Reebok - brand analysis and strategy for new relationship with its customer

Résumé du document

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 brand diffused and targets their vision on the 'Top Runner' in the athletic market. In addition, Reebok needed to find the way to develop their international customers. In 1982, Reebok had predicted a new successful market; the women sport design trend and the Aerobic dance movement. Here, Reebok had found the trend image to promote it's shoes. Indeed, growth and the need to exceed frontiers at this stage was crucial to face new movements, new diffusion ways and new generations. Reebok realized that traditional marketing did not have the same impact; new marketing techniques had to be used. In the mature market (US/EU), Reebok believes that the lifestyle brand is able to gain market shares.

Extraits

[...] Reebok: brand analysis and strategy for new relationship with its customers Summary Part Reebok Analyze (Internal & external) A. Analysis of the company (internal) 1. The development of Reebok: The Golden Age 2. The market's evolution B. Analysis of the market (external) 1. The market: analysis of the competitive environment 2. External forces which act on this market C. Recommendations 1. Opportunities 2. Threats Part The Reebok's Strategy for new relationship with its customer A. [...]

[...] Creating a high cool factor for its product will require organizational courage and amazing ability to replace flexibility. With this promotion Reebok will become the super cool brand of the urban youth culture worldwide Price: According to this new policy the price of sneakers will increase. The limited edition sneakers will be selling with a 240% gross margin. The casual range will be above 70% gross margin. In repositioning the product price we want to catch a specific customer profile: the Geek Chic. [...]

[...] Due to the Iraq War with United States. The Presidential elections in the US and the pressing comments by some law makers on the issue of producing these products in cheap markets like Thailand, Indonesia etc have not helped them be on the top of things infact, these situations are good for no business Economic forces: It's a bad economic situation in 2004, due to low growth in the United States and Europe. Who has not been affected by recession? [...]

[...] Product: With this launch Reebok has to face rivalry from a new direction that is the designers As designers have also started to infiltrate the city sneaker business. Reebok will use co-branding with theses famous brands as Armani, Prada or Hermes to reach fashionable designs to target what one really wants to buy from a huge range in the market. The brand will invest heavily in product innovation and brand building. Thus, the unique selling proposition will be a range of sneakers that will be “fashionable and technologic”. [...]

[...] Athletes, who are perceived as models can serve as company's brand ambassadors, as they can influence people to buy products endorsed and worn by athletes . Technological forces: In USA, We note that technology and product innovations occupy lesser importance than designs in the footwear industry. C. Recommendations 1. Opportunities We have noted through this analysis that Hip Hop music is a global movement which takes part of the American and European culture (but less important than in America). The company absolutely needs to leverage on this fact to improve sales. [...]