Introduction Under Armour is the company founded by the former football player, Kevin Plank in 1996. Kevin Plank had a unique innovation of a synthetic textile which was suitable for sweat control during physical activities. According to Thompson, Plank’s idea was believed by him to grow longterm in a short term. It had a significant opportunity to expand. Under Armour is designed for athletes. During the course of game, workout or any extensive physical activity, the material of Under Armour keeps them dry and cool. “ The technology behind Under Armour’s diverse product is targeted for all ages, gender and even generation. It is complex, but with the simple idea: wear HeatGear® when it's hot, ColdGear® when it’s cold, and AllSeasonGear® for all seasons in between.” (Under Armour n.d). Its mission id to make the best product for the athletes …show more content…
It seizes to achieve it through enhancing the features of performance, design, quality and wide number of product selection. The positioning of the brand is at its highest quality and availability. It promotes innovation and quality as the foundation of a marketing plan. Its marketing strategy also underlines the endorsements from the influcial celebrities and sponsoring the sports events. Under Armour’s growth strategy is to offer as much types of product to the public, showcasing their wide range of design. It targets the consumer segments and accurately distribute its product to its markets. Porters Five force Model “The Porter's Five Forces tool is a powerful yet simple tool which enable to understand the position of power in any business situation” ( Manktelow n.d) ( https://www.mindtools.com/pages/article/newTMC_08.htm) I will use this model to identify and analyse the long run profitabilty of the whole sports apparel industry and also Under Armours