Under Armour Case Study

1945 words 8 pages
Case Study: Under Armour

1. How strong are the competitive forces confronting Under Armour, Nike, and The adidas Group? Do a five- forces analysis to support your answer. 


The analysis of the Porters five forces are very important to business entities. Based on the analysis a business can evaluate their current position and positions that they plan to progress towards as it relates to the industry they are operating in.

The following is my five forces analysis of the competitive forces confronting the companies that operate in the industry that Under Amour, Nike and Adidas operate in.

Competitive Rivalry:
There are many companies in the sports apparel, footwear and accessories industry, such as Nike, Adidas, Puma,
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I would say the core competencies of Under Amor are the following: Their use of innovative technology and products:
The innovative synthetic fabrics used in Under Amour’s products have been able to establish the company as a force to be reckoned with in the sports apparel sector of the industry. This positioned them to be the company that customers look to on order to obtain high quality apparel to help improve their performance in relation to sporting activities.

Their of an efficient and effective marketing team:
Under Armour put together a quality in-house marketing and promotions team that was able to create effective marketing campaigns that created awareness for Under Armour. These campaigns established the company as being a leader in performance athletic and sparked the demand for its products.

The company’s great vision for the future:
The company never stays stagnant its leaders always strive to get better and endeavor to achieve growth and expansion. With great visionary people behind it, it’s no wonder the company has been able to achieve what it has so far in such a short amount of time.

3. Does Under Armour have any resource strengths or competitive capabilities that qualify as a distinctive competence?

The resource strength that Under Armour has is their utilization of manufacturers that develop the specialty fabric that they use to make the innovative products. What was also great about some of these manufacturers was the

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