Under Armour Situational Analysis.docx - Running head UNDER ARMOUR’S SITUATIONAL ANALYSIS 1 Under Armour Situational Analysis Bianca D Tran BUS 330

Under Armour Situational Analysis.docx - Running head UNDER...

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Running head: UNDER ARMOUR’S SITUATIONAL ANALYSIS 1 Under Armour Situational Analysis Bianca D. Tran BUS 330 Principles of Marketing Tracy Foote July 1, 2019
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UNDER ARMOUR SITUATIONAL ANALYSIS 2 Under Armour, Inc. Under Armour, Inc., which is an American company, was founded in 1996, is headquartered in Baltimore, Maryland USA. Under Armour, Inc. manufactures footwear, sports, and casual wear with net revenue of 5.2 billion USD generated worldwide. Core Products or Services The company's four chief trademarks are UNDER ARMOUR, HEATGEAR, COLDGEAR, and ALLSEASONGEAR, and also the "Under Armour" UA Logo (Bedoshvili, 2011). However, since 2008, the brand started offering footwear to its consumers, and two years later, it made a bold move by entering a market already dominated by its rivals and delivered its first line-up of basketball shoes (Bedoshvili, 2011). History On January 29, 1996, Under Armour Inc. was founded by Kevin A. Plank. Kevin A. Plank had a simple goal, "To formulate a shirt that provided compression and wicked perspiration or moisture off your skin rather than absorb it; a shirt that assisted your body to alter temperature and enhance performance" (Kevin A. Plank, 1996). The company has a total of 15,800 employees (as per 2018). Over time, Under Armour expanded and started diversifying its product line. In 2003, Under Armour launched Women's performance gear product line.
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