The nationally successful company
with a Baltimore base, Under Armour, has recently started what they like to
call Project Glory. In the past years, production has moved out of the United
States for the search of low-cost labor. The project Under Armour has been
working on shows that through innovation and technology, manufacturing products
in the U.S. and selling them in the U.S. can bring in profit, more so than
producing them overseas from where the product is being sold. The basis Project
Glory is for Under Armour products to be made closer to the markets where they’re
sold (in the U.S. for U.S buyers, in Europe for European consumers, etc.).
One of the main points that I think
are extremely important to this project is the strategy they are developing to
allow them to step beyond mass-production and let the company provide customers
with products tailored to them. The goal they are setting tries for a “local
for local” approach which I think will drastically improve customer satisfaction
as well as efficiency. They use technology to plan out what will help customers, and their company. Their goal is to use advanced manufacturing to achieve a
smaller scale production. Another main point of the article which I think is
key to the success of this project is the technology they are developing to
carry out their strategy. The advanced IT will “reduce lead times, time in
transit, so the consumer gets what they want more quickly, more efficiently,
and gets better products” (Haley, Under Armour employee). Products that are
made overseas take weeks to ship and get to the consumer, so I think that a
locally based production strategy and the technology that effectually manufactures
Under Armour products pertaining to the customers’ needs. Another point that
the article discusses that I think was important was not only how this project
will help Under Armour, but how it will help the local communities they set up
production in. They emphasize that they will create jobs in the areas they
manufacture and help the communities greatly. Under Armour has been using technology to make careful decisions about where is best to produce, how to produce, and what to produce for the highest customer satisfaction.
Something that the article did not
discuss was the cost differences of producing locally. It would be good to know
if they would keep the same level of profits or if local production would raise
the cost of manufacturing. Another point that was overlooked was the exact
robotics and IT used to execute their plan. We know that they are using
technology to tailor products to the customers needs and to modify production,
but they didn’t go into detail how they are doing it. And a last point I would
have liked to read about is the timeline for this project. We don’t know when
they will launch their new factories and production strategy, and when they are
planning on starting production. Overall, the article was informative and
Project Glory seems like it will be a success.
http://www.baltimoresun.com/business/bs-bz-under-armour-local-manufacturing-20151010-story.html
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