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

MS (%) MG (%)

Apparel Products 18 % 17.4 %

Hot-Gear

Cold-Gear

All Season Gear

Question Mark

MS (%) MG (%)

Footwear Products 2 % 10 %

Running Shoe

Basketball Shoe

Hike Boots

Cash Cow

MS (%) MG (%)

Device & Track 15.46 % 11,82 %

Misfit Shine Activity Tracker

Up move BY Jawbone

Dogs

MS (%) MG (%)

Sports Apparel 0.0001 % 0 %

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

Page 20

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

Page 21

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

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

Page 22