Under Armour Executive Summary

Executive Summary
Under Armour has grown tremendously for the past ten years to become one of the most popular sportswear company. Its sales have increased with the company increasing its offerings to reach a wider market through diversification of its products. The company has also benefited from collaborating with some of the famous sports personalities, and this has allowed its products to appeal to a larger population. These successes have enabled Under Armour to maintain its grip on the younger customers. The company is the pioneer of performance apparel. The gear keeps athletes cool, dry and light during a workout or game. The company keeps athletes comfortable at all times despite the weather. When it is hot, they have HeatGear, during cold seasons there is ColdGear and AllSeasonGear is for all the seasons in between. The brand mission of Under Armour is to make the athletes better through design, passion and the pursuit of innovation.
The brand of Under Armour is strengthening daily as the company increases its visibility globally. Initially, the company concentrated on the US market which prevented it from venturing in the other countries. The process of reaching new markets outside has been slow, but at least there is some progress. Under Armour recognises that having a global market for its products is critical for increasing profitability. The US market is large, but it is very competitive and dominated by more established companies like Nike and Adidas. Recently, the company has expanded and opened an outlet in North America as an effort to clear inventory and reach new markets. The company plans to open more shops overseas and reach more markets. The strategy will allow the company to manage its inventory more efficiently and create awareness concerning its brand
While the company has experienced significant growth since the time it was founded, there is greater room for more growth. All athletes endeavour to be on top of their sporting involvement. Athletes desire the best products to achieve their best. Under Armour aims to be the market leader in the sporting apparel. They can only achieve this through producing products of high quality. The production of premium quality products requires that Under Armour conducts research and development to improve the quality of their products. The company should invest in the improvement of their products and coming up with new ones. Customers are looking for better products, and they are willing to spend their money in purchasing high-quality products. The company should ensure that the products remain at competitive prices. They should not be too expensive and beyond the reach of the clients. The company should strike a balance between quality and pricing to ensure that the high-quality products are affordable.
The industry is very competitive and Under Armour can only survive through research and development. The firm should know the ins and outs of the competitors so that it may be competitively intelligent. It is through...