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... The companies marketing
mix is to be analysed and its strengths and weaknesses assessed. The company
chosen is Reebok with their footwear brands being focused on. The four main areas of the marketing mix to be looked at are product, price, place and lastly promotion.
This report intends to determine the main aspects of Reebok’s marketing strategies in
these areas and how effective they are at targeting their customers. Each area of the
marketing mix will be looked at in detail in relation to Reebok and their place within
the sportswear market.
RESULTS: It was found that Reebok’s marketing techniques in these four areas
had various strengths and weaknesses in many ways. Whilst being successful in
appealing to certain markets Reebok has lost out greatly to its big rival Nike in
the younger more fashion conscience market. ... Previous failures in big money advertising
campaigns have not stalled Reebok they have simply re thought their tactics and their
policies.
CONTENTS PAGE
Page Title Page Number
Title Page 1
Executive Summary 2
Introduction 4
Analysis and Interpretation 5
Conclusion 9
List Of References 10
Introduction
A companies marketing mix can be defined as a set of controllable tactical marketing tools that the firm blends together to produce the required response from its target market. ... I have chosen to look at Reebok’s footwear lines and examine their marketing mix in relation to the four main areas described above. Reebok International Ltd. ... Their marketing mix is very important to their success and I will now go on to look at its strengths and weaknesses in the four most important areas mentioned before: product, price, place and promotion.
Analysis and Interpretation
Reebok and their Marketing Mix: Product
The product itself is the first component of the marketing mix to be looked at in relation to Reebok trainers. Within the marketing mix the product is more than a simple set of features but can also be viewed as a complex set of benefits that satisfy consumer needs. Reebok produces footwear for a great number of sports including basketball, football, golf, tennis and two of its most important areas running and walking. ... Performance is a key area of Reebok’s products as they are not merely fashion items. Their products are worn by athletes and Reebok maintain their place in the sports market through their successful designs.
Approximate Word count = 1913
Approximate Pages = 7.7
(250 words per page double spaced)
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