Analysis of Marketing Strategy for Sporting Footwear : Reebok company

MARKETING STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Marketing audit of sporting footwear and analysis of marketing strategy......................................1
PART 2 ...........................................................................................................................................6
Segmentation targeting and positioning (STP)................................................................................6
Segmentation....................................................................................................................................6
Targeting..........................................................................................................................................7
positioning .......................................................................................................................................8
SMART OBJECTIVES ..................................................................................................................8
RECOMMENDATIONS ...............................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................11

INTRODUCTION
Marketing strategies are used to increase sales of the company and achieve desired goals
and objectives set by it. It involves activities that could either be for long duration or may have
short time interval. Analysis is done to formulate and evaluate strategies in order to acquire
mission and hold competitive advantage at marketplace that would be contributing factor in
success and growth. Development process starts with scanning business environment that may
have several elements which have potential to impact business opportunities (Baker, 2014).
Reebok company has been chosen to analyse its marketing strategy and external and internal
environment that affects functioning of the firm. Pestle analysis will be conducted to study
organizational audit. In the analysis process, factors will be studied that have direct impact on the
growth of any organisation. Strengths and weak points will be discovered by applying SWOT
analysis. Marketing mix will be used that comprises promotional, pricing, place and product
details of the chosen venture. Sub Brand of sporting footwear will be chosen.
PART 1
Marketing audit of sporting footwear and analysis of marketing strategy
Marketing strategy for a company is a process that includes its goals and development
plan. A good marketing strategy incorporates marketing mix with the objective of increasing
profitability of the company and achieving sustainability in marketplace. Reebok is global
company that manufactures footwear, caps, wrist brands, sportswear etc. Products are available
all over the world. It offers quality product which has lead to its success and popularity across
the globe. Marketing audit for the company includes internal and external environments
(Solomon, 2014). For external audit PESTEL analysis can be conducted to identify various
factors that have either positive or negative impact on the organisation. These factors are
responsible in determining business dealings and accordingly strategies can be formulated. It is
also helpful in eliminating threats that have possibilities to affect marketing strategies of the
venture.
PESTEL Analysis of Reebok are as follows: Political factors: US government has introduced many changes in order to develop
enterprise in the country. It appreciates companies that has expanded their businesses
internationally. When a firm gets favourable condition for expanding business they
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introduce their products and services into market. Reebok launched its products in India
and China where the demand of the commodity has been raised over the last years. Every
country has their own rules and laws for the countries that wants to expand their venture
which helps in creating employment opportunities for many people. With tax collection,
revenue is generated for the associated country. Reebok expands its business by keeping
such factors into consideration (PESTEL Analysis of Reebok, 2016). Its focus is on
financial performance, innovation and productivity in apparel designs and acquiring
excellence in implementation of goods. Economic factors: Reebok has the largest sale of footwear worldwide. Company designs
products by targeting middle class people so that products are affordable for them as
well. Products are available for both men and women. Lifestyle of the people has got
attention and consequently apparels are designed so that customer needs can be fulfilled.
GDP growth rate of the Reebok was 7.3% in 2012-13 year which was increased by 6.8%
as compared to previous year. Inflation rates faced downfall by 6.8 % as a result of strong
policies. Social Factors: Reebok has designed various policies to encourage people who
participates in sports events (Fan, 2015). Youth of every country takes part in several
competitions for which they look for clothes which could provide comfort to them.
Reebok has collaborated with many sports organisations to promote their products. Technological factors: Website of its brand has been developed by Reebok where entire
range of products is available. It comes up with new and innovative products every time
to attract consumers. Online shopping facility has also been made available by it to
facilitate customers to buy at their own place reducing excursion of moving into stores. Environmental factors: Reebok has always tried to maintain standards so that
environmental impacts can be minimized. It always keeps checking it machineries and
equipments to ensure they do not have negative impact on environment. Company
follows rules and regulations of the associated country (Sari, 2017). Every year
innovations are brought up by the company to maintain consistency in the commodity.
Usage of the latest trends of the markets helps any organisation to be unique in its items
and also helps in gaining customer satisfaction.
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