Reebok International Ltd.

Athletic footwear cannot be designed to cater to a large group as in general. It has to produceits products with a distinct difference keeping in mind the age groups or usage groups it isintending to target.

Nike may be typically known for focusing a lot of gear solely on athletes; yet, it is not just for them. Nike’s objective

Feet are not perfectly straight they have a degree of curve. Straight shape is found in motion control shoes. The straighter a shoe is the more stability you have. Semi-Curved shape is found in stability shoes. The curved shape is found in lightweight neutral shoes. The upper shoe holds your foot in place. The upper shoe contains three materials. Synthetic leather that is used for durability. Mesh is used to make the shoe breathable. Reflective material is used to make the shoe more safe. The midsole is the most important part of the shoe. The midsole contains three materials. EVA is a lightweight foam-based cushioning. Dual-Density EVA material gives the shoe double the density Polyurethane material is a very durable cushioning. The outsole is made up of two materials. The carbon rubber material is the most durable part of the outsole. The blown rubber material is lighter and has more flexibility and cushion. Insoles may or may not help with running, but can help if feet are uncomfortable and provide extra cushioning. Waterproof running shoes are packed with sheaths of Gore-tex. Running shoes with Gore-tex will help drain the water faster and will keep your feet dry longer. Waterproof shoes resist sweat to get out. When the feet are immersed in water or sweat can develop which can cause athlete’s foot and swelling.

Customers make purchasing decisions based on the information they have among products and the values of goods a company offers. For that reason, companies have to promote their products to increase products awareness. In order to achieve organizational goals, companies must understand the market’s needs to ensure the success of their businesses. Such information can be gained through research. The industry that will form the basis of this paper is Western Canadian Shoe Association. The three brands under study are Reebok, Adidas, and Nike.

There are other footwear’s that provide the same level of comfort and satisfaction such as the shoes designed by Nike, Adidas, Bata etc. as well as sell at a competitive price.

The reason I say reebok is in a unified position is because reebok is a company which focuses on fashion and sports. Unlike many other business entities the face evolution on a much faster pace and higher level. Literally something as simple as a professional athlete switching teams can impact reebok 's bottom line. Reebok faces this both as a business and a sports business entity sometime separately sometime simultaneously. Reebok just as any other business has to face things like competition, culture, demographics, technology, vision, marketing goals, objectives, and strategy but they have to do it twice as both as a business and a sports business entity. Their goal was to basically ensure they were using their tools in the best possible ways to stay ahead of the competition.

NIKE, Inc. designs, develops, markets and sells footwear, apparel, and equipment, accessories and services. Its athletic footwear products are designed primarily for specific athletic use, although a large percentage of the products are worn for casual or leisure purposes. It focuses on NIKE Brand and Brand Jordan product offerings in seven key categories: running, basketball, football, men's training, women's training, NIKE sportswear, and action sports. It also markets product designed for kids, as well as for other athletic and recreational uses such as baseball, cricket, golf, lacrosse, outdoor activities, football, tennis, volleyball, walking, and wrestling.

The two companies both carry premier products from Nike. For example, the Nike Shox. The companies are similar in that both have long standing relationships with Nike and Apple for the Nike Plus concept.

Under Armour is a very famous sportswear company in the world. It sold products in three categories: apparel, footwear, and accessories. It had a wide variety of innerwear and outerwear in the apparel segment, a broad line of footwear, and a line of accessories for both men and women. Kevin A. Plank, the founder and Chief Executive Officer of Under Armour (UA), was a walk-on special team’s player for University of Maryland football team. As an athlete, he knew what kind of sportswear material would be popular for athletes. Under Armour created a new category of sports apparel: “performance apparel” which focused on the athlete’s performance. In this segment, it had a 78% market in 2009. Because, it paid more attentions on quality, performance

1. Looking at both companies Return on Equity is pretty comparable between the two in 1990. However, we can see that LA Gear had a much better performance in the previous two years with a precipitous RoE in 1990 as compared to the previous two years. Reebok on the other had has reported a stable RoE in the last three years.

Also sport has been emphasized a lot lately as recreational activities to promote healthy life. Product segmentation could also create new market segments within the existing ones. For example, running shoes designed especially for rough surfaces or mountain terrains, or with reinforced ankle protection, or with some added features such as anti-bacterial insole.

Nike and Adidas have led the market in the athletic footwear industry but other companies are increasing their market share in the industry. Puma, Skechers, and Under Armour are a few of the companies that are trying to increase their strength in the athletic footwear industry. Each of these companies currently has significant market shares in China and most of Europe. Everyone is looking for the next country to introduce their product. Unlike some of its competitors Under Armour does not have a significant presence in all the BRIC and N11 countries. Egypt and India are two countries that Under Armour should consider expanding into. I will compare the two countries and make a recommendation on which one Under Armour will expand to.

Direct Marketing is the use of many media channels to communicate directly to the targeted customer. Nike sells its merchandise through retail stores and other channels. The company offers its products to retail accounts, through Nike-owned retail stores and Internet websites and through a mix of independent distributors and licensees, in virtually all countries around the world. Nike benefits a consumer will receive for purchasing certain products. Nike offers many things to their consumers. Nike participates in continuity selling. They try to keep their consumers by offering many things while a person is making a purchase.

Awareness Set Choice Set Decision Set All running shoes Nike Nike Nike Adidas Adidas Reebok New Balance 4.7

2002 UNIQLO first time set feet on Chinese soil, H & M, ZARA brand yet so few people have heard of. Uniqlo in Japan is a popular clothing brand, so first in mainland China also positioned as a mass casual clothing. Thus, its main competitor is the Baleno, Giordano. And inland low-end brands to play a direct result of the bitter Uniqlo year Waterloo.