Strategic Management Assignment: Reebok Company

Added on - 06 Jun 2020

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Strategic Management
Table of ContentINTRODUCTION......................................................................................................................................3P1 Introduction about company..............................................................................................................32. Vision, Mission statements plus corporate Objectives........................................................................43. Situation analysis.....................................................................................................................................43.1 Macro environmental Analysis..........................................................................................................43.2 Industry analysis................................................................................................................................53.3 The G. Panagiotou’s TELESCOPIC OBSERVATION...............................................................................65.1 McKinsey 7s model............................................................................................................................7Source: (McKinsey 7s Model, 2013)...........................................................................................................85.2 SWOT analysis..................................................................................................................................9TASK 5.......................................................................................................................................................97.1 Implementation of marketing strategy..............................................................................................97.2 Design, style and Quality issues.........................................................................................................9TASK 10 Corporate social responsibility and citizenship..........................................................................10TASK 11....................................................................................................................................................1011.1 Recommendation regarding change required in change management approach.......................1011.2 Suggestion related to strategy, direction, alignment and development........................................1011.3 Recommendation regarding change in company culture..............................................................1111.4 Corporate social responsibility and citizenship..............................................................................11CONCLUSION........................................................................................................................................11REFERENCES..........................................................................................................................................12
INTRODUCTIONStrategic Management is the process that includes formulation and implementation of majorobjectives and initiatives taken by top level management in organization. The decision is basedon consideration of resources, an audit of external and internal environment in which thebusiness competes. Strategic management provides overall direction to organization. It alsoincludes the specification of company’s goals and objectives, creating policies and proceduresthat are developed to achieve organizational goals and then allocating resources in order toimplement plans.The study has focus on identifying various business strategy adopted by ReebokCompany that are dealing in global athletic footwear market. The report will includeinternal and external analysis, different model such as porter five force models,the G.Panagiotou’s telescopic observationin order to evaluate the effectiveness of variousstrategies formulated by manager in organisation. The way company is fulfilling theircorporate social responsibility.P1 Introduction about companyRebook is a global athletic footwear and apparel organisation that is operating as asubsidiary of Adidas. Reebok produces and offers fitness running as well as cross fitsportswear that including clothing and footwear.Reebok was incorporated as companion organisation. In 2010 organisation has signed anexclusive deal with Cross fit, becoming its exclusive provider of footwear, apparel andaccessories for the fitness brand. Due to this expansion strategy the company was able toincrease its sales. It has allowed firm to offer wide range of products to its customer. Ihave analysed that Reebok strategy have focus on changing consumer perception bydefining and allowing customer to experience fitness. The objective of organisation is tobring fitness to the world and become world leading fitness company.Exploring niche market is an effective way that is used by organisation for retaining itsbrand image and increasing market share.The Reebok retail outlet and gyms are located all around world. Organisation hasonline presence that has allowed firm to reach wide range of customers. ReebokCompany with other company has allowed business entity to fulfil its objectives ofgaining popularity and has enabled company to engage with global cross fit communitythrough heavy retail, social and digital activity.It has been analysed that Consumer focussed event has acted as pillar of Reebokmarketing strategy. This marketing strategy has allowed firm to generate brandawareness. Reebok is an American inspired global brand. The organisation has started asfitness as the backbone for the brand global positioning. The organisation success isbased on its courage and potential to challenge convention by producing innovativeproducts, developing new market and designing latest athletic style.
2. Vision, Mission statements plus corporate ObjectivesVision–Reebok Vision is to provide each and every athlete that is from professional athletes torecreational runners as well as kids with an opportunity to gain potential to do great thing. As afamous brand the organisation has unique advantage to assist customer and employees to fulfiltheir true potential and reach at great heights in terms of career The company vision is to becomeleading brand in fitness industry.Mission–Mission provides structure on which organisation can develop its future. It acts asdriving force for firm. The Reebok produces such products and marketing program that representthe brand unlimited creative potential. Their mission is to have focus on fitness and trainingwhen producing material that is beneficial to customer. Their mission is to challenge and leadfitness industry through innovation.Corporate objectives-The various objective of Reebok organisation is to increase market share,to re-establish organisation product with customer, manage inventories, increasing efficiency,global restructuring of business activities and manage current goods in the market, to raise itssales and profits and to regain the leading market position.3. Situation analysis3.1 Macro environmental AnalysisPESTLE modelPEST analysis is the tool used for conducting external analysis. This tool have focus onidentifying effect of various factors such as legal, political, economic, social and technologicalelements on business operations. All these constituents are challenging factors in businessenvironment that are interconnected with four major variables such as social, political,economical and technological (Grant,2016)Political and legal factors-The political factor include various laws and regulation that arepassed in country in order to prevent unethical business practices. This legislation is dependenton politics. As Reebok is operating in global market it can have great impact of political factorson its business operation. In order to prevent the effect of these factors on their businessactivities it is required by firm to conduct external analysis and gain knowledge about variouslegislation related to industry.Economical factors-various economic factors include change in exchange rates, inflation,economic condition of the country, individual income etc. These variables have direct effect onthe organizational financial performance. It is required by Reebok Company to expand itsbusiness in developing country as this will assist enterprise in reducing the impact of this factoron its business. Economic variables have great impact on buying and selling power of thecompany. It is recommended to company that it should make purchases in bulk at the time offavorable economic condition.Technological factors-these factors have mostly the advantage for organization as it has onlinepresence. Technological factor can assist enterprise in developing innovative product and it has
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