INTERNATIONAL COLLEGE FOR GIRLS

Corporate strategy

Project

BBM-401Submitted to: Submitted by:

Amita ma’am Srishti

Shekhawat

BBM sem. 4,

sec C

121138

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.

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

REEBOK - BCG MATRIX

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.

MARKET SHARE OF REEBOK:

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.

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.

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.

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 programmeCross Fit, will be launched in the UK in March. Reebok’s “The Sport of Fitness has Arrived” campaign

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.

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.