BUSi 690 ICS Part 2.docx - Running head INDIVIDUAL CASE...

This preview shows page 1 - 4 out of 25 pages.

Running head: INDIVIDUAL CASE STUDY PART 2: UNDER ARMOUR 1 Individual Case Study Part 2: Under Armour (Group 5) Amber C. Taylor Liberty University 29 September 2019
INDIVIDUAL CASE STUDY PART 2: UNDER ARMOUR 2 Individual Case Study Part 1 Executive Summary Founded in a basement in 1996 by CEO Kevin Plank, Under Armour, a thriving and growing newer sportswear company, is currently striving to remain one of the top retail companies who seek to provide top notch sports apparel, footwear, and accessories. As this corporation has experienced a great deal of growth over the past years, it anticipates further growth that will not only occur domestically but over international boundaries as well. This case study seeks to provide insight and strategic measures in order to aid Under Armour in accomplishing its mission of serving and bettering athletes through innovative techniques. Analyses are presented of specific aspects pertaining to major portions of the corporation’s business characteristics, such as recommendations on remodeling their mission statements, revisions to the current business model, a SWOT analysis that focuses on the opportunities and threats that are in need of managing, as well as various financial analyses, matrices, statements, and strategies. In conclusion of this case study, recommendations for the main purpose of strategically bettering Under Armour’s business are offered, suggesting that changing merchandising and marketing strategies to ultimately reach and please a higher consumer base will create an innovative and growing future for the long run of the firm. Having the rationale of understanding that implementing these strategic measures that appeal to all athletes of both genders and sporting orientation will allow the company to adapt a mindset that focuses on doing what is best for the company and for its consumers. Existing Mission, Objectives, and Strategies Mission Statement
INDIVIDUAL CASE STUDY PART 2: UNDER ARMOUR 3 Under Armour is a corporation who has made a prime objective to portray its business in a leadership manner that places focus on the sports sector and assumes responsibility in establishing a design for improvement and evolvement in the athleticism of all individuals. Its passion for serving its community of athletes all around the world is verbally illustrated in both its mission and vision statements. Under Armour’s current mission statement is, “To make all athletes better through passion, design, and the relentless pursuit of innovation” (Under Armour: Mission Statement, 2019). From its mission statement, four important objectives can be drawn that strategically focus on what Under Armour can do in order to faithfully accomplish achieving its mission statement: (a) a desire to make all athletes better, (b) a focus on passion, (c) a unique design, and (d) a relentless pursuit of innovation.

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture