Marketing Strategy

Marketing strategy.

Executive summary
The report has been based on marketing strategy of Reebok. The aim of this report is to
increase sales of company by launching new product line with proper environmental analysis.
For environmental analysis report has highlight PESTLE and SWOT analysis. Report had been
highlight current performance of Reebok company and comparison of competitive edge by
comparing sales of Reebok and Adidas. The second part of report has give introduction of new
product which is Ree Life Green Shoes4all with its benefits to customer and company. This has
also includes segmentation, targeting and positioning of company as per new product as well as
build marketing strategy by applying marketing mix.

Table of Contents
Executive summary..........................................................................................................................2
INTRODUCTION...........................................................................................................................4
PART 1............................................................................................................................................4
Environmental analysis...............................................................................................................4
Evaluation of current marketing strategy and performance........................................................6
Analysis of organization competitive advantage and USP.........................................................8
PART 2..........................................................................................................................................10
Product rationale and specification...........................................................................................10
Segmentation, targeting and positioning...................................................................................11
Marketing objectives and goals.................................................................................................12
Appropriate marketing strategy with application of marketing mix.........................................13
CONCLUSION .............................................................................................................................15
REFERENCES..............................................................................................................................16
A Comprehensive Analysis. 2018. Online. Available through:
<https://www.mbaskool.com/business-articles/marketing/9995-reeboks-rebranding-a-
comprehensive-analysis.html>......................................................................................................16
SWOT analysis of Reebok. 2019. Online. Available through:
<https://www.marketing91.com/swot-analysis-of-reebok/>.........................................................16

INTRODUCTION
Marketing strategy refers to an overall business plan for reaching consumers and turning
them into a customer of the products and services to the business provide. This creates more
effective marketing plan for company to launch their new product and service at marketplace
place in order to attract more customers. The present report is based on “Reebok” which an
American footwear and apparel company. The company is deals in different range of footwear
products. The report will divide into two parts such as first of report includes environmental
analysis by using techniques. This will also evaluate current marketing strategy and performance
of company as well as analysis of organization competitive advantage and USP. The second part
of report will introduce new product range of company with rationale and specification. This will
also provide benefits of new product to company. This will include segmentation, targeting and
positioning by recommended marketing objective and goals. At the end of report will include
marketing mix of company for giving proper marketing strategy.
PART 1
Environmental analysis.
Environmental analysis is very important and effective part of the company which is
helps to shows what external factors has affect to business from outside. On the other side, this
also helps to analysis internal strength and weakness of company and external opportunity and
threat (Érus, 2016). For that here is use PESTLE analysis and SWOT analysis model of company
in order to increase knowledge of environment. Those are as follows:
PESTLE analysis of Reebok company:
Political factor:
This factor plays a huge role in not only investment decision by the transactional
corporation but also by companies such as Reebok company. The role of local governments are
highly influential in the policy making process and implement various policy and regulations
which are enforce agencies mostly report to local government in their own states regarding
various laws which can affect to company and its growth in both negative and positive manner.
Economic factor:
Economic factor of a country and region have a direct impact on potential attractiveness
in the given market (Sadgrove, 2016). This affects by higher inflation rate which is affect to
demand of products with Reebok. Inflation rate is increase then price of product is also increased

and customers are influence. On the other side, if it decreases then price of product is also
decreased and customers are more attract.
Social factor:
This factors like demographic trends, power of structure in society. The changes in
customer taste, preference and needs are affect to company in negative manner because through
that customers are moved towards other brands. This is not good for company, in that case
management need to consider all current trends in their footwear products to satisfied customers.
Technological factor:
Technology is fast disrupting business models across various industry. The empowerment
of supply chain partners is helps to company to bring in more transparency and make supply
chain more flexible (Schmid and et.al., 2018). With the help of this company is able to provide
products and services on time at stores. On the other side, if company is not follows the proper
supply chain management then it affects to business because through that products are not reach
to customers.
Environmental factor:
This factor is fast gaining traction not only among consumers but also regulate more
regulations and policy-maker. Influence of climate change is impact to Reebok company and its
business model and supply chain. Like their supply chain is not flexible then that can lead
bottleneck when shipments from one part of the world delays because of sudden climate changes
which is not good for company.
Legal factor:
The legal factors often govern conditions enter into the market, laws to operates in the
market and procedure to resolve any dispute with other stakeholder. The health and safety law is
affect to business when their employee is injured at the time of work (PESTLE analysis, 2016).
In that management need to provide proper compensation to employee against of their injuries. If
company is not provide that compensation then its is affect to business in negative manner by
creating negative image in employee and customer mind.
SWOT analysis:
Strength:
 Reebok have a clear segment to offers their product and services to customers. That is the
main strength of company. This helps to produce products as per segment.

 The company added good quality of features and design in their product which give
positive impact on customers.
 High customer engagement for that company is use proper social media app to reach out
customers in a boost top improve customer engagement.
Weakness:
 Reebok has the biggest weakness which is poor awareness which is create issues for
knowing needs and wants of customer (SWOT analysis of Reebok, 2019).
 The sportswear segment is so competitive which brand are trying their best to
commercialize their interest.
Opportunities:
 Reebok can look at the new markets by moving new categories like ethic designs, women
and kids shoes.
 Niche areas like fitness because today there are various niche market categories like
combat, dancing, training and others shoes.
Threat:
 The higher competition at the market place is the higher threat of Reebok. Their
competitors are Nike, Adidas and Puma (Neupane, 2015).
 Reebok also face serious threats from the cheapest imitation which are sold at throwaway
prices.
Both the theories are reflects proper environmental analysis either internal or external. Through
that company gain various knowledge about products and services opportunities and threats.
Evaluation of current marketing strategy and performance.
The marketing strategy and performance analysis is another important and effective
strategy which is helps to make proper and effective growth of company by knowing its market
growth, sales trends and profitability (Sharma and Sehgal, 2015). This helps to know about the
current performance of Reebok at market place. Those are as follows:
The marketing strategy creates a main advantage for company to understood need and
wants of customers in very well manner.
Sales trends of Reebok:

Sales trends are helps to sales products and services at marketplace by using proper and
effective trends. The company follows various sales trends which are help to Reebok to attract
more customers towards company for increase their sales and profits margin. Advertising and campaign is the best and effective sales trend which is helps to update
customers about products line. Through that customers have a proper details about
product and services. Sales promotion is another sales trend of Reebok. This help to increase engagement with
customers by using social media apps and other webpages (Ranjan, 2016). In that
company is put details about product on social media because nowadays customers are
more update on social media platform.
 Events and sponsorship is to cater to its major market sport playing people. Reebok is
sponsor national and international player for more advantage. This helps to create good
and effective opportunities for company.
Market growth:
Reebok was founded in 1890 and it grew to be one of the world largest sports goods
manufacturing company. From the foundation date to till data company is grow continuously in
the market place by offering different range and categories of footwear. This helps to attract
more customers as per the growth of company.
The above graph is stated that, the company is continue decreases in the market place. In the
2012 brand value of company is 1.2 billion but in the 2017 is 0.8 billion which is decrease. This
Illustration 1: Market growth
(Source: A Comprehensive Analysis, 2018)

has not good for company and its health. This creates more impacts on the business and its
performance. The sales of company is also decrease as compare with 2006 year. This creates
more negative impact on business. As per the above graph, sales of Reebok in 2006 was 2000
million but in 2013 its decreases as compare with past years sales. This is not good and best for
Reebok.
Profitability of Reebok company:
The sales and value of Reebok company is decreases then profit of company is also
decreases at market place. This creates negative impact on business and for its growth factors.
The profit margin is lower than compare to another brand. That is good for company health. The
logo of company is also changed as per the segment which is comprises the fitness seekers they
have left behind pro.
Analysis of organization competitive advantage and USP.
The competitive analysis of company is important which is help to know accurate market
performance of Reebok as compare with their competitors. That is helps to make strategies for
company to launch new products and for increase sales of company in an effective manner. The
main competitors of Reebok is Adidas, Nike, puma and others. They are the main competitors of
company and their sales and brand values also high (Tasnim, 2018). The critical comparison of
competitive edge for Reebok are as follows:
Reebok company is launched new product line in 2008 which easy tone shoes worldwide.
Through that, promotion and advertisement, claimed that shoes strengthened. After, some time in
the market, before long customers are realized that the shoes failed to show results. The net sales
of Reebok company is decreases as compare with another companies. Here is select Adidas V/S
Reebok.

As per the above graph, sales of Reebok company was continuous decrease as compare
with Adidas. As per that sales of Adidas is continuously increased at market place. The
companies are more growth at market place and affect to Reebok company and its growth factor.
Here is also analysis of both brand for comparing in proper manner which are as follows:
Basis Reebok Adidas
Product line The company have great
product line which is fulfilled
every age groups needs and
wants relating to product and
services (Väyrynen, 2019).
The company is produce
Shoes, Sunglasses, Watch,
track suit, small bags and T-
Shirts.
The company is also deals in
Jerseys, shorts, shoes, gloves
and others. Through that
customers are highly attracted
towards business for its growth
factor.
Sales strategy The company have various
sales trends those are helpful
for giving information about
product to customer. Sales
trends of company are sales
The company is sales product
through online and offline
stores. Through the help of
online shopping customers are
highly able to order their

promotion, advertisement and
events.
product in shorter time.
Those are the effective and valuable analysis for company to manage effective sales. The
competitive analysis is help to company in order to know about their competitors strategy and
effective role. With the help of this, company able to analysis their performance at market place
with new growth factors.
PART 2
Product rationale and specification.
The new product range for company to use Ree Life Green Shoes4all. This is effective
and valuable for growth of company in order to obtain performing shoes with a lower price. This
helps to achieve a market for green products by promoting the green added values of the
innovation rules methodology (Sadgrove, 2016). This helps to create possible growth for
company in an effective manner by creating green shoes for all. Now days people are think about
a green product for sustainability of industry and environment by protracting environment.
Rationale:
Rationale for select green shoes of Reebok company to protect environment and sustain
market growth of company. This helps to protect environment in an effective manner by using
proper effectiveness. This helps to demonstrate new recycling routes in company. This product is
help to attract more customers because this product line and segment is quite new and attractive.
The rationale to select this product is to make proper effective sustainability and replicability of
the project to other sector. This product line is also helps to increase profit margin of company as
well as sales. This is effective and valuable for company to measures effectively.
Features of new product i.e. Ree Life Green Shoes4all:
The some features of new product which is launches by Reebok company which is help
to protect environment and increase sales of company because present days customers are more
environmental friendly.
 This product made through natural product and raw material. This help to improve their
ability to withstand heat waves and extreme rainfall. This footwear is made by using
natural raw materials.

 The woman are like to select heels for wear footwear. In that, company change shape of
shoes through that woman are easily worn those with high heel. This is comfortable for
woman.
 The top quality of lasting process for comes relative newcomers.
 This made by reducing the carbon footprint (Goodman and Hawkins, 2015).
 Environmental footprint category rules methodology.
Benefits with new product:
 First, this helps to protect environment in effective manner.
 This help to attract customers about Green product and services.
 This helps to increase level of sustainability and innovation in shoes production and
recycling products.
 Increase consumption of goods and services.
 Increase profit margin of company as well as sales.
 Creates positive impact and image at marketplace and in customers by manufacturing and
launching new product line.
Those are the benefits for company with new product. This creates company to gain more
benefits at market place for collecting proper and effective uses of growth.
Segmentation, targeting and positioning.
The Reebok is an American apparel and footwear company. The company product
distributes ranges products for running, fitness, footwear and clothing (Armstrong and et.al.,
2018). Reebok is faces various issues and problems in marketplace by decreasing their sales of
product and services which is analysed by environmental analysis and competitive analysis of
company. As per that, here is introduced new product for company in order to increase their sales
i.e. Ree Life Green Shoes4all product. This product is best and good for company to increase
sales by sustain environment as well as protect that in effective manner. For the new this session
find and discussed segmentation, targeting and positioning for company. Those are discussed
below by using STP model in effective manner.
Segmentation:
Segment is helps to produce product and services for specific class of people. The
segment of company is demographic segment. In that company is produce as per age of people
as well as target to those people and customers who wanted to be fit and adventurous as well as

environmental friendly. It offers a range of products on footwear like fitness equipment and
apparels for men, women also for kids. The range of product are depends on age group of people
and customers.
Targeting:
This helps to focusing on customers have been the important part of Reebok designs of
the products and also its marketing strategy (Longbottom and Banwait, 2016). The urban
customers are upper middle class are the target market. The company is target to youth and old
people who love environment more and wanted to fit by using quality of shoes products and
services. The Reebok is introduced Ree Life Green Shoes4all, its become a more exclusive
provider of apparel footwear and accessories for the brand products and services.
Positioning:
The company have a unique position in market place and it understands that customers
are unique and has the different requirements with company. The company is celebrates their
position and quality of people authenticity and individuality (Érus, 2016). With the help of new
product which is Ree Life Green Shoes4all is also creates a positive position in market with
uniqueness because youth thinks company try to protect environment in effective manner.
With the help of this, company is able to produce product and services at marketplace as
per segment and target of company. This creates importance and benefits for company by
launching new product line in new segmentation and targeting customers.
Marketing objectives and goals.
The product which is introduced by Reebok is Ree Life Green Shoes4all. The aim of this
product to implement the footwear environmental footprint methodology and to develop efficient
eco-design, recycling and manufacturing solutions. Reebok has great mission which is always
challenges and lead through creativity (Goodman and Hawkins, 2015). On the other side, vision
of company is to fulfil the need of potential customers by offering new products range which is
Ree Life Green Shoes4all. This helps to obtain performing shoes with lower price of product and
services. Objectives and goals of company as per new product and services are as follows:
 To increase 20% sales of product till the end of 2020.
 To increase 10% investment on research and development department within the 6
months.

 To implement a Footwear environmental footprints with rules methodology in to be
applied on different style of footwear.
 To promote Eco-design mentality and footwear.
 To increase the 30% value of brand at market places.
 To increase 20% market share at market place within the 8 months.
Appropriate marketing strategy with application of marketing mix.
Marketing strategy is most important and effective part of the company which is helps to
management for manage their strategies at market place. This helps to make proper and effective
marketing plan as well as help to achieve objectives of company in effective manner by
considering proper requirement of market. For that, here is build appropriate marketing strategy
with the application of marketing mix which are as follows:
Product:
The product is more important and effective marketing strategy of company which is
helps to attract more customers towards business in order to increase sales and profits margin of
Reebok company. The company is deals with the production and later distribution of products
which are related to sports and fitness (Longbottom and Banwait, 2016). This creates more
effectiveness for business by getting more profit. The products of company are Jackets, Watch,
Bags, Shoes. In the shoes have various categories moving air Reetone shoes, training shoes,
running shoes and others.
Place:
In order to establish its brand image and brand presences in the global market, company
is sales different types products and services at various place. The company uses online and
offline platform. That is helpful for managing effective and valuable growth for company. With
the help of this company is able to target each customers segment through online stores. On the
other side, physical store is helps to see the product by customers. This provides a visibility to
their customers.
Price:
The pricing strategy is important elements of company which is help to attract more
customers at market place. The pricing strategy is also helped to customers for make purchasing
decision for product (Neupane, 2015). The company should use penetrating pricing policy at the
start. In this price of product is lower in starting and it will increase as per market demand. But in

case of launching new product at market place company should use skimming pricing strategy.
In this price of product is higher for their superior products. As per that customers are able to
understand quality of product and services.
Promotion:
A promotion is the best strategy which is help to customer for familiarize with product
and services with vision and goals of company. The promotional strategy helpful for giving
effective impact on customers mind by using proper promotional strategy (Armstrong and et.al.,
2018). For that company using advertisement channel, posting details of product and services on
social media, YouTube channel and building strong relations with customers are highly helps to
company.
People:
People are important aspects of company they are gives hard contribution in company for
achieve goals and objectives of company. For that, company have to hire employees for produce
Ree Life Green Shoes4all products. As well as provide training to marketing employees in order
to give knowledge to customers in effective manner. The people of company are highly able to
handle any problem of company.
Process:
The company uses online stores to sales its products a service at market place. In that
company have to follow proper process for taking order of product with customers. In that
employees need to check proper details about client requirement like size, colour, product and
other (Sharma and Sehgal, 2015). This helps to deliver product on time by following proper
guideline of customers.
Physical evidence:
The physical evidence is main aspects which gives positive impacts on customer in
effective manner by using proper and effective requirement. The best physical evidence which is
given by Reebok that is Green Shoes4all.
This marketing strategy is help to company Reebok to sustain their growth at market
place by selling new product at marketplace. This will also help to increase sales and profit
margin of company in effective manner.

CONCLUSION
From the above study it had been concluded that the marketing strategy has very
important and effective part of company which has helped to achieve goals and objectives of
company. The report had covered an environmental analysis of company by using PESTLE and
SWOT model. That reflected external and internal factors had affected to business. Here has also
analysed current performance of company like market growth, sales and profitability. This has
included that the comparison of competitive edge of company with their competitors. The second
part of report has introduced new product which Ree Life Green Shoes4all in order to increase
sales and profit margin as well as included benefits with that. This has also included that the STP
model for analysing segmentation, targeting and positioning of company as per new product. At
the end of report, highlight the marketing strategy by using marketing mix.

REFERENCES
Books and Journals
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positioning of a Company: Choosing the winning marketing strategies for Reebok.
Goodman, E. and Hawkins, A., 2015. New Business: Next Steps: The all-in-one guide to
managing, marketing and growing your small business. Pearson UK.
Longbottom, D. and Banwait, K., 2016. Gamification: using game technology for marketing
research. In Alternative Market Research Methods (pp. 223-253). Routledge.
Neupane, R., 2015. The effects of brand image on customer satisfaction and loyalty intention in
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Management. 2(1). pp.9-26.
Ranjan, W., 2016. A study of analysing strategic changers and organization environment in
adidas inc organization.
Sadgrove, K., 2016. The complete guide to business risk management. Routledge.
Sadgrove, K., 2016. The complete guide to business risk management. Routledge.
Schmid, S. and et.al., 2018. Adidas and Reebok: Is Acquiring Easier than Integrating?. In
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Sharma, M. M. and Sehgal, S., 2015. Indian Textile Industry: A SWOT Analysis. Journal for
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Tasnim, Z., 2018. HRM Practices in Babylon Group Limited.
Väyrynen, I., 2019. What are the different approaches that global companies have towards local
marketing in the Nordic region and their driving forces? Case study of Reebok and
Beiersdorf.
ONLINE
A Comprehensive Analysis. 2018. Online. Available through:
<https://www.mbaskool.com/business-articles/marketing/9995-reeboks-rebranding-a-
comprehensive-analysis.html>
PESTLE analysis. 2016. Online. Available through: <https://freepestelanalysis.com/pestel-
analysis-of-reebok/>
SWOT analysis of Reebok. 2019. Online. Available through:
<https://www.marketing91.com/swot-analysis-of-reebok/>