Course: Business Studies FT, Hogeschool Inholland Rotterdam

1 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 / 4

2 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 / 4

3 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 / 4

4 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