I WILL PROTECT THE HOUSE

NAME ID

Mahadi Islam Badhan 15-28534-1

Tasnova jahan Bristy 15-28804-1

Shayla khan Shimu 15-28718-1

Shahanur Alam 15-28655-1

Shamrat Banik 15-28675-1

Presented ByTeam PSYCHOS

Presented ToGroup member’s

MUSRAT MOUFaculty of

HRM Department

Here WE GO………

Table of Contents

• Brief history

• Brief literature introduction

• Analysis

• Recommendation

• Appendix

• Conclusion

BRIEF HISTORY

• Under-Armour founded in 1996

• Kevin Plank is Founder and CEO of Under-Armour

• Company made $17000 annual revenue in 1996.

• Synthetic base layer made T-Shirt is the 1st product of Under-Armour

Kevin PlankFounder of UA

Literature Topic

• SWOT Analysis

• BCG Matrix

• Five competitive force

• Corporate strategies

• Business level strategy

• Competitive strategy

SWOT

BCG

STRUCTURESTRATEGY

5 FORCE

SWOT Analysis of UA

Strength

1. High quality assurance2. Marketing strategy3. Brand value4. Unique technology

Opportunity

1. Business expansion2. Global expansion3. Increase number of retail4. Emphasize variety of sports

Weakness

1. High price2. Manufacturing3. Not competing in

international market

Threats

 1. Competitors2. Environmental issue & natural

disaster3. Government policy and issue

BCG of UA Star

MS (%) MG (%) Apparel Products 18 % 17.4 %•Hot-Gear•Cold-Gear•All Season Gea

Question Mark

MS (%) MG (%) Footwear Products 2 % 10 %•Running Shoe•Basketball Shoe•Hike Boot

Cash Cow

MS (%) MG (%) Device & Track 15.46 % 11,82 % •Misfit Shine Activity Tracker•Up move BY Jawbone

Dog / problem Child

MS (%) MG (%)Sports Apparel 0.0001 % 0 %

•Brand of Balls T-Shirt

Five Forces of UA

Low threat of new entrants No substitution threat High bargaining power of buyers High to medium power of supplier High intensity of rivals among current competitors

Company’s strategy of UA Corporate strategy Concentration Forward vertical integration Related diversification

Business level strategy Differentiation strategy

Focus Innovative strategy Customer service strategy

Company’s structure of UA Mechanistic Organization Design High specializationRigid departmentalizationNarrow spans of controlHigh formalizationLimited information networkLow decision participation

Organic organization design Flexible rules for research department

Recommendation Formulating strength to opportunityo High quality assurance for global expansiono Brand value for business expansion & increase retail o Unique technology to new innovation technologyo Emphasize variety of sports

Correction for weaknesso Reducing Cost & Price o Developing IT department

Guard for threato Preplanning for competitors , natural disastero Maintaining good liaison

Strategy & Design Recommendation

Corporate Level Strategy Moving to athletes training center ( Unrelated Diversification) Recycling the brand of ball t-shirt logo ( Retrenchment ) Buying Colombia Corporation (Horizontal Diversification)

Business Strategy Application renewal (Low cost leadership)

Organization Design Virtual organization

Appendix

Bibliography

Management (Eighth Edition) --- Griffin Management (Eleventh Edition – Global) --- Stephen P. Robbins Management (Eighth Edition - International) --- Stephen P.Robbins Product Strategy & Management (Second Edition) --- Michael Baker

www.realist.business.com http://gearjunkie.com/under-armour-tour http://www.uabiz.com/company/about.cfm https://www.linkedin.com/company/under-armour/careers

Time for Question