SWOT Analysis Findings Essay Example

it is male targeted. As Nike is expensive, Under Armour follows suit with no reduction in cost with other competitors and reduces sales. Other brands are now offering similar styles that made them unique. Opportunities Adidas and Under Armour both could take advantage by expanding the international market with new products and service-lines.

Technology is a major part of this century, so e-commerce will help with expansion into other markets. At the present time increase in endorsements for Adidas and Under Armour can help bring in more people in a targeted age group. Under Armour can make competitive prices by lowering and by putting more focus on women because there is an increase in women in the sports workforce. Even though Under Armour is the newcomer to its well established competition, Nike, it can make expansions into to the global market to possibly create recognition as a larger brand. ThreatsLike any other competitor, there is new technology being created for sport improvement. It’s just the matter of who (company) creates it first, the style and look of it, and if the product works.

Nike, Adidas, and Under Armour are all threats to one another because they all have a common target, athletes and having almost the same product line. Under Armour is not a Fortune 500 like Nike, who was ranked 136 in 2012 (Fortune). This pose as a great threat to Under Armour, but with rapid growth these past years they sat at #51 for Fortune’s fastest growing business (Under Armour).Adidas suffered a threat with the regulatory body of tennis.

“Tennis’s governing bodies, following the lead of the Olympics, banned Adidas’ iconic three-stripe brand as

it now appears on the company’s apparel”(Shank 60). Upon carefully analyzing Adidas and Under Armour, they would focus on developing strategies. This will happen by using the strengths and opportunities presented in my findings on the SWOT of Adidas and Under Armour in terms of marketing and distribution through pricing, endorsing, use of e-commerce, and focus of all genders and ages.