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Assignment%20#1 under armour pest industry analysis

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Under Armour PEST and Industry Analysis

Under Armour PEST and Industry Analysis

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  • 1. Under Armour:PEST and Industry Analysis
    Brian Teufel
    MGT 490-004
    Assignment #2
    Professor McDermott
    March 17, 2011
  • 2. Kevin Plank, the CEO of Under Armour developed a blue ocean strategy
    Created Performance Apparel market – enhances consumers performance while offering greater comfort
    Total sales over $1.0 billion in 2010
    First-mover advantage has allowed UA to gain 70% of the U.S. market and about 15% of the global market
    Performance Apparel has evolved from niche to mainstream in terms of target market and competition (Nike and Adidas)
    Under Armour Snapshot
  • 3. Under Armour Snapshot (cont.)
    • Under Armour owns branded retail stores in 28 U.S. states (30+ stores) and 23 other countries (25+ stores).
    - First UA branded retail store opened on November 1, 2007.
  • 4. Pest Analysis
    • Opportunities and Threatsare ranked in terms of
    importance separately; top five of each are ranked accordingly.
    (1 = extremely important, 5 = Not very important.
  • 5. Political Factor
    FDI Policies- Some foreign countries have policies in place that prohibit 100% ownership of retail stores which poses threat to internationalization
    Chinese Labor Costs Increasing
    Costs of international labor is on the rise.
    Hourly compensation costs of manufacturing employees in China from 2002-2008 is shown below.
    Economic Factors
  • 6. Economic Factors (cont.)
    •The growth of the performance apparel industry
    is the greatest opportunity.
    •More Consumers = More Revenues
  • 7. Obesity rates in U.S. show people not physically active
    Consumers focus on quality more than price
    Increase in physically active women
    Increase in health conscious consumers = more exercise/physical activity
    Sport participation is a key aspect of U.S. culture
    Aging population and increase in physically active seniors
    Increase in sports participation in emerging markets
    Social Factors
  • 8.
  • 9. Increase in e-commerce
    Increase in m-commerce (trend is to always have digital connection)
    Technological Factors
  • 10. PEST Summary
  • 11. PEST Summary
  • 12. Industry Analysis Overview
    Under Armour is in the extremely competitive performance apparel industry which is defined as anything that is worn which enhances the performance of the user.
    Performance apparel global sales = $6.4 billion in 2010 and is expected to grow to $7.6 billion by 2014.
    In 4 years, the industry is expected to grow by 15%.
  • 13. Porter’s 5 Forces
  • 14. Threat of New Entrants - High
    With the expected growth of the performance apparel industry, there will be new entrants in the industry from all over the world.
    Most companies who enter the performance apparel industry are unable to compete due to existing brand loyalty and the high barriers to entry.
    Examples include New Balance, Velocity, and Sugoi
  • 15. Threat of Substitutes – Moderate to High
    Substitutes are limited to conventional apparel or no apparel at all.
    Core athletes have a large number of substitute options to choose from.
  • 16. Bargaining Power of Buyers – Moderate to High
    • The bargaining power of buyers depends on the consumer’s skill level and the level of the team.
  • Bargaining Power of Suppliers - Moderate
    • The use of third party suppliers allows performance apparel companies to chose their suppliers based on highest quality and lowest production cost.
    • 17. Third party suppliers have high bargaining power by being able to choose the companies that they want to supply for.
    • 18. The best third party suppliers can select the company orcompanies that treat them the best and provide the best compensation.
    • 19. There are thousands of third party suppliers all over the world.
  • Currently, the performance apparel industry is growing rapidly at 15%; this allows rivalry to grow rapidly as well.
    There is a high # of competitors but UA, Nike, and Adidas make up the majority of the industry due to a quality advantage over other competitors.
    Rivalry Intensity - High
  • 20. Innovation
    Differentiation
    Blue Ocean Strategy
    Niche
    R&D
    Enhance
    Performance
  • 21. The opportunities for the performance apparel industry outweigh the threats.
    Labor and gas costs are increasing but opportunities such as the global growth of the PA industry, global increase in sport participation, and increase in both e-commerce and m-commerce outweigh the threats.
    Rivalry is extremely high in the performance apparel industry.
    The competition between Nike, Adidas, and Under Armour is fierce and it continues to heat up.
    Participants in the performance apparel industry must always be aware of new entrants because the industry is on the rise.
    Create high barriers to entry.
    Blue Ocean Strategy was the basis for Under Armour and it allowed them to achieve success in the PA industry.
    Innovation, Differentiation, R&D, Creating Niche of performance apparel that enhances performance while allowing comfort.
    Conclusions