Marketing Case Three- Under Armour

docx

School

High Point University *

*We aren’t endorsed by this school

Course

2110

Subject

Marketing

Date

Feb 20, 2024

Type

docx

Pages

Uploaded by MajorLapwing1822

1. Definition of the central problem. Identify the dilemma involved in the case. If a dilemma cannot be identified, look for the nature and the scope of the main problem(s) of the case. Separate the central problem from other problems. Define them separately. Distinguish between problems and symptoms of problems. Under Armour entered the market when top brands were soaring. Their brands include: Nike, Adidas, Russell, and Champion. These companies held huge power and this made it challenging for a new company like Under Armour to shine. Another issue that Under Armour had was their budget. Since they had a smaller budget, they were not able to spend the correct funds needed to supply a marketing team. The Under Armour team needed to find inexpensive ways to promote their brand. Under Armour needed to find a way in order to compete with these big name brands and be cost effective. 2. Selection of alternatives. Identify possible alternatives to resolve the problem. Not all alternatives have to be supplied in the case. In choosing the alternatives, you have to show that you understand the case and that you are efficient and effective in choosing a set of alternatives. Under Armour has a few alternatives to this issue. One alternative is to sponsor smaller athletes in professional sports to get their brand out there. Another is to sponsor more youth sports like designing and supplying high school basketball teams with jerseys and shoes. Under Armour could also sponsor off season events like AAU basketball tournaments or lacrosse jamborees. At these events, you could have a tent promoting the brand and the gear, and even selling some of their products or even raffling off some free things to passers-by. At these off season events, Under Armour could run a social media ploy where you must follow and repost something or post that you’re at these events and tag the UA accounts. This would create a buzz and bring more eyes to the brand and what they are selling. 3. Analysis of the alternatives. Each identified alternative should be completely analyzed on its merits (PROs and CONs), feasibility, and desirability. Apply the concepts and materials learned from the corresponding chapter of the textbook or other chapters to evaluate your alternatives. You may also apply additional ideas, theories or models that help understanding the problem and solve the case. THIS ITEM MAY BE THE MOST IMPORTANT COMPONENT OF YOUR CASE REPORT.

The first alternative is sponsoring smaller athletes compared to the competition. The pros of sponsoring any athlete are abundant because now that this athlete is using the brand, then brands products are proven to work well with an athlete. Another pro is brand awareness because now everyone that is a fan of the sport the athlete is in recognizes that Under Armour is legit. Also actual fans of the athlete can purchase apparel from the athlete which would be made by Under Armour. The cons with this alternative involve how sponsoring smaller athletes don’t provide as much traction as a bigger, well known athlete. There might not be as many fans or spectators of this athlete thus not attracting potential customers. Secondly, sponsoring youth athletics with equipment allows for all sorts of pros. Any person that spectates the sponsoring of sports teams with under armor recognizes the brand and begins to understand what the brand is all about; comfortable yet effective sports wear. Potentially athletes that use the sponsored equipment provided by Under Armour could be much more inclined to purchase more of the brand. Lastly, if the brand is reputable then more teams will ask for sponsorships which will make even more business come. Cons for this alternative are small but say if a team being sponsored by Under Armour are not happy with its performance this could be a negative to their brand. If word gets out about a negative experience then other teams won’t want to be sponsored and other potential costumers won’t want to purchase Under Armour products. 4. Recommendation of a solution to the case. Propose a solution to the case. Your proposal may be based on your best alternative or other rationale. Make sure to clearly state WHY you chose that solution and what would be the consequences of implementing it. The best solution to this case would be a combination of two alternatives, sponsoring smaller athletes and sponsoring youth sports. A lot of high school sports choose Adidas or Nike to buy their gear from but, if Under Armour was able to offer some sort of deal to these high schools such as a free backpack with the purchase of a uniform it would give an incentive to these schools to buy from Under Armour instead. Also, by starting off with sponsoring High Schools it will lead the company to a lot of smaller athletes because most college sponsored athletes get scouted when they are in high school. This being said, by following those athletes throughout their high school career when they enter college or even the professional level Under Armour would then be able to offer a sponsor to them. If that student used Under Armour throughout their high school career they would be much more likely to choose them as their sponsor when

they enter a bigger pool of athletes. By doing this Under Armour would definitely be able to draw more attention to their brand and gain more loyal customers as well. 5. Recommendation of a plan of action. In addition to the solution, you have to propose a plan of action that would implement your solution. The plan should include answers to the following questions: WHAT will be implemented, WHO will do it, WHEN should it be done, WHERE will it be done, and what would be an approximate COST. For Under Armour to promote their brand and compete with these big name brands, while being cost effective, they should sponsor high school athletes, and youth sports. Under Armour will sponsor these athletes or teams at a younger age and offer deals to these athletes/teams. For example if you buy uniforms they get a free backpack. This should be done as soon as possible so Under Armour can get their name back in the game with these athletes. If Under Armour scouts out and sponsors good athletes, that athlete will most likely stay with them throughout their whole career, so reaching out and sponsoring them now would be greatly beneficial. These athletes can advertise their sponsorship on social media like Instagram, and Tik Tok, which will bring attention back to Under Armour. Especially if the athlete's friend or teammate sees they are sponsored by Under Armour they will be more likely to buy a product from Under Armour rather than the competitors. Although this could be more expensive by sponsoring more athletes than they already do, it will not be much more because these are smaller athletes and so they don’t need as many clothes, shoes, or money. Overall I believe this plan of action will bring in fresh athletes that will stay with Under Armour throughout their high school, college, and maybe professional career, and this will aid Under Armour in promoting their brand and competing with the big name competitors.

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

Related Documents

Business Phase 2 Paper .docx

Root & Revive Case Study.pdf

mktg_2602_hw_3.pdf

mktg_2602_hw_5_.pdf

INF 220 Week 5 Final Project.docx

Assessment3 BSBMKG414.docx

Week 5 Test 2024-02-02 at 7.13.55 AM.png

Key findings.docx

Textbook Assignment 15.docx

Project 2 Research Essay Draft Template (1) (1).doc

IMT 570 Module 1.docx

mktg3481_sw4_units_pdf.pdf

Recommended textbooks for you

Purchasing and Supply Chain Management

Operations Management

ISBN:9781285869681

Author:Robert M. Monczka, Robert B. Handfield, Larry C. Giunipero, James L. Patterson

Publisher:Cengage Learning

Management, Loose-Leaf Version

Management

ISBN:9781305969308

Author:Richard L. Daft

Publisher:South-Western College Pub

Principles of Management

Management

ISBN:9780998625768

Author:OpenStax

Publisher:OpenStax College

MARKETING 2018

Marketing

ISBN:9780357033753

Author:Pride

Publisher:CENGAGE L

Marketing

ISBN:9780357033791

Author:Pride, William M

Publisher:South Western Educational Publishing

SEE MORE TEXTBOOKS

Recommended textbooks for you

Purchasing and Supply Chain Management
Operations Management
ISBN:9781285869681
Author:Robert M. Monczka, Robert B. Handfield, Larry C. Giunipero, James L. Patterson
Publisher:Cengage Learning
Management, Loose-Leaf Version
Management
ISBN:9781305969308
Author:Richard L. Daft
Publisher:South-Western College Pub
Principles of Management
Management
ISBN:9780998625768
Author:OpenStax
Publisher:OpenStax College
MARKETING 2018
Marketing
ISBN:9780357033753
Author:Pride
Publisher:CENGAGE L
Marketing
Marketing
ISBN:9780357033791
Author:Pride, William M
Publisher:South Western Educational Publishing