International marketing: Reebok

Thèmes abordés

Reebok, Adidas, Nike, Puma, Columbia, courir, sport, Etats-Unis, Europe, Chine, Fitness

Résumé du document

Reebok is a well-known brand which produces athletic footwear, apparel, and accessories, and which has been a subsidiary of Adidas since 2006. In this report, we will analyze the marketing strategy of this global brand and understand all its mechanisms. The goal of this project is to enable us to apply the concepts learned in class to a real case study.

That's why, in the first part, we will give a concise overview of the company with information like the export turnover and a history of its international development. Then, we will study the sport industry with the main competitors, and consumer behavior. Afterwards, we will analyze the marketing strategy of Reebok to finish with a Marketing Mixof one of the products supplied by the brand.

Reebok manufactures athletic footwear, active wear such as shirts and shorts and sports –related items for men, women, and teens. The Reebok segment also comprises the brands Reebok-CCM Hockey and Rockport, and has 40% of total shares generated by international sales.

Extraits

[...] There is a continuing role for Reebok in ensuring that management acts in good faith. d. Consumer Behaviour Consumers' purchases are highly influenced by cultural social, personal, and psychological factors. For the most part, they are non controllable by the marketer but must be taken into account. The sportswear market is a fashion market in which consumer behaviour and tastes can change quickly. This is why, it is never easy to adapt as long as the trends are changing and evolving fast on this type of market. [...]

[...] International marketing: Reebok Table of contents Introduction 3 I. Overview of the company 4 a. Export turnover 4 b. Number of subsidiaries abroad 5 c. Organisational structure 5 d. History of its international development 5 II. Overview of the industry in which this multinational operates 7 a. Main competitors and their market share 7 b. Type of competition (global, national, SMEs, niche) 8 c. Supplier control (strength of negotiation power over suppliers) 8 d. Consumer Behaviour 9 e. [...]

[...] In order to be efficient, we will focus our analysis on Reebok shoes. a. Positioning The positioning expresses the way the company wants its product and brand to be perceived by the target; it is the “identity” of the company. It should allow the company to differentiate itself from competitors. For its shoes, Reebok is positioned as an old fashioned company but also as a company which provide maximum fit and comfort for consumers. Some shoes privilege an image of lifestyle products. [...]

[...] Segmentation The market segmentation is process of dividing a total market into market groups consisting of people who have relatively similar product needs“. The purpose is making a company's offer which matches with the consumers' demand. Considering the Adidas Group portfolio, Reebok wants to own Women's Fitness, to challenge Men's Sport and to revive Classics. Furthermore, Reebok is trying to reach young and fashioned people with the trendy shoes, the older people with the classics but also sportsmen and women with the fitness products, especially in China and India where the fitness market is growing really fast. [...]

[...] Since Reebok is in the global market, the legal constraints are numerous. III. Analysis of the marketing strategy/ies used by the multinational Reebok, having known a strong growth in the United States, begins its international development in the end of the 90's. Clothes and sports shoes of the brand invade first of all the Western Europe then the South America and Asia where the property of Adidas possesses a very high market share of the Indian sport shoes market in 2001). [...]