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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 attaining market domination. Second, the company's actions are analyzed within the context of marketing mix strategy.

Reebok International went from absolutely nowhere in 1979 to the dominant firm in the athletic shoe market by 1985 (Sedgwick, 1989, pp. 30-31). The company achieved their success through the application of three procedures employed by Japanese firms in the development of market dominance. These procedures include (1) the creation of opportunity, (2) adapting to latent consumer preferences, and (3) marketing creativity.

As stated in the introductory remarks, the original Reebok shoe did not sell well in the United States. In 1982, however, Reebok discovered that women were asking shoe retailers for something called an aerobics shoe. Reebok set out to develop such a shoe; thus, adapting its strategy to consumer preferences. Initially, the shoe did not sell much better than the or...

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Marketing Analysis of Reebok International. (1969, December 31). In LotsofEssays.com. Retrieved 07:34, March 28, 2024, from https://www.lotsofessays.com/viewpaper/1680816.html