Unit IV Project

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Columbia Southern University *

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4302

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Marketing

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Apr 3, 2024

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docx

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RUNNING HEAD: UNIT IV PROJECT: UNDER ARMOUR 1 Unit IV Project: Under Armour Travis D. Musser Columbia Southern University
UNIT IV PROJECT: UNDER ARMOUR 2 Unit IV Project When it comes to athletic apparel there are few brand names that come to everyone’s mind. When asked, most people will be able to list three brand name companies: Nike, Adidas, and Under Armour. Under Armour was incorporated in 1996 by Kevin Plank and two years later was headquartered in Baltimore, Maryland (MarketLine Company Profile: Under Armour, Inc., 2021). Under Armour’s major products and services include performance apparel, footwear and accessories for men, women, and youth. They are best known for their cold gear and heat gear. They also provide app services such as MapMyFitness and are involved in many apparel contracts with professional sports teams. With all the success over the last two decades, Under Armour has had to have a strategy and mission that keep them competitive in a tough industry as well as short- and long-term goals that provide direction for the company. To better understand Under Armour’s strategy, their vision and mission statements need to be analyzed. According to Comparably (N.D.), Under Armour’s mission statement is, “To make all athletes better through passion, design, and the relentless pursuit of innovation”. Their vision statement is, “to inspire you with performance solutions you never knew you needed and can’t imagine living without (Comparably, N.D.)”. Under Armour’s ongoing strategy follows closely with their mission statement. Their strategy for long-term growth is to continue ongoing product innovation and investment in distribution channels and international expansion. The organizational structure is made up of a board of directors that convene for organization decisions regarding company direction and strategy. Positive aspects about Under Armour’s strategy, mission, and vision are it provides a clear and concise direction that the board of directors wants the company to move into. They are determined to continue innovating new products and services to provide to consumers as well as expanding their international sales
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