24108 - Marketing Foundations And Under Armour to India Case Study - Marketing Assignment Help

Assignment Task 

Target market: India

India is the second most populous country in the world after China. India is set to become the world’s youngest country, with 64% of its population in the working-age group by 2020. The economy has seen significant and consistent growth since the early 1990s. The biggest industry in India is retail, which makes up for almost 25% of the nation’s GDP. 

Indian consumers are becoming more and more health conscious. They are turning to sports to foster a healthier lifestyle. A growing group of people of all ages are not seeing sports merely as an activity, but as a lifestyle. They prefer branded sportswear and do not mind paying extra for these products. It is estimated that in 2015, the Indian sportswear market was worth nearly $1 billion and is growing 13% annually.

In 2017, 80% of the sportswear market was controlled by the four big players in the global sportswear market (Nike, Adidas, Reebok, and Puma). The other 20% is divided among local retailers and emerging players. Only Adidas has managed to get an agreement with the government for their own stores, the rest of Under Armour’s competition is heavily dependent on franchising partners.

In comparison with Under Armour’s country of origin, India has less well-known athletes, and almost none of them have the superstar status the famous athletes in the USA or Europe have. The influential people in India who drive the sportswear market are the Indian pop culture icons: the Bollywood stars.

India has a big population, strong economic growth rates, and a vast growing middle class. Nevertheless, the differences in macro-environmental factors in India may push Ander Armour to reconsider their entry mode and strategies in India. 
 

Questions

1. Conduct a SWOT analysis for Under Armor in India. Your analysis should include at least 3 items for each element – i.e. strength, weaknesses, opportunities and threats. You should also include a discussion of the results of the analysis in addition to the matrix.

2. Adopting a target marketing approach:

2.1. Segment the Indian market for Under Armour.

2.2. Select one target market segment.

2.3. Position the brand in the target market. Drawing a perceptual map is optional.

3. Explain how Under Armour can use semantic network theory when entering the Indian Market. (Maximum 350 words) [6 marks]

4. Explain which approach to international marketing should be used by Under Armor when entering Indian market. You need to justify your answer using the case study and marketing theories and concepts. 

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