Under Armour differentiates itself from its competitors by providing customers with superior performance sports apparel. I believe this is Under Armour’s business-level strategy because they were the first company to use synthetic materials in their clothing to allow the wearer to be “dryer, lighter, and more comfortable.” Over the years Under Armour has plugged millions of dollars into research and development in order to make their products the best in the market. Even though they outsource most of their production, the manufactures must use pre-approved vendors to ensure they are using quality materials to create superior products. Also, because Under Armour outsources its production, the company can focus on developing new technologies in sportswear. Under Armour is then able to expand its product offerings and market them so that some products are expensive, while others are more affordable. Adding more products to Under Armour’s lineup gave consumers first-rate alternatives to the competitors’ products.
After Performing a value-chain analysis on Under Armour I have conclude that one of their most significant strengths is in house marketing and
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The first being their high brand recognition. Most people who see an Under Armour logo instantly recognize the brand, this is because it pops up everywhere. Under Armour has partnered with many different professional and collegiate sports teams which allows the Under Armour name to be seen while watching these athletes and teams perform. Another one of Under Armours competencies is that they can offer many similar products with different price points. Under Armour creates a diverse number of products and can therefore sell them at high and low price points. Although the customer will get a lower quality product when they are buying from a lower price point, and vice versa, it leaves them with options to go all out to get a top-notch product or buy a simpler