This 13 page paper is an examination of Under Armour, a company that develops, markets and distributes a range of differentiated sports related goods. The paper performs a SWOT analysis, looking at the strengths, weaknesses, opportunities and threats, and then uses Porters Five Forces to look at the competitive environment. The paper ends with a financial analysis. The bibliography cites 109 sources.
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REFERENCES 15 1. Introduction Under Armour is an up and coming brand name that has a very clear
area of operation; developing, marketing and distributing sports related goods. The company offer unique products with the use of a synthetic micro fibre which are sold globally. ^The
company, which was founded in 1996, has the brand mission to; "Our Brand Mission is to provide the world with technically advanced products engineered with our exclusive fabric construction, supreme
moisture management, and proven innovation. In short, every Under Armour(r) product is doing something for you; its making you better" (Under Armour, 2006) The company had its Initial Public
Offering (IPO) in 2005 and the hopes for the company and general outlook is seen as generally very optimistic. However to examine the real potential of the company we can
look at this in terms of the current position using a SWOT analysis and Porters Five Forces model, we can also look at the company in terms of its financial
performance. 2. SWOT Analysis 2.1 Strengths The company has many strengths, the first may be seen as the brand name. The brand is one tat is proving very popular with
the youth market (De Lollis, 2004), which also bodes well for the long term of the brand as they have the opportunity to create long term brand loyalty. The brand
is also popular with the military (Harris, 2005). The in house staff are also a strong asset. The marketing is undertaken in house and it is Battistas development
of a campaign that had the tag line "Protect this house" that resulted in revenues that increased from $20 million in 2001 to $242 million in 2005 (Thomaselli, 2005).
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