More Essay Examples on Adidas Rubric 3. The market analysts were doubtful about the merger being a strategy to withstand the competition from the nearest rival, Nike. Nike had strong market share in the United States and the European Union. With the merger, Adidas with the support of Reebok can outstand in the performance and can reach the rival Nike in the regions of the United States and the European nations.
Long-term strategic problems lead to more immediate short-term problems: Reebok does not effectively scan the environment in order to determine target markets and marketing-mix strategies.
Reebok is slow to respond to developments in the athletic shoe market. Reebok no longer the innovator it was during the s. The company follows the lead of its competitors who claim an early lead in new markets.
Reebok does not effectively target the most profitable segments in the athletic-shoe market. Reebok has an inefficient marketing mix. Their channel, product, promotion, and price focuses are not properly aligned with those of the market.
This is a consequent of poor environmental scanning. Table 1 illustrates the differences between the marketing-mix focuses of Reebok and the athletic shoe market.
The leadership of Reebok is diverse and experienced in the field of sports Reebok essay. The Board of Directors is composed of proven business leaders. Reebok is a 44 year-old company that has enjoyed financial success.
Reebok is currently in a position to execute a change in marketing strategy. Both groups are near the middle of the spending profile for all athletic footwear.
The Reebok Development Center is a premium design and manufacturing facility that can put Reebok at the market forefront in technological innovation. Substantial financial resources at the disposal of Reebok allow the company to exploit economies of scale.
By outsourcing production to lower-cost producers, Reebok are able to maintain a high profit margin. Senthil, Reebok has a strong brand image, having been at or near the top of the athletic shoe market for decades as a well-established company and brand.
Brands give the seller the opportunity to attract a loyal and profitable set of customers. Strong brands help build corporate image, making it easier to launch new brands and products and gain acceptance by distributors and consumers.
RBK will be used for launching leading edge, brand-defining products. The new logo and hip-hop positioning are intended to compete directly with the Nike brand and its ubiquitous logo. Linnett, Weaknesses The development process at Reebok is inefficient. The development cycle of 18 months to 3 years is far too large.
Reebok is slow to bring new products to the market. Reebok has virtually no apparel for kids except football jerseys and no shoes aimed at the extreme sports market.
Reebok makes golf shoes, but no golf apparel or equipment. It appears that Reebok has lost its brand identity. The company has changed its image between function and fashion at different points in its history. Reebok has too many images and associated technologies.
Consumers have no strong image with which to identify and become confused. Reebok Store, Opportunities Reebok can take advantage of the upward trend toward health consciousness in American society.
Reebok may increase prices.
Prices are relatively low compared to that of Nike and cheapen brand image in the eyes of consumers. Reebok are in a position to exploit the rising alternative and extreme sport markets.
The recent popularity explosion of snowboarding, rollerblading, golf and yoga shows potential in the new market. Reebok can elevate their brand image by signing more high-profile teams and athletes. Traditional sports like basketball have suffered a decline in favour by teens and young adults.
This has created a new market for alternative brands, such as Airwalk and Vans. These brands are positioned for targeting the emerging and lucrative alternative pop culture and extreme sports markets. Advertising, Sales and Promotion, Threats The athletic shoe market is mature, competitive and saturated.
The trend in athletic shoes is toward function and fashion.Reebok International Ltd, which today is a part of German sports manufacturer Adidas, was first established in England as an athletic footwear.
Company Overviews of Nike and Reebok Essay Words | 16 Pages. Company Overviews of Nike and Reebok In in Oregon, Phil Knight and Bill Bowerman join together to make a new enterprise; each contributed about $ to the partnership.
Company Overviews of Nike and Reebok Essay Words | 16 Pages Company Overviews of Nike and Reebok In in Oregon, Phil Knight and Bill Bowerman join together to make a new enterprise; each contributed about $ to the partnership.
In this case the core issue is Reebok needs to find a way to dramatically shift Reebok from a fashion athletic to a performance athletic brand through sports marketing and investment in high profile athletes, teams and leagues.
Reebok’s Vision Reebok is dedicated to providing each and every athlete - from professional athletes to recreational runners to kids on the playground - with the opportunity, the products, and the inspiration to achieve what they are capable of. BACKGROUND Reebok International Ltd. is headquartered in Canton, Mass.
The company employs approximately 7, people, and is widely known for their sports apparel and footwear brands. The company employs approximately 7, people, and is widely known for their sports apparel and footwear brands.