Vision statement of Reebok


To provide to all types of athlete the opportunity to achieve their goals through the use of the best kind of sports apparel. The sports apparel will inspire athletes to perform better so that they can reach their goals. To help the athletes to reach their true potential with the help of Reebok’s sports products.


 


Mission statement


To continue to challenge convention in the creation of sports related products.   To create sports related products that show the company’s unlimited creative potential. In showing its unlimited potential, it deviates itself from competitors.


 


Objectives


Reebok wants to maintain or improve its position in the global sports related product market. It wants to make sure that all of its products are innovative and creative. Reebok aims to give due to their personnel through various programs that uplift the dignity of the personnel. The company wants to maintain both its production standards and the rights of the personnel. Moreover Reebok makes sure that it maintains a good relationship with the society. The company has a program that makes sure that it has a good relationship with society. Finally Reebok wants to increase its popularity through newer products so that it can increase its market and gather more clients. The company wants to develop more products that will help in widening their reach.


Reebok and Nike


Some of the top footwear companies have begun to streamline their endorsement budgets, cut back the corporate roster of endorsers and in many cases return to the era when the product, not the player, is the star of the show. In particular, both Nike and Reebok have introduced strategies that rely less on the use of their so-called role model athletes and more on sports participation and the product itself. An interesting question is whether this trend may simply reflect promotion within the United States (Kahle & Riley 2004). Over the past decade, sporting goods equipment manufacturers such as Nike and Reebok have increased their use of women athletes by signing endorsement deals with many top professionals. In 1997 Reebok took a further step by introducing signature footwear tied to a set of famous female athletes in basketball and soccer. Overall, however, the use of female athletes as endorsers still inadequately represents their contribution to and participation in sports. In recent years, athletic brands have taken aim at college campuses, ushering in a whole new form of corporate involvement. A top-ranked college team has become a vital advertising medium for the likes of Nike and Reebok. Nike and Reebok, the primary leaders in the athletic shoe category, have long battled in the marketplace for position and market share. Now these rivals have turned to college campuses, competing for their place on college athletic teams (Kahle & Riley 2004). Nike and Reebok are competing for supremacy in the industry. Nike has been more successful because of its use of more popular celebrities. Reebok on the other hand makes sure that it creates loyal clients.


SWOT analysis


Strength


Strength of Reebok is the strong brand name they have. The strong brand name is what makes the company and its product popular. Furthermore strength of the company is its ability to make strategic adjustments whenever there is a need for it. The company makes sure that whenever changes in the industry happen they have alternative plans towards it. Another strength of the company is its sales personnel who provide an excellent kind of service. The sales personnel of the company are well trained and makes sure that the clients are given total satisfaction. The sales personnel have a good knowledge of the different products they sell. Lastly strength of Reebok is its website that is easy to use, attractive, and informative. Such website encourages the clients to visit and peek at the company’s products.


 


Weakness


A weakness for Reebok is its too much reliance on retail stores. Reebok does not try to invest on actual stores instead they concentrate on retail selling. This does not help the company increase its popularity and it does not help the company show that they are unique. Another weakness for Reebok is its culture of putting much power on the top management. The top management cannot always have the information needed to make decisions on the company’s processes; some decisions may need some inputs from other members of the organization.


Opportunities


An opportunity for Reebok is to find out more ways to give a distinctive look and features to their product. By doing this the company will have competitive advantage over other firms. This will help the company have unique identity in the global market amidst their competitors. An opportunity for the company is to improve the features of the website they currently have. By doing this it can attract more markets and it will help them attract more endorsers. An opportunity for Reebok is to continue to make use of newer technologies that will provide better service to clients. Reebok can use the advancements in manufacturing facilities and technologies to make sure that the clients will achieve satisfaction


 


Threats


The main threat to Reebok is the competitors. The competitors like Nike, Adidas and Puma try various tactics to make it difficult for Reebok to maintain its standing in the global market. The threat to the company includes the laws in the country they operate in. For the different countries they operate in, there are different kinds of laws. This forces Reebok to change some of their strategies and techniques. Another threat to the company is the tariffs and taxes that the company has in its various markets, each countries has its own rate of taxes and tariff that creates additional expenses for the company. Lastly a threat to Reebok is the global financial crisis. The global financial crisis will reduce the client of Reebok and might force it to close some of its branches.


 


Strategic planning Reebok needs


The current strategic planning system for the company involves only the management. The company can try to allow some personnel to participate in strategic planning. The lower ranking personnel have an idea on the different things that should be included in strategic planning. The company should focus strategic planning on the financial crisis and its effects to business. Strategic planning can be used to prepare the firm against the threat of the global crisis.  Strategic planning entails a change in strategy for Reebok. Moreover the firm should make sure that strategic planning will be in accordance with the vision and mission of Reebok. The change in management strategy will focus on increasing the market of the company. In increasing the market the company will need to make sure that the stores where its products are located will be in the most profitable places. The distribution stores for the products should be in places where clients can easily see the store and they can be encouraged to visit the store and buy products.  The distribution store should make sure that competition in the location they want to put up the branch will not be too heavy. The company can increase its actual stores and lessen the use of retail stores. The market of the company can still be expanded to accommodate a larger market. The company can consider younger people as a different segment that should receive a different kind of product. This segment should attract the current generation of teens which have varying tastes and ideas. To increase the target market the company will increase its use of advertisements.  The advertisements will give the market information about the company and its products.


 


References


Kahle, LR & Riley, C 2004, Sports marketing and the


psychology of marketing communication, Lawrence Erlbaum


Associates, Mahwah, NJ.


 


Reebok Website 2009, About the company, viewed


19 May, 2009, < http://www.reebok.com/US/>



Credit:ivythesis.typepad.com


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