Business Strategy for Rebook: Situational Analysis, Internal Analysis and Recommendations

This report focuses on the business strategies implemented by Rebook to gain long-term success in business. It includes situational analysis, internal analysis, and recommendations for future strategy.

Running head: BUSINESS STRATEGY
Business strategy
Name of student
Name of University
Author note
Table of Contents

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BUSINESS STRATEGY
Introduction......................................................................................................................................3
Vision and Mission Statements plus Corporate Objectives.............................................................4
Situational Analysis.........................................................................................................................5
Macroeconomic Analysis – environmental scanning..................................................................5
Industry and Sector Analysis.......................................................................................................8
Internal Analysis..............................................................................................................................9
Task Culture...........................................................................................................................10
Person Culture........................................................................................................................10
Role culture............................................................................................................................10
Implementation of the Marketing Strategy....................................................................................13
7Ps strategy of Rebook..............................................................................................................14
TQM...........................................................................................................................................16
Celebrity endorsements..............................................................................................................16
Performance analysis: financing of company operations..............................................................16
EPS Growth Rate:......................................................................................................................16
ROAE:........................................................................................................................................16
Credit rating:..............................................................................................................................17
Image rating:..............................................................................................................................17
Stock price:................................................................................................................................17
Balance scorecard:.....................................................................................................................17

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Corporate Social Responsibility and Citizenship..........................................................................17
Recommendations for Future Strategy..........................................................................................18

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Introduction
The individual reflective strategy report is presented to focus on the business strategies
that are implemented by Rebook to gain long-term success in business. To do so, I recommend
development of new plants and machineries with the availability of enough budget for keeping
the good quality of products consistent and at the same time, target the middle class market
segments in areas of North America, Asia Pacific regions, Africa and Latin America regions too.
It is important to check the various strategies that can be implemented for conducting the
situational analysis and even analyse the internal business operations and other aspects of the
company in United Kingdom (Crane and Matten 2016). It is also important to check the
feasibility of various strategic decisions made and ensure that the best results are obtained within
no time. The performance analysis will be done by assessing the financial measures undertaken
to manage the business operations and processes while the corporate social responsibility
techniques allowed for remaining socially responsible and committed to the benefits of the
community (reebok.com 2018).
The global athletics foot ware market should grow and achieve the target of more than
$114.8 billion within the year 2022. The footwear market is quite attractive and covers a huge
percent of the market share. The products of Nike are designed for people who are mainly
engaged with sports and other outdoor activities. The volume of consumption of foot ware
products shows significant trend within the industry and people of different ages from all over
UK have considered this fashion and casual foot ware effective for the fulfillment of their needs
and requirements (Pagani 2013). This market is quite competitive and so to enhance the brand
name and image, Rebook has made huge investments in marketing channels to enhance the

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brand’s market presence and attract consumers. There are competitors as well along with
environmental issue that may be generated due to the utilization of synthetic rubber and raw
materials, which can be major challenges for the global foot ware market too (Iacob, Quartel and
Jonkers 2012).
Vision and Mission Statements plus Corporate Objectives
The vision of Rebook is to provide the professional sports persons and young individuals
who are engaged in sports activities with good quality shoes and accessories. The vision also
stands for delivering them what they need to perform to their potential in sports. It is also the
responsibility of the company to make the consumers achieve greatest heights by using the shoes
delivered to them, which they previously thought were difficult to achieve (Wang and Verma
2012).
The mission is to challenge and lead through innovation and creativity. It is the
company’s mission to develop good quality products and implement effective marketing
techniques for improving the potential of the brand and challenge conventions by making people
reach their potential to perform (Eva et al. 2014).
The major corporate aims and objectives are:
 Most important corporate objective is to dominate the various foot ware market segments
present in North America, Asia Pacific and Latin America.
 To predict the outcomes and establish a proper culture for strengthening the management
team efficiency
 To enhance visibility of the products and services delivered through effective
advertisements and consumer retail market campaigns

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 The company’s major objective is also to enhance the quality market share and contribute
to the growth in economy of UK
Situational Analysis
Macroeconomic Analysis – environmental scanning
The macro environmental analysis means scanning the external environment by using the
PESTLE analysis, analyzing the business cycle processes and evaluating the rates of exchange
and locations preferred for managing the processes of manufacturing and production (Subic et al.
2012).
PESTLE
Political
The consumption of products is good, because of which, Rebook has introduced its
products in UK and also in India and China for business expansion globally. Various laws, rules
and regulations are implemented for improving the business processes’ efficiency and ensure that
the level of unemployment is reduced and at the same time, revenue is generated through
collection of tax put on the products and services or during the import and export activities
(Cheah et al. 2013). The rules and regulations were followed by the company and it also
managed good relations with the political bodies for improving the financial performance and
create a sustainable position in the market.
Economic
Rebook is one of the most popular brands known for its wide range of good quality
footwear products and sports products. The products are both premium and mid ranged products

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that have been categorized for the different market segments. Rebook showed a GDP growth rate
of 8 %, though with the fiscal deficiency and falling down of currency prices, the financial
markets have experienced a lot of pressure (Tanwar 2013). Rebook has delivered footwear
products of international brands targeted towards the middle class market segment for fulfilling
their needs and requirements.
Social
The brand products are promoted through sports events and the young generation
customers are attracted as well. Due to this, the sports foot wear brand has enhanced its brand
image and name and made the customers maintain a healthy lifestyle. Employment opportunities
are provided along with good quality sports shoes that can made them carry out their sports
activities with ease (Mahdi et al. 2015).
Technological
With the technological improvements, the quality of products has improved and online
marketing techniques have allowed Rebook to grow consistently by achieving growth rate of
nearly 40 percent. The brand awareness among people has increased and the new technologies
implemented have also resulted in continuous innovation. The new and unique products have
fulfilled their demands and enabled them to remain passionate for their most favorite sports
(Geurin and Burch 2016).
Legal
Based on the Government and local policies, Rebook has paid taxes and fulfilled the
requirements for labor wages act too, based on the rules and regulations implemented by the UK

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Government. Abiding by the laws, rules and regulations has also helped in managing the supply
of products and ensure generation of good amounts of revenue. The legal policies should be
maintained for ensuring that the brand products were sold globally too (Snipes and Pitts2015).
Environmental
To maintain the environmental standards, Rebook has developed environment friendly
product for creating lesser harmful effects on the environment. To contribute to the environment,
the brand has managed safety and health standards for keeping the workplace safe and also the
environment clean and healthy where people are staying (Singh 2013).
Business lifecycle
The business lifecycle starts from the process of manufacturing and production until the
delivery of products and services to its customers. It is represented in a graph that shows the
consumption level compared with the revenue generated. During the economic recession, the
consumption tends to decline, which can affect the production, profit level and level of
investment made. With time, the spending by consumers increase, furthermore increases the
level of investment and generates high level of revenue, though there is shortage of labor. There
would be more employment with the growing business opportunities, which could improve the
expenditures and enhance the rate of production too (Ojo 2012).
The locations where the products are manufactured include USA, UK and most the raw
materials and resources are supplied locally. This has helped in maintaining athletic life styles
and kept the individuals more inclined towards sports activities (Nongo and Ikyanyon 2012).

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Industry and Sector Analysis
The industry and sector analysis, on the other hand, could be done with the use of Porter’s five
forces strategy, generic strategy and evaluating the different strategic groups too.
Porter’s Five Forces
The five forces are threats of new entrants, threats of substitute products, bargaining
power of consumers and suppliers and competitive rivalry (Buble 2012).
The threat of new entrants is low because of the high cost incurred while developing the
brand name and image. It has helped the company to stay ahead of the competitors and remain
unaffected from the new products delivered by some other companies. Due to the higher
economic scale, the company has a competitive edge over its competitors and it has created more
scopes for distributing the sports footwear products properly (Choi and Rifon 2012).
The threat of substitute products is medium because the customers who are involved with
sports activities have lesser alternatives when compared to the products offered by Rebook. The
prices of products are kept lower, because of which this force has created medium effects on the
organisation (Sola 2012).
The bargaining power of consumers is high because with the rise in prices of footwear
iems, customers might look for alternatives. The switching costs are low and the availability of
substitute products have further contributed to the high bargaining power of theirs.
The suppliers’ bargaining power is low, because they have been kept satisfied by
fulfilling their needs and requirements and this has facilitated the processes of manufacturing and
production largely (Kim, Lee and Prideaux 2014).

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The force that affects the business functioning most is the presence of competitive
rivalries. There are competitors like Nike, Adidas, etc. that have given stiff competition to the
market. The force is influenced by lower growth market, aggressiveness of competitors to enter
new market segments and this has prevented the organisation to gain competitive advantage and
higher profit level too (Tuan 2017). The generic strategies of Porter’s are cost focus, cost
leadership, differentiation focus and differentiation. The model was followed to ensure that the
products and services delivered could be differentiated and the buying behaviours of consumers
could be influenced.
Internal Analysis
As a marketing analyst, I recommend utilizing McKinsey’s 7, Johnson’s cultural web
strategy, Value chain analysis, Kaplan and Norton’s Balanced Scorecard, etc. With the use of
SWOT framework, I could determine the strengths, weaknesses, opportunities and threats and
integrate those with the strategic matrix present in the Telescopic Observation model. To remain
competitive within the diversified and changing business environment and based on the various
market conditions, SWOT analysis framework is used. It has not only allowed for identifying the
business strengths, weaknesses, opportunities and threats but also has resulted in developing
various management techniques for facilitating the process of decision making with ease and
effectiveness (Brammer, Jackson and Matten 2012). The Telescopic observation, on the other
hand, can help to focus more on the structure and ensure that relevant amount of information and
knowledge are obtained to formulate strategies and make decisions.
Handy’s Organisational Culture
The culture, according to the Handy’s organizational culture model, is categorized into
power, task culture, person culture and role culture. Rebook has followed the role culture to

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make the employees contribute to the organisation largely and generate more revenue in
business.
Power culture
For the power culture, the most important persons within the workplace are assigned with
the roles and responsibilities to make decisions and the subordinates need to follow their
judgments and instructions provided by the superior management individual at Rebook (Gorin et
al. 2012). The staffs are not allowed to make decisions without following the rules and orders of
the manager or leader of the organisation.
Task Culture
I n case of task culture, teams is formed for accomplishing the business goals and
objectives and work in coordination, as a team. Because of the presence of multiple members
within the team, they must contribute equally for brining innovativeness and accuracy in the
business outcomes derived.
Person Culture
The person culture allows the employees to make decisions properly and at the same time
understand their own roles and responsibilities to move in the right direction for business
success. This is not an effective culture because the employees work for their own benefits
without much focus on the organisation’s successful management of business operations
(reebok.com 2018).
Role culture
Rebook follows this kind of culture because the roles and responsibilities are assigned to
the employees based on their skills, knowledge and expertise level. This is done for providing
them convenience to do work and gain ownership of the tasks that have been assigned to them.

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Mckinsey’s 7s strategy
The various elements of Mckinsey’s 7s are strategy, structure, systems, shared values,
skills, style and staffs.
Strategy: The marketing strategies implemented are aligned with the telescopic observation
strategic framework for utilizing the strengths of the company and gain competitive advantage in
business.
Structure: The hierarchical structure of the organisation is suitable for managing the various
departments and ensures that all the staffs and employees perform to their potential to bring out
the best from each of the departments (Wang and Verma 2012).
Systems: The systems mean various activities managed by the organisation.
Shared Values: The shared values and beliefs mean maintaining a good corporate culture and
maintain ethics and values within the workplace, which is present at Rebook.
Style: The democratic leadership style is followed to make the manager or leader obtain the
opinions and responses of the employees prior to making decisions in business.
Staff: Rebook manages its human resources properly by providing them enough skills through
training for making them contribute to the organisation’s welfare.
Skills: The skills and knowledge are improved by providing them training and developmental
sessions and this allowed them to work harder (Iacob, Quartel and Jonkers 2012).
SWOT analysis

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Weakness Opportunities Threats
There are many
substitutes available at
lower prices, which
create difficulties for
the costly products of
Rebook.
Due to the popularity,
the company often
faces controversies
that creates negative
brand image.
There are scopes for
expanding products in
the kid’s section.
More sports
accessories and
lifestyle products
must be available.
The company must
provide better scopes
for increasing interest
among athletes and
manage growth in
economy too (Eva et
al. 2014).
Competition by the
global brands weaken
the sales of Rebook.
The fluctuations in
currency rates and
fake imitations are
other threats faced by
the company.
Adidas often creates
threats for Rebook by
diverting their minds
from Rebook to
Adidas.
Strengths Strengths to
weaknesses
strategies
Strengths to
opportunities
strategies
Strengths to threats
strategies
One of the largest
athletic footwear
company that
combines technology
and safety for
Celebrity
endorsements are
done by other rivalries
in the athletic
Due to wide network
for distribution, it
would be easy to
generate more sales
Rebook’s positive
brand image and wide
distribution network
could also backfire

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ensuring health and
fitness of the sports
persons.
The products are
available in mid and
premium ranges, thus
making it suitable for
every market
segments.
Celebrity and
sportsperson
endorsements have
enhanced the brand
image and reputation.
It has a wide network
of distribution.
footwear industry too,
which can create
difficulty for staying
afloat in the
competitive business
environment (Subic et
al. 2012).
and even expand
business globally.
sometimes and create
controversies, which
might even damage
the reputation of the
company (Cheah et al.
2013).
Implementation of the Marketing Strategy
As the foot ware industry is a highly competitive market, implementing the right kind of
marketing strategy is essential for enhancing the brand image, name and spread awareness
among the customers regarding the brand products and services delivered. The 7Ps of marketing

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mix could be used as well for evaluating the product, price, place and promotions, people,
processes and positioning (Tanwar 2013).
7Ps strategy of Rebook
Product
Being one of the most popular sports footwear company, Rebook’s products mainly
include Reetone, ReeZig, Ree Train and other sports accessories that can make people obtain
strengths through physical exercises and at the same time, flex their muscles and become agile.
This allowed them to work harder and these shoes also served as effective casual sportswear that
could make people walk, run and carry out exercises and other athletic activities with utmost
ease (Mahdi et al. 2015).
Price
The prices are kept higher for the premium products whereas the price skimming strategy
has been followed to penetrate new market segments and fulfill the demands of consumers. The
low prices were set through without compromising on the quality for ensuring that customers
could get value for money products along with the best quality services.
Place
It has a string brand and name in the global market and operates in United Kingdom as
well as in USA, China, India, etc. To improve the retail supply chain, investments were done in
the infrastructure distribution for creating a good environment and set up the stores in places that
could be convenient for the customers to make purchases (Geurin and Burch 2016). With vast
improvements in technology, online purchasing system has made it easy for the company to
distribute products and services and sell the products through other portals as well.
Promotion

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Promotions were done through advertisements and by involving social media to enhance
the brand name and image. The brand has been endorsed by popular celebrities worldwide to
influence the buying behaviors of consumers who are interested in sports activities. The
promotional campaigns also enabled participation of huge numbers of consumers, thereby
allowing to spread their positive messages to others, furthermore keeping customers informed
with the kinds of products and services delivered by Rebook, UK (Snipes and Pitts 2015).
People
The employees are important stakeholders in business too, whose roles are to manage the
manufacturing, production and delivery of products and services to the customers. Based on their
skills, knowledge and expertise level, new products’ attributes are added to enhance its quality
and ensure satisfaction of the customers as a whole (Singh 2013).
Process
The processes include research and development activities, customer focused activities,
operations and processes supported by implementation of information technology and business
led processes for improving the design and architecture of the project. The processes are
managed with the focus on satisfaction of the customers.
Physical evidence
The physical evidences included the contract agreements between staffs while managing
the sales activities, process of packaging products and services, creating an online presence
through involvement of social media and enhancing the experiences of customers by providing
them knowledge and information about the new products and services delivered online (Ojo
2012).

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TQM
It is often seen that the products nowadays are not of good qualities and though the
styling remains same. The shoes worn out and are even sold at cheap prices during sales that do
not meet the criteria for quality standards. The Total Quality Management or TQM does not only
means improving the quality of products and services but to create a good environment within
the workplace where people can dedicate themselves fully for the business benefits (Nongo and
Ikyanyon 2012). This would also improve the ability of the organisation to deliver the best
quality products and services and keep the customers satisfied.
Celebrity endorsements
Few poplar sports persons and celebrities including Ariana Grande, Nina Dobrev, Usain
Bolt and other well known sports persons have enhanced the brand image and awareness among
the customers.
Performance analysis: financing of company operations
The performance of an organisation is measured in terms of the amount of profit obtained by the
company and financing the business operations and processes (Buble 2012).
EPS Growth Rate:
Earnings per share (EPS) are the ratio ascertaining growth rate of an organization. It is
the financial performance measurer of an organization (Damodaran 2016). The relative growth
rate of EPS during the last reporting period of 11-15 indicates good financial performance of the
organization. The performance analysis of Reebok shows the increased asset investment caused
due to debt, inflation and retained income. The major factors determining the EPS growth are
operating and financial leverage. The analysis reveals that the EPS growth rate of our firm will

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increase by 5% thereafter annually. It is further estimated that operating leverage contributes
maximum for the positive growth rate that is conducive for sound decision-making.
ROAE:
Return is one of the vital factor or determinants of performance of the organization.
Return on Average Equity is ascertained by dividing the net income of the organization by
average stockholders’ equity (Scholes 2015). As the ROE is of 15% or more annually it shows
improved productivity of Reebok in the upcoming year. We should provide consistency so that
our shareholders firmly believe that our company is trying its best of gaining market shares of
15% or more.
Credit rating:
Credit ratings ascertain the organization financial instrument like the debt security in the
form of bond. It is an assessment of borrower’s credit worthiness with respect to financial
obligations or particular debt. High credit rating of an organization generally indicates the higher
possibility of returning or paying back the borrowed loans without any default (Vernimmen et al.
2014). Whereas, poor credit rating indicates a speculative bond that is more likely to get default
on loans. Reebok should have a higher credit rating for maximization of profit. We will further
have the benefit of decreasing our overall cost for borrowing.
Image rating:
Reebok footwear considers the organization image rating in all geographic regions and
expects to achieve an image rating of 70 or higher. Therefore, we plan to monitor closely the
branded S/Q ratings in every geographic region and the organizations market shares for both
private and branded label footwear show corporate citizenship that relates to complete image

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rating. Our firm should take into consideration the requirements to meet or exceed the
expectations of investors of 70 or higher.
Stock price:
The stock price for the Reebok footwear industry is to achieve the profits averaging 7%
annually in the year 15 and thereafter 5% annually. Our organization believes that the stock price
gains are within reach and if we exceed or meet the annual targets of EPS and therefore pay the
increasing dividends to shareholders. Therefore we plan for exceeding the industry average by
providing at least 190% increase in stock prices. In the year 10 the organization stock price is
averaged at $30 per share.
Balance scorecard:
The balance scorecard is a strategic tool for performance management that is used by our
firm to keep the track records of the execution of activities. The consequences of the actions are
further monitored and controlled by our organizational staffs. The strategic agenda of our firm is
focused through balance scorecard (Ehrhardt and Brigham 2016).
Corporate Social Responsibility and Citizenship
Corporate social responsibilities are managed by integrating the social and environmental
aspects with the business operations and processes for managing the relationships with
stakeholders and ensure successful functioning and at the same time, contributing to the benefits
of the community and its people living there. Rebook utilized various codes of conduct on
managing thelabour standards and manage supply chains properly. By maintaining the human
and kabour rights policies, it became easy for managing the supply chain and at the same time,
reduce the costs and improve the process of production (Choi and Rifon 2012). Rebook made

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sure that business partners avoid discrimination within workplace and provide wages benefits
and training opportunities to people equally. Child labour is prevented and the company has
strived to excellence by creating good environment for ensuring a healthy and safe workplace for
making employees perform to their potential.
Recommendations for Future Strategy
Change management – The change management strategy is recommended for sustaining in the
future and ensure that the changes done can bring certain improvements and positive business
outcomes. One of the biggest change management strategies is the merging of the two companies
including Reebok and Adidas. Rebook was facing fraud issues and it was recommended to bring
these two companies together and ensured regaining its best position. Tight control on the
corporate governance is also recommended to bring changes and plan for approaches to succeed
in the competitive business environment in the future (Kim, Lee and Prideaux 2014). It is also
recommended to create more online presence and make products available on various online
shopping portals for easy access by customers.
Organisational culture - Reebok followed person culture where tasks were assigned according
to the level of skills and qualification possessed by the individuals. The task culture should be
considered as effective and there should be changes for managing the project according to plans
and keep substantial amounts of resources, both human and financial resources (Tuan 2017). It is
recommended for Rebook to manage this culture to creating a safe working environment and
drive the performance of the organisation largely too.
CSR and Citizenship – Rebook is recommended to work according to the corporate codes of
conduct for providing fair wages and ensures that every employee are paid equally, without

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considering their race, color, religion or ethnicity. Child labour should be prevented by making
sure that only individuals above the age of 18 should be employed at the workplace. To provide
benefits to people within the community and fulfill the responsibilities of the citizens by creating
employment opportunities for them could also be an effective strategy for managing changes at
Rebook (Brammer, Jackson and Matten 2012).

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