Under Armour looking to be BIGGER and BETTER!

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Under Armour is one of the newer brands of athletic apparel and are well known for their “moisture wicking” shirts. They are adjusting their plans and goals to increase their sales. North America has been their major contributor to their sales. Their toughest competitors are Nike and Adidas, which both generate at least 59 percent of their revenue outside of North America. Under Armour’s sales outside of North America is only 6 percent, with a new strategy they will increase their sales internationally.

Under Armour has noticed the need to improve their sales outside of North America and have hired a market manager to focus on their international sales. Analysts suspect that Under Armour will introduce their new products at the 2016 summer Olympics held in Brazil to gain international awareness and support.  Their competitors have also use this strategy in the past with successful results.  The Olympics could be the perfect stage for Under Armour to introduce their products because they are different from their competitors’ products. The Under Armour selection of products are known for their moisture wicking and light weightiness.

The strategic importance of location is definitely being recognized by Under Armour. If their products is on trend, the summer Olympics could have great sales. Location, cost, and innovation will be a major factor in deciding where to place their products at the Olympics. The location is great and well tested. Costs of shipping their products to Brazil will be pricy but has greater sale benefits. Innovation is something Under Armour has in abundance since they are such a young company, they have the ability to be creative.

The Under Armor President said that they have focused on their supply chain to ensure they can deliver their product more widely. They are prepared for the influx in sales internationally. This is a good sign because they are prepared to last, in the long run, and deliver their products across the world.

Expansion of the Under Armour brand will include yoga fans, women, and sports bras.  Designing new products in many different areas will be tough but if they can produce a new trendy design people will notice. Under Armour has the ability to be a major competitor in the athletic apparel industry. Right now, they are only 2.5 percent of the athletic apparel market. Success of gaining new customers at the Olympics will make Under Armour a major contender in the athletic apparel industry. With such a huge number of people taking notice of their product, their sales have the ability to by far surpass, their current number, 6 percent.

Is Under Armour spreading themselves too thin by focusing on growing too many different products? Will the Summer Olympics be a good stage for Under Armour to reintroduce themselves to the international market?

Source: http://online.wsj.com/article/SB10001424127887324866904578515513925827852.html?mod=WSJ_hp_EditorsPicks

 

Go Ahead, Drink on the Job!

Many companies would frown upon an employee enjoying a drink during the workday but The Life is Good Company would beg to differ. The Life is Good Company is a Boston-based apparel and accessories brand that aims to be unique and fresh. They have focused their efforts on improving employee productivity in a totally new way. No they didn’t try a cash incentive program, prizes, or extra vacation days, they thought having a tavern in the office would increase productivity.

The Life is Good Company is in the process of installing a tavern in the middle of their office. The tavern will include a stage, to host live music, shuffleboard, billiards, and a basketball hoop with enough space to hold at least 260 people.  They want to have a comfortable place where employees can “put their feet up and relax” while doing their work. Hungry? Grab a booth, food, and hold an informal meeting. The boss says it’s okay.

The Life is Good Company isn’t promoting people to be drunk, driving while drunk, or alcoholism. They just want their employees to be comfortable and productive at work. They would even say having a tavern is appropriate to their brand. Most of The Life is Good Company employees often grab a drink after work, so why not let them do it at the office?

An area The Life if Good Company is trying to improve might just the area that disappears. The book states that labor productivity will increase due to “healthier, better-educated, and better nourished labor force” and poor diets are a major downfall to productivity. Having a glass of red wine a few times a week is good for your diet but will these people really be drinking red wine? Beer and hard liquor are not conducive to a healthy diet. Having a tavern in the office will encourage people to drink. Many people are social drinkers. Having a bar will distract people from working and increase socialization. Product organization may suffer because it requires management and attention.

The operations management team is not being socially responsible or ethical. The workplace has the potential to be a harmful environment to co-workers and prospective business partners. The ability to measure productivity will be increasingly hard as more employees spend time in the tavern.

Another area that could see a decline in growth is quality management. The increase in alcohol could lead to a decrease in quality. The product could suffer because a questionable product could be produced. Many people who drink think certain ideas are better than others maybe that is why a tavern is being installed at The Life is Good Company.

Do you think having a tavern in the office will increase productivity? Is having a tavern in the office ethical and socially responsible? What possible management issues will the Life is Good Company run into because of having a tavern in the office? Can a tavern in the office have a positive influence on the company’s brand image?

Sources:

Why I’m Building An Tavern at the Office : http://blogs.wsj.com/atwork/2013/05/10/why-im-building-a-tavern-at-my-company/?mod=WSJ_Management_At_Work