This 7 page paper looks at how an international company's marketing strategy. The company chosen is Rebook, the sports wear companies that competes head to head with Nike. The first part of the paper examines the level of customization the company has chosen to adapt with the second part of the paper analyzing the reasons for this choice and assessing the level of success. A comparison is made with Nike's standardization strategy. The bibliography cites 8 sources.
Name of Research Paper File: TS14_TEreebok.rtf
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it has performed well but the market pace is changing. Not long ago leisure companies were predicted by many city analysts to be good investments for the future. The
basis of these forecasts was the increasing amount of free time that many individuals are finding and the perceived increase in standard of living in most western countries. If leisure
companies are to take advantage of this situation they must consider their position and the best way for them to move forward in the changing, and possibly more advantageous market
environment which is seen as possible after this current difficult spell is over. One method of analysis is the SWOT (strengths, weaknesses, opportunities and threats) analysis. The advantage of this
is that it is fast and suitable for use in not only long term planning but also brainstorming session with a variety of different involved people from board level to
employees on a shop floor. The recent publicity regarding leisurewear companies has also reported that there is currently a glut of sportswear on the market and as such many of
these companies need to look to their internal structures and strengths and weaknesses as well as the market in order to survive in the short term. The internal strengths and
weaknesses of Reebok International are diverse and interesting This American based firm sells anything sports related from trainers and football boots to T-shirts
and sweatbands (Thompson, 1997). As such this company has some very profound strengths. The brand name is recognised on a global basis and perceived as a good quality brand with
superior performance. It has also gained a reputation as a designer label, and as such has become very attractive to many teenagers and fashion conscious young people.
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