group 5 company presentation
TRANSCRIPT
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Competitive Analysis:Under Armour
COURTNEY ELLIS, TRAVIS TE!EL, CASEY "ARVEY,
RO#ERTO !A$ILLA, ASON STONE, I%UELE$RANO, &ULIO %ARCIA, %LEN LESLEY
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Mission Statement
Under Armour's mission is to ma(eall at)letes *etter t)rou+) passion,desi+n, and t)e relentless pursuit oinnovation- Every Under Armour
produ.t is doin+ somet)in+ or you/it's ma(in+ you *etter-
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!erorman.e Apparel and t)e!erorman.e Apparel Industry
Clot)in+ made rom moisture 0i.(in+ materialto en)an.e at)leti. perorman.e
1evin 2lan(, Under Armour ounder, 3445
Under Armour's implementation ounded t)e!erorman.e Apparel Industry
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Under Armour's !u*li. Ima+e
!ositive due to *ein+ 6rst to t)e mar(et
!rodu.e an innovative and 7uality produ.t
!artner 0it) )i+) s.)ools and universities all a.rosst)e .ountry
Le+a.y !artners
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Le+a.y !artners
"a*itat or "umanity
Ronald .$onald "ouse
V 2oundation
#oomer Esiason 2oundation
Livin+ Classrooms 2oundation
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Under Armour's !ro+rams
Under Armour %reen
Under Armour 2reedom
Under Armour !o0er in !in(
Under Armour Yout) ovement
Under Armour Com*ines
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S8OT Analysis9Strengths:
9Sponsorin+ S.)ools
9UA Le+a.y !artner
9UA %reen
9UA 2reedom
9UA !o0er in !in(
9UA Yout) ovement
9UA Com*ine
9UA Innovation C)allen+es
9S)ippin+ Internationally
9;uality produ.ts
Weaknesses:
9Stu++les attra.tin+ more international
mar(et s)are
9T)ey do not )ave a patent or any o t)e
materials used in t)eir produ.ts
9any o t)e materials used in t)eir produ.t
are petroleum *ased, and t)ereore su*pensive
Opportunities:
9Ras) +uards or A trainin+
9Endless amount o possi*ilities in
perorman.e apparel ideas or sports
Threats:
9#i++er and stron+er .ompanies ta(in+ ove
t)e mar(et due to a lar+er e.onomies o s.al
98it)out patents, imitators .ould easily .op
ideas and steal spot in mar(et *y produ.in+
less e>pensive alternatives
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UA Corporate Strate+y
Industry summary
Competitive strate+y
Industry .ompetition
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Rate o %ro0t)
Lar+e opportunity or +ro0t)
Outlet Stores
?y @4 Su*mitanIdea
Spe.i6.ally tell Under Armour 0)at produ.t t)ey0ant to see
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Rate o %ro0t)
Lar+e opportunity or +ro0t)
Outlet Stores
?y @4 Su*mitanIdea
Spe.i6.ally tell Under Armour 0)at produ.t t)ey0ant to see
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Ease o entry and .ompetition
Very )ard or ne0 .ompanies to enter into t)is
industry
"i+)ly .ompetitive industry
NI1E, Adidas, Colum*ia
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Te.)nolo+y and Innovation
Emp)asis on RB$
Come out 0it) ne0 produ.ts or t)e .ustomers
i.ro6*er .lot)in+ t)at is li+)t and repels s0eat
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ana+ement Capa*ility
Employees (no0 e>a.tly )o0 to a.t and 0or(
?T)e Code is availa*le to t)e pu*li. on t)eir 0e*site
Customers .an trust t)e .ompany *e.ause t)ey .ansee )o0 Under Armour operates-
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E.onomi. 2a.tors
Adaptin+ to dierent mar(et .onditions
Employees
"ire appropriate people t)at 6t .ulture and su..ess-
Not easy, .ompetitors 0or( to re.ruit t)e *est as 0ell-
In UADs 2or0ardLoo(in+ Statements ?.)an+es in+eneral e.onomi. or mar(et .onditions t)at .ouldae.t .onsumer spendin+ and t)e 6nan.ial )ealt) oour retail-
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E.onomi. 2a.tors
2ederal Trade Commission and ot)er a+en.ies ma(e
sure produ.t is appropriate-
La*or
Stri(es and lo.(outs .ause slo0 do0ns t)at )urtprodu.tion-
!oli.ies in ot)er .ountries .an .)an+e-
Can lead to ris(s t)at .an ae.t t)e .onsumer in t)eend-
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So.ial 2a.tors
A+e distri*ution
%eo+rap)i.al #oundaries
"eat%ear, Cold%ear, AllSeason%ear
Sports ar(etin+
$ierentiated *rand ima+eInternational E>posure
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So.ial 2a.tors
Seasonality
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2inan.ial 2a.tors
A..ess to .apital 0)en re7uired is stron+
$e+ree o Capital UtiliFation is stron+
Ease o E>it rom t)e mar(et is 0ea(
!ro6ta*ility, Return on investment is stron+
Li7uidity, Availa*le Internal 2unds is stron+$e+ree o levera+e, 2inan.ial Sta*ility is stron+
A*ility to .ompete on pri.es is stron+
Capital Investment, Capa.ity to meet demand is
stron+Sta*ility o Costs is stron+
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Te.)ni.al 2a.tors
Te.)ni.al and anua.turin+ S(ills are stron+
Resour.e and !ersonnel UtiliFation are stron+
Level o Te.)nolo+y Used in produ.ts is stron+
Stren+t) o patents is 0ea(
!rodu.tion ee.tiveness and delivery s.)edules isstron+
Value added to !rodu.t is stron+
Intensity o La*or to produ.e t)e produ.t is stron+
Ne0ness o !lant and e7uipment is stron+Appli.ation o .omputer te.)nolo+y is stron+
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Te.)ni.al 2a.tors Ctd-
T)irdparty anua.turin+
!ro.esses and 6*ers are not uni7ue-
T)reat o imitators
Innovation
UA and t)eir .ompetitors .onstantly .ompete on
innovation
#rand ission
Su*mit an Idea
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Environmental T)reat and Opportunity !ro6le
Impact of Factors Importance of Factors Environmental Threat
E.onomi. G H 3!oliti.al J G
So.ial K 5 3
Te.)nolo+i.al H H 35
Competitive H 4 3G
%eo+rap)i. 3 35
TOTAL !9"elps to identiy, .onsolidate, and provides a strate+y or a .orporationMs, identiIes opportunities and t)r
.onsolidate and stren+t)en or+aniFationMs position, provides t)e strate+ists o 0)i.) se.tors )ave a
avora*le impa.t on t)e or+aniFation, and or+aniFationMs (no0s 0)ere it stands 0it) respe.t to its
environment-
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"e# Success Factor $ Strength Measure Weight %A &ike A'i'as (olum)ia
*ualit# $ pro'uct performance -3 H-5 3-G H-5 -5
+eputation $ image -3 H- 4-G H-5 K-3
+a, material access $ cost -3 -@ 3-4 -H -
Technological skills -J 33-G 3-J H- G-3
Manufacturing capa)ilit# - H-@ 4-J H-3 5-G
Marketing $ 'istri)ution - G-@ 4-J H-3 G-J Financial strength
-3 -G 33- G-4 H-4
+elative cost position -J K-K 3@- G3- @-3
9Reveals stren+t) o ayour 6rmDs position in its industry- It s)o0s )o0 6rm sta.(s up a+ainst rivals, mea
*ymeasurePpinpoints t)e .ompanyDs .ompetitive stren+t)s and .ompetitive 0ea(ness-
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!)ase 3
Entrepreneurial Stru.ture
!lan( sa0 t)e need or a ne0 produ.t
ade desi+ns and prototype or riends in N2L to test
ostly .on.erned 0it) s)orter term +oals to +et t)e.ompany on its eet
Need or dire.tion Crisis
T)ey need a 0ay o plannin+ or t)e uture
Need to start mar(etin+ and e>pandin+ t)e *usiness
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!)ase J
92ormaliFation
"ere is 0)ere t)ey *uild a *usiness modelstrate+y ot)e .ompany
Start loo(in+ to0ards lon+er term +oals or t)e uture
Start promotin+ t)e produ.t 0it) TV .ommer.ials
?!rote.t t)is "ouse
La.( o Autonomy Crisis
Employees need to )ave t)e aut)ority over )o0 t)eydo 0or( and 0it) 0)om t)ey do 0or( 0it)
Let employees do 0or( t)at is most en
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!)ase @
E>pansion
T)is is 0)ere t)e .ompany starts to e>pand on a lar+es.ale
T)ey e>pand internally 0it) ne0 and *i++erdepartments
T)ey start to s)o0 t)eir .ompetitive side *ot) in t)emar(et and 0it) t)eir .ompetitors
T)is is 0)ere t)ey are ri+)t no0
2#ron "3A'ams 5r
ar eMaurath.-resi'entInternatio
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7-$8M of8lo)al E.
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Sommers.
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2rian(ummi
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"evin
-lank.(EO/Foun'er0
"ip Fulks.Foun'ing
-artner an'(hief
OperatingO1cer
A'ams4 5r3.(hief
-erformance O1cer
International Sales
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(hinaEMEA2ran'Marketing
-eak.Senior
7- of %SSales
(ummings.7- ofSales Fre'
"no,les.S7- of9uman
+esources
E'ithMatthe,s.7- of 9+2usiness-artners
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ofAppar
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Out'oors
E',ar'8iar'.7- of
Licensing an'Access
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8lennSil)ert.7-of
Men;s4
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Importan.e o Culture on $ierent 2a.tors
2ounderDs #elies
Team Oriented"ard 8or(
Employees and Customer Involvement
Ee.tive Communi.ation over all levels
Innovation 2rom .)an+in+ a .otton s)irt to also.)an+in+ s)orts, s0eats, so.(s, et.-