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Marketing Research of Under Armour

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Netra Shetty
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Marketing Research of Under Armour - April 8th, 2011

Under Armour is a sports clothing and accessories company. The company is a supplier of a wide range of sportswear and casual apparel.[4] Mainly focussing on hi-tech sportswear for professional athletes. It has now broadened it's horizons and Under Armour began offering footwear in 2006, it continues to expand its offerings.[5] In Fall of 2010, Under Armour began offering its first line-up of basketball shoes.


The Competitive Landscape chapter is a discussion of the characteristics of an average operator in the industry and who controls the market for the products of the industry. It includes the following sections: Market Share Concentration, Key Success Factors, Cost Structure Benchmarks, Basis of Competition, Barriers to Entry and Industry Globalization. The Market Share Concentration section discusses the level of concentration of the industry. The Key Success Factors section looks at the key internal factors that contribute to the success of an operator in the industry. The Cost Structure Benchmarks section discusses the average costs faced by operators in the industry. The Basis of Competition section is a discussion of the factors that can give a company in this industry a competitive edge. The Barriers to Entry section looks at the factors preventing new companies from entering the industry. The Industry Globalization section provides an indication to which the industry is affected by global operations and trends.

The Major Companies chapter analyses the companies that have the most substantial influence on the industry. Market Share figures and a discussion of the major companies operations within the industry are given where possible.

The Operating Conditions chapter covers the following: Structural Risk Index, Investment Requirements, Technology & Systems, Industry Volatility, Regulation & Policy, Industry Assistance and Taxation Issues. The Structural Risk Index section provides an indicator of the level of risk faced by operators in the industry. The Investment Requirements section is an analysis of the level of capital investment required to operate in the industry. The Technology & Systems section discusses the key technologies used by the industry. The Industry Volatility section looks at the level of in the industry and the factors behind this volatility. The Regulation & Policy section looks in to the regulatory measures the industry is subject to and the corresponding compliance burden faced by operators in the industry. The Industry Assistance section discusses the level of assistance the industry receives from Government. The Taxation Issues gives a comparison between the level of tax burden on this industry compared to other industries and discusses industry-specific taxation measures placed upon it.

The Key Statistics chapter provides the key indicators for the industry for at least the last three years. The statistics included are industry revenue, industry value added (or gross product), establishments, enterprises, employment, exports, imports, wages, domestic demand and any relevant industry-specific data where appropriate. There is also a Historical Performance section that discusses the key past events that have determined industry performance.

The arrival of spring brings not only warmer weather, but also spring cleaning and the undertaking of do-it-yourself (DIY) home improvement projects.

Much to the chagrin of home improvement stores, the DIY home improvement market has seen a 21% decline from 2005-2010 according to latest research from Mintel, and more than a quarter (28%) of DIYers say they would like to undertake a major renovation or addition to their home, but they just don’t have the funds.
Surprisingly, the percentage of high-income consumers who can’t afford renovations is even higher. Thirty-two percent of DIYers in households making between $75-99.9K say they lack the money to undertake a major home improvement project.

Meanwhile, 17% of those surveyed who have completed a DIY project in the last year say they lack the skills to tackle a major renovation and 12% say they don’t have the proper tools.

“When the housing market collapsed many consumers chose to make minor improvements to their homes instead of pursuing large, complicated renovation projects that would drain their wallets,” says Bill Patterson, senior analyst at Mintel.

“However, positive fourth-quarter sales suggest a thawing in consumer spending and the release of some pent-up demand.”

According to Mintel research, despite their monetary shortcomings, consumers have a positive view of home improvement projects.

In fact, 39% of DIYers say making a major home improvement is the best long-term investment they can make.

“We forecast growth to accelerate in 2011 and, presuming a stabilization of the housing market, to remain positive through 2015,” adds Bill Patterson.

“Pent-up demand, ongoing need for repair and maintenance, retro-fitting, and renovations from Boomers approaching retirement and demand from Millennials should all propel DIY spending.”

Furthermore, 61% of consumers say they’ve completed a DIY project in the last 12 months and the average respondent has undertaken a little over four projects.
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Jitendra Mazee
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Re: Marketing Research of Under Armour - August 17th, 2016

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Originally Posted by netrashetty View Post
Under Armour is a sports clothing and accessories company. The company is a supplier of a wide range of sportswear and casual apparel.[4] Mainly focussing on hi-tech sportswear for professional athletes. It has now broadened it's horizons and Under Armour began offering footwear in 2006, it continues to expand its offerings.[5] In Fall of 2010, Under Armour began offering its first line-up of basketball shoes.


The Competitive Landscape chapter is a discussion of the characteristics of an average operator in the industry and who controls the market for the products of the industry. It includes the following sections: Market Share Concentration, Key Success Factors, Cost Structure Benchmarks, Basis of Competition, Barriers to Entry and Industry Globalization. The Market Share Concentration section discusses the level of concentration of the industry. The Key Success Factors section looks at the key internal factors that contribute to the success of an operator in the industry. The Cost Structure Benchmarks section discusses the average costs faced by operators in the industry. The Basis of Competition section is a discussion of the factors that can give a company in this industry a competitive edge. The Barriers to Entry section looks at the factors preventing new companies from entering the industry. The Industry Globalization section provides an indication to which the industry is affected by global operations and trends.

The Major Companies chapter analyses the companies that have the most substantial influence on the industry. Market Share figures and a discussion of the major companies operations within the industry are given where possible.

The Operating Conditions chapter covers the following: Structural Risk Index, Investment Requirements, Technology & Systems, Industry Volatility, Regulation & Policy, Industry Assistance and Taxation Issues. The Structural Risk Index section provides an indicator of the level of risk faced by operators in the industry. The Investment Requirements section is an analysis of the level of capital investment required to operate in the industry. The Technology & Systems section discusses the key technologies used by the industry. The Industry Volatility section looks at the level of in the industry and the factors behind this volatility. The Regulation & Policy section looks in to the regulatory measures the industry is subject to and the corresponding compliance burden faced by operators in the industry. The Industry Assistance section discusses the level of assistance the industry receives from Government. The Taxation Issues gives a comparison between the level of tax burden on this industry compared to other industries and discusses industry-specific taxation measures placed upon it.

The Key Statistics chapter provides the key indicators for the industry for at least the last three years. The statistics included are industry revenue, industry value added (or gross product), establishments, enterprises, employment, exports, imports, wages, domestic demand and any relevant industry-specific data where appropriate. There is also a Historical Performance section that discusses the key past events that have determined industry performance.

The arrival of spring brings not only warmer weather, but also spring cleaning and the undertaking of do-it-yourself (DIY) home improvement projects.

Much to the chagrin of home improvement stores, the DIY home improvement market has seen a 21% decline from 2005-2010 according to latest research from Mintel, and more than a quarter (28%) of DIYers say they would like to undertake a major renovation or addition to their home, but they just don’t have the funds.
Surprisingly, the percentage of high-income consumers who can’t afford renovations is even higher. Thirty-two percent of DIYers in households making between $75-99.9K say they lack the money to undertake a major home improvement project.

Meanwhile, 17% of those surveyed who have completed a DIY project in the last year say they lack the skills to tackle a major renovation and 12% say they don’t have the proper tools.

“When the housing market collapsed many consumers chose to make minor improvements to their homes instead of pursuing large, complicated renovation projects that would drain their wallets,” says Bill Patterson, senior analyst at Mintel.

“However, positive fourth-quarter sales suggest a thawing in consumer spending and the release of some pent-up demand.”

According to Mintel research, despite their monetary shortcomings, consumers have a positive view of home improvement projects.

In fact, 39% of DIYers say making a major home improvement is the best long-term investment they can make.

“We forecast growth to accelerate in 2011 and, presuming a stabilization of the housing market, to remain positive through 2015,” adds Bill Patterson.

“Pent-up demand, ongoing need for repair and maintenance, retro-fitting, and renovations from Boomers approaching retirement and demand from Millennials should all propel DIY spending.”

Furthermore, 61% of consumers say they’ve completed a DIY project in the last 12 months and the average respondent has undertaken a little over four projects.
Hey netra, i am very thankful to you that you shared such an important report on Under Armour because it is going to be useful for one of my project. Well, i also got some information and hope it would also help someone, so sharing here, please download and check it.
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