Business Research Proposal: Reebok's International Expansion in UK

This report presents a business research proposal focused on the international expansion of Reebok, specifically examining the UK market for customized sportswear. The introduction highlights the significance of the sports segment and the need for customized garments to meet customer preferences. The research explores the sportswear market, analyzes the feasibility of Reebok's expansion, and investigates factors influencing the demand for customized sportswear in the UK. The report includes a literature review, research questions, aims, objectives, and a project plan. The study aims to investigate the scope of entrepreneurship at the international level through a case study of Reebok's expansion. The methodology section outlines the research philosophy and approach. The report concludes by summarizing the key findings and implications of the research, providing valuable insights into the potential for Reebok's growth in the UK sportswear market. The research also focuses on innovation in design and color, and the potential for customized orders to meet specific player needs, addressing the increasing demand for sportswear due to health consciousness.

Business Research
proposal at international
level

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
SIGNIFICANCE OF THE RESEARCH ........................................................................................4
RESEARCH LITERATURE AND BACKGROUND....................................................................4
Background..................................................................................................................................5
RESEARCH QUESTIONS.............................................................................................................7
RESEARCH AIM AND OBJECTIVES..........................................................................................8
RESEARCH METHODOLOGY.....................................................................................................8
PROJECT PLAN...........................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

Title- An investigation on entrepreneurship at international level- A case study of expansion of
Reebok in UK
INTRODUCTION
The sport segment is considered as the most important for any country due to its
contribution in generating huge income. However, number of games are played in the country
and accordingly specific code or color as well as design is assigned for each game so as to
differentiate the same. However, there are several organization offers sports wear but lack of
customized garments generate the need to design the most appropriate kind of cloth through
which customers or other related parties can access right product or garments as per their fit or
preferences. Furthermore, customers or players face issue related to fit and other related aspects
in the ready-made outfit of sportswear (McCann, 2016). Owing to this, expansion of business
will be effective to meet the specific requirement of the customers. It would be effective to
address their issues related to size and fitting and offer them customized outfits. Here, selection
business; Reebok aims to meet the requirement of players with regard to sports wear and create
its leading postilion in the marketplace. Therefore, research under investigation will be based on
exploring the market of customized sports wears in order to address the specific requirement of
players (Blunck and Martin, 2011).
Key terms Customized sports wear-Taking order prior to offer the product and making it fit as per
the preferences of the buyers.
Structure of the report
The structure of the report is will be divided into five parts where the first one covers the
introduction. It proves brief overview regarding aims and objectives through which researcher
can effectively complete the entire report. Furthermore, structure of the report and significance
have been covered under the chapter of introduction. The another section covers in the report
will be of literature review and background whereby feasibility study is done so as to understand
the market structure and other related aspects of the business. Similarly, research questions are
also covered along with the statement of aim and objectives. After completion of the initial
aspects of the report, research methodology is written which is followed by project plan.
Moreover, conclusion of the report is written at the last in order to present the findings.

SIGNIFICANCE OF THE RESEARCH
The research under investigation is based on expansion of the existing business at
international level which offer customized sportswear so as to meet the expectations of different
parties. It would be effective to cater their requirement in a most effective manner and
accordingly offer them desired products. Furthermore, Reebok business will be beneficial for the
all sports types because market will covers different participants. For example, all kind of games
and sports will be prepared for kids and youngsters. Not only this but gym wear and schools will
also be targeted. However, presently many of the businesses are offering customized sportswear
but do cover specific games and sports only. But the expansion of Reebok will provide all kind
of services or products for all types of buyers. This covers entire sport range so as to meet the
expectations of buyers and create the leading position of the business.
Furthermore, the business under consideration shed light on design and colour as well as
fitting related aspects. This proves to be effective for sports segment to effectively design the
uniform for any newly proposed games and also ease schools to get the outfits for the students in
a right manner. However, colour, design and other related features were already designed in
advance but business would get benefit for the customized order as per the size and fit of the
players. It would be effective for the corporation to bring something new in the marketplace and
cater requirement of all related parties in an effectual manner. However, the sports participation
rates is being increased due to health consciousness among consumers. For this purpose, demand
of clothes for both male and female segment are considered. This reflects increasing scope of the
presented business through which it becomes easy for the management to raise the profitability
by meeting the specific need all respondents in an effectual manner.
RESEARCH LITERATURE AND BACKGROUND
According to article of Global Sportswear Sector (2014) there are several businesses
offering number of sportswear in the UK. It includes sportswear such as swimming, football,
golf and Badminton as well as Tennis. Along with that, sailing and snow sport as well as
mountaineering are also developing or increasing at the rapid speed through which scope of the
business offering sportswear is increased. However, sales turnover of this particular industry is
increasing year by year due to increasing demand. However, the phase of innovation in the

marketplace brought positive changes in the sales turnover. Furthermore, as per the research, it
has been found that growth of the respective sector is very strong along with presence of aspects
such as merger and acquisition (Cao and et. al., 2016). Not only this but, private equity too target
the sportswear sector for sponsorship. This facilitates to provide the appropriate financing
facilities and support all related stakeholders to accomplish their own objectives in an effectual
manner. On the other hand, long-term trends also also driving the growth under the sportswear
segment. This proves to be effective for catering requirement of all relate stakeholders and
provide the scope for the expansion project of Reebok seek the appropriate growth in the
industry. Furthermore, global awareness related to health and well-being enables people to
access several physical activities such as morning walk, evening walk and others. It is the main
reason that technical advancement is also taking place in the respective sector. At this juncture,
products such as lightweight, breathable micro fibre are used through which physical activities
can be completed effectively. However, it is made possible with the help the help of appropriate
research and development activities (Ko, Phau and Aiello, 2016). Moreover, sportswear and
fashion segment's connection can also be observed effectively because of demand for the product
which contain both functional and style appeal both. This leads more innovation in the
sportswear and promote the users to get their desired products on a right time. However, the
sportswear industry fragment due to presence of large regional and international players.
However, it is fragmented in the specific regions of the world. Owing to this,it is important focus
on more brands along with huge innovation and technical aspects.
Oviatt and McDougall (2005) asserted that, merger and acquisition is another important
aspect taking place in the field of sports sector. This would be effective to promote such kind of
businesses and enables firm to enter into global market and create the strong presence so as to
increase overall rate of return. However, there is need of continuous innovation in the sportswear
through which some specific women or target population would like wear fashionable outfits in
context of sports wear. This in turn scope of customized products is higher in the marketplace of
UK. In this manner, new brand can be emerged by start up. It aids to support all related parties.
Background
There are number of countries earning huge income with the help of specific segment of
sportswear. It consists of Middle East/Africa, Latin America, Eastern Europe and Asia Pacific

and many more. However, there is need of stylish clothes for both men and women who usually
go to gym to the streets. The global retail sales in 2013 in the particular US$263 billion through
which total sales was generated 15.3% in the clothing market. At this juncture, estimated sales
from the sportswear was generated 6.9% higher from 2013 to 2013. The below mentioned table
reflects that number of global sportswear companies are performing their best with the help of
launching varied kind of products and services. It would be effective to cater requirement of all
related parties and support the corporation to cater requirement of specific customers (Danciu,
2012).
However, strategic focus on the businesses is increasing through which it becomes easy
to shed light on the requirement of the business and specific market condition. However,
customized sports market or business would be effective in country like UK to invent a very new
brand which is customer centric. In addition to this, businesses have started to working with
fashion model through which demand of the same kind of outfit can be increased. For this
purpose, aspects such as celebrity endorsement etc are promoted. This proves to be effective for

raising awareness among population for selling high quality of products and services to end
users.
Mort and Weerawardena (2006) stated that entrepreneurship at international level is
managed with the help of numerous aspects such as strategic management, international business
and entrepreneurship. For this purpose, it is important for management to shed light on
internationalization with the help of effective implementation of all related activities of the
business so as to accomplish the related task in the direction of growth and development.
Daszkiewicz and Wach (2012) critically evaluated that without proper knowledge of the another
market and ignoring the cultural factors, business might get affected or suffer through low rate of
return. For this purpose, company need to integrate all related resources and focus on building
the competitive edge in the marketplace. For example, marketing strategies are updated in
accordance with local taste of the location where the business is going to expand. In this manner,
all resources can be integrated for the purpose of production of valid outcome.
According to Kutschker and Schmid (2008) entrepreneurship is made possible by
recognizing the opportunity associated with the business and following the appropriate procedure
related to establishing or expanding the business in another country. This proves to be effective
for integrating all related resources for production of valid outcome. In addition to this, external
factors causing changes in the business must be focused for the purpose of producing valid
outcome for the business. In addition to this, higher growth is ensured with the technological
innovation. Moreover, internal work environment is managed with the integration of resources
and producing the valid outcome for the purpose of meeting long as well as short term
objectives. Apart from this, Jones, Coviello and Tang (2011) explained that opportunity is
searched by the business with the focus on research and development department. For this
purpose, skilled and competent personnel are hired in the respective department.
RESEARCH QUESTIONS
The research question related to proposed business plan are explained as follows. It
would be effective conduct the entire research in the same direction and draw valid outcome
accordingly.
Major question-How businesses operate at international level for offering customized sportswear
garment to attract more customers in UK

Sub-questions
 What is the scope of the sportswear market?
 Is the feasibility of business expansion project of Reebok?
 What are the different factors affecting demand of customized sportswear in the UK?
RESEARCH AIM AND OBJECTIVES
The aim and objectives of the business plan under consideration will be formulated as
follows-
Research aim
To investigate the scope of entrepreneurship at international level. A case study of
expansion of Reebok.
Objectives:
 To investigate the scope of sportswear market
 To conduct the feasibility of expansion project of Reebok in UK
 To examine different factors affecting demand of customized sportswear
in the UK
 To evaluate the innovation which can be brought into sportswear market of UK
RESEARCH METHODOLOGY
Research methodology is the important section of the expansion business plan under
which important aspects are considered so as to draw valid outcome (Lushey and Munro, 2015).
The business plan of expansion of Reebok company providing customized sports wear for
different games will be explained as follows- Research philosophy-It is the important section of research under which scholar explains
that what assumption and beliefs will be considered. Basically there are two types of
research philosophies such as interpretivism and positivism which is applied as per the
requirement of the study. The use of interpretivism research philosophy is required for
extensive and in-depth research. It is because particular fact or truth has multiple facet so
as to interpret the same in an effectual manner (Mackey and Gass, 2015). On the other
hand, positivism research philosophy is based on facts and figures only where research
cannot apply own knowledge. It represents that present business plan will be based on

interpretivism research philosophy through which own knowledge and assumption of
researcher can be used for producing valid outcome (Billig and Waterman, 2014). Research approach-There are two types of research approaches such as inductive and
deductive which are applied in accordance with requirement of the study. The use of
inductive approach goes from bottom to up so as to draw valid outcome and reach at the
findings in an effectual manner (Taylor, Bogdan and DeVault, 2015). On the other hand,
deductive approach is applied from up to bottom. For this purpose, present business plan
will be based on inductive approach whereby research can effectively conduct the
feasibility analysis and gather the appropriate information in order to go specific towards
the business. Therefore, inductive approach will be best suitable for drawing the valid
outcome from the investigation. Research strategy-The research strategy for the business plan offering customized
sportswear for different sport games will be based on strategy related to collection of both
primary and secondary data. It would be effectively to gather the appropriate information
and apply the knowledge effectively to explore the opportunities of expansion for Reebok
(Flick, 2015). In addition to this, own knowledge of the researcher and other related
market data will be used so as to estimate the demand and accordingly manufacture the
right kind of product. However, the survey experiment is the research strategy for
expansion business plan whereby business will be opened on the basis of experiment and
available data. Data collection-As per the expansion business plan research need to investigate the
market offering the customized products in the segment of sportswear. Owing to this,
both primary and secondary data will be collected as it would be effective to collect
enough information through which progress and performance of the current business can
be anticipated effectively. Here, use of primary data will be effective to understand the
demand of customized sportswear in the marketplace (Silverman, 2016). On the other
hand, collection of secondary data would be effective to assess the feasibility of the
current business and bringing innovation in its varied products and services. The sources
used for collection secondary data will be trade union officials, managers and online
articles etc.

 Sample-Sampling refers to the individual unit of the population which support researcher
in the process of data collection. The sampling technique applied for the current
investigation will be simple random under which 2 gyms and 2 sports academy will be
selected. For this purpose, total 20 participants will be selected to assess whether there is
demand of customized products and any specific requirement in the same or not. The
reason behind selecting gyms and sports academy is to understand the exact requirement
due to association of sports person and others with the same (Smith, 2015). Therefore,
sample size as 20 participants effectively represent the population. Ethical consideration-Ethics is very important in the field of research because it is
important to follow the ethical consideration to present the findings for the population.
The research under investigation will be conducted with confidentiality as no any
personal information of participants will be leaked (Panneerselvam, 2014). However,
they will not be asked any personal question which hurt them emotionally. Furthermore,
available studies will be referred for accessing the appropriate information along with
proper citation.
 Data analysis-Data analysis is generally done with the help of both qualitative and
quantitative method. The application of each method is based on requirement of the
research. Here, in the business plan of offering customized sportswear for different sports
games, qualitative techniques will be used (Tarone, Gass and Cohen, 2013). However, it
will serve as the mixed method as findings will be based on frequency table and narrative
analysis both. Hence, mix method will be applied for analysis of the collected data.
Thus, qualitative and mixed method will be applied to reach at the outcome of the
investigation in an effectual manner so as to provide the recommendation effectively.
PROJECT PLAN
The project plan consists of several activities which will be covered under the business.
According to the following gantt chart, total 17 weeks will be needed for completion of the
business proposal. It would be effective for scholar to complete the entire research plan
effectively so as to accomplish the aim and objectives in an effectual manner. The below
mentioned gantt chart reflects that marketing opportunity will be identified in one week whereas

two weeks will be needed in two weeks. Furthermore, extensive time will be taken in the
completion of methodology and data analysis section of the business plan.
Activities/Weeks 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17
Identifying the market opportunity
Preparing the research proposal
Determining the research aim and
objectives
Writing literature review
Writing the research methodology
Collecting primary information
Analysing the collected data
Providing the recommendation
Drawing valid outcome
CONCLUSION
The aforementioned business proposal concludes that customized sportswear will be
offered to customers in accordance with their specific requirement so as to meet their
expectations effectively. It would be effective to target the specific market and understand the
requirement of the market and accordingly respond the same by implementing the suitable
strategy. It can also be said that, application of qualitative type of investigation is helpful to
collect and analyze the information in a most effective manner. This in turn research can draw
valid outcome and accordingly provide the recommendation in the same direction. Furthermore,
both primary and secondary are collected through which it becomes easy to conduct the
feasibility study and gather the appropriate findings in order to reach the valid outcome. In

addition to this, collection of secondary data reflects that scope of customized sportswear and
innovation in the same will be launched by using the findings.