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Swot Analysis Of Dick's Apparel

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A. Current Performance • Three Business Segments — Apparel (80% of net sales), footwear (12% of net sales), and Accessories (4% of net sales); selling products in 23,000 retail stores in North America, Europe, the Middle East, Africa, and Asia. • UA exceeded a billion dollar annual revenue goal. Annual revenues increased 24%. Stock prices increased 46% to $1.34 per share. • In 2009, UA’s performance apparel segment had 78% of the market. In addition, 78% on the company’s revenue came from the US wholesale distribution channel. Dick’s Sporting Goods and The Sports Authority accounted for 30% of their wholesale distribution. Distribution channels included independent and specialty retailers, institutional athletic departments, leagues
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Dick’s Sporting Goods annual 10-k MD&A has shown that Dick’s is one of the leading sports apparel and equipment company in the business. The 10-k MD&A shows that Dick Sporting Goods has grown and expanded in terms of stores and employees. Compared to the previous year with Dick Sporting Goods only having 694 stores across the country, this year they have 741 stores. An increase in volume being sold. Due to the increase in stores Dicks now approximately has 13,000 full time employees and 24,000 part time.

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They process products through third-party distributors located in Canada, New Jersey, Florida, and leases distribution facilities in California and Maryland to channel products through its wholesale and retail networks in North America. Wholesale sales generated through national and regional sporting goods chains, department store chains, institutional athletic departments, and teams and leagues accounted for 68% of revenues in 2013. Under Armour saw a need for diversification of revenue streams and embarked on a mission to change their model. They saw by building a strong retail network to sell directly to its consumers they could do just that. One way they did that was to have factory-house stores in North America, China, Japan, Mexico, Brazil, and other countries where they attach a retail store to their factories.

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The road to becoming a legitimate competitor has been tough, specifically because of the competitive nature that exists between firms in the same market. The market structure, determinants of supply and demand, and future outlook of the company can help us see the state and performance of Under Armour. Under Armour’s is an example of a monopolistic competition, meaning they have aspects of a perfect competition market structure, but their products are not the same as its competitors. As mentioned above, Under Armour’s main competition is both Nike and Adidas. Recently, Adidas has

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Under Armour faces a twofold challenge, in the product and market area. Their heritage product category was compression Heat-Gear, and Nike the major competitor, was planning to take control of the new customers generations by creating a whole new line called Nike’s Pro Combat. Besides that, the marketing side was also having struggles. Since Nike created a strategy in which a strong emotional connection with customers was developed. This would have as repercussion the displacement of the Under Armour brand and therefore the slow decline of the company.

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1. Introduction Under Armour, Inc. (Under Armour) is a leading sports apparel and equipment manufacturing company founded in 1996 by Kevin Plank, a 23-year-old former University of Maryland football player.. He revolutionized the sports apparel industry by creating a superior, moisture-wicking, performance T-shirt, made of synthetic fabrics. Under his leadership, the company grew from a 17,000-dollar business in 1996 to a 4.83-billion-dollar empire. 2.

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2.0 Competitor Analysis The industry that Under Armour is involved with is extremely competitive, with competing against big names such as Nike or Adidas. Although it’s hard at the beginning, but customers want to have the highest quality apparel therefore they turn to Under Armour. Under Armour stays in the competition by having high quality products, and also by signing endorsements deals with major athletes (Owusu, 2017). By having major athletes represent Under Armour, means the company will be bringing in "big money" because they will bring up the brand’s popularity. The major competitors in this industry are of course inclusive of big names such as Adidas, Nike, Dick’s Sporting Goods and Puma.

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