Dissertation : Evenement devient une marque
Étude de cas - 6 pages - Marketing sportif
cette dissertation permet de répondre à une question "Comment la réputation événementielle peutâ€elle devenir une rampe de lancement au développement d'une « marque événementielle » ? Vous y verez la definition des termes du sujet, puis vous y trouverez les freins et les moteurs...
développement durable au sein d'une entreprise
Étude de cas - 3 pages - Marketing sportif
Devoir développement durable La place du développement durable dans mon entreprise et comment l'améliorer. Le développement durable pourrait être défini ainsi : Il doit répondre aux besoins du présent sans compromettre la capacité des générations futures à répondre aux leurs (rapport " Notre...
stratégie de la marque raid light (2008)
Étude de cas - 3 pages - Marketing sportif
La pratique sportive est aujourd'hui largement diffusée au sein de la population. Ainsi comment une marque telle que raid light (petite marque) à su ce démarquer et se développer à travers le milieu du sport. Le marché du sport spécialement l'outdoor, est en forte augmentation, Ces...
Stratégie Marketing Nike 6.0
Étude de cas - 6 pages - Marketing sportif
Nike, numéro un mondial de l'équipement de sport, première marque de chaussures de sport au monde, plus de 12 milliards d'euros de chiffres d'affaires, 24 000 salariés, présent dans plus de 200 pays a décidé de se lancer dans le milieu des sports extrêmes. Ce milieu connait une...
Reebok's advertising strategy
Étude de cas - 4 pages - Marketing sportif
This document deals with the advertising strategy of Reebook which is analized answering the following questions: Micky Pant can be credited with introducing a novel (at the time) and innovative tool into Reebok's advertising strategy. Viral marketing was at the time only superficially...
Reebok case study
Étude de cas - 3 pages - Marketing sportif
The term of buzz knew a considerable marketing development since the arrival of the new information technologies and the communication. Indeed, this broadcasting mode allows a wide distribution of messages, in high rhythms and especially in moderate costs. For example, the creation of a web site...
Patagonia Team Leadership
Étude de cas - 13 pages - Marketing sportif
Based in California, Patagonia is a company, which was created in 1972 by Yvon Chouinard. This company specializes in high quality outdoor clothing and equipment. Patagonia, Patagonia Mail Order and Great Pacific Iron Works are subsidiaries of the Lost Arrow Corporation, established in 1984 as...
When Advertising Rules Change... the Reebok Case
Étude de cas - 8 pages - Marketing sportif
Since the mid eighties, companies have understood the importance of including marketing and communication in their strategies. Over the years and thanks to a globalization context, competition started to increase and firms had to justify their position on their respective markets. With the...
Reebok case study "Reebok: In pursuit of Generation X"
Étude de cas - 5 pages - Marketing sportif
Reebok is a large and technological footwear company founded more than 110 years ago. Reebok's history started in 1895 in the United Kingdom, and continued in the United States. It became an international company at the end of the 80s. Today, Reebok's products are sold in 170 countries. This...
Reebok, in search of Generation X
Étude de cas - 10 pages - Marketing sportif
Viral marketing comes with Internet through media communication. It finds it's origin at the end of the 1990s, first as a movie channel. The first spreading of viral marketing on web was realized by Loronix Information Systems with the elaboration of 'Bad Day at the Office', a...
Political marketing of Airness in the sporting equipment market
Étude de cas - 9 pages - Marketing sportif
After the German sport brands, after the American sport brands, today there is Airness. Manamine Kone is a wonderful person with a great story. He came from nowhere. He was forced to leave his beautiful country Mali when he was very young. He has succeeded in building a large business which...
Reebok - brand analysis and strategy for new relationship with its customer
Étude de cas - 11 pages - Marketing sportif
According to it's knowledge, we may say that Reebok has an important asset; Paul Fireman, who has followed the sociological movements and adjusted its business strategy. Reebok has understood the need for sport and fitness shoes and also that design and quality are both crucial points. The...
Professional management skills assessment: Reebok, In pursuit of generation X
Étude de cas - 7 pages - Marketing sportif
The definition of viral marketing corresponds to the creation of a buzz in the internet that will be spread due to 'word of mouth'. This advertising strategy, in the condition that it respects the value of the product, is a good use of the media and the communication networks, an...
How positioning the French football business compared with its main competitors?
Étude de cas - 5 pages - Marketing sportif
While the French football is making one euro, the English is making about 2.50. This fact underlines the difference in the economic efficiency between the French and the English competition. In the season of 2006/2007, the French professional league made 1.2 billion euros in terms of income....
Micky Pant's strategy: An innovative tool in Reebok advertising policy
Étude de cas - 16 pages - Marketing sportif
Vice-President of global marketing at Reebok, Micky Pant, implemented a renewal of Reebok branding strategy, especially by developing new media concepts. He was the coordinator of several marketing campaigns, such as the tremendous "Terry Tate, Office linebacker" TV ads, presented in 2003 during...
The 4L Trophy, a Collective Project
Étude de cas - 3 pages - Marketing sportif
The 4L Trophy was created in 1998 by an organization of tourism specialized in the raids risk: Desertours. Since 2001, this organization works in association with the college of business of Rennes. The 4L Trophy is only opened to the students. Through this event, the participants are going to own...
A viral advertising campaign: "Terry Tate" launched by Reebok in 2003
Étude de cas - 5 pages - Marketing sportif
Today the sporting shoes and apparel market is highly competitive and has reached the maturity stage. At this level companies have to differentiate their offer in order to win new market shares or at least keep their position. This differentiation must be done on two levels: product...
Marketing awards on Decathlon
Étude de cas - 4 pages - Marketing sportif
Decathlon is a well-known and successful sporting chain store in France and Europe. It is a major French sport goods manufacturer and the leader in the market of the retail trade of sporting articles, with stores located throughout the world. From a marketing strategy point of view, this company...
Brand and communication - Nike: The goddess of marketing
Étude de cas - 32 pages - Marketing sportif
History Phil Knight and Bill Bowerman imported Japanese shoes and created BRS “Blue Ribbon Sports”. First polemic with the advertisement “you don't win silver - you lose gold” First partnership with football team Strategy of Nike Knight & Bowerman sold the shoes in...
Reebok : marketing viral
Étude de cas - 5 pages - Marketing sportif
After being the global leader as designer, marketer, and distributor of sports, fitness and lifestyle products in the ninetieth century, Reebok now has to face its main competitors, Nike and Adidas. Indeed, the competitive and consumer landscape has changed dramatically since the year 2000 and...
The building of customer loyalty and retention strategies in sports marketing
Étude de cas - 41 pages - Marketing sportif
The research in this dissertation focuses on the building of customer loyalty and retention strategies in sports marketing with the Chinese Professional Baseball League (CPBL) as an example. This research aims to provide the factors which influence customer loyalty from a sports customer...
Case Study: Salomon
Étude de cas - 16 pages - Marketing sportif
In 1997, the Adidas-Salomon group was formed as a result of the fusion of three brands: Salomon, Adidas and TaylorMade. This group represents 14,000 employees worldwide. The strength behind this association is the global presence of Adidas-Salomon in more than 60 sports, and its distribution of...
Marketing international, Nike
Étude de cas - 39 pages - Marketing sportif
NIKE, la empresa multinacional de calzado y de ropa deportivo beneficia de un éxito colosal a escala mundial. El objetivo de nuestro trabajo fue el análisis crítico de las características, tanto externas como internas de NIKE, así que de su estrategia de marketing y de internacionalización, que...
Patagonia company
Étude de cas - 28 pages - Marketing sportif
Nowadays, people increasingly realize that the earth is in danger and that if we keep on damaging it the future generation will face significant problems such as lack of water, of natural resources and global warming. That's why many actions are taken by numerous organisations and that people not...
Analysing the advertisements of Adidas and Reebok
Étude de cas - 13 pages - Marketing sportif
This document presents the advertisement campaigns of Reebok and Adidas. Perhaps the most important reason for choosing these brands is that both companies target the same segment of the sportswear market; they aim to sell their products to young, urban and modern followers of fashion and not...
Sergio Rossi : challenges in the emerging market
Étude de cas - 52 pages - Marketing sportif
History of the brand: Beginning of a shoe making career: Sergio Rossi acquired the art of shoe making by working along with his father. He established his own brand in the 50's at San Mauro Pascoli. Sergio's shoes mostly catered to the needs of the urban and sophisticated customers. As...
Does Décathlon have the optimum STP to maximize its growth?
Étude de cas - 20 pages - Marketing sportif
The French sports article market is doing well, with good opportunities in the medium term. However it is a very competitive market and newcomers do not hesitate to implement aggressive strategies. In 2003, the French sports article market was the most important in the whole of Europe with a...
Quicksilver
Étude de cas - 15 pages - Marketing sportif
Los dos países escogidos, Japón y México, son dos mercados muy desarrollados, que nos parecen a primera vista adecuados para recebir la gama de productos Quicksilver. Hoy en dia, el mercado mundial del calzado resulta dominado tanto por los países asiaticos como China, como por países de America...
