corporate strategy of reebok

1. INTERNATIONAL COLLEGE FOR GIRLS
Corporate strategy
Project
BBM-401
Submitted to: Submitted by:
Amita ma’am Srishti
Shekhawat
BBM sem. 4,
sec C
121138

2. COMPANY HISTORY:
 Reebok was started with an innovation.
Reebok's United Kingdom-based ancestor
company was founded for one of the best
reasons possible: athletes wanted to run faster.
So, in the 1890s, Joseph William Foster made
some of the first known running shoes with
spikes in them. By 1895, he was in business
making shoes by hand for top runners.

3. HIERARCHY LEVEL OF COMPANY
CEO
John warren
President of sports
licensed division:
David baxter
Head of fitness
Chris froio
Head of Human
resources:
Bill holmes
Head of Brand
operations:
David mischler

4. REEBOK - BCG MATRIX

6. BCG MATRIX:
 This is a portfolio model. It is used by Reebok’s
management team to analyze the performance of
its products. It is pretty flexible and could also be
applied to investment strategies, business units,
strategic plans.
 The vertical axis indicates the size of the market
and also indicates capital investment in the brand
and the horizontal axis indicates market share of
the product.
 A great example of this is the recent leasing of the
brand Above The Rim (ATR) by Collective
Licensing International (CLI). ATR footwear was
launched by Reebok in 1989 as the original
“player’s brand,” but has since flat lined against
competitive offerings by Nike, Adidas and most of
its other large competitors. Thus, the ATR brand is
a dog; a small investment in a relatively obscure
market.

7. MARKET SHARE OF REEBOK:

8. CONTRIBUTION IN ECONOMY:
 The main purpose of a business is wealth
creation. Wealth is important for human life and
wealth creation and distribution are fundamental
to social progress. Business activities are a
major mechanism for ensuring both wealth
creation and distribution. Fitness brand Reebok
India is targeting 40 per cent of total sales
from women customers as it plans to open 100
fit-hub concept stores.
 "There is a big emphasis on focusing on women
consumers. We are seeing big increase in the
percentage of women's business... we are
targeting 40 per cent business from women's
stores as we open 100 fit hub stores by April
2014,“said by managing director.

9. ACHIEVEMENTS:
 Reebok is dedicated to providing each and every athlete -
from professional athletes to recreational runners to kids
on the playground - with the opportunity, the products,
and the inspiration to achieve what they are capable of.
 Reebok employed many innovative campaigns that took
advantage of the burgeoning popularity of women's
sportswear. Many sports lifestyle brands focused solely
on male sports and fitness enthusiasts. Reebok stayed
ahead by developing athletic shoes for women just
around the time women began to embrace aerobics as a
part of their life.
Reebok started 500 NPO. Reebok Today, with the
changing trends, continues to lead the market with
creative designs made to suit specific needs of sports,
health and fitness enthusiasts. Thanks to the innovative
marketing campaigns surrounding the products, Reebok
has many loyal customers across the world.

10. REEBOK’S SUCCESS STORY:
 Circa 1895, J.W Foster had one simple goal: To
make running shoes that enable athletes to run
faster. His efforts later paid off. Foster innovated
and added spikes to the bottom of soles at a
time when few shoemakers did. At the 1924
Olympic Summer Games, some winning
athletes wore shoes designed by J.W. Foster
and Sons. Today J.W. Foster and Sons is an
internationally recognized brand name. Well,
this internationally popular brand "Reebok"
originated from the Afrikaans/Dutch word
'rhebok', which is a kind of African gazelle.
Foster's grandsons chose this name since they
wanted to depict speed, style, and grace.

11. STRATEGY OF REEBOK:
 Reebok is preparing to launch a global
brand strategy to position itself as the
world’s primary fitness brand , It will feature
sportsmen including Lewis Hamilton and
cricketer MS Dhoni in a campaign to
support the new direction.
 The brand says the new strategy is designed to
“change the way people perceive, define and
experience fitness” and achieve Reebok’s
ambition “to bring fitness to the world and be
seen as the world’s fittest company”. Reebok
has identified the fitness sector as a “significant
opportunity” and it hopes to “own this space”
around the world. The campaign, which
includes a partnership with fitness programme
Cross Fit, will be launched in the UK in March.
Reebok’s “The Sport of Fitness has Arrived”
campaign

12. CNTD..
 Reebok is also launching internal initiatives to encourage
employees to get fit via Cross Fit and be more productive.
 Reebok is launching what it claims is an “aggressive”
push to stand out in the fiercely contested sportswear
retail arena by introducing outlets designed to foster local
communities of fitness enthusiasts.
Challenge and lead the fitness world through creativity.
 At Reebok, we see the world a little differently and
throughout our history have made our mark when we've
had the courage to challenge convention. Reebok creates
products and marketing programs that reflect the brand's
unlimited creative potential.

13. CNTD…
 Throughout its history and again today, Reebok's
success is based on its courage to challenge
convention: developing innovative products, creating
new markets, and creating the latest athletic style.
Inspired by its roots in fitness, Reebok is a global
sports brand that is committed to empowering
consumers to be fit for life.“Fit for Life. Having Fun
and Staying in Shape.”
 Unlike many other brands, Reebok is committed to
making fitness inspirational and fun again – by
providing consumers with experiences, products and
the inspiration to be Fit for Life. By creating inspiring
product and brand experiences.