This document provides an analysis of Under Armour, including: 1. A brief history of Under Armour and its founder Kevin Plank. 2. A literature review covering SWOT analysis, BCG matrix, five competitive forces, corporate strategies, and business level strategies. 3. An analysis of Under Armour's SWOT profile, BCG matrix, competitive forces, strategies, and organizational structure. 4. Recommendations regarding strengthening opportunities, addressing weaknesses, and guarding against threats through corporate level strategies, business level strategies, and organizational design changes.

1. I WILLPROTECTTHE HOUSE

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

6. SWOT
BCG
STRUCTURESTRATEGY
5 FORCE

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

14. Appendix

15. Bibliography
 Management (Eighth Edition) --- Griffin
 Management (Eleventh Edition – Global) --- Stephen P. Robbins
 Management (Eighth Edition - International) --- Stephen P.Robbins
 Product Strategy & Management (Second Edition) --- Michael Baker
 www.realist.business.com
 http://gearjunkie.com/under-armour-tour
 http://www.uabiz.com/company/about.cfm
 https://www.linkedin.com/company/under-armour/careers

16. Time for Question