name of Company]

[if relevant: name of Business Unit]

[country]

[ISIN number]

Business Strategy Report for Module N1079

[student number]

[date]

[total word count]

Contents
1. Executive Summary 2
2. Strategic Analysis 2
2.1 External strategic analysis 2
2.2 Internal strategic analysis 2
3. Strategy development next three years 3
4. Strategy implementation for the next three years 3
5. Appendices 4

[please right-click the table of contents above and select ‘update field’ to update it]

1.
Executive Summary

[here you write a short introduction to your organisation and the
key points from your Strategic Position, Strategy Recommendation and Strategy Implementation sections. Approximately 250 words]

2.
Strategic Position

[here you write the pie charts showing the loss of market share (or lack of growth in market share) and a brief description of the loss of competitive position].

2.1
External opportunities and threats

[here you write your
critical interpretation of the external analysis you have done. Remember, you should
not write your analysis, just your critical interpretation of it. You should
challenge your findings and consider alternative explanations. This section considers the current threats to the company AND opportunities as you see them. This section is forward looking, and you should consider alternative futures/scenarios. Your interpretation should be illustrated with graphs and tables where relevant. This section should finish with a summary of your interpretation of the main Opportunities and Threats]

2.2
Internal strengths and weaknesses

[here you write your
critical interpretation of the internal analysis you have done. Remember, you should
not write your analysis, just your critical interpretation of it. You should
challenge your findings and consider alternative explanations. This section should finish with a summary of your interpretation of the main Strengths and Weaknesses]

2.3 Summary of the key challenges

[drawing on the two sections above, here you write the key challenges that explain the loss of competitive position and market share, with
clear and critical rationale for the ranking of each item describing interrelationships and implications for strategic decisions and impact on different stakeholders and potential conflicting interests. Add or remove lines as required]

Key challenge

Rationale for ranking

[as a broad guide, section 2 should in total be approximately 1,500 words]

3.
Strategy recommendation

[here you write first the existing overall strategy of your organisation, followed by TWO alternative future strategic options you have developed. These two alternative strategies should seek
to improve your organisation’s competitive position and hold or reverse their decline in market share over the next three years with a
clear and detailed rational based on the company’s Strategic Position. This is followed by the evaluation of the strategic options, critically reviewing suitability, acceptability and feasibility. And finally, the
strategy you recommend based on this evaluation.

If you are developing a strategy for a business unit or division of your organisation, please consider any implications for the wider organisation.

It is likely that the alternative strategies you have developed are different from their current strategy, therefore please consider that in your evaluation.
This is very important!

When developing your strategic options, please consider elements that support responsible enterprise, for example objectives covering Profit, People and Planet (the 3 P’s). However, this must support improving your company’s competitive position.

[as a broad guide, section 3 should in total be approximately 750 words]

4.
Strategy implementation

[here you give
a discussion of the key aspects for implementing your strategy over the next three years including aspects such as changes to the organisational structure, required cultural changes, performance tracking, changes to leadership, speed of change required, obtaining the required resources for success, overcoming barriers to change, a timescale (GANTT chart), etc.

[as a broad guide, section 4 should in total be approximately 750 words]

5. Reflection

[Here you write a critical account/reflection of the research and learning process, discussing how your findings informed your strategic recommendations, any challenges you faced in gathering and interpreting the data and how your understanding of strategic analysis and recommendation has evolved, and
the feedback and input received during the seminars.

[as a broad guide, section 5 should in total be approximately 250 words]

6

.
Appendices

[here you give a
summary of your External and Internal analysis and which you wish to refer to in the main body of your report. Please note that this is
not a ‘dumping ground’ for your analysis work or other material that do not contribute to main argument of your recommended strategy. What you write here is unlikely to contribute to your mark. Topics to consider are:

· relevant macro trends and developments with implications for the industry and your organisation;

· alternative future macro scenarios;

· industry analysis such as strategic clusters, levels and structure of competition, technology lifecycles, etc;

· competitiveness of company resources and capabilities, benchmarking against key competitors;

Please note that your appendices are not part of the word count]

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Under armour Strategy Report

Number’s under armour as a whole

1. Executive Summary

2. Strategic Position

2.1 External opportunities and threats

2.2 Internal strengths and weaknesses

3. Strategy recommendation

4. Strategy implementation

6 . Appendices

1.
Executive Summary

2.
Strategic Position

2.1
External opportunities and threats

2.2
Internal strengths and weaknesses

3.
Strategy recommendation

4.
Strategy implementation

6

.
Appendices