Business : Under Armour In Brazil

Running head: COMPANY ANALYSIS1Company Analysis: Under Armour in BrazilName:Institution:COMPANY ANALYSIS2Overview of the Strategy Used By Under Armor in BrazilBrazil is one of the fastest developing and emergent markets in the world. The countryhas a population of more than three billion people which is just under half of the worlds entirepopulation (Economy Watch, 2010). Since it is a product based economy it heavily depends onexporting and the price of goods. Brazil is presently in a transformational stage, becoming aconsumer focused economy which depends on its expanding middle class to sustain economicstability. The government encourages international investment which is very beneficial tocompanies such as Under Armour. Additionally, the country is perceived to be a sporting nationand has in the past held international events like 2014 World Cup and Summer Olympics. This ahigh-upside international marketing opportunity for brand exposure.As part of the companys strategic plan to increase its sales revenue, it expanded itsoperations internationally into Brazil in May, 2014. The country is a densely populated, soccercraved country with a famous athletic history. Its rich history has created a culture that embracessports as a crucial part of their daily lifestyle. The CEO and founder Kevin Plank viewed theexpansion as a market-seeking opportunity and a key building block in establishing the companyas a global brand. His vision together with B ...


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