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    07 Performance Task 1

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    lalein castillo
    Under Armour has grown its brand through targeted marketing, strategic acquisitions, and research and development. They focus on athletes and technology. When expanding overseas, Under Armour considers customer interests in sportswear, the competitiveness of the market, and cultural fit. In Asia, Under Armour partners with local celebrities, opens flagship stores with unique experiences, and leverages social media to tell brand stories. To maintain global leadership, the CEO would continue investing in product innovation, expand brand awareness in key markets like Asia, leverage e-commerce, and engage customers through quality products and social media.

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    07 Performance Task 1

    Uploaded by

    lalein castillo
    174 views2 pages
    Under Armour has grown its brand through targeted marketing, strategic acquisitions, and research and development. They focus on athletes and technology. When expanding overseas, Under Armour considers customer interests in sportswear, the competitiveness of the market, and cultural fit. In Asia, Under Armour partners with local celebrities, opens flagship stores with unique experiences, and leverages social media to tell brand stories. To maintain global leadership, the CEO would continue investing in product innovation, expand brand awareness in key markets like Asia, leverage e-commerce, and engage customers through quality products and social media.

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    Under Armour has grown its brand through targeted marketing, strategic acquisitions, and research and development. They focus on athletes and technology. When expanding overseas, Under Armour considers customer interests in sportswear, the competitiveness of the market, and cultural fit. In Asia, Under Armour partners with local celebrities, opens flagship stores with unique experiences, and leverages social media to tell brand stories. To maintain global leadership, the CEO would continue investing in product innovation, expand brand awareness in key markets like Asia, leverage e-commerce, and engage customers through quality products and social media.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    174 views2 pages

    07 Performance Task 1

    Uploaded by

    lalein castillo
    Under Armour has grown its brand through targeted marketing, strategic acquisitions, and research and development. They focus on athletes and technology. When expanding overseas, Under Armour considers customer interests in sportswear, the competitiveness of the market, and cultural fit. In Asia, Under Armour partners with local celebrities, opens flagship stores with unique experiences, and leverages social media to tell brand stories. To maintain global leadership, the CEO would continue investing in product innovation, expand brand awareness in key markets like Asia, leverage e-commerce, and engage customers through quality products and social media.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 2

    BM2207

    TASK PERFORMANCE ON SETTING THE PRODUCT AND BRANDING STRATEGY

    Under Armour (Kotler et al., 2019)

    1. Review Under Armour’s brand portfolio. What role has target marketing, smart acquisitions,

    and Research and Development played in growing its brand?

    Under Armour has become a big name by focusing on specific groups of customers, making smart

    purchases, and creating new and better products. They attract athletes by saying they're a brand for

    athletes who love technology. This strategy has helped them become really popular in a short time.

    They also got even bigger by buying companies like MapMyFitness, MyFitnessPal, and Endomondo,

    which helped them get into online fitness and make better fitness technology. Creating new and

    improved clothes and shoes for athletes through research and development has also made people think

    highly of the brand.

    2. What factors does Under Armour consider when selecting new overseas markets to enter?

    When Under Armour decides to sell its products in new countries, they look at a few important things.

    First, they check if people in that country really like sportswear and if there's a lot of room for the

    sportswear industry to grow. They also see how many other companies are selling similar things in that

    country and if they can compete well with those brands. Besides, they think about whether people in

    that country will like Under Armour's style and if they are open to trying new brands and technologies.

    By thinking about all these things, Under Armour can make smart choices about selling in new places.

    07 Performance Task 1 *Property of STI


    Page 1 of 2
    BM2207

    3. What communication strategies have been instrumental in Under Armour’s successful entries

    into the Asian apparel and footwear markets?

    Under Armour did some smart things to sell clothes and shoes in Asia. They got famous local athletes

    like Stephen Curry and Brandon Jennings to say they like Under Armour. This makes people trust the

    brand and feel a connection. They also made special stores in places like Shanghai to give customers a

    unique and exciting shopping experience. Instead of just selling stuff, they tell stories to get customers

    interested. Plus, they use the internet and social media a lot to talk to the people they want to buy their

    stuff.

    4. How would you sustain or expand Under Armour’s global leadership if you were the CEO?

    To keep Under Armour as a top brand worldwide, I'd do a few things. First, I will keep spending money

    on making new and better products through research. This way, Under Armour stays ahead in making

    cool sportswear. Next, I will work on making Under Armour more popular in important places like

    Asia. This means doing ads, teaming up with local sports stars, and opening big stores in good

    locations. Also, I'd use the internet more to sell things online, especially to people who like fitness.

    Lastly, I will make sure people still think Under Armour is great by keeping up the quality and talking

    with customers on social media.

    07 Performance Task 1 *Property of STI


    Page 2 of 2

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