Under armour and • threat of new entrants
.Popularity of E-commerce and M-commerceĤ. Well-positioned to access fast growth industriesģ. Substantial portion of sales from large wholesale customersġ. Marketing and promotion strategy allowing exposure to consumersĢ. Under Armour SWOT/TWOS analysis is presented below in the SWOT Matrix followed by the descriptive analysis:ġ.ěroad product portfolio across apparel and sportswearĤ. The star product of Under Armour, its high-quality sweatproof t-shirts have become easy to imitate and competitors with higher brand recognition have launched similar products affecting sales of the company and devising a huge threat to Under Armour’s bottomlines. Augmentation in diversified markets, an extension to other sports, further innovation to increase the product line, expansion of target market from Men and Women to Kids, trending demand for healthier lifestyle and expected growth in sports apparel market are some of the major opportunities for Under Armour that can help accomplish sustainable growth. Some of the other weaknesses of Under Armour are lack of product customization, high pricing of their products limits their potential buyers and lack of many women subscribers to the brand.
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