Under Armour Micro Factors

  

 

Under Armour

 

Under Armour (UA) is a company that manufactures and sells sports clothing, equipment, and accessories. The company operates in the sportswear sector, which is a highly competitive industry with high customer demand and limited expansion. According to Linchpinseo, the worldwide sportswear market is expected to reach $580 billion by 2025.

 

The Marketing Environment

 

The advertising surroundings encompasses all internal and external components that have an impact on the organization's advertising decisions, both without delay or indirectly.

 

-“…the actors and forces that affect a company’s capability to operate effectively in providing products and services to its customers” (p.73)

Jobber (2010)

 

-“…the actors and forces that affect marketing management’s ability to build and maintain successful relationships with target customers” (p.76)

Armstrong et al (2012)

 

Micro Factors

Suppliers, competitors, marketing intermediates, consumers, and the public are examples of aspects or elements in a firm's immediate surroundings that affect its performance and decision-making. 

 

Suppliers

Suppliers are an important part of a business's total client shipping network. They are the people who deliver raw materials, parts, machining equipment, and other devices to businesses. Vendor satisfaction and dependability are critical for a company's operations to run smoothly.

 

Providers of athletic apparel frequently promote materials to competitors. Large buyers receive lower rates from carriers for obtaining large volumes than smaller firms. For example, Nike and Addidas are both bigger organisations than Under Armour they would get their materials cheaper than Under Armour for example cotton for their fabrics that's why Under Armour products tend to be more expensive.

 

 

 

 

Market intermediaries

 

Within a company's general cost shipping community, marketing intermediates play a critical role. They are individuals or organisations who assist a company in marketing, selling and dispensing its products to end-users. For example, CEVA Logistics has taken over full contract logistics for Under Armour in the United Kingdom. CEVA Logistics has announced the successful completion of a Zero Defects Start-up for the full Omni-channel distribution of Under Armour's sports clothing items in the United Kingdom.

 

But recently Under Armour continues to pursue its goals of promoting products directly to customers and reducing its reliance on middlemen. Starting in the second half of 2021, the company plans to go out and find wholesalers across North America.

 

Competitors

 

Nike and Adidas are Under Armour's predominant competitors, and each has a much large sales record than UA. Despite the giant boundaries to access withinside the sports activities clothing sector, UA became capable of carving out a spot for itself via way of means that specialize in American football.

What Makes UA different from its competitors?

The difference is how innovative they are towards their products which has changed the sports apparel industry. They focus on developing their brand and products they are not just improving current sports gear, but also designing entirely new products that surpass present technologies.

 

 

 

Customers

 

Within the company's microenvironment, customers are the most powerful players. The total cost shipping community attempts to interact and build strong relationships with its target customers. Their target market is men and women with more money who want to improve in the game they play. Under Armour's product is pretty cool, flashy, and inventive because their target demographic is interested in cool, flashy, and new products. With this, you could say that it mostly attracts Generation Z inspired market.

 

-The improvement of Under Armour Inc.'s virtual health packages and technology-related apparel has been a vivid factor for the sports clothing maker amid the chaos brought by Covid 19. For example, Through their innovative ways Under Armour has introduced new apps for digital fitness and technology-enabled footwear.

 

-Since Under Armour has realised how much their customers mean to them they have introduced ‘focused performers’’ these are customers who want to focus more on their fitness goals so Under Armour provides them with products and apps they can use to achieve their fitness goals. This is a way Under Armour gives to its loyal customers and it shows how much weight the customers have on the company.

 

 

References

Baines, P., Fill, C. and Page, K. (2012) Essentials of Marketing OUP

Armstrong, G., Kotler. P., Harker, M. and Brennan, R. (2012) Marketing An Introduction, Pearson, 2nd Edition

Dibb, S., Simkin, L., Pride, W.M. and Ferrel, O.C. (2012) Marketing Concepts and Strategies, Cengage Learning EMEA, 6th Edition

Fahy, J. and Jobber, D. (2012) Foundations of Marketing,  McGraw-Hill Higher Education, 4th Edition

Blythe, J.  (2012) Essentials of Marketing  Pearson , 5th Ed.

Shah, D., Rust, R.T., Parasuraman, A., Stalelin, R. and Day, G.S. (2006) The Path to Customer Centricity. Journal of Service Research, Vol. 9, Issue 2, p.p. 113-124.