Executive Summary Under Armour is at the final stages of introducing a new product to its current product line. The product, known as The Sharp Shooter, is a soccer boot that will target the lower end of the market. The purpose of this business plan is to offer a concise explanation of the business goals for which we intend to venture in. The plan offers details of our strategies and objectives towards achieving the business goals in both foreign and home markets. The report also covers a market analysis that will aid in formulating strategies for entering the markets and achieving a significant market share Company Description Under Armour is a US based sports clothing and accessories company that was founded in January 2006 by Kevin Plank, who is currently the company’s CEO. It specializes in sportswear and trendy casual apparel, mainly targeting athletic teams in schools, colleges, and in the military. The company has been very successful at designing sports wear and basketball shoes and, due in part to the huge success of its clothing line, wishes to expand its operations into the soccer boots market. Under Armour intends to market the new product as part of the existing basketball shoes and differentiate itself from competitors by the marketing strategies, exclusiveness, and high brand awareness. The factor to the company’s success at this new venture is that Under Armour has already established its brand in the market and will be aiming to extend its customer base to football and soccer players. However, we shall continue to market the rest of our products especially in cases where they are complementary, for instance, colleges and schools that use Under Armour sweatshirts can buy our football boots too for use by football and rugby players. Other institutions may prefer to purchase all of their sporting items from us. Product Under Armour deals mainly in sports clothing and accessories. Currently, our main product focus is on sports shoes, specifically football boots that can be used by soccer and rugby players. The product will be known as Under Armour Sharp Shooter, shortened to The Sharpshooter. One advantage that The Sharp Shooter will possess over the mainstream football boots is that it will have adjustable insoles that can be adjusted when a player feels so, and hence increase a player’s comfort while improving grip. The Sharp Shooter will also be made using the latest technological in leather treatment that will make them durable, more comfortable, and minimize injury to player’s feet. Market Analysis There has been a steady increase in the number of students and youths participating in football games mainly as s recreational activity. These players do not require expensive sporting such as those used by professional athletes and normally have trouble finding durable, low budget boots. The main industry players in the market are Puma, Nike, Adidas and Reebok, all of whom target professional athletes and large sports clubs or groups. Hence, Under Armour recognized the difficulty encountered by non-professional athletes and has stepped in to manufacture its own low-priced yet durable soccer boots to serve this steadily growing market. however, the company will also target large sports clubs in its long term strategy and will begin by introducing the Sharp Shooter to sections of its current client base that may find the product useful. Competitive Analysis and Strategy The market for soccer shoes is