Competitive Forces Confronting Under Armour, Nike, And The...

Competitive Forces Confronting Under Armour, Nike, And The...
1. How strong are the competitive forces confronting Under Armour, Nike, and The Adidas Group?
Do a five–forces analysis to support your answer.
In using Porter's five–force analysis, we can discover how strong the competitive forces are within
the sports apparel and footwear industry. The five–force analysis involves; rival sellers, threat of
new entrants, substitute products, supplier bargaining power and buyer bargaining power, which we
will explore to determine the attractiveness and intensity of competition within this market.
Competitors in the industry can wreak havoc on the bottom line for a company. With rivals, a price
competition usually ensues, which benefits the customers but hurts the competing businesses that
share a common strategy. In reviewing rival sellers, many competitors exist within the sports apparel
and footwear industry, but most of them are unable to compete with the industry giants, Nike and
Adidas. They are well seated in the industry and their sales reveal this ultimate strength, however,
Under Armour is putting pressure on these mammoths. In 2015, global sales of sports clothing and
footwear equated to $250 billion, of which Nike grabbed $30.6 billion, Adidas held in its grasp
$18.8 billion and Under Armour had a much smaller piece of the pie, at $3.9 billion globally. In
reviewing these numbers, it looks like Under Armour is really subpar to the industry giants, but this
is not exactly the case. Under Armour in the past couple of
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Artemis Sportswear Company
Sportswear has become the popular trend of fashion: The popular trend for teenagers and adults.
Sportswear has been promoted over time by sports players such as basketball, baseball and football
players as well as Olympic Gold Medal Winners. The era of sportswear has grown significantly and
businesses have noticed the need for change from sports fans and spectators. Businesses began to
realize that growth and profits can be made in selling sportswear. Lately, it seems as though
sportswear fashion is worn on a daily basis by many individuals other then sports figures. This style
has simply transferred into a type of "fashion style". However, even though businesses realize the
popularity and profits of sportswear, it is still the question of ... Show more content on
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Make sure lights are cut off when not in use, make sure the building is ready for cold weather with
insulation and weather stripping, and keep the thermostat down when building is not in use. Check
to ensure all communication plans are tailored for economical use and beneficial to meet the
companies needs (Crawford, 2006). The Real Estate Department, also, negotiates leases for
buildings used to house the employees and products. To save money, the leases need to be examined
to see if it would be more favorable to a company to break the lease and buy or lease another
building. Most of these suggestions are ways to save money and the results will be seen in the near
term. Human Resources Labor or employees is another area where operational costs can be slashed.
Overtime, outsourcing, benefits, retirement, and salaries are areas that can be examined to cut
expenses. Overtime pay can be very costly to companies. Companies generally pay time and half
and double time in excess of forty hours and for holidays. To cut expenses, all overtime must be
stopped except for high volume business days and emergency situations. Shifting jobs to lower
wage countries is a practice by many American companies, it is called; offshore outsourcing.
Outsourcing is becoming an increasingly popular practice among businesses seeking to cut
operating expenses (Trade, 2004). Why should Artemis Sportswear Company consider outsourcing?
Lower tax rates and

Brand Advertising : Columbia Sportswear And The North Face...
Introduction
To begin, brand advertising refers to "advertising that communicates the specific features, values,
and benefits of a particular brand offer for sale by a particular organization" (O'Guinn et al., 2015).
The two organizations in which I have chosen to analyze with a focus to their brand advertising
assessment are Columbia Sportswear and The North Face. These two brands each share a unique
branding methodology, which has significantly affected their success and excellence for many years.
From their innovative approaches to the technology and materials implemented among their
products, Columbia and The North Face are both very strong competitors in the outdoor retail
industry.
Columbia Sportswear
Born in Portland, Oregon in 1938 as a hat maker, Columbia Sportswear has been outfitting
adventures for generations. Columbia Sportswear is run by mother–and–son Gert and Tim Boyle,
and remains a family–run business, but one with a global reach as products are sold in
approximately 100 countries. Columbia Sportswear markets lifestyle apparel, footwear, accessories
and equipment through a portfolio of brands for active lives. Their ability and confidence to drive
continued growth through brand awareness is a key ingredient to their overall success.
"The Columbia brand is our largest and fasting growing brand today," noted Mr. Boyle (Business
Wire, 2015). "In recognition of this momentum, and in order to better focus the company's resources
to pursue the brands

Columbia Sportswear Valuation
Valuation of
Columbia Sportswear Company (COLM)
Nicholas Stoll
FI 305 Financial Reporting & Analysis
Golden Gate University
April 27, 2012
INTRODUCTION Columbia Sportswear (COLM) is the global leader in in the design, sourcing,
marketing and distribution of active outdoor apparel, footwear, accessories and equipment. The
company design, develop, market and distribute active outdoor apparel, footwear, accessories and
equipment under four primary brands: Columbia®, Mountain Hardwear®, Sorel® and Montrail®.
With annual revenues of $1.694 billion (2011), Columbia is headquartered in Portland, Oregon, with
offices and support centers throughout the United States, Europe, and Asia. As of December ... Show
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Current position in the industry
Columbia competes with many different companies in the apparel industry. They name a broad
range of different companies manufacturing a very large number of products, but their main
competitor is VF Corporation, the holding company for brand names The North Face® and
Timberland® footwear. VF Corporation is significantly larger than Columbia due to the additional
brand names they carry in the apparel sector but that do not directly compete with Columbia such as
Lee jeans. Columbia competes on a day to day basis with The North Face on product quality,
innovation, and fashion levels. Columbia has proven to be more innovative yet their balance sheet
shows a company with a more conservative approach to growth. VF Corporation has been growing
through aggressively purchasing or merging with other companies (Timberland was their latest in
July of 2011). Columbia is not anathema to this strategy but they are slower and more deliberate in
the process. A complete comparison of company ratios can be seen in Exhibit 12. The table below
indicates selected ratios of various competitors. | Columbia Sportswear Company |

Marketing Speech: Logo Sportswear
ABOUT US Logo Sportswear has completed 20 years now. Our goal is to give you incredible
products through innovative service. We deliver superior quality products. Our commitment is to
give you the best products through our designer traits. We are the best online designers on web. We
have designers of all category including our fascinating embroidery range as well as the newly
introduced laser etching fabrics. FACTS ABOUT LOGO SPORTSWEAR We offer personalized
apparel for every occasion and need. From new work uniforms to team jerseys and beyond, we
cover them all. We have the following items in our menu: ~Men: here you will find many options
like t–shirts, sweats, performance, caps, work wear, etc. ~Ladies: here you will find all the options
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So, check a huge collection with awesome designs. Shopping with us is easier and simpler. You can
choose the sizes, colours, price range and all other specifications. Shop with us for easier purchase
and returns. If the item you ordered is unfortunately out of stock, we will notify you then and there
to give you an amazing shopping experience. TIPS TO SAVE We believe in transparency and
display our offers right on the forefront. As soon as you open our website, you will view all the
offers displayed with the help of cookies. The current offer trending at our site is one sale day which
gives 15 % off and free delivery integrated deal. We have several days when we give you free
delivery options on all items. Subscribe to our newsletter to get awesome deals and discounts at our
outlet. Share us with our friends and enjoy dual benefits at our site. If your friend or relatives sign in
with us, we will give you extra 15% off. We have the reward scheme. Whenever you shop with us,
you will win reward points which will be featured in your account. You can win $50 for every 2500

Fashion 's Influence On Fashion
When one thinks of a genre they think of a book or a type of music. Genre can be thought of as a
category of art. Fashion is a form of art, artists everyday are creating works that they feel people will
wear and like. Fashion is a huge industry with thousands of designers that makes billions of dollars
per year. Whether people realize it or not, every single person has a sense of style and has their own
taste in clothing. With fashion there are different genres ranging from chic to bohemian to sporty.
Along with different genres of fashion, there are different genres of brands. With these two genres
combined, an examination of the correlation of the brands with the style of fashion will be
examined. The first genre of fashion we are going to examine is a style called 'chic'. Chic is a French
word that means classy. When the word chic crosses my mind, I picture a girl standing in the streets
of New York City dressed up from head to toe looking her finest. Most chic clothes cover the body
of the person wearing them and makes them look a bit classier than others. BB Dakota is a brand
that is considered chic, it is on the lower of the scale of prices of clothes. Most of their clothes have
been seen in top boutiques and in department stores. Celebrities such as Taylor Swift and others
have been seen wearing this brand. It was first founded 30 years ago in Southern California by a
French designer. She limits the buyers of her clothing because she wants them to be unique and

The Pros And Cons Of Under Armour
Under Armour has severely limited its product offerings due to its primary target market, which is
geared mainly towards male athletes, aged 12–24. Their lack of diversity is a notable competitive
disadvantage to industry rivals Nike and Adidas. However, we have recently witnessed the growth
in demand for athletic–wear apparel – 6% (Marc Bain), as well as the growth in female sports
engagement across the United States (Statista). A potential strategic alternative could be to
significantly expand on their athletic apparel line. This expansion would primarily target female
athletes within the same male target range. In order to enhance the success in this field, they should
continue to add to the eight women (Under Armour Roster) who are currently apart of the Under
Armour endorsement roster.
Pros and Cons Analysis 1:
In our first strategy we suggest that Under Armour expands their women's line to tap its thriving
market segment. Nike's women's department accounted for $5.7 billion in fiscal 2015 in comparison
to $4.5 billion in 2013. In recent years, women have transitioned to wearing athletic apparel as
leisurewear. Lululemon, a flagship store known for it women's athletic apparel has incurred an
annualized growth rate of 23.5% over the past five years (Soni). There is surely a strong market for
women's athletic apparel. With such strong growth in the industry over the past few years, the
competition is beginning to establish their place in the market. With Nike's and

Artemis Sportswear Proposal
Comm/215
August 4th, 2014
Artemis Sportswear is a non–profit company, specializing in the creation, marketing and production
of sporting goods and apparel, the company also offers its own line of Wines. Artemis donates and
raises money for charities and organizations with the help of some hockey legends, such as Jason
Zent. Although Artemis is a non–profit company, this does not mean that they would not benefit
from both cost reduction and increase in profits. Artemis offers a host of services to clients from
guidance with product creation all the way to the marketing and sales of the products. They have
many opportunities within their company to increase their profits; from ... Show more content on
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While cutting budget cost is important, current employee happiness should be the upmost priority,
and according to one study (Streimikiene, 2009), job satisfaction has gone down dramatically in the
United States over the years. Having unsatisfied employees lowers productivity and raises the
turnaround rate, contributing to costly rises in operational costs within the Human resources
department. Human resources are significant and crucial part of the company's success; they budget
the company's spending habits and negotiate better rates for employee benefits, including health care
coverage. This department also ensures that the company is running smoothly by resolving conflict
amongst employees or between employees and management. Anything that pertains to employees or
managers is managed by the human resource department.
This particular part of the business is responsible for so much that the changes that can be made
need to simplify the process, like changing from the typical paper–based system to Human Resource
Information System. This program stores and review resumes and job applications that are sent into
the company. Human Resource Information System can merge interview scheduling with manager
availabilities to schedule interviews with minimal time and energy being spent, reducing labor costs
slightly. When the program is merged with payroll, it can update pay rates, raises or approve
overtime.

The Financial Data Of Publicly Traded Company Essay
An organizational leader, one with familiarity of financial statements and their impact on the
business as a whole, has an opportunity to play a vital role in his or her position. The purpose of this
paper is to collect, sort, and report on the financial data of publicly traded company. This is much
like that which is performed by a Certified Public Accountant. In the case of this exercise, the
information is presented from the perspective of a student and future business leader. A summary of
both the company's business and financial health is also included in this paper. Without further ado,
let's delve in to the company chosen for this assignment.
Columbia Sportswear Company (Columbia) is a brand well known to and loved by the author of this
paper. Numerous products are found in her closet: fleece wear, foot wear, rain gear, and clothing. A
pair of hiking boots purchased in 2005 for a trip to the east coast made their debut walking 13 miles
in one day on the streets of New York City. Not only are these boots still worn today, so also is a
rain parka purchased in 1999. An interesting point to consider is that many of these items are
purchased in outlet stores or as "seconds". Personal experience with this brand aside, a glimpse in to
Columbia's history may prove that this company's focus on quality holds high standards.
This Portland, Oregon based company, run by Chairman Gert Boyle, was originally founded in 1938
by her parents as Columbia Hat Company. Today, this family

Influence of Brand Loyalty on Consumer Sportswear
ACKNOWLEDGEMENT
We owe a debt of gratitude to (professors name), for the vision and foresight which inspired us to
conceive this research project on topic Influence of Brand Loyalty on Consumer Sportswear as for
providing necessary information regarding the project & also for her support in completing the
project.
We would like to express our gratitude towards member of (institute name) for their kind co–
operation and encouragement which help us in completion of this project.
Our thanks and appreciation also goes to all the respondents who took time to fill the questionnaires
and helped us out with their abilities.
INDEX
S. NO
CONTENTS
PAGE NO.
1 ... Show more content on Helpwriting.net ...
The influence of grass roots marketing to build brand loyalty is down played as a strategy to reach
consumers effectively. Shifts in culture have proved that response to mass media marketing is
declining and there are other alternatives to build your brand. Lifestyle clothing companies have
started to implement strategies to reach youth consumer markets in a personalized way. Through the
use of grass roots consumer marketing brands can capitalize on the growing field of youth
consumers to build brand loyalty and create returning customers for life. By investigating the
current strategies used to market clothing brands to youth it will benefit marketing, public relations,
and clothing companies who consistently develop and manage brands.
Setting for the Study
This study was done in colleges and in shopping malls with sports brands showrooms.
Questionnaires were filled by 50 respondents which includes males and females of different age
groups between 20 to 30 and with different occupations.
Research Questions
The study used following research questions that were designed to answer fundamental gaps in the

existing literature on the topic development and evaluation of grass roots marketing towards youth
consumers to build brand loyalty. Each question was created after investigating the

Under Armour Competitive Forces
According to our text, there are 5 competitive forces that help shape strategy: competition from
existing players, supplier bargaining power, customer bargaining power, threat of new players, and
threat of substitutes. (Thompson, Peteraf, Gamble & Strickland, 2017).
Competition
Under Armour faces competition from Nike, the Adidas Group, as well as any new players.
Nike and the Adidas Group are larger corporations and therefore have more resources to develop
new products.
Supplier bargaining power
Having an assortment of suppliers reduces bargaining power
Customer bargaining power
Under Armour have customers from large retail chains, which gives them name recognition. These
large retail chains have some level of bargaining power.
Nike ... Show more content on Helpwriting.net ...
Under Armour's gross profit in 2015 was 1,905,547 compared to 712,836 in 2011. While expense
increased, the net income increased greater than expenses. In 2011, total assets were 919,201 and
grew to 2,868,900 by 2015.
Nike has the highest competitive strength when compared to Under Armour and the Adidas Group.
The Adidas Group has the next highest competitive strength and Under Armour is up and coming.
The size of Nike and the Adidas Group is a competitive advantage over Under Armour. However,
Under Armour is definitely a competitor for Nike and the Adidas Group. Under Armour is getting
more and market share and name recognition.
1. Labor – Bringing Under Armour into the international market requires management to address the
issue of labor. U.S. customer could view Under Armour as using cheap labor in various countries.
2. Environmental – Today most everyone is concerned about the environment. Plank and the
management team need to address the issue of making certain their products and materials are
environmentally

Leotard Research Paper
Leotards are a fundamental clothing item used many sports, mainly dance and gymnastics, which
allow the athlete to perform at their peak ability without restrictions. A leotard allows for fluidity of
movement and should also be light weight, stretchy, durable, and conform to the athlete's body (1).
Upon their first appearances in the sporting community, leotards were manufactured from stretchy
wool (1). However their increasing popularity later led to modifications in the choice of material;
leotards being made from cotton and spandex (1). Spandex, also known as lyrcra or elastane, is a
synthetic fibre which is produced from a long–chain polymer called polyurethane (8). Alternatively,
cotton is a natural fibre made from glucose molecules which ... Show more content on
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This remarkable characteristic is due to the chemical composition of the polymer, as the fibres are
made of many polymer strands (8). These strands are comprised of two segments of a long,
amorphous segment and a short, rigid segment (8). The amorphous segments allows for the elastic
properties of spandex where the material can be continuously stretched and then return to their
original shape and size (8). This polymer also has useful features of being light weight, easily dyed,
abrasion resistant, and is unaffected by the harsh effects of perspiration, body oil, and detergents (8).
These attributes of spandex makes it a popular choice of material for sports

The World's Largest Sportswear Multinationals
Globalisation and the rapid expansion of technology have meant that businesses can expand their
activities across borders with greater ease, giving rise to the multinational corporation (MNC) and
foreign direct investment (FDI). MNCs are organisations that operate in multiple international
locations, usually with a head office or headquarters in one country and operations in one or more
host countries. By functioning in such a manner, MNCs are often considered to use their size and
power to their advantage, shaping 'work practices in ways that suit their objectives' (Williams et al.
2013, 76). But how do they have so much power? This statement will be discussed through a case
study of one of the world's largest sportswear multinationals: Nike. Nike has utilised their power as
a MNC (as many others do) to engage third party contractors abroad in nations that offer a much
leaner method of production, with poor working conditions leading to several serious cases of
negative publicity for the brand. Striving to minimise the cost of production often leads to the
mistreatment of workers in countries with cheap labour; with these workers also unprotected as
there is often no labour union presence or enacted labour standards. Multinationals often dismiss
any responsibility for the actions and working conditions of their contractors. So is there anything
that can be done to place the responsibility for the conditions these contractors provide on the
multinational? One key way is

Observation In The Men's Sportswear Department
On 10/12/15 at approximately 16:00 hours I, Kristalynn Kidd, Loss Prevention Agent for Nordstrom
store #626 observed two unknown males now known to me as Devin Malik Hall and Cameron
Marcel Twonsend via CCTV (Closed Circuit Television) enter The Rail Department displaying
furtive eye movement and carrying a large Zarra bag that appeared to be empty. I called out Hall and
Townsend to Loss Prevention Agent Duane Hawkins and Loss Prevention Manager Dennis Rooney.
Hawkins and Rooney began floor observation while I maintained observation on CCTV. At
approximately 16:01 hours I observed Hall and Townsend split up. Hall exited The Rail department
and entered the Men's Sportswear department. Townsend stayed in the rail for a few seconds then
met up with ... Show more content on Helpwriting.net ...
I left ESA and went to assist with the stop. At approximately 16:04 hours Rooney, Hawkins and I
escorted Townsend and Hall back to the Detention Room using the quickest and safest route
possible. Rooney directed while Hawkins and I followed from behind. At approximately 16:06
hours Rooney, Hawkins, Townsend, Hall and I arrived at the Detention Room. Hawkins explained to
Townsend and Hall that the room was being audio and video recorded. Hawkins conducted the pat
search of both Townsend and Hall for safety reasons. Nothing was found during the pat search. At
approximately 16:08 hours Rooney attempted to recover ID from Hall and Townsend. Neither had
any form of Identification on them. Townsend and Hall then informed us that they were both 17
years old. Due to them being juveniles Rooney, Hawkins and I attempted to contact their parents
using phone numbers that Hall and Townsend provided us. At approximately 16:19 hours, after
numerous attempts to contact Townsend and Hall's parents via the telephone numbers they provided
us, Rooney contacted the

Nike Under Armour
The athletic industry is very competitive and it contains many well known and large companies.
Three many companies within the athletic market are Nike, Adidas and Under Armour; Nike being
one of the largest. Despite stiff competition within the industry Nike has managed to maintain its
title of being the top brand. Nike, Adidas and Under Armour are the largest brands in the
athletic/sportswear monopolistic market. As of 2015, Nike's revenue was $30.1 billion, the revenue
of Adidas was $4.57 billion, while Under Armour's revenue was $3.96 billion. Though all of the
companies are large, Nike has a little more than 60% of the brand share dollars as compared to
Adidas' 11% and Under Armour's 7% (Figure 1). Nike has some major strategies that ... Show more
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Footwear and apparel have eight categories: running, basketball, soccer, women's training, men's
training, action sports, sportswear and golf. Equipment refers to bags, socks, sport balls, eyewear,
digital devices, etc. The global brands that Nike owns are Jordan Brand, Hurley Brand and Converse
Brand, they are very well established. This broad range of products and product types is one of the
reasons that Nike has maintained its high position in the market, in that it appeals and has appealed
to a larger and more varied selection of customers. Adidas currently has three brands under the
Adidas group: Adidas, Reebok and Taylormade; the different brands address the different types of
consumers. Both Adidas and Reebok brands have a strong market share. However, Taylormade has a
low market share, and therefore is not benefiting Adidas to the full of its potential, especially when
compared to Nike's Converse brand which by itself owns 2% of the brand share of dollars (Figure
1). Under Armour also has a broad range of product differentiation which is broken into four major
segments: apparel, footwear, accessories and connected fitness. Despite their broad differentiation,
Under Armour does not currently own any brands. Overall, Nike has a broader and more established
range and brands that help Nike stay ahead of its

Under Armour Essay example
UNDER ARMOUR Under Armour is a product line based company. Under Armour sells sports
clothing and Accessories Company. The company is a supplier of a wide range of sportswear and
casual apparel mainly focusing on hi–tech sportswear for professional athletes. The products of
Under Armour Performance Apparel have become the top choice of athletes around the world to
wear under their uniforms or during workouts. It all began with college football player Kevin Plank,
who designed a T–shirt to draw sweat away from the body and into a lightweight microfiber fabric.
Though moisture–wicking fabric was not a new concept, Plank's lingerie–feeling garments became a
sensation when they kept football players at the University of Maryland, Georgia ... Show more
Sales had topped the $1 million mark for the first time and Plank was finally able to pay himself a
regular salary. In 2000 Under Armour outfitted the new XFL football league and gained
considerable attention during the league's debut on national television. Though the XFL later folded,
the exposure helped put Under Armour gear into 1,500 retail outlets throughout the United States.
To keep up with demand, the company relocated to a new 14,000–square–foot site in October and
by early the next year had become the official outfitter of MLB, the NHL, and USA Baseball. Even
law enforcement and military personnel were wearing Under Armour. Under Armour earned
accolades from several sources in late 2001, including being named Apparel Supplier of the Year
from Sporting Goods Business, and a Victor Award for the best New Product Launch from the
Sports Authority, the nation's largest sporting goods chain. Plank, too, was noticed for his
achievements, as one of Business Week's top "under thirty" business professionals. The company
also revamped its web site, featuring three–dimensional views of some of its apparel, a more
extensive product listing (including ski gear), and locations of both domestic and international
dealers. Under Armour finished 2001 with sales of more than $25 million and 59 employees. In
2002 Under Armour began testing its women's apparel line, hoping to duplicate its immense success
with male

Under Armour Strengths
Under Armour does have resource strengths in product design and technology innovation know–
how was it crucial for Under Armour sales growth and meet customers' expectation. Customers are
curious about all types of new invention release out of someone knowledge, ideas and Under
Armour has developed something useful for sports to encounter these weather related. The Under
Armour differentiates their product design to regulate body temperature and enhance comfort,
mobility, and performance in any type of weather condition. Apparently, it makes them unique
characteristic. Under Amrour typically outsourcing the specialty fabric production to meet the
specifications and managing their time for company research and development. Approximately 50 to
... Show more content on Helpwriting.net ...
They observe consumer behavior wants and needs to make their products better on the performances
through highly engineered technology design that is essential in all–weather conditions. Under
Armour uses marketing tools and promotion campaigns to increase awareness of its brand
recognition, yielded high return, and have an advantage over the competition. Under Armour create
its own website to sell their products direct to consumers. It is a quick transaction just only few
clicks, order creates payment, and ready to ship to the destination. Standard free shipping to
consumer for any purchases exceeds 49 dollars. Under Armour apply coupon and promotion codes
to deliver a better deal on products that consumer want at a discount price. In 2012, Under Armour
generates one–third of its revenue using direct–to–consumer sales through its factory outlet stores,
specialty stores and e–commerce combine. Under Armour retail marketing strategy referred to
"concept store" displayed their products in many retail stores and mall is an effective ways in
producing more sales over time. The concept store overcoming the problem of an online sales where
Under Armour can do offline sales to get consumer attention by display the products physical
appearance to start experiencing a new way of shopping and keep consumer engage in the

Under Armour Essay
Identification of Under Armour's current competitive strategy
Growth strategy λ Continue to broaden the product lines and marketing them.
λ Stands firm for international expansion: UA's growth strategy outside North America includes
partnerships, local sports sponsorship's, and country–specific e–commerce websites of which Under
Amour now has 26 total.
Products line strategy:
Under Armour adopt a differentiate product strategy through striving to offer superior products in its
lineup of offerings to foster an innovation culture for the company. Moreover, it also worked with
high–tech companies to produce innovative products such as Connected Fitness to step into a newer
market segment.
Marketing:
Through sponsoring high perform athletes

Under Armour Threats
After completing our research on Under Armour, we found many ways in which they could work to
increase their market share. Under Armour first, needs to work on supplying a wider variety of
shoes, such as casual wear, to keep up with their current competitors such as Nike. They also must
focus more of their attention on the female market and allowing customers to more easily access the
brand, increasing distribution through new store locations. Their use of endorsements has been
beneficial in targeted areas for Under Armour so far, so an increase in endorsement efforts in other
sports will help to not only spread brand awareness but also increase brand equity.
Situational Analysis
Company Analysis
Under Armour was started by Kevin Plank in his ... Show more content on Helpwriting.net ...
Our target market is online and communicating through medias like Facebook, Twitter, and
Instagram. Under Armour will have ads on the side of the screen on Facebook as well as within the
news feed. Twitter will post sales that are coming up that week/month and advertise new products
released. Instagram will show pictures of the new product line and new items released for each
season. The sales seasons to advertise towards can be back to school in the fall,
Thanksgiving/Christmas in the winter, and Spring/Summer

Under Armour Target Market
Target Market Strategy
As competition grows and the market changes it is important to change with it. Over the years the
demographic segmentation for Under Armour has evolved from focusing on male collegiate athletes
between the ages of 17 and 23 to include older men, women, and children. Under Armour uses high
quality products and the price that comes with that is geared towards consumers who are financially
stable. They cover a wide area the family life cycle, but their primary focus is younger consumers
whether they are married or have children. They focus on individuals with active, on the go
lifestyles who emphasize on healthy living. These tend to be young adults who are also tech savvy
and connect themselves to internet connected devices. ... Show more content on Helpwriting.net ...
Under Armour's global presence, price metrics, demographics and targeting of the fitness lifestyle
put them in the perfect position to capitalize on this momentum. The UA HOVR is the unique
product that will take UA into this new niche market. These shoes are embedded with high fidelity
sensors that are digitally connected to the MapMyRun app. Through the app you can monitor data
such as: stride length, cadence, pace, distance, and shoe life. This forward thinking allows Under
Armour to not only stand out in the footwear market but also cuts into the market of FitBit and other
connective devices used in conjunction with one's workout. The added revenue from intersecting
with other markets removes some of the stress of competing in a highly saturated market. As
mentioned earlier, a company and its products need to evolve with the market and technology
surrounding them. That evolution isn't just the product but its integration with the current marketing
model to show the sponsored athlete winning in their UA HOVR. This product and products similar
are necessary for Under Armour if they want to remain successful and hold on to their share of the
market and continue their exploration of other converging

The Distribution Of The Company Essay
The variation in the number of sales also interferes with the planning process within the company.
Future projections are made based on the prospected sales hence profits by the company. Due to the
fact that the sales of sportswear varies, the company cannot easily project its future growth as well
as predict the profits it will make in future (Plunkett, 2009).
In addition to this, the political and financial instability that is making headwinds in key worldwide
markets is also a contributing factor to the inability of the company to come up with precise
projections. It looks more Europe since it has identity with the company's EMEA direct business
where CSC has continuous exertions to revitalize the Columbia brand, and in South America
regarding import limitations and money obligations in key wholesaler markets. The other factor is
the continuous change in the exchange rates for the foreign currencies. This changes with time and
is quite irregular. This implies that no single firm can come up with its financial plan based on
accurate exchange rates. This has to be subjected to some approximations that could interfere with
the company budget in the long term basis. There exist many more factors that are to be put into
consideration. Apart from the ones that have been discussed.
Despite all these, the company expects to expand and increase its net income. There are some
factors that will contribute to the expansion. The first one is an increment in the number of sales by
the

Industry Situation And Company Plans
Industry Situation and Company Plans
Under Armour, Inc. operates in the the industry of textile–apparel clothing. According to
ValueLine.com, "The apparel industry is mostly for companies that design and sell clothing,
footwear and accessories." Under Armour works primarily with production of sportswear apparel, so
their main focus in the industry is to create products that provide outmost comfort and improve
overall performance of their athletic consumers. According to the 10–K, the industry is under a lot
of pressure from competition and retailers to reduce the costs. As the report quotes, "These factors
may cause them to reduce their prices to retailers and consumers, which could cause their
profitability to decline if they are unable to offset price reductions with comparable reductions in
their operating costs." The overall economic outlook of the US Apparel industry, seems to be
looking up. Due to the lower prices of cotton, the input costs have decreased, leaving more profit.
However, the value of the dollar is growing stronger, as according to the 10–Q released on
September, 2015, causing a negative impact on "gross margins within our international businesses."
Since operating in the industry of textile–apparel clothing Under Armour has a number of major
competitors. This includes Nike Inc., Columbia Sportswear Company and Adidas just to list a few.
Under Armour has shown itself to be a tough competitor. Its growth has been strong so far and has
made significant

The Model Of Columbia Sportswear Company
The regression analyzes the number of sales (the dependent variable) of Columbia Sportswear
Company in millions of dollars in the United Stated per year. INC represents the annual income per
capita in the United States in dollars. ADV equals the amount that Columbia spent on advertising in
the United States each year, and is also expressed in millions of dollars. RS is the number of retail
stores per year in the United States. STP represents the average annual stock price of COLM
(Columbia's ticker symbol in the stock market) shares in the stock market. COS equals Columbia's
annual cost of sales in the United States, in millions of dollars. We used t–statistics, F–statistics and
R–squared to interpret the results of our regression. With twenty observations (n=20), on intercept
and five variables (k=6), the degree of freedom equals fourteen. With 99% level of confidence, t–
critical t_14^0.01≈ 2.977. For two of the five independent variables t–calculated > t–critical,
implying that the annual average stock price and the cost of sales are strongly significant in the sales
of Columbia sportswear. As a result, a one dollar ($1) increase in the average annual stock price of
the company leads to an increase of $3.37 million in sales. A one dollar ($1) increase in the cost of
sales leads to an increase of $1.44 million in the sales of the company. Also with 99% level of
confidence, we can assert that Columbia Sportswear Company would be losing $186.9 million
without the

Case Study Of Lululemon
. Wilson has strong opinions about the target audience (Ocean persona) and Lululemon's mission
and vision. Analyze and briefly describe how Lululemon presents its brand in terms of the retail
experience, promotion plan and messaging, and products.
Wilson's market choice is the opinion leaders. His consumption of an opinion leader is a single,
mid–30's professional, woman who earns six figure incomes per year. This woman workouts
regularly have a schedule and owns her home. The perfect type role model for younger women. It is
an activewear segment where people tend to be healthier and seemed to be living their lives to the
fullest. She has the money to afford great quality in workout clothing.
In the retail experience uses a tracking measure that should involve trial and satisfaction. The fitting
room area has a folding table, so that the employees could listen to their customers' needs and wants.
The company encourages their employees to personalize their interactions with customers by
writing the customer's name on their dressing room door. The word of mouth throughout the
community will increase traffic flow and sales.
The promotion plan involving an event sponsorship is a great ideal. Especially when Wilson
provided the uniforms for the 2012 Olympic Men's volleyball team and as well as the shorts and
shirts for the 2013 Wall Street Decathlon. He will reach a vast number of people, globally and
nationally. Even his tactics to rely on community–based marketing to build and

The Impact Of Macro Forces On The Sportswear Industry
The sportswear industry provides clothing, including footwear, worn for sport or physical exercise
and has now evolved as casual fashion clothing more than athletic wear. In this report I will be
talking about Kotler's macro forces and their effect on the sportswear industry. I will also be
comparing two organizations from the industry and evaluating the similarities and differences
between them.
Macro environment or macro forces consists of the larger societal factors that have the potential to
affect an organization's strategies. According to Phillip Kotler, these variables include demographic,
economic, natural, technological, political, and cultural outside forces. ("Josbd", n.d, para. 7)
The demographic environment is a major part of ... Show more content on Helpwriting.net ...
Technological environment is the combination some factors which develop new products and also
create opportunities and threats for the company. Not only does it benefit marketers greatly creating
new product and market opportunities, it also creates opportunity for customers to consume new
products. The evolution of technology has provided many platforms for marketers. New and
improved technology can either profit the organization, or create threats of more competitors in the
market. In the sportswear industry, technological factors could cause unemployment as machines
replace workers. It could, however, reduce cost as more products can be made at a lower cost and
lesser amount of time compared to labor made garments. Moreover, technology can benefit the
sportswear marketers as a form of market research as social media and internet has outrageously
developed over the past decade. Social media famous people can promote the sportswear by just
wearing the items and posting a picture on the internet or simply advertising it at a really low price,
almost immediately increasing sales. Political factors are those that affect the

The Global Sportswear Sector Operates In The Global Apparel
The global sportswear sector operates in the global apparel and footwear industry that recorded
worldwide sales worth $1.67 trillion in 2016 (Businesswire, 2017). Out of this, the sales of
sportswear items accounted for 7% with most of the sales coming from the U.S. and emerging
markets in Thailand and India (Businesswire, 2017). Besides, the industry employs more than 75
million people globally working in apparel, footwear and sportswear sectors (ILO, 2015). The
growth the global sportswear sales can be attributed to the growth in popularity in healthy lifestyles
as more people in the developed and emerging economies engage in physical activities hence
increasing the demand for sportswear. Sportswear refers to the apparel that people use ... Show more
In the report, suppliers of leading brands like Puma, Nike, Adidas and Reebok have forced their
employees to work overtime and denied them the rights to form trade unions. In addition, some of
the workers work without being paid while others are underpaid after working for long hours (Clean
Clothes Campaign, 2004).
Similar findings were also reported by the Play Fair (2008) report. The report findings showed that
workers manufacturing sportswear items in form of apparel, footwear and soccer balls faced similar
problems. These include: abuse of employment contracts, violation to the freedom of association
and collective bargaining, and employment insecurity. Consequently, workers who attempt to form
trade unions are dismissed, denied the chance to negotiate and the facilities with unionized workers
get closed. In addition, the rise in factory closures has led to job insecurity among workers and this
reduces the likelihood of workers to seek better employment conditions. The Play Fair report also
argued that buyers tend to disregard facilities that are compliant with labor practices and such
facilities end up being shut down (2008). The report also highlighted the rise in short–term
employment contracts and precarious employment that undermine labor regulations and the rights of
workers to social security and freedom of association (Play Fair, 2008).
Facilities manufacturing sportswear

Business Essay: About Logo Sportswear
Logo Sportswear
About Logo Sportswear
Logo Sportswear is a custom apparel outfitter for all kinds of firms, teams, fans, groups, events and
individuals. They are offering online services since 20 years. Today have about 17,850,000+
designers to design apparels and accessories for you thereby, helping you to dress your staff
uniquely, unify a team and promote your brand. They are well–equipped with proficient designers,
staff–members and guarantee complete satisfaction to their customers. They offer personalized
apparels for every occasion. They are extremely innovative to offer you a great shopping
experience. They are facilitated with an online designer and team roster numbering system thus,
helping you to create your own exclusive design uniquely via the broad array of designing options
available with them. So, they allow you to design the desired apparel for your firm, team or group
with the use of refined technology at their website. Then, they offer your designed–apparel at
reasonable prices with the best–quality fabric. They have their customers' satisfaction at utmost ...
Show more content on Helpwriting.net ...
We are affiliated to offer you the best coupon codes with exciting discount offers exclusively for
you. We are backed by undeterred market–researchers and authentic networking clients working
with utmost sincerity to benefit you by offering the best coupon–deals free of cost. We would be
pleased to hear from you over Pinterest, facebook, and twitter. You can remain updated with all the
coupon–codes offering extensive discounts by subscribing our newsletter and logging on to your
account at Voucher Codes USA. Whenever you are dealing with Logo Sportswear, you must use
Logo Sportswear Coupon codes. These codes will pose an advantage as they will yield ultimate
discounted–deals making your shopping experience

Convergence In Sportswear
Technology convergence and smart sportswear are the latest trend in sporting goods innovation. The
growth prospects for sport high tech are such that many non–sports brands are eager to capture a
slice of the market. Leading manufacturers of consumer electronics, including Apple, Nokia and
Samsung, are working closely with top sports brands to develop new sports–related technologies
(and new revenue streams). Apple Inc., made the initial entry into the sector with its Nike + iPhone
sports kit. High technology is the new name of the game, the key formula driving the development
of sophisticated new products. These, in turn, result in the inspiring record–breaking performances
that the media and sports enthusiasts all over the world love to

Nike And Under Armour Essay
Interim Report
MNGT 481
A) Problem/ Opportunity
Columbia Sportswear Company is one of the largest wholesalers of outdoor sportswear and
equipment in the United States. Columbia Sportswear competes in the consumer goods sector,
apparel–clothing industry (COLM Profile– Yahoo! Finance, 2015). As of December 31, 2014, they
operated 74 outlet retail stores, 19 branded retail stores, and 5 brand–specific e–commerce Websites
in the United States (COLM Profile– Yahoo! Finance, 2015). As an enterprise participating in this
industry, one of the major obstacles the company faces is standing out amongst an intense line up of
rivals; those of which include Nike, North Face, and Lululemon.
Columbia Sportswear already ... Show more content on Helpwriting.net ...
The VRIO model of sustainability describes four characteristics–value, rarity, inimitability, and
organization to exploit profits– from which a company's competitive advantage(s) arises. (Dyer,
2015, p.53) Columbia Sportswear creates value in the fact that they "take advantage of its long–
standing supplier relationships to produce high–quality products from around the world while
controlling costs, involving themselves in the supply chain early on rather than later – which is
typical of the industry to get involved later on in the supply chain" (Edgar Pro, 1998, Sourcing as a
Competitive Advantage). The company believes that their relationship with suppliers increases
flexibility and capacity in production and allows the company for higher quality control while
reducing costs. (Edgar Pro, 1998, Sourcing as a Competitive Advantage) Through this competitive
advantage, they are able to provide customers the value that is high–quality outdoor sportswear
products that gives its brand the positive brand image as the producer of dependable products with
proven high quality. This value creation through their products is critical for the company's survival
because the company faces intense rivalries. Rivalry, as identified as one of the five forces that
shape a firm's potential profitability, is a critical factor that impacts just about every aspects of
corporate decisions. (Dyer,

Fashion And Sportswear
Sportsmen and women wear specific clothing for particular reasons, which include freedom of
movement, physical protection of the body, personal identification, performance enhancing
purposes, comfort and also fashion (Barton, 2015). Sportswear is defined primarily as apparel made
for sports participation, however there now seems to be growing trend of consumers purchasing
these garments as casual clothes worn for day–to–day activities. The connection between sportswear
and fashion is progressively obscuring the difference between leisure and active sports apparel.
Women in particular have demonstrated a desire for fashionable workout clothing with an increased
emphasis on versatility, convenience, fashion, comfort and style appeal ... Show more content on
Helpwriting.net ...
(2012) This leads me to question if fashion apparel is competing with industry's sportswear markets
by compromising the performance enhancing qualities for garments that are simply just aesthetically
pleasing. (Morganosky, 1984) elaborates on this stating that consumers are willing to pay higher
prices for apparel with a high aesthetic value regardless of the low functional value. Ko et al. (2012)
agrees consumers' value fashion and quality however argues they are not willing to pay a high price
for something new and innovative. (Dickson & Pollack, 2000) add to this statement in relation to
sports garments with female consumers regarding aesthetic aspects such as style and brand
characteristics to be more essential than the functional aspects such as comfort and other physical
performance–enhancing features. Similarly (Eckma et al., 1990) reports on the evaluation of
purchase behaviour in women's apparel. Style was chosen as more important in determining
rejection or adoption of the garments. A visual criterion seems to have the greatest impact on
selection of apparel such as fashion–ability or popularity, aesthetic appeal, and self–expression
(Eckma et al., 1990). Although it seems there is a divide in opinion when it comes to retail pricing
the majority of research studies seems to suggest there is a major emphasis on the aesthetic
appearance.
Sportswear has evolved through significant social changes leading to increased time for leisure and
higher disposable incomes,

Sportsware Manufacturing Company
Over the past 15 years, and our company Sport Zone is running its manufacture in sportswear. As
we managed to create our own name and brand among the local market and being the leader in
designing sports club uniforms a, today a new subject will be introduced to our business in product
expansion: shoes manufacture.
Sport Zone Co. the name that was sponsoring national football leagues for the past 5 years and being
presented as the major sportswear designer for basketball college teams, today is discussing a plan
to expand its products and footwear into its list.
Our net profit report for year of 2013 proved our ability in attracting more customers and keeping a
standard rate in retails sales. Introducing shoes as a new brand to our production will cause a big
difference in our business track.
In order to take the proper decision of product expansion, the below points must be taken in
consideration:
– Determine the size of market's demand
– Search for the segments that let your product as top brand
– Creating a new value for the product.
We should look carefully how much the market needs to cover the customers demand. It is so
important to make sure that our products will not be an additional product in shops that will end up
in the store house. As today many companies competing in the shoes industry , our product must be
unique by its design and quality in which attracts the customers and let it be a substitute to many
other brands. The shoe designed by Sport

Nike: Globalizing the Sportswear Industry
Nike case Grachya Ovsepyan Alexander Kopenkin 2011 Nike – Globalizing the Sportswear Industry
1. Evaluate Nike's business strategy. Does Nike have a sustainable competitive advantage?
According to the text, there are four cornerstones in Nike's strategy: 1) Deepening its relationship
with customers. There are some obvious ways of having a "deep relationship" with customers such
as taking into consideration results of various enquiries or following current trends like many
companies do. Nike does that, too. But apart from that it really has tight relations with its customers.
For example, Nike was one of the first companies that introduced the opportunity to customize its
products according to every client's individual ... Show more content on Helpwriting.net ...
We can see that the company's WACC in 2004 was 8,8 In order to make FCFF and DCF calculations
for future time period, we have decided to go the easy way and forecast only those lines of Balance
Sheet and P&L that are necessary, rather than making a forecast for the whole financial
documentation. In the table below you can see the current historical data. | |2003 |2004 | |Sales | 10
697,00 | 12 253,00 | | Growth rate | |15% | |CAPEX | |–276,50 | |EBIT | 1 229,30 | 1 549,70 | |D&A
(from CF) |

Proposal for Artemis Sportswear Company Essay
Proposal for Artemis Sportswear Company for cutting operational expenses to increase profit
margins; some ideas.
As a business, Artemis can cut down the operational costs by down–sizing the labor force so the
company can compete with other sportswear companies.
There are two ways a company can down–size the labor costs, one of these is down–scaling the
direct labor, and the other one would be to relocate the labor and obtain cheaper labor force. Reduce
Employee Costs. Outsource any jobs where a full–time employee is not necessary. This will cut your
payroll expenses, health–care costs and space requirements. Introduce a reward scheme for
employees who do not take any sick days in a year or six–month period. The cost of the reward is ...
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Meeting with long–distance clients is costly and it can be expendable for some businesses, but travel
can also be the most beneficial expense for a business. Fortunately, modern technology can replicate
the experience at a much lower cost; such as communicating through Skype or some other form of
video chat link. Cut out the landline and fax line –– with Blackberry's and iPhones, and everything
compatible for email, who needs them?
Conceder free advertising whenever possible, try piggybacking your advertising. Including
advertising material in other mailings, such as in invoices, saves postage and other costs, says J.
Donald Weinrauch, co–author of The Frugal Marketer. Likewise, make the most of your point–of–
purchase opportunities by tucking coupons, newsletters or other promotional fliers in the bag with
customers' purchases.
Hire independent contractors or temporary workers as needed. Outsource your payroll, benefits and
HR. Consider a virtual assistant or answering service to reduce payroll.
Some IT Department solutions, Process Automation allows a smaller management team to
effectively handle a larger number of systems
Intelligent Software Delivery allows companies to more accurately assess how many licenses they
will need when purchasing software
Endpoint Virtualization reduces downtime for application conflicts and provides a secure workspace
when roaming
Power Management Capabilities documents compliance with

Under Armour Executive Summary
The athletic footwear and apparel industry is extremely competitive but Under Armour has been
able to establish a strong market share in the U.S. The industry is profitable and has a history of
robust sales, profit growth, and solid credit metrics. The industry as a whole is believed to be more
recession resistant than many consumer discretionary categories, because of lifestyle and the
relatively low cost basis. The synthetic performance apparel market represents about a $3 billion
market and presently, Under Armour is the leader with an estimated 60% of the market share. The
activewear market as a whole is about a $58 billion market. Under Armour has opportunities for
growth ahead of them but it will depend on their international strategy execution and ... Show more
If a competitor successfully duplicates Under Armour's product, their business will be in jeopardy.
They continue to outsource their core competency and risk a manufacturer replicating their
technology for a competitor. High labor costs is a threat for Under Armour since wages have
increased in in key labor markets. Rising wages may impact the company's margin of profit. In
China, workers' wages have been climbing between years 2000 and 2014 where the average wage
bill in China's manufacturing sector increased at a 13.7% annual rate, or close to six times the
overall inflation rate. In contrast, the hourly compensation of manufacturing workers in the United
States increased at 2.9% annual rate during the same period, or 0.6% points faster than growth in
consumer prices. Between 2000 and 2013, annualized manufacturing wage gains were, for example,
6.5% in Brazil, 5.4% in the Philippines, 6.7% in South Korea, and 7.9% in Poland. Additionally it
was noted in 2016 that global consumer discretionary spending has declined but the sporting goods
industry is more resilient and may not be affected by

Port Authority Clothing
Port Authority clothing remains in high demand, thanks in large part to its amazing styling. Upon
browsing this line, individuals find they can choose from a wide range of pieces, covering
everything from stylish to modern. The one thing all pieces have in common is their attention to
durability and design detail. Clothing tends to become expensive, particularly when the items are
only to be worn in the workplace. With these garments, the price remains affordable for all, and it
has never been easier to combine a style that is guaranteed to attract attention everywhere it is worn
with a logo that helps to increase brand awareness.
Companies often turn to Outlet Shirts when they wish to purchase these garments, as they know we
are as reliable ... Show more content on Helpwriting.net ...
Individuals, in the past, were often limited in regards to what they wore, with many companies
requiring the donning of garments that sported the company logo. Although products were offered
that will fulfill this requirement, they tended to be of low quality. Port Authority wanted to change
this and did so with great success. It didn't take long for the company to take off, and today Port
Authority clothing may be found in the workplace, at resorts, on golf courses and everywhere a
person goes. The clothes are so amazing, people want to wear them as opposed to being required to
do so, and many find the selection to be adequate for them to wear these clothes every day. They are
no longer reserved for casual Fridays and the

Under Armour Essay
Corporation Introduction:
Columbia Sportswear uses a niche market focus to separate itself from the big multi–sport
companies that compete with them. Using the outdoor lifestyle as a model for branding makes the
large company more niche marketed than Nike and Under Armour who operate on a wider product
spectrum. Columbia specifies into camping, hiking, and fishing as its main uses providing gear to
keep customers warm, dry, and cool whilst outdoors.
Columbia Sportswear recently purchased a new business to add into the spectrum while still
operating along the same market. PrAna is the newest addition to the Columbia family providing
high quality yoga and fitness apparel (Harvey, 2016). This style of apparel also could be classified
with the ... Show more content on Helpwriting.net ...
Although the fashion titan Ralph Lauren was responsible for the attire during the Olympic opening
ceremonies, it was Columbia Sportswear who provided the uniforms for the U.S. freestyle ski team.
Whether it was the bouncing on moguls, or twirling through the air, it was Columbia's logo that was
seen flashing across the screen (Banse, 2018). It was not only the United States that recognized the
growth and leading innovations of Columbia Sportswear, as Canada, Ukraine, Belarus, Brazil, and
Kazakhstan all used the company for uniforms (Becker,

Questions On Sportswear
In today's highly competitive public market of sports and casual apparels, there are several brands
that are recognized the most in the Sportswear industry, such as Nike, Adidas, Puma, Reebok, and
New Balance. Sportswear is one of the most well–known industries all around the world, and is the
main contributor to the history of fashion design. Sportswear was described as a category of
fashion–oriented, comfortable wear based on clothing developed for sports. Sportswear usually is
worn for physical and sport activities, which includes the shirt, sports shorts, and athletic footwear.
Sportswear has become very popular and lucrative that the brands are recently innovating and
extending their brands, not just to make better performance for sports, ... Show more content on
Helpwriting.net ...
How do the customers set their loyalty to a sports brand?
2. What are the influencing factors from a customer towards a sports brand?
3. What is the correlation between the brand name and brand loyalty to a sports brand?
4. What is the correlation between price and brand loyalty to a sports brand?
5. What is the correlation between product quality and brand loyalty to a sports brand?
6. What is the correlation between promotion and brand loyalty to a sports brand?
7. What is the correlation between product design and brand loyalty to a sports brand?
8. What is the correlation between service quality and brand loyalty to a sports brand?
9. What is the correlation between store environment and brand loyalty to a sports brand?
These research questions will also attract the problems that Nike has / will have on the future and
the competition on these product categories
1.5 Research scope and Limitation
In this research, the data is gathered by developing questionnaire. The questionnaire is spread using
convenience systematic sampling method. Physical questionnaire and interview is only in Bandung
area. Online questionnaire is spread through social media, and targeted to people from age 16–30
and living or mostly active in Bandung. Teenagers and young adults are priority respondents of this

Prana Is An Ethical Company
The hypothesis for this paper is that prAna is a very ethical company. They have a commitment to
their employees, their customers, and to the environment. PrAna was founded in 1992 by Beaver
and Pam Theodosakis. They started their clothing line in their garage (PrAna, 2014e). PrAna Living
currently operates as a subsidiary of Columbia Sportswear Company, who has a commitment to high
ethical standards in its employees, manufacturers, suppliers, and distributors (Columbia Sportswear
Company, 2013). PrAna seeks out other businesses with similar goals and beliefs on how a
responsible corporation should operate. They strive to foster change and conservation through
conscious consumerism, thus reducing their environmental footprint. They look to ... Show more
The structure of their stakeholder orientation is the global environment, their employees, suppliers
and manufacturers, customers, distributors, Columbia Sportswear, founders, and the board of
directors. On the prAna website there is a page that highlights the different endeavors of its
employees and business partners. They are featured and their interests are supported. A larger
portion of their website is dedicated to the environment (PrAna, 2014b). PrAna has changed
ownership since it was founded in 1992, yet the majority of their original employees are still a part
of the company (PrAna, 2014e) (Lutz, 2013). The board of directors is rarely mentioned. The
original founder Beaver Theodosakis remains involved with the company and is a member of the
board (Steelpoint Capital Partners, 2014). Throughout the ownership changes, they have remained
dedicated to their goal of corporate responsibility even when it reduced profit margins, such as using
organic cotton (Crooke & Sathe, 2010).
Company Message on Ethics
PrAna lacks a formal code of ethics; however, as a subsidiary of Columbia Sportswear, they are
required to follow Columbia's code of ethics. Columbia's code of ethics is simple, highlights being
trustworthy, and has a focus on interactions with suppliers, vendors, and employees. They have a
third party anonymous hotline for anyone to use to report concerns (Columbia Sportswear Board of
Directors, 2014).
Despite not having their own formalized code of ethics, a culture of ethical behavior still exists.
Prana's company motto is connected to their company

Lululemon Case Analysis Essay
Lululemon Athletica, Inc. Created by: Kelsey Davis GBA 490–901 March 21, 2014 Table of
Contents Executive Summary To: Laurent Potdiven Chief Executive Officer Lululemon Athletica
Inc. This report has been created with the intent to analyze the athletic apparel industry with a
specific focus on Lululemon Athletica, Inc., further refered to as Lululemon. In this report you will
find that the strengths and weaknesses of Lululemon's current strategies and future goals are
analyzed and compared to that of its closest competitors. In conclusion to the analysis,
recommendations have been made to potentially guide Lululemon Athletica, Inc. in a positive
direction in regards to its future endeavors. The following ... Show more content on Helpwriting.net
...
In the athletic apparel industry, as in any industry, it is key to stay in touch with the current trends in
order to keep your products relevant. With Lululemon focused on such a niche activity it will be
important that they explore other markets within the sports apparel industry in the future so as to
stay relevant. We can see the company's first steps in doing just this when they recently introduced
their men's apparel line. A summary of the athletic apparel industry's external environment are listed
in Exhibit 1. Driving Five Forces Lululemon faces constant competitive pressures from the five
main driving forces: rivals/competitors, new entrants, substitute products, suppliers bargaining
power, and buyers bargaining power.( Thompson, Peteraf, Gamble, and Strickland) Below is a
detailed analysis of the competitive forces noted in Exhibit 2. The rivalry among existing
competitors is strong. It is becoming increasingly harder to develop new and unique products based
solely around a small niche activity. There are only so many aspects of yoga that can be explored
and that products can be developed to accompany. Although Lululemon was the first, new
competitors are seeing the profit to be had in this niche market and are entering with the goal of
creating new more creative strategies to compete with Lululemon and take part of their large market
share. (Morning Star) The threat of new entrants is moderate. Although this niche market is

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