Week 8 Case Study .docx

Week 8 Case Study .docx - Brittany Taylor Under Armour Uses...

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Brittany Taylor Under Armour Uses Pricing in the Race for Market Share Case Summary This case study is about the company Under Armour. They have recently been on a mission to make all athletes better using passion, design, and the relentless pursuit of innovation. The com- pany was founded in 1995 by Kevin Blank. The company became popular by its uniqueness of their moisture-wicking shirts that has helped to keep athletes dry and comfortable throughout the duration of game playing and workouts they participated in. Over the course of the 23 years Under Armour has been in business so far, they have expanded by introducing innovative clothing, accessories, and footwear for athletes that participate in spe- cific sports. Their products also assist with athletic performance when facing challenging situa- tions like extreme weather conditions. UA’s public profile has been raised through the comany’s marketing efforts such as outfitting college football and U.S. Olympic teams. They have also sponsored popular athletes like Michael Phelps and Lindsey Vonn. UA makes over $2.2 billion in sales annually. Under Armour does have limited resources and because of that, UA has to compete with industry giants like Nike and Adidas. The company is shifting focus on the lucrative market for athletic shoes, which they have seen an increase in shoe sales year after year. With this increase in ath- letic shoe sales, UA has taken some of the market share from their rivals within certain special- ized segments. In combination with pricing, the company is also relying on innovative product development and opportunities for profit within the market in the area of women’s athletic ap- parel. Key Marketing Issues Pricing Objectives - This underlies the pricing process for a product, and reflects on a com- pany’s marketing, financial, strategic and product goals, as well as consumer price expecta- tions and the levels of available stock and production resources. This process involves six steps that provide a logical way to analyze the effectiveness of price within the marketing mix and the contributions of price to the company’s objectives. Under Armour has the goal of
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