Answer the following questions for the Under Armour in details: (Note: Do not at

Question

Answer the following questions for the Under Armour in details:

(Note: Do not attempt to solve if you cannot answer all!!!!!)

1) What are the target segments? What is the production scope?

2) What value propositions will be the core of the offering? Among the choices are superior attribute or benefit, appealing design, systems solution, social programs, customer relationship, niche specialist, quality, and value.

3) What assets and competences will provide the basis for an SCA?

4) How can they be developed and maintained? How can they be leveraged?

Explanation / Answer

The target group of under Armour includes individuals who are looking for style along with superb quality for athletic activities. It focuses on premium wear with focus on comfort. The positioning is of a brand that makes an individual feel better. It focuses on making a brand as a strong relative product for every person. By focusing on athletes that are considered not part of the mainstream athlete group; it stands strongly as a brand which supports difference.

The company has a strong potential to allow and expanding into other sports. The main feature of the company is its innovation quality. It has strong community involvement and the acquisitions also diversity the brand. It has high growth which is constant and increase in the share price which also encourages the investor confidence.

The brand has high prices and it targets only the customers that are niche. Innovation is the backbone of the company and there are several benefits offered got the customers which makes it an attractive brand. There is strong brand visibility created and it focuses on underdog strategy unlike Nike.

It focuses by working strongly with athletes who are not traditionally picked and set them apart from normal grands. It aligns with its attitude of hardworking and picking traits if performance and innovation.

Customer relationship, niche and loyalty programs are core an jt the offerings provided by the brand. It has focused on delivering brand which is self expressive and functional with meaningful innovation. The line of clothing is inspired by professional biding a strong reflection and brand strategy builds on innovative campaign

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