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BCG Matrix of Under Armour Company: Star Question Mark

Under Armour is a sportswear company that sells various apparel and footwear products. Their products can be categorized in the BCG matrix based on their market share and growth rate. Apparel such as hot gear, cold gear, and all season gear are star products with high market share (18%) and growth (17.4%). Activity trackers and fitness bands have high market share (15.46%) and are cash cows. Running shoes, basketball shoes, and boots have high growth (10%) but low market share (2%), making them question marks. A t-shirt marketed to basketball players has very low market share (0.0001%) and growth (0%), and is considered a dog product.

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809 views

BCG Matrix of Under Armour Company: Star Question Mark

Under Armour is a sportswear company that sells various apparel and footwear products. Their products can be categorized in the BCG matrix based on their market share and growth rate. Apparel such as hot gear, cold gear, and all season gear are star products with high market share (18%) and growth (17.4%). Activity trackers and fitness bands have high market share (15.46%) and are cash cows. Running shoes, basketball shoes, and boots have high growth (10%) but low market share (2%), making them question marks. A t-shirt marketed to basketball players has very low market share (0.0001%) and growth (0%), and is considered a dog product.

Uploaded by

srikar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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BCG MATRIX OF UNDER ARMOUR COMPANY

Under Armour is a sportswear company. They sold different kinds of products. For BCG matrix,
firstly we have to consider its market share and growth. For analyze the market share and growth
of Under-Armour we need to make a (2x2) matrix.

Star Question Mark

MS (%) MG (%) MS (%) MG (%)

Apparel Products 18 % 17.4 % Footwear Products 2% 10 %

 Hot-Gear  Running Shoe

 Cold-Gear  Basketball Shoe

 All Season Gear  Hike Boots

Cash Cow Dogs

MS (%) MG (%) MS (%) MG (%)

Device & Track 15.46 % 11,82 % Sports Apparel 0.0001 % 0%


 Misfit Shine Activity Tracker
 Up move BY Jawbone  Brand of Balls T-Shirt

{ Graph: BCG Matrix of Under-Armour }

 Star Product : The first part of BCG Matrix is the star product. The star product consists of
high market share and high market growth. The business units or products that have the best
market share and generate the most cash are considered stars. Stars can eventually become
cash cows if they sustain their success until a time when the market growth rate
declines. Companies are advised to invest in stars. In Under-Armour hot gear, Cold gear and
all season gear are the star product. Its market share of this product 18% and its market
growth is 17.4%.

Cold-Gear Hot-Gear

 Cash Cows: Cash cows are the leaders in the marketplace and generate more cash than they
consume. These are business units or products that have a high market share, but low growth
prospects. It can be a dog or again it can be a question mark & star. The cash cow products of
Under-Armour are misfit shine activity tracker, up move by jawbone. The market share of
this product 15.46 % and market growth is 11.82 %.
Misfit Shine Tracker Up Move By Jawbone
 Question mark: A question mark product has high growth prospects but low market share.
They is consuming a lot of cash but is bringing little in return. In the end, question marks,
also known as problem children, lose money. A question mark can be a star and can follow
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the cycle of BCG. In the Under-Armour Company Running shoes, Basketball shoes, Hike
boots are question mark products. The market share of this product 2% and market growth is
10%.

Bass-Ball Clip-Clap Running Shoe

 Dogs: Dogs are units or products that have both a low market share and a low growth
rate. It is also called problem child. They frequently break even, neither earning nor consuming a
great deal of cash. This kind of businesses has money tied up in them, even though they are
bringing back basically nothing in return. It can again be a question mark, star & cash cow. The
Brand of ball t-shirt is the dog or problem child of Under-Armour. Cause that product was for
basketball athlete and it was compared with World War 2. The market share of this product is
0.0001% and market growth is 0%.

Brand of Balls T-Shirt

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