OE103 Omnichannel
Marketing Analysis for
Under Armour
Title: OE106 Omnichannel
Students:
/659805
/616676
/653239
/615317
Class: ROBSMAVT3A
Course: Business Studies FT, Hogeschool Inholland Rotterdam
Teacher: Mike Visser
Date: 11-‐06-‐2020
1
,Title page
Students: /659805, /616676, /653239, / 615317
Opleiding: Business Studies VT
Class: ROBSMAVT3A
Graduation course: Marketing
Lecturer: Mike Visser
Teaching unit: OE103 – 1314OE103A: Omnichannel Marketing
Place: Rotterdam
Date: 07-‐06-‐2020
2
, Foreword
You are about to read the analysis of Under Armour. This report was written in the context of the
Omnichannel-‐ Marketing course of semester two of Business Studies at Inholland University of
Applied Sciences in Rotterdam.
In this report the Omnichannel Marketing of the company Under Armour is analyzed. The purpose of
this analysis is to give Under Armour advice for the future.
We would like to thank Mike Visser for all the guidance.
We wish you a pleasant reading!
3
, Table of
content
Foreword............................................................................................................................................................................ 3
1: Introduction................................................................................................................................................................... 5
2: Audit of the current situation (IST)................................................................................................................................. 6
2.1 Internal situation...................................................................................................................................................... 6
2.2 External situation................................................................................................................................................... 10
2.3 SWOT analysis........................................................................................................................................................ 14
2.4 Buyer Personas....................................................................................................................................................... 14
2.5 Strategic position, problem area and challenges.................................................................................................... 15
3: Vision for the future (SOLL).......................................................................................................................................... 16
3.1 Future Mission and Vision...................................................................................................................................... 16
3.2 Objectives and Strategy.......................................................................................................................................... 17
3.3 Desired Customer Journey..................................................................................................................................... 18
3.4 Customer Segment Focus....................................................................................................................................... 19
3.5 BITSER.................................................................................................................................................................... 20
4: Plan of Action............................................................................................................................................................... 23
4.1 Asiatic Sponsorship................................................................................................................................................. 23
4.2 Free Delivery and Rifles.......................................................................................................................................... 25
4.3 Competitions.......................................................................................................................................................... 26
4.4 Customer Attendance in Social Media.................................................................................................................... 28
4.5 Financials................................................................................................................................................................ 28
Bibliography..................................................................................................................................................................... 31
4
Marketing Analysis for
Under Armour
Title: OE106 Omnichannel
Students:
/659805
/616676
/653239
/615317
Class: ROBSMAVT3A
Course: Business Studies FT, Hogeschool Inholland Rotterdam
Teacher: Mike Visser
Date: 11-‐06-‐2020
1
,Title page
Students: /659805, /616676, /653239, / 615317
Opleiding: Business Studies VT
Class: ROBSMAVT3A
Graduation course: Marketing
Lecturer: Mike Visser
Teaching unit: OE103 – 1314OE103A: Omnichannel Marketing
Place: Rotterdam
Date: 07-‐06-‐2020
2
, Foreword
You are about to read the analysis of Under Armour. This report was written in the context of the
Omnichannel-‐ Marketing course of semester two of Business Studies at Inholland University of
Applied Sciences in Rotterdam.
In this report the Omnichannel Marketing of the company Under Armour is analyzed. The purpose of
this analysis is to give Under Armour advice for the future.
We would like to thank Mike Visser for all the guidance.
We wish you a pleasant reading!
3
, Table of
content
Foreword............................................................................................................................................................................ 3
1: Introduction................................................................................................................................................................... 5
2: Audit of the current situation (IST)................................................................................................................................. 6
2.1 Internal situation...................................................................................................................................................... 6
2.2 External situation................................................................................................................................................... 10
2.3 SWOT analysis........................................................................................................................................................ 14
2.4 Buyer Personas....................................................................................................................................................... 14
2.5 Strategic position, problem area and challenges.................................................................................................... 15
3: Vision for the future (SOLL).......................................................................................................................................... 16
3.1 Future Mission and Vision...................................................................................................................................... 16
3.2 Objectives and Strategy.......................................................................................................................................... 17
3.3 Desired Customer Journey..................................................................................................................................... 18
3.4 Customer Segment Focus....................................................................................................................................... 19
3.5 BITSER.................................................................................................................................................................... 20
4: Plan of Action............................................................................................................................................................... 23
4.1 Asiatic Sponsorship................................................................................................................................................. 23
4.2 Free Delivery and Rifles.......................................................................................................................................... 25
4.3 Competitions.......................................................................................................................................................... 26
4.4 Customer Attendance in Social Media.................................................................................................................... 28
4.5 Financials................................................................................................................................................................ 28
Bibliography..................................................................................................................................................................... 31
4
