This is a Thunderbird Case Study. Having lost the sweepstakes for the endorsement of LeBron James to Nike, Reebok needs to explore new frontiers for business growth. Reebok has decided to establish a stronger and more emotional relationship with the male urban consumer. The undertaking requires a focus on the sneaker as a fashion accessory, incredibly effective buzz marketing, and the ability to penetrate the networks that operate within the hip-hop culture. Further, it needs to devise a way of capitalizing on cool trends to take its new proposition global.
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In Reebok SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors. Reebok is one of the leading brands in the lifestyle and retail sector. Reebok is amongst the largest seller of athletic footwear and athletic apparel in the world. Reebok brings out the perfect combination of technology and fitness each year in its products. The Reebok value store targets lower income groups thus categorizing its products for each class of society. Reebok operates through a network of department stores, sporting goods, specialty retailers, company-owned stores, licensees thus having a better reach. Reebok sponsors international teams, clubs, players from all sports like football, cricket, basketball, motorsport, etc.
Embed Size px x x x x Home Business Reebok Marketing Strategy. Post on Dec views. Category: Business 3 download. Marketing Goals Increase the breadth of the types of sporting equipment produced Compete with other brand name leaders Attract new markets and gain a wider customer base Utilize various social media outlets to boost promotion 4.
Nike and Reebok, the two largest athletic footwear companies, look to contractors in Asia to manufacture their shoes. Sourcing from Asia offers advantages of low cost and flexibility, but raises questions about human rights and corporate responsibility. How Nike and Reebok have addressed these questions is the focus of this case. Brushing up HBR fundamentals will provide a strong base for investigative reading. Often readers scan through the business case study without having a clear map in mind.