Reebok Swot
Threats and Opportunities
The scope of this portion of the report will consist of the threats and opportunities of “Adidas (often referred to as “the company”) alongside the threats and opportunities of the Reebok (subsidiary of Adidas) “EasyTone” fitness shoe as an individual product - that might in turn affect its marketing strategy and sales.
Opportunities SPONSORSHIP AGREEMENTS Adidas has secured sponsorship agreements with many National Athletic leagues that have increased the company’s visibility to the globe. For example, Adidas is Official Sponsor of the Women’s World Cup 1999 in the USA, promoting its position as the number one soccer brand. This tactic provides exposure and steady advertisement for the company. Not only are consumers constantly seeing the logo and or trademark of the company in advertisements, actual products such as; uniforms, caps, and water bottles are being used and featured during sporting events. Adidas has also strategically signed sponsorship agreements with famous athletes dating back from 1936 with Olymipic Gold Medalist Jesse Owens, one of the first Athletes to be sponsored the company. This impressive tactic creates an image in the mind of the consumer, thus strengthening brand equity. PURCHASE OF REEBOK In 2005, Adidas purchased Reebok and set out to revamp its declining sales pattern. Creating a global marketing plan focused on Reebok’s toning aspect entitled “ReeTone”, Adidas expected to have a quadruple in sales in comparison to the sales of Reebok products during its pre purchase era. In 2009, projections expected Reebox to sell 5 million pairs of shoes in the US alone after selling 900,000 pairs in 2009 when the campaign emerged. The return of a strong Reebok brand will only continue to benefit Adidas earnings. Threats
Company Threats
COMPETITION
The initial threat faced by the Adidas Company is the large amount of competition in the market for women’s athletic footwear. Of the entire US
The scope of this portion of the report will consist of the threats and opportunities of “Adidas (often referred to as “the company”) alongside the threats and opportunities of the Reebok (subsidiary of Adidas) “EasyTone” fitness shoe as an individual product - that might in turn affect its marketing strategy and sales.
Opportunities SPONSORSHIP AGREEMENTS Adidas has secured sponsorship agreements with many National Athletic leagues that have increased the company’s visibility to the globe. For example, Adidas is Official Sponsor of the Women’s World Cup 1999 in the USA, promoting its position as the number one soccer brand. This tactic provides exposure and steady advertisement for the company. Not only are consumers constantly seeing the logo and or trademark of the company in advertisements, actual products such as; uniforms, caps, and water bottles are being used and featured during sporting events. Adidas has also strategically signed sponsorship agreements with famous athletes dating back from 1936 with Olymipic Gold Medalist Jesse Owens, one of the first Athletes to be sponsored the company. This impressive tactic creates an image in the mind of the consumer, thus strengthening brand equity. PURCHASE OF REEBOK In 2005, Adidas purchased Reebok and set out to revamp its declining sales pattern. Creating a global marketing plan focused on Reebok’s toning aspect entitled “ReeTone”, Adidas expected to have a quadruple in sales in comparison to the sales of Reebok products during its pre purchase era. In 2009, projections expected Reebox to sell 5 million pairs of shoes in the US alone after selling 900,000 pairs in 2009 when the campaign emerged. The return of a strong Reebok brand will only continue to benefit Adidas earnings. Threats
Company Threats
COMPETITION
The initial threat faced by the Adidas Company is the large amount of competition in the market for women’s athletic footwear. Of the entire US