Protecting the House of Under Armour - Article Example

Kraft and Lee involve an evaluation of the company’s dealings in its bid to ensure success upon its product portfolio. Findings from the article indicate that the company engaged on production with a capital base amounting to $310,000 after Kevin Plank realized the need to enhance sports through manufacturing the ideal wears for each sports activity. The authors account on the initial capital base of the company as sourced from three bodies for example, $20,000 from private equity, $30,000 from borrowed finances, and $250,000 loan for small business enterprises.

Eventually, the article establishes that the founders’ zeal propelled the success of the company to reach its goals in becoming a competent producer of sports equipment. Despite the variations of managing the Under Armour products to become a brand, the company’s successes remain interrelated to the strategic involvement and the indulged passion of Kevin Plank in his quest to facilitate sports. The article articulates that the company’s focus on the current culture, the target market share, and the involvement in brand placement are the constituent propellants to its success.

The two authors successfully ascertain that the engaged programs guaranteed Under Armour to acquire its current market share and beneficial outcomes. CRITIQUE Protecting the house of under armour The article’s title, “Protecting the house of Under Armour” seeks to analyze the Under Armour brand management beginning from the initial foundation to the current state of the company. Kraft and Lee authored the article purporting to enable readers derive necessary knowledge concerning the development of products and protection of brands.

The article establishes that Kevin Plank’s initial intention emanated from the urge and desire to manufacture athletes’ wears that suited their psychological and physical purposes. The article’s title entails protection of a house of under armour. However, the article contains managerial and production activities of the Under Armour brand (Kraft and Lee, 2009, p, 113). This is a distractive course taken upon by the authors since the readers find it confusing since they have to understand the correlations of protecting and managing the brand.

After the title of the article, the authors directly address the issue of the initial manufacturing processing and sourcing of capital under a subtopic named building the house. Normally, the reader would expect to read the abstract of the article in order to be certain of the context and relevance. The authors fail to acknowledge the salient need of the introduction as they engage on establishing various subtopics, which tend to be independent from each other (Kraft and Lee, 2009, p, 115). Arguably, the method of writing tends to be ill since the avoidance of introduction serves as a deception for the reader lacks an overview of the items contains in the article.

The article accounts on Kevin’s resolutions to establish a longtime remedy to the problems that befell athletes during sports. Kraft and Lee establish the founder who is also the company’s head embarked on the production plan to help his teammates after realizing the psychological discomfort they all experienced from their sportswear. However, the article fails to account on the founder’