Reebok Analysis

Paper Summary:

This paper discusses Reebok through a situational analysis and the use of a SWOT analysis framework. It pays particular attention to its marketing strategies and its athletic endorsement agreements that have given it an advantage over it key rival, Nike. The paper also discusses the pending merger between Reebok and Adidas and the advantages this combined company will have in the marketplace. Finally, it recommends that Reebok should expand its international markets and particularly its Chinese market.

From the Paper:

"Reebok Analysis Company Overview and Mission Reebok is a sports and fitness products company that specializes in the design, marketing and distribution of sports/fitness products such as footwear, sports apparel and sports accessories. It also has a line of footwear and apparel for non-athletic wear. Reebok maintains three primary product categories: Rbk, Performance, and Classic. In addition to North America, Reebok has operations in the UK, Europe and around the Pacific Rim. Its headquarters is in Canton, Massachusetts. For the fiscal year ending December 2004, the company generated revenues of $3,785.3 million, representing a one year sales growth of 8.6%. The reported net income for that year was $192.4 million (Reebok International, 2004). "

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