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home / study / history / world history / world history questions and answers / Watch: Listen Critically, These Videos Show The Goals, Strategic Actions And Leadership Of ... Question: Watch: Listen critically, these videos show the goals, strategic actions and leadership of Under ... Watch: Listen critically, these videos show the goals, strategic actions and leadership of Under Armour. These videos go beyond the short case at the beginning of the chapter. Go look at Under Armour's mission statement online. Kevin Plank interview https://www.youtube.com/watch?v=Q3VO2pGMIok Under Armour's move into China https://www.youtube.com/watch?v=oYfJqllWK5k Under Armour’s foray into wearable Technology  https://www.youtube.com/watch?v=3guJvvShU_M Under Armour's innovation https://www.youtube.com/watch?v=C3I7-nVWc7M Under Armour's growth http://www.bloomberg.com/news/videos/2015-10-07/inside-look-at-under-armour-s-growth-strategy
1. Describe what has been happening to Under Armour and the actions Kevin Plank has initiated in the last few years. What are his goals? Does his he see the basis of his success fit with the values and mission statement. What do you think of Kevin Plank’s goals given his mission and values?
Explanation / Answer
Kevin Plank the CEO of Under Armour plans to grow to the clothing and fitness apparel 7.5 Billion $ by 2018. He plans to achieve this goal by focusing on APAC (Asia Pacific) and BRICS (Brazil, Russia, India and China) economies. At present, 11% of Under Armour's revenue comes from sales outside the United States, however Kevin Plank's goal is to grow this significantly. He Plans to do so by using a mix of ecommerce and brick and mortar sales backed by key influencers in each region in order to boost sales for his company.
Under Armour's mission statement is "To Make All Athletes Better Through Passion, Design And The Relentless Pursuit Of Innovation." Yes the basis of his success does fit with the values and mission statement of the company. Because having a global scale would enable Under Armour to manufacture their shoes at a cheaper cost due to economies of scale and experience curves. This would mean that more athletes would have access to Under Armour's products. I think that his goals are apt for the company's mission and values since Under Armour has been a company which has a clear product differentiation strategy from its competitors like Nike, Addidas, Asics and Puma.
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