Under Armour Inc.: Market Analysis and its Market Strategy Implications for Korean Market, 언더아머 한국 시장 분석 및 전략 제안

소개글

The purpose of this paper is to know Korean sportswear market environment, to analyse the market entry strategy, and marketing strategy of Under Armour Korea based on the several marketing/advertising tools.

여러 마케팅/광고분석 등을 활용하여, 스포츠웨어 마켓의 시장 환경을 알아보고 언더아머코리아의 시장 진입 전략을 논해보고자 함

목차

I. Company Profile

II. Hofstead's Cultural Typology
1. Power Distance
2. Individualism
3. Masculinity
4. Uncertainty Avoidance
5. Pragmatism
6. Indulgence

III. Summary of Hofstead's Cultural Typology

IV. SWOT Analysis
1. Strength
2. Weakness
3. Opportunity
4. Threats

V. Summary of SWOT Analysis

VI. Marketing Mix
1. Product-Customer
2. Place-Convenience
3. Price-Cost
4. Promotion-Communication

VII. Under Armour Korea's Market Strategy

VIII. Th Promotional Mix of Under Armour Korea

IX. Under Armour's Sponsorship and AIDA (AIDSAS) Model

X. Conclusion

본문내용

Company Profile
[Figure 1 Logo of Under Armour Inc.]
Under Armour Inc. (UA) is an American sportswear company which founded in 1996 by Kevin Plank. Plank initially began the business from his grandmother's basement in Washington, D.C., and spent his time traveling up and down the East Coast with nothing but apparel in the trunk of his car. His first team sale came at the end of 1996 with a $17,000 sale. Plank then moved to Baltimore, Maryland and landed at his current headquarters in Tide Point. The founder was a former special team captain of university football team, and the brand was founded with the products that care about the difficulties he faced when he was an athlete; Plank got tired of having to change out of the sweat-soaked T-shirts worn under his jersey. He noticed that his compression shorts worn during practice stayed dry. This inspired him to make a shirt using moisture-wicking synthetic fabric. Upon graduation, Plank developed his first prototype of the shirt, which he gave to his teammates and friends who had gone on to play professionally in the NFL.

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