Marketing Analysis of Reebok International

1. Adapting to Latent Consumer Preferences

2. Applying Marketing Creativity

3. Creation of Marketing Opportunities

The purpose of this research is to perform a marketing analysis on Reebok International. The company is an Americanbased firm, that sources products in South Korea, and markets products both in the United States and internationally. In 1979, BC Recreational acquired the North American license to sell a running shoe produced by Reebok, Ltd., a small British firm (Sedgwick, 1989, p. 30). The shoe did not sell well in the United States, and, in 1982, the company developed its own shoe, and marketed it under the name Reebok (by this time, BC Recreational had ceased to exist, and the surviving company was Reebok International, Ltd.). In 1985, Reebok International bought the original British firm (Sedgwick, 1989, p. 31).

This analysis considers Reebok's marketing strategy within two contexts. First, Reeboks' actions are analyzed within the context of the Japanese marketing principle of atta

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ent (Sedgwick, 1989, p. 30). This strategy was given huge boosts by Cybill Shepherd's wearing of Reeboks to the Emmy Award Ceremony, and by Mick Jagger's wearing Reeboks in a rock video (Sedgwick, 1989, p. 30). The company also displayed marketing creativity in 1986, when one order received from a Korean source arrived with shoes made of wrinkled leather. In 1986, wrinkled leather became the fashion look in athletic/casual shoes (Sedgwick, 1989, p. 31). MARKETING MIX STRATEGY A company's marketing mix is the combination of factors employed with respect to the Four Ps of marketing product, price, place, and promotion. Reebok's application of the Four Ps is considered separately for each factor. Product Strategies Consumers typically recognize five distinctive product characteristics quality level, features, styling, brand name, and packaging. Depending upon the type of product involved physical, service, and so forth, not all of these characteristics will be applicable in each instance. While Reebok has made a point of designing shoes of high quality, the company has relied on style more heavily than other product characteristics (Morgenson, 1988, p. 119). In fact, Reebok had often relied on the consumer tende

Category: Business - M