Buyer Behaviour Assignment:
THE BRAND NAME IS UNDER ARMOUR
USE PICTURE, STATISTIC AND IMPLIMENTATION
This is an APPLICATION assignment. You will not get any marks by simply providing a description
BACKGROUND -
Description of Company
• When was it founded?
• What is company’s philosophy (mission, belief)
• What does it produce (i.e. brand analysis, what segments (it positions its products for performance i.e. segments sports enthusiasts)
• SWOT Analysis:
• Strengths: Innovation – Compression undershirt, heat/cold/wet gear. Financial stability? Broad product portfolio (list all types of products). Endorsement by athletes and campaigns on social issues can be positive.
• Weaknesses: Outsourcing of manufacturing, not geographically diverse, endorsement by athletes can have negative outcome.
• Opportunities: Technology (Internet, apps for mobiles)
• Threats: High labour costs, problem with ingredients such as petroleum in polyester fabric. Low barriers to entry. Competition.
Scope
Application of relevant theories for consumer related issues.
1) Performance driven by consumer personality and self-concept using Motivation Need Theory – Maslow’s Hierarchy of Needs in order are physiological, safety, love, esteem and self-actualisation. The brand focuses on the needs of esteem and self-actualisation. How the product is perceived by buyers (theory of perception). Does the product enhance the buyer’s self-image? Does the brand show that the product is superior so buying the AU brand rather than the competitor’s brand is justified? Do customers believe in the brand’s philosophy? What is outcome? Did it lead to behavioural change in the consumer (i.e. people liked the product). Need to research lifestyle and fashion trends.
• Is the product innovative? Product innovation due to technology (eg. lighter shoes, grip enhancing gloves, fabric suitable for cold/wet/hot conditions). Marketing innovation (partnering with celebrities and cause related issues).
2) High emotional involvement through Social Media. Theories of exposure.
• Does the company do a lot of social marketing (Facebook, Twitter, etc.). Can be negative eg. Dwayne Johnson and his endorsement of Trump. This affects perception of brand. Use of social issues to build brand. Wholesale and retail outlets, branded storefronts.
Conclusions and Recommendations:
Motivation-Need Theory: http://www.acrwebsite.org/volumes/9488/volumes/v05/NA-05