Marketing Strategy of Reebok: Launching a Smartwatch

MKT306 MARKETING STRATEGY

EXECUTIVE SUMMARY
Marketing strategy is long term action course that designed to use allocation of scare of
resources at disposal of company. This present report is based on the marketing strategy of
Reebok company. An entity has been performing in a better manner with sportswear industry in
United Kingdom. USP of this company is to give better quality of shoes for fitness and athletes.
Competitive edge of this organisation lies in initiative taken through this brand in order to stay
aligned with current and emerging trends at marketplace. The macro environmental factors has
been identified which impact on performance level of an organisation. SWOT analysis
determined the threats from rivals and also political adversities in context to BREXIT. This
present report unfold launch of the smartwatch through Reebok company. Cost of this new
smartwatch has been kept and the people of middle class and high class can be afford it.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Environmental Analysis..............................................................................................................1
Evaluation of Current Marketing Strategy / Performance..........................................................4
Analysis of organisation's Competitive Advantage and USP.....................................................5
PART 2............................................................................................................................................5
Product rationale and specification.............................................................................................5
Segmentation Targeting & Positioning (STP)............................................................................6
Recommend marketing objectives and goals..............................................................................7
Identify appropriate marketing strategies, based on application of the marketing mix to chosen
product / brand............................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing strategy is explained as game plan of business for reaching to perspective
customers of services and products which company offers. It is an effective plan that mainly
promote as well as sell service or product. This contains value of an organisation proposition,
data on the target consumers and key brand messaging (Assimakopoulos and et. al., 2017). This
present report is based on the Reebok company. This is an American Footwear and appeal
organisation. This produces and also distributes fitness, Crossfit and running consisting footwear
and clothing. Present report includes two different parts. First part includes environmental
analysis and analysing the present marketing strategy of an organisation. Second part is related to
launching new product through Reebok at marketplace. This consists rationale of product and
marketing strategies on the basis of application of marketing mix of new product.
PART 1
Environmental Analysis
Environmental analysis is explained as strategic tool. This is process of determine all
internal and external components which can impact on performance of business. Analysis entails
assessing threat r opportunity level factors which might be. Under this, internal components
shows weaknesses and strengths of business organisation and on the other hand, external
components indicate opportunities and threats outside business. Reebok is a big brand that has
strong brand image at marketplace (Baker and Saren, 2016). This puts pressure on the
organization to come up with deals that can disrupt at market place and also satisfy the client's
needs and preferences. To overcome this, this corporation's management requires constant
review and assessment of the micro and macro environment. It gives them the ability to
recognise new and evolving opportunities and risks that may impact the company significantly.
With the help of applying the strategic planning methods and business management like SWOT
and PESTLE analysis, Reebok company has been carried out marketing auditing.
PESTLE
It is a framework used to examine as well as monitor macro- environmental factors which
may have profound affect on performance of an organisation. This tool is useful in scanning the
components related to strategic management (Bang, Joshi and Singh, 2016). In this, it is strategic
management tool that mainly used to determine, examine, organise and also monitor the external
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