Technology Entrepreneurship Project (ENT 600) : Under Armour / Aimaan Hakim Nor Azhar

This is an effort to learn on how’s creative ideas can be implemented in real-world situations. As a student at Universiti Teknologi Mara, Perlis or UITM Perlis, everyone is required to complete a case study project as part of their studies. So, for this context, I was given the opportunity to conduct research on a company that manufactures the product that I deeply interest about it, which is the Under Armour company, which is the headquarters is at Baltimore, United States. In this case study, In the first part general knowledge of the company has been acquired. Mostly the information regarding this company is collected using the primary sources only. Next, this case study, it contains specific of topic analysis which it covers the objective of this project which are to work on the background, organizational structure, mission, and vision and the products that Under Armour company provides. Next, we also cover their company information regarding business, marketing, and operational strategies. Lastly, in this case study I also identified the strength, weaknesses, opportunities, and threat from one of the products that I interested from Under Armour products for do a research about it using SWOT analysis. The product that I choose which one of their rugby boots which it given name Under Armour Nitro Rugby Boots. From the analysis, I will discuss the problems regarding the product that I identified from Under Armour company’s products and choose the major problem from the product. Then, I carried out several solutions or alternatives to overcome and improving that product in the future. On top of that, we also identified the advantages and disadvantages of the solution and the alternatives that been carried out.