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Strategic Management Assignment: Reebok Company

   

Added on  2020-06-06

12 Pages3732 Words703 Views
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

INTRODUCTION Strategic Management is the process that includes formulation and implementation of major objectives and initiatives taken by top level management in organization. The decision is based on consideration of resources, an audit of external and internal environment in which the business competes. Strategic management provides overall direction to organization. It also includes the specification of company’s goals and objectives, creating policies and procedures that are developed to achieve organizational goals and then allocating resources in order to implement plans.The study has focus on identifying various business strategy adopted by Reebok Company that are dealing in global athletic footwear market. The report will include internal and external analysis, different model such as porter five force models,the G. Panagiotou’s telescopic observation in order to evaluate the effectiveness of various strategies formulated by manager in organisation. The way company is fulfilling their corporate social responsibility.P1 Introduction about companyRebook is a global athletic footwear and apparel organisation that is operating as a subsidiary of Adidas. Reebok produces and offers fitness running as well as cross fit sportswear that including clothing and footwear.Reebok was incorporated as companion organisation. In 2010 organisation has signed an exclusive deal with Cross fit, becoming its exclusive provider of footwear, apparel and accessories for the fitness brand. Due to this expansion strategy the company was able to increase its sales. It has allowed firm to offer wide range of products to its customer. I have analysed that Reebok strategy have focus on changing consumer perception by defining and allowing customer to experience fitness. The objective of organisation is to bring fitness to the world and become world leading fitness company.Exploring niche market is an effective way that is used by organisation for retaining its brand image and increasing market share.The Reebok retail outlet and gyms are located all around world. Organisation has online presence that has allowed firm to reach wide range of customers. Reebok Company with other company has allowed business entity to fulfil its objectives of gaining popularity and has enabled company to engage with global cross fit community through heavy retail, social and digital activity.It has been analysed that Consumer focussed event has acted as pillar of Reebok marketing strategy. This marketing strategy has allowed firm to generate brand awareness. Reebok is an American inspired global brand. The organisation has started as fitness as the backbone for the brand global positioning. The organisation success is based on its courage and potential to challenge convention by producing innovative products, 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 to recreational runners as well as kids with an opportunity to gain potential to do great thing. As a famous brand the organisation has unique advantage to assist customer and employees to fulfil their 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 as driving 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 training when producing material that is beneficial to customer. Their mission is to challenge and lead fitness 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 its sales 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 on identifying effect of various factors such as legal, political, economic, social and technological elements on business operations. All these constituents are challenging factors in business environment 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 are passed in country in order to prevent unethical business practices. This legislation is dependent on politics. As Reebok is operating in global market it can have great impact of political factors on its business operation. In order to prevent the effect of these factors on their business activities it is required by firm to conduct external analysis and gain knowledge about various legislation 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 on the organizational financial performance. It is required by Reebok Company to expand its business in developing country as this will assist enterprise in reducing the impact of this factor on its business. Economic variables have great impact on buying and selling power of the company. It is recommended to company that it should make purchases in bulk at the time of favorable economic condition.Technological factors-these factors have mostly the advantage for organization as it has online presence. Technological factor can assist enterprise in developing innovative product and it has

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