Under Armour Product Planning Process

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Marketing Plan for Under Armour

Franz Rassman

Damion Rashford

Jack Williams

8 December 2013

MK 240-08

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Team Terio

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Team Terio

Table of Contents

I.

Section

Page

Executive Summary…………………………………………………………………3

II.

Introduction………………………………………………………………………….3

III.

External Environment – Situational Analysis

• External Forces………………………………………………………………5

• SWOT Analysis…...…………………………………………………………7

IV.

Market Segmentation………………………………………………………………..8

V.

Consumer Buying Behavior…………………………………………………………9

VI.

Marketing Mix

• Product Strategy……………………………………………………………11

• Pricing Strategy…………………………………………………………….13

• Promotional Strategy……………………………………………………….14

• Channel Distribution Strategy……...………………………………………16

VII.

Conclusion and Recommendations………………………………………………...16

VIII.

Bibliography………………………………………………………………………..18

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Team Terio

Under Armour’s Marketing Plan

I. Executive Summary

This report discusses Under Armour’s current marketing plan, their positioning in the

sporting goods market, and recommendations to improve their market share. After analyzing a

multitude of sources, this report has found key information about Under Armour as a company.

In addition, the external forces effecting Under Armour will be identified, as well as consumers’

buying behavior and the various strategies used in the marketing mix. A SWOT analysis of

Under Armour was also performed, identifying the strengths, weaknesses, opportunities, and

threats facing the company. Though there are others, Under Armour’s biggest strengths are great

brand equity, as well as simply selling a very high quality product. Their biggest weakness is

their lack of a global presence, but this also presents them with an opportunity to expand their

brand into Europe and Asia. As for threats, Under Armour risks losing sales to competitors who

mimic their products. This SWOT analysis will be covered in...