Case Analysis and Report (Case Study Sample)

Case Analysis and Report Case: “Under Amour’s Turnaround Strategy in 2018: Efforts to Revive North American Sales and Profitability” by Arthur A. Thompson Student Name Institutional Affiliations Date Under Armour: Company Identification Report Objective The main aim of this report objective is to offer a critical analysis of the manner in which Under Armour is tracking in the different areas of business as a sports company. The report can be used to help the company executive to make critical decisions on the brand, promotions, advertisement etc. The report will analyse the case of Under Armour whose original name was KP sports, its journey in rising from a startup to a premium global brand, the bottlenecks and how they are overcome, its current standing and its future potential. Company Profile Under Armour is a multinational developer, distributor and a marketer of sports apparel, high tech undergarments, plus jerseys, team uniforms, footwear and other sport-related accessories for youth, women and men. The company was founded by Kelvin Plank in 1996 who partnered with Kip Fulks and Ryan Wood and was later joined by Scott Plank, Kevin’s brother as the vice president in finance and other company operations. The company is headquartered in Baltimore, Maryland in the United States where it settled as KP Sports after relocation from Georgetown, Washington D.C. The company product offering is under different price levels in order to cut across the diverse categorization of its customer base. The company sells its products via retail stores, worldwide product licensing, e-commerce websites, and direct sales to the customer. The company’s change of name from KP Sports to Under Armour Inc allowed it to expand its reach to global markets and now operates as a premium global brand and as a growth company. Under Armour undertakes a long-term strategy through a wholesale distribution of products to specialty, regional, national, multinational and also independent retailers. The presence of the company is felt across North America, Europe, Asia, Latin America and Middle East. The segment where the company operates gives it digital fitness with digital advertising. Vision: Under Armour operates under the vision of inspiring customers with performance solutions which they never knew they needed them and cannot be able to imagine living without. With such a vision, the company is impactful and influential to its target customers who are the athletes and their performance. This shows that the company has got an exceptional capability to be a game-changer anytime where its products become part of the sport or game. The vision inspires the customer with a lot of confidence in performance, it shows that athletes can depend on them fully with confidence and also the vision raises the expectations of the customers beyond just local inclinations through the technicalities and enhancements which the products bring into the game. Mission: Under Armour’s mission stands out as making athletes better using passion, design as well as a relentless pursuit off innovation. Again, a lot of confidence is placed on the product offering of this company. The mission is the main objective as to what the company is pursuing. This mission is particulate on the necessity of directing its efforts to the first-hand beneficiaries of what they offer. The mission indicates that Under Armour is focused on making each athlete better; it is focused on passion, unique designs and a ceaseless pursuit on innovation. Goals: Under Armour have its endpoint targets or accomplishments which it wants to achieve in its short and long term strategy. From the current report, a number of business goals are evident inclusive of financial goals, growth goals and customer goals. First, the company financial goals are its focus of driving more revenue, cutting on costs, sustaining cash flows as well as setting new financial targets for its future growth. This is evidenced by its startup on a loan of $250,000 up to a point where the company Initial Product Offering at the point its changing name from KP sports to Under Armour is $115million. Its endpoint financial goal is to increase its ROI and be the global leading sports company. Secondly, the company is focused on growth goals where its strategy is to establish its market presence globally and increase the public awareness of the brand everywhere. The company is now rated as a growth company having achieved revenue growth of above 20% in 26 consecutive financial quarters(...