Under Armour

Under Armour

MBAD 780: Strategic Planning and Analysis

Company Description:

• “Under Armour, Inc. develops, markets, and distributes performance apparel, footwear, and accessories for men, women, and youth primarily in the United States, Canada, and internationally.”

• “Under Armour is the originator of performance apparel – gear engineered to keep athletes cool, dry, and light throughout the course of a game, practice, or workout.”

Company Overview:

• Founded in 1996 by former University of Maryland football player Kevin Plank.

• Corporate headquarters is located in Baltimore, Maryland.

• Mission: To make all athletes better through passion, science, and the relentless pursuit of innovation.

• Revenue is primarily generated from athletic performance apparel.

• 2009 Net Revenue was $856,411.

• 2009 Gross Profit was $413,025.

• Under Armour currently employs 3,000 people.

• Current stock price UA $32.96 (4/12/10).

• 52-week stock price range $17.60 - $33.31.

Objective:

Under Armour (UA) wants to increase net revenues by 10% per year over the next three years.

We believe that we can meet this objective by implementing the strategies we discuss below. UA wants to provide the world with technically advanced products, engineered with our superior fabric construction, exclusive moisture management, and proven innovation. Every UA product is making the customer better, and we believe our performance-apparel products will exceed their expectations.

Under Armour SWOT Analysis:

Our strategic analysis started with a comprehensive examination of our internal and external environments. We determined our strengths as a company and identified opportunities that we found feasible within our industry. Displayed below are the results of our analysis.

Strengths Weaknesses

• Brand Equity • Pricing

• Innovation • Narrow focus

• Professional and collegiate endorsements • Advertising

• Fabric technology • Narrow target market

• Growth...