Under Armour Corporate Review

Under Armour Corporate Review

John A McClain

Capella University MBA 6012

Integrated Global Marketing

Abstract

Under Armour Corporation is a high performance sporting goods apparel retailer designed to meet the needs for today’s top athletes. UA is known for its quality and durability, all while providing the customer with different choices regarding fashion trends.  In this analysis, I will analyze the fundamental principles of the marketing mix of Under Armour, discuss its presence in domestic and international markets, portray their vision, and examine the company’s plans for growing and servicing the customer base.  

Fundamental principles of the marketing mix at Under Armour

        Under Armour’s elements of basic, tactical components are determined through marketing mix. They structure their marketing mix around the Four P’s approach known as price, place, product, and promotion.  UA has a variety of approaches when it comes to marketing products. They sponsors many different college teams such as the University of Notre Dame and Maryland and supply the athletes with quality products that can be counted on to do their job. They also target professional athletes such as Hunter Mayan that endorse the products and the brand by advertising during major sporting events showing off products that make people want to go out and buy.  UA’s pricing in the marketing mix is set-up through price skimming, prestige pricing, and selling products at lower prices that are similar to the competition.  When going into any sporting goods store you will see the brand comparable to the industry giants and of higher quality (Under Armour Business Marketing, 2012).  The second P is place.  UA’s products can be found in stores geared toward athletic/outdoors apparel like Gander Mountain and Dicks Sporting Goods.  Internet sales is also huge portion of the company’s revenue.  People sometimes just want the convenience of shopping from their couch when they see something they want, rather than travel to the local retail stores. Using this method, UA is becoming a global company offering products worldwide.  And another place to see their products is on TV or you local Friday Night lights high school football game.  Continuing to sell to high school and collegiate teams is important and currently earns a large portions of exposure (Under Armour Business Marketing, 2012).  The 3rd P is product.  UA offers some of the best athletic gear and is determined to perform at the best of its abilities in all conditions. The product is available to a wide range of customers looking for the ultimate performance in all different sorts of environments (Under Armour Business Marketing, 2012).  The 4th and last P is promotions.  It’s vital to promote through different markets and channels.  Advertising, direct mail, flyers, internet ads, emails, and promoting to outside parties will spread the product and the services provided to current and future customers (Under Armour Business Marketing, 2012).