2. NAME ID
Mahadi Islam Badhan 15-28534-1
Tasnova jahan Bristy 15-28804-1
Shayla khan Shimu 15-28718-1
Shahanur Alam 15-28655-1
Shamrat Banik 15-28675-1
MUSRAT MOU
Faculty of
HRM Department
Here WE GO………
3. Table of Contents
• Brief history
• Brief literature introduction
• Analysis
• Recommendation
• Appendix
• Conclusion
4. BRIEF HISTORY
• Under-Armour founded in 1996
• Kevin Plank is Founder and CEO of Under-Armour
• Company made $17000 annual revenue in 1996.
• Synthetic base layer made T-Shirt is the 1st product of Under-Armour
Kevin Plank
Founder of UA
5. Literature Topic
• SWOT Analysis
• BCG Matrix
• Five competitive force
• Corporate strategies
• Business level strategy
• Competitive strategy
7. SWOT Analysis of UA
Strength
1. High quality assurance
2. Marketing strategy
3. Brand value
4. Unique technology
Opportunity
1. Business expansion
2. Global expansion
3. Increase number of retail
4. Emphasize variety of sports
Weakness
1. High price
2. Manufacturing
3. Not competing in international
market
Threats
1. Competitors
2. Environmental issue & natural
disaster
3. Government policy and issue
8. BCG of UA
Star
MS (%) MG (%)
Apparel Products
18 % 17.4 %
•Hot-Gear
•Cold-Gear
•All Season Gea
Question Mark
MS (%) MG (%)
Footwear Products
2 % 10 %
•Running Shoe
•Basketball Shoe
•Hike Boot
Cash Cow
MS (%) MG (%)
Device & Track
15.46 % 11,82 %
•Misfit Shine Activity Tracker
•Up move BY Jawbone
Dog / problem Child
MS (%) MG (%)
Sports Apparel 0.0001 % 0 %
•Brand of Balls T-Shirt
9. Five Forces of UA
Low threat of new entrants
No substitution threat
High bargaining power of buyers
High to medium power of supplier
High intensity of rivals among current competitors
10. Company’s strategy of UA
Corporate strategy
Concentration
Forward vertical integration
Related diversification
Business level strategy
Differentiation strategy
Focus
Innovative strategy
Customer service strategy
11. Company’s structure of UA
Mechanistic Organization Design
High specialization
Rigid departmentalization
Narrow spans of control
High formalization
Limited information network
Low decision participation
Organic organization design
Flexible rules for research department
12. Recommendation
Formulating strength to opportunity
o High quality assurance for global expansion
o Brand value for business expansion & increase retail
o Unique technology to new innovation technology
o Emphasize variety of sports
Correction for weakness
o Reducing Cost & Price
o Developing IT department
Guard for threat
o Preplanning for competitors , natural disaster
o Maintaining good liaison
13. Strategy & Design Recommendation
Corporate Level Strategy
Moving to athletes training center ( Unrelated Diversification)
Recycling the brand of ball t-shirt logo ( Retrenchment )
Buying Colombia Corporation (Horizontal Diversification)
Business Strategy
Application renewal (Low cost leadership)
Organization Design
Virtual organization