Abstract
Reebok is a well-known brand which produces athletic footwear, apparel, and accessories, and which has been a subsidiary of Adidas since 2006. In this report, we will analyze the marketing strategy of this global brand and understand all its mechanisms. The goal of this project is to enable us to apply the concepts learned in class to a real case study.
That's why, in the first part, we will give a concise overview of the company with information like the export turnover and a history of its international development. Then, we will study the sport industry with the main competitors, and consumer behavior. Afterwards, we will analyze the marketing strategy of Reebok to finish with a Marketing Mixof one of the products supplied by the brand.
Reebok manufactures athletic footwear, active wear such as shirts and shorts and sports –related items for men, women, and teens. The Reebok segment also comprises the brands Reebok-CCM Hockey and Rockport, and has 40% of total shares generated by international sales.
