Question

Describe Under Armour. State its commodity, business model, target market, specialization, product differentiation, pricing strategy, and market share. In addition, describe the market structure it operates in (monopoly, oligopoly, monopolistic competition, or perfect completion) and state the characteristics of this business that make it fall into this market structure. Moreover, state the organization’s main competitors and the strategies it uses to remain competitive in the market. In addition, state that one characteristic that its commodity has that makes them unique in their market.

Answer 1

Under Armour ,Inc. is an American company which manufactures sports,footwear and casual apparel.Under Armour's headquarters are located in Balintore, Maryland with additional offices located in Amsterdam etc. Under Armour produces commodities like athletic shoes,t-shirts,jackets,hooded and other things like bags,caps and protective gear and it also produces uniforms of American football, basketball and soccer uniforms. Under Armour's current consumer based, 53% of them are male and remaining 47% of them are female. Under Armour promotes it's products by sponsorship agreements with many celebrity athletes,it competes with other sport apparel companies. Under Armour's launched new 'Charged cotton' fabric .Charged cotton blends the moisture-wicking of technique fabric with the comfort of cotton.