In this project, we have analyzed different strategies for under armor to gain maximum market share till 2020. with the help of EFM, IFM, SWOT, and QSPM we have concluded two strategies for under armor.

1. “I WILL”
By
Kevin Plank

2. UNDER ARMOR
STRATEGIC ANALYSIS
Presented by
PGDM 16-17
• Sathvik © - 1621062
• Ravi - 1621067
• Upendra - 1621025
• Girish - 1621052
• Nikita - 1621006
From 1996 -2017
They have covered 37/196 countries.

3. MISSION STATEMENT
“We are here to Empower the strength of the Armor of each Individual
who are Athletes in themselves and looking for passion, motivation and a
brick of innovation which can lead them towards their goal. The Brilliant
brains of our troop will serve them with superior quality, variety, and
integrity with the source of technological innovation for the Enduring
success of their life”.
VISION STATEMENT
“To see every individual’s Heart beat’s UNDER ARMOR”

4. COMPETITIVE PROFILE MATRIX(CPM)
Weightage Under Armor Nike
Brand Equity(2) 0.10 3 0.30 4 0.40 2 0.20
Global Image (1) 0.07 1 0.07 4 0.28 3 0.21
Technology &
Innovation(4)
0.08 4 0.32 3 0.24 1 0.08
Product
diversification(2)
0.09 1 0.09 4 0.36 3 0.27
Product Variety(4) 0.05 2 0.10 3 0.15 4 0.20
Advertising(5) 0.15 1 0.15 4 0.60 3 0.45
Market share(4) 0.20 2 0.40 4 0.80 2 0.40
Financial(6) 0.15 3 0.45 4 0.60 2 0.30
company Growth(6) 0.10 4 0.40 2 0.20 1 0.10
Competitive Power(3) 0.07 3 0.21 4 0.28 2 0.14
Share Price growth(7) 0.02 1 0.02 3 0.06 2 0.02
Total 1 2.51 3.97 2.37
No. in the brackets specify the related links from references.

5. EXTERNAL FACTOR EVALUATION MATRIX
Key External Factor Weight Rating Weighted score
Opportunity
1. Upcoming Mega sports event
2018 - 2022.(9)
0.15 4 0.60
2. Asian countries looking after FDI (10) 0.10 4 0.40
3. High Upcoming Demand In wearable Technology(8,11) 0.10 3 0.30
4. Partnership with NBA can motivates other association. 0.07 3 0.21
5.Consumers becoming more health conscious. 0.08 3 0.24
6.Consumer seeking more varieties in the sports Products. 0.10 4 0.40
Threats
1. A new launch from big and old competitors can take away
the market.
0.10 2 0.20
2. Economic drawback first hit the low market share
company.(share Price)
0.06 1 0.06
3. New Trend can shift the market in different directions. 0.07 2 0.14
4. Increase in the labor cost & shipping cost 0.09 1 0.09
5. Change in FDI policies can hit the revenue. 0.08 1 0.08
Total 1 2.72
No. in the brackets specify the related links from references.

6. INTERNAL FACTOR ANALYSIS
Key Internal Factors Weights Rating Weighted scores
Strength's
1. Strong Brand Identity. 0.12 4 0.48
2. UA Power in Pink supporting women to fight against cancer. 0.15 3 0.45
3. Engineering Products with technology. 0.05 3 0.15
4. Highly Innovative with the product material. 0.10 4 0.40
5.Constant Growth in Revenue. 0.06 3 0.18
6. T- shirts and shoes are Fastest growing Products. 0.08 4 0.32
7. Use best way to advertise the Products “Premium Video
Program “.
0.09 3 0.27
Weaknesses
1.Presence in the Global Market is Low. 0.05 2 0.10
2. Targeting only one segment of customers. 0.07 2 0.14
3. Influencing Power of advertisement is week. 0.06 1 0.06
4. Product diversification is low. 0.12 2 0.24
5. Lack of International sell. 0.05 1 0.05
Total 1 2.84
No. in the brackets specify the related links from references.

7. S
W
O
T
A
N
A
L
Y
S
I
S
Internal
Strengths(s)
1. Strong Brand Identity.
2. UA Power in Pink supporting women
to fight against cancer.
3. Engineering Products with
technology.
4. Highly Innovative with the product
material.
5.Constant Growth in Revenue.
6. T- shirts and shoes are Fastest
growing Products.
7. Use best way to advertise the
Products “Premium Video Program “.
Weaknesses (w)
1.Presence in the Global Market is Low.
2. Targeting only one segment of
customers.
3. Influencing Power of advertisement is
week.
4. Product diversification is low.
5. Lack of International sell
External Opportunities (O)
1. Upcoming Mega sports event 2018 -
2022.(9)
2. Asian countries looking after FDI (10)
3. High Upcoming Demand In wearable
Technology(8,11)
4. Partnership with NBA can motivates other
association.
5. Consumers becoming more health
conscious.
6. Consumer seeking more varieties in the
sports Products.
S-O strategy
S3-O3 – As there is a demand for
wearable technology, their
Engineered Products such as health
Box and other upcoming devices can
create a boom in the market with the
app support like map my fitness can
lead them for better sale of their
Products.
W-O strategy
W1-O1- As their revenue is constantly
increasing, so they have an opportunity
to target the large amount of market
through upcoming mega sports
events like summer Olympics
,common wealth games and others.
Where the people from many other
countries can focus on the brand.
Threats (T)
1. A new launch from big competitors can take
away the market.
2. Economic drawback first hit the low market
share company.
3. New Trend can shift the market in different
directions.
4. Increase in the labor cost & shipping cost.
5. Change in FDI policies can hit the revenue.
S-T strategy
S4-T3-T1 – As they are highly innovative
with the Product Material, which can
set the new trend in the market and we
can also compete with the higher brands
W-T Strategy
W3-T1 –New Launch From the
competitors can motivate U.A to
innovate more with advertising,
promotions and marketing.
No. in the brackets specify the related links from references.

8. Q
S
P
M
Key factors Weight AS TAS AS TAS
Opportunities
1. Upcoming Mega sports event 2018 - 2022.(9) 0.15 1 0.15 4 0.60
2. Asian countries looking after FDI (10) 0.10 2 0.20 1 0.10
3. High Upcoming Demand In wearable Technology(8,11) 0.10 4 0.40 2 0.40
4. Partnership with NBA can motivates other association. 0.07 - - - -
5.Consumers becoming more health conscious. 0.08 2 0.16 3 0.24
6.Consumer seeking more varieties in the sports Products. 0.10 3 0.30 4 0.40
Threats
1. A new launch from big and old competitors can take away the market. 0.10 2 0.20 3 0.30
2. Economic drawback first hit the low market share company.(share Price) 0.06 - - - -
3. New Trend can shift the market in different directions. 0.07 3 0.21 1 0.07
4. Increase in the labor cost & shipping cost 0.09 - - - -
5. Change in FDI policies can hit the revenue. 0.08 1 0.06 1 0.08
S3-O3 W1-O1
No. in the brackets specify the related links from references.

9. Key factors
Weight
AS TAS AS TAS
Strength's
1. Strong Brand Identity. 0.12 3 0.36 4 0.48
2. UA Power in Pink supporting women to fight against cancer. 0.15 - - - -
3. Engineering Products with technology. 0.05 4 0.20 2 0.10
4. Highly Innovative with the product material. 0.10 2 0.20 3 0.30
5. Constant Growth in Revenue. 0.06 3 0.18 4 0.24
6. T- shirts and shoes are Fastest growing Products. 0.08 - - - -
7. Use best way to advertise the Products “Premium Video Program “. 0.09 3 0.27 4 0.36
Weaknesses
1.Presence in the Global Market is Low. 0.05 2 0.10 4 0.20
2. Targeting only one segment of customers. 0.07 1 0.07 3 0.21
3. Influencing Power of advertisement is week. 0.06 - - - -
4. Product diversification is low. 0.12 3 0.36 2 0.24
5. Lack of International sell. 0.05 2 0.10 4 0.20
Total 2 3.52 4.52
S3-O3 W1-O1
No. in the brackets specify the related links from references.

10. ADVANTAGES AND DISADVANTAGES
S3-O3
Advantages - It is a Part of their plate so it can easily Implemented.
Disadvantages- A single mistake in strategic implementation can fail the whole plan.
W1-O1
Advantages- They will have huge exposure to huge Audience.
Disadvantages- Have to Put lot of money for the better results.
Type of strategy
They should apply differentiation strategy.
Key Aspects for Implementation – R&D(13)
No. in the brackets specify the related links from references.

11. 1. https://seekingalpha.com/article/4034923-armour-update-2017-underperformance-imminent
2. https://www.slideshare.net/GeniferA/under-armour-brand-audit-for-imc-613-brand-
equityhttps://www.slideshare.net/GeniferA/under-armour-brand-audit-for-imc-613-brand-equity
3. https://blog.pathmatics.com/the-advertising-race-is-continues-nike-vs-under-armour
4. https://nikevsunderarmour.wordpress.com/
5. https://blog.pathmatics.com/the-advertising-race-is-continues-nike-vs-under-armour
6. https://www.fool.com/investing/2017/04/06/better-buy-nike-inc-vs-under-armour-inc.aspx
7. https://www.benzinga.com/analyst-ratings/analyst-color/17/04/9318889/nike-vs-under-armour-
comparing-expectations
8. https://www.wearable-technologies.com/innovations-in-sports-fitness/
9. http://www.bankingshortcuts.com/2016/04/upcoming-sports-events-2016-2018-full-list/
10. https://www.forbes.com/sites/ralphjennings/2017/05/17/india-to-indonesia-asias-5-best-countries-for-
foreign-investors/#5652d9241b44
11. https://www.youtube.com/watch?v=4KG9XTbt0I4
12. https://www.entrepreneur.com/article/235945
13. https://fashionunited.uk/news/business/why-under-armour-is-surpassing-adidas-and-catching-up-to-
nike/2015092517788
References

12. UK
WOXSEN