Internal Assessment Part C
Under Armour is facing tough competition from domestic as well as from international competitors. Perceptual mapping or positioning map will help in understanding positioning strategy of the UA. Perceptual map can be developed using different criteria such as products price, features, reliability, status and quality. However, in case of UA the most suitable criteria that facilitate positioning of the company are price and quality. UA provides high quality products at high cost.
Market positioning map clearly shows that the marketing strategy adopted by the Under Armour is product differentiation. The company believes in providing products that are superior in
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