Reebok
...er-45 group may have the most disposable income, but the 12-34 age groups purchase athletic shoes much more frequently and are also willing to spend more on shoes for fashion and "coolness." These problems also contribute to a secondary problem of an ineffective marketing mix. Reebok is focused more on placing relatively less expensive shoes in department stores and promoting them with weak and confusing promotional campaigns. Nike is the dominant market player and focuses on placing more expensive and more stylish shoes in athletic stores and supporting them with sustained promotional campaigns that appeal to the younger consumers that Nike targets. Several alternatives are available to remedy these problems. We have identified three viable alternatives. Of these, we recommend that Reebok defend its current market share in the over-45 age groups and also pursue the 12-35 age groups. Reebok should realize the buying power of these younger age group...