Challenges Faced by Brooks Sports in Developing into a 1 Billion Company

This research identifies the challenges faced by Brooks Sports in developing into a 1 billion company and suggests strategies to mitigate these challenges.

Running head: BUSINESS MANAGEMENT
BUSINESS MANAGEMENT
Name of the student
Name of the university
Author note

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1. Introduction
The different modifications that are commenced by the organization are dependent on
the evaluation of the challenges that are encountered by the same in the different markets. In this
context, the research will aim at identifying the different challenges that are being encountered
by Brook sports and the manner in which the venture might mitigate the challenges through an
action plan.
2. Challenges faced by Brooks Sports to develop into a 1 billion Company
The challenges that are faced by the concerned venture are specifically based on a range
of factors, which is being examined in this section of the research. The enumeration of the
modifications would support in identifying the possible strategies that might be employed by the
concerned venture to continue with the effectiveness of the operations while adhering to the
needs of achieving a competitive benefit.
 Strong competitions between the concerned venture and Nike in the 1970s resulted to
devastation of the brand name of the concerned venture. Product diversification has led to
lack of monitoring and control activities, which degraded the quality of the products that
were presented by Brooks Sports (Iveycases.com 2016). Alternatively,the strong
competition between the two firms were affected by the lack of resources of Brooks
which provided Nike with a competitive edge over the markets
 The failed acquisitions affected the goodwill of the venture and the capabilities of the
same in enhancing the quality of the product offerings. In the year 1982 Wolverine World
Wide, Inc. (Wolverine) acquired Brooks and concentrated on undertaking a range of

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acquisitions with the purpose of supporting and leveraging the brand image of Brooks.
However, the lack of adequate resource allocations affected the capabilities of the
concerned venture in continuing with the effectiveness of the line of products. Again, I
the year 1993, the Rokke Group acquired Brooks with the aim of enhancing the brand
image of the venture (Iveycases.com 2016). However, Rokke Group failed to support
synergies with the other brands of the same organization, which resulted to failure in the
organization (Iveycases.com 2016). Therefore, the acquisitions affected the image of the
concerned venture and the lack of strategic management affected the competitive edge of
the venture while operating in diversified economies.
 The growth of the new entrants in the market has challenged the capabilities of the
concerned venture in continuing with the operations of the same while operating in
different markets (Iveycases.com 2016). The enhanced competition in the markets
affected the capabilities of the concerned venture in continuing with the effectiveness of
the operation in adherence to the development related requirements of the same.
3. A six year plan for Brook sports
 The primary development plan for the concerned venture will be based on the evaluation
of the current issues that are encountered by the same. The evaluation of the current
issues would support the venture in continuing with strategies for upholding the
innovativeness of the venture. The concerned venture might undertake surveys with the
aim of assessing the market structure and the growth opportunities of the same in the
different markets. .
 The planning and consultation with the stakeholders would support the management of
the concerned venture in continuing with insight on the resource based needs of the same

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to implement subtle modifications in the processes. The concerned venture will take steps
to develop collaboration with different supermarkets and retail stores around the world
like Coles in Australia for better positioning of the offerings in the markets.
Alternatively,the concerned venture might take steps to develop apparels with the aim of
diversifying their product ranges and sports accessories.
 The last part of the plan will be dependent on the implementation of the strategies on the
organizational processes. The implementation of the strategies would support the venture
in continuing with the operation in adherence to the demand of the customers.
The section wills thereby discus the detailed development plan that might be considered
by the venture while continuing with the effectiveness of the operations within the timeframe
of 6 years.
Goals Activities Timeframe Person
responsible
Rationale
1. Evaluation of the
market position
 Gathering
market related
data
 Gathering data
from the
internal sources
of the
organization
 Evaluation of
the market
1 year Market
analyst of
the venture
The evaluation of the
market position
would support the
concerned venture in
achieving knowledge
on the different
processes that are
undertake by the
businesses and the
fields where the
concerned venture

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driven data and
comparing the
same with that
of the
capabilities of
the organization
(Juceviciene,
Kazakeviciute
and Petraite,
2015)
 Creation of
reports on the
market driven
data
might emphasize for
improvements
Planning, consulting
and allocating
resources
 Gathering
insights from
the market
driven data
 Planning
different
strategies and
alternative
solutions
2 years Board of
directors,
CEO,
responsible
stakeholder
s
The planning and
consultation with the
stakeholders would
support the concerned
venture in enhancing
the decision making
systems of the same.
Alternatively,the
allocation of the
required resources

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 Choice of the
best solution
 Consultation
with the
relevant group
of stakeholders
(Lawal et al.
2014)
 Assessment of
the capabilities
of the
organization
and continuing
with budget
 Allocation of
the resources in
adherence to the
would support the
venture in continuing
with the efficacy of
the operations.
Implementation of
the modified
strategies and
monitoring progress
 Implementing
the strategies
 Monitoring and
controlling the
progress of the
organization
3 years Project
managers,
quality
analysts
The implementation
of the new strategies
would support the
venture in continuing
with the capabilities
of the same to sustain
in the competitive

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through the
implementation
of the strategies
markets. The
monitoring and
controlling activities
would support the
venture in continuing
with the operations of
the same in the
different markets
(Wu, W. and Bernal
2015).
4. Evaluation of different areas where the organization require investments for
development
The company might take steps to develop appropriate R&D operations for ensuring the
innovativeness. In this relation, the concerned venture might take steps to invest in the different
developmental functions of the R&D department, which would support the venture in
maximizing he scope of operations of the same while operating in diverse markets.
Alternatively,the concerned venture might take steps to develop suitable quality control and
assistance teams with the aim of monitoring and controlling the quality related issues that are
encountered by the same. It would support the venture in retaining the loyalty and trust of the
customers while continuing with their product base in the different countries.

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5. Strategies that might be implemented by the concerned business
The strategies that might be utilized by the concerned venture are being discussed in this
section of the research.
 Lean Management- The concerned venture might take steps to adhere to the lean
management philosophies, which would support the same in reducing the waste that are
generated through the operations of the venture. The reduction in the wastes would
support the concerned venture in optimizing the utilization of the available resources.
 Suitable resource allocation- Suitable resource allocation would support the concerned
venture in continuing with the activities. Allocation of resources would support the
venture in continuing with its resources with the aim of upholding the uninterrupted
functioning the business units. Therefore, the suitable allocation of the resources would
support the same in continuing with the operations.
 Development o R&D operations- The development of uninterrupted functioning R&D
operations would support the venture in delineating the needs of the customers and
thereby initiate the frequent innovative culture in the venture. Continuous innovations in
the line of products will be assisting the venture in maximizing the rate of target audience
for the organization.
6. Conclusion
Therefore, from the above analysis it might be stated that the management of the
businesses are dependent on the uninterrupted functioning of the processes with the aim of
continuing with the operations in adherence of the demand of the customers. In this relation, the

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research delineated the challenges that are encountered by Brooks and the steps that might be
considered by the same for the smooth functioning of the systems.

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References
Iveycases.com (2016). Brooks Sports: Competing against the Giants. [online] Iveycases.com.
Available at: https://www.iveycases.com/ProductView.aspx?id=80774 [Accessed 12 May 2019].
Juceviciene, R., Kazakeviciute, A. and Petraite, M., 2015, September. Technology
Entrepreneurship Competence as a Result of Experiential Learning: Relationship Between
Knowledge, Skills and Abilities. In European Conference on Innovation and
Entrepreneurship (p. 330). Academic Conferences International Limited.
Lawal, A.K., Rotter, T., Kinsman, L., Sari, N., Harrison, L., Jeffery, C., Kutz, M., Khan, M.F.
and Flynn, R., 2014. Lean management in health care: definition, concepts, methodology and
effects reported (systematic review protocol). Systematic reviews, 3(1), p.103.
Wu, W. and Bernal, E.A., Xerox Corp, 2015. Method and apparatus for automated inventory
management using depth sensing. U.S. Patent 9,015,072.