Case Study

Ashlee Needy

Case Study 2

October 11, 2013

Strengths

1.) 3,000 Athletes that preformed at 1996 Atlanta Games

2.) First running spike made by Foster (the first company before Reebok)

3.) Free style is number one women's’ athletic footwear

4.) Utilized more spots to market. Performance sports and Fitness

5.) Sold in 170 Countries

6.) Cheaper Than competitor brands

Weaknesses

1.) Revenues remained flat.

2.) Stock holders asked for Fireman’s Resignation

3.) Consumers believed Reebok brand did not equate a “true authentic” performance

4.) Losing 35+ customer “sweet spot” range

5.) Too many options 600 styles in one season

6.) Too many technologies

Opportunities

1.) Buying patterns/behaviors were changing

2.) Athletic footwear growth was maturing

3.)Finding new “sweet spot” or age group

4.) Alternative sports like inline skating, snowboarding BMX, etc.

5.)Signed with Ralph Lauren

Threats

1.) Other athletic footwear companies

2.) Well fashioned brands entering the athletic footwear market

3.) Nike was outspending other companies in TV and print ads.

4.) Unclear advertisement

5.) Nike was number one share of US athletic footwear

Strengths & Opportunities

With Reebok having the first woman’s athletic footwear they having been researching it a little longer then others. The women that are working out and interested in the footwear will look to the ones with the best technology for their feet. An opportunity they could capitalize on with this strength is finding a new “sweet spot” or age group. This way they could focus on making the women’s shoes better and make the athletic women the new “sweet spot”.

Strengths & Threats

Another strength for Reebok is that they utilized more then your average sport. They also focused on performance sports and fitness sports. With them advertising to more sports it gets their name out there and gives them more opportunities to sell shoes. A threat that...