200911850200911850 이동헌이동헌200913231200913231 정진수정진수201011514201011514 김지원김지원

1996 년 , 풋볼 선수 Kevin Frank 에 의해 설립된 스포츠 웨어 브랜드 미국 대학 및 프로 풋볼리그에서 나이키와 함께 강력한 스폰서로 활동중 기능성을 강조한 특허 소재 개발에서 강점을 가지고 있으며 , 군에 납품할 정도로 재질을 인정받고 있음 . 최근 미 해군과 영속 계약을

맺음 기능성 , 강력한 이미지 , 선수 출신이 제작해 실용적이라는 인상에

힘입어 아디다스를 3 위로 밀어내고 미국 스포츠 웨어 시장 2 위를 차지함

CompetitiveRivalry

CompetitiveRivalry

Threat ofSubstitues

Threat ofSubstitues

Power of Suppliers

Power of Suppliers

Power ofCustomers

Power ofCustomers

Threat of New

entrants

Threat of New

entrantsMideum

Mideum

High

Mideum

Very High

Strategy in Strategy in AdidasAdidas

10%

8%

Self Dece

ption

Self Dece

ption

Self Dece

ption

Self Dece

ption

Strategy in Under Strategy in Under AmourAmour

최근 최근 55 년간 언더아머 주식 동향년간 언더아머 주식 동향

Strategy in Under AmourStrategy in Under Amour

Revenue and Net Revenue and Net IncomeIncome

Strategy in Under AmourStrategy in Under Amour

CompetitiveRivalry

CompetitiveRivalry

Power ofSuppliers

Power ofSuppliers

Threat ofNew

entrants

Threat ofNew

entrantsThreat of

Substitues

Threat ofSubstitues

Power of Customers

Power of Customers High

Low High

Medium

Very High

과거 : 스포츠웨어라는 개념 자체가 없었음

1948 년 : 독일에서 아디다스 설립됨

1996 년 : 미국에서 언더아머 설립

Value Chain Value Chain ActivitiesActivities

 +

 +

 +

 +

 +

 +

 +

 +

 +

CompanyPA Sales 

(in millions)

Total Sales

(in millions)

PA sales as %

of total sales

% of sales

spent on R&D

Under Armour $853 $1,060 81% 33%

Nike $1,300  $19,014 7% 12%

Adidas $1,150 $11,990 9% 5%

Company Core CompetenceCore

Competencies

Under

ArmourInnovation, Quality, R&D Strong

Nike Inspiration, Innovation,

Brand Image/LoyaltyStrong

AdidasInnovation, Technology,

SustainabilityStrong

Core Competence of Under ArmourCore Competence of Under Armour

Company 핵심 브랜드 제품 범위

Under

ArmourUnder Armour 의류 , 신발

Nike

Nike, Nike Golf, Air Jordan,

Cole Haan, Hurley,

Converse, Umbro, ect…

의류 , 신발 , 스포츠 장비 ,

엑세서리 , 모자

AdidasAdidas, Reebok, Taylor

Made Golf

의류 , 신발 , 퍼스널 케어 , 스포츠

장비 , 모자

Focusing Brand of Under ArmourFocusing Brand of Under Armour

SWOT Analysis in Under AmourSWOT Analysis in Under Amour

Under armour?Under armour?

 ”The relatively young company's goal of becoming the world's biggest sports brand by targeting the women's sports apparel and footwear markets”

?

Compan

y Core Competence

Core

Competenci

es

Under

ArmourInnovation, Quality, R&D Strong

Nike Inspiration, Innovation,

Brand Image/LoyaltyStrong

AdidasInnovation, Technology,

SustainabilityStrong

Core Competence of Under Core Competence of Under ArmourArmour

PatentsR&D Expenditure

StrategicStrategic Alliance Alliance

Company Key Brands Product Scope

Under

ArmourUnder Armour Apparel, Footwear

Nike

Nike, Nike Golf, Air

Jordan, Cole Haan,

Hurley, Converse, Umbro,

ect…

Apparel, Footwear, Sporting

Equipment, Accessories, Caps

AdidasAdidas, Reebok, Taylor

Made Golf

Apparel, Personal Care, Footwear,

Sporting Equipment, Accessories,

Caps

Focusing Brand of Under ArmourFocusing Brand of Under Armour

나이키님 잠시만염

나이키님 잠시만염

2010 Under Armour Annual Report. (2010) Under Armour, Inc. Annual Report Retrieved from http://files.shareholder.com/downloads/UARM/14902 05677x0x452384C8786075-4201-4DF1-9FC8D9740F8D59AA/2010_Annual_Report.pdf

Brennan, B. (2009). Why she buys, the new strategy for reaching the world's most powerful consumers. Crown Business.

Olson, Elizabeth. "Under Armour Aims at Athletic Young Women - NYTimes.com." The New York Times - Breaking News, World News & Multimedia. 31 Aug. 2010. Web. 16 Nov. 2011.                     <http://www.nytimes.com/2010/09/01/business/media/01adco.html>.  

UABiz.com - Under Armour, Inc. - Code of Ethics and Business Conduct. (n.d.). UABiz.com - Under  Armour, Inc. - .Retrieved November 16, 2011, from http://www.uabiz.com/corpResponsibility.cfm

Walker, A. (2011, July 25). “Under Armour's rookie strategy for endorsement deals.” The Baltimore Sun. Web. Retrieved from http://www.baltimoresun.com/business/bs-bz-under-armour-endorsement-20110725,0,4089835.story?page=1

Burke, M. (2011, January 27). Under Armour's About-Face Page 2 of 2 - Forbes.com. Information for the World's Business Leaders - Forbes.com. Retrieved November 16, 2011, from http://www.forbes.com /forbes/2011/0214/focus-kevin-plank-under-armour-clothing-about-face_2.html

Burke, M. (2013, November 14). Under Armour, With First-Ever Acquisition, Enters The World Of

Software. Forbes. Retrieved December 13, 2013, from http://www.forbes.com/sites/

Under Armour, Inc. - Our Mission. (n.d.).Under Armour, Inc. - Our Mission. Retrieved December 13, 2013, from http://www.uabiz.com/company/mission.cfm

Under Armour, Inc. ClassA.(n.d.).Growth,Profitability,and Financial Ratios for( UA) from Morningstar.com. Retrieved December 13, 2013, from http://financials.morningstar.com/ ratios/r.html?t=UA®ion=USA&culture=en-US

Under Armour(UA). (n.d.).www, Barchart.com. Retrieved December 13, 2013, from http://www.barchart.com/profile.php?sym=UA&view=ratios

Under Armour: challenging Nike. (n.d.).Global Business Strategy Simulation Game. Retrieved from /http://www.glo-bus.com/Book2012

獨 아디다스 , 미국 시장 점유율 3 위로 하락… ' 언더아머 2 위‘ http://biz.chosun.com/site/data/html_dir/2014/09/07/2014090700504.html (14.09.07)

실패로 끝난 아디다스 + 리복 '8 년 동거 ' http://www.hankyung.com/news/app/newsview.php?aid=2014102044021 (14.10.20)

Appelbaum, R., and Gereffi, G., 1994. Power and Profit in the Apparel Commodity Chain in Edna Bonacich et al. Global Production : the Apparel Industry in the Pacific Rim. PA: University Press.

Associated Press (2009, January 31). Under Armour Takes a Chance on the Shoe Market. CBS http://www.cbsnews.com/stories/2009/01/31/business/main4766488.shtml IMC, WVU lesson 2: IMC Foundation and Key Principles. Retrieved from https://ecampus.wvu.edu on October 24, 2009

Ronantonnoel. “Strategic Management in a Global Context: Under Armour”. May 31, 2012. http://www.slideshare.net/Ronantonnoel/strategic-management-in-a-global-context-under-armour. Viewed Dec. 5, 2013.

Team, Travis. (2012,Nov 25). Breaking Down Under Armours $53 Fair Value. Retrieved fromhttp://www.forbes.com/sites/greatspeculations/2012/11/29/under-armour-has-growth-but-is - still-a 53-stock/

Under Armour, Inc. - Our Mission. (n.d.).Under Armour, Inc. - Our Mission. Retrieved December 13, 2013, from http://www.uabiz.com/company/mission.cfm

Under Armour, Inc. ClassA.(n.d.).Growth,Profitability,and Financial Ratios for( UA) from Morningstar.com. Retrieved December 13, 2013, from http://financials.morningstar.com/ ratios/r.html?t=UA®ion=USA&culture=en-US

Under Armour(UA). (n.d.).www, Barchart.com. Retrieved December 13, 2013, from http://www.barchart.com/profile.php?sym=UA&view=ratios

Under Armour: challenging Nike. (n.d.).Global Business Strategy Simulation Game. Retrieved from /http://www.glo-bus.com/Book2012

Questions???QUESTIONS?