Strategic Management

The Vision and Mission of a Company

Company: REEBOK

Uday karthik P1154 To Professor NEHA ROHERA

GUJARAT LAW SOCIETY NR INSTITUTE OF BUSINESS MANAGEMENT Ahmedabad, Gujarat.

ABOUT REEBOK Reebok is an American-inspired, global brand that creates and markets sports and lifestyle products built upon a strong heritage and authenticity in sports, fitness and womens categories. The brand is committed to designing products and marketing programs that reflect creativity and the desire to constantly challenge the status quo.

REEBOK'S VISION Fulfilling Potential Reebok is dedicated to providing each and every athlete - from professional athletes to recreational runners to kids on the playground - with the opportunity, the products, and the inspiration to achieve what they are capable of. Everyone has the potential to do great things. As a brand, Reebok has the unique opportunity to help consumers, athletes and artists, partners and employees fulfil their true potential and reach heights they may have thought un-reachable.

REEBOK'S MISSION Always Challenge and Lead through Creativity

At Reebok, they see the world a little differently and throughout their history have made their mark when they've had the courage to challenge convention. Reebok creates products and marketing programs that reflect the brand's unlimited creative potential.

The Current scenario of the brand is known by its positioning, REEBOK'S POSITIONING Celebrate Individuality in Sport and Life Reebok understands that people are, above all, unique. Reeboks positioning reflects this; celebrating the distinct qualities that make people who they are - their unique points of view, their individual style and their remarkable talents and accomplishments. Reebok celebrates their individuality, their authenticity and the courage it takes to forge their own path to greatness. While some may call them crazy or eccentric, Reebok calls them visionary and original.

CURRENT SCENARIO

Reeboks global marketing campaign, Your Move launched in March of 2008 and evolved Reeboks positioning as the brand that celebrates individuality and supports those who choose to do things their way. Expressed as a global brand campaign, Your Move was an invitation to people to do it their way in sport and in life. The whats your move? ad was a literal expression of this philosophy: key assets including Thierry Henry and Alexander Ovechkin showed us their moves and invited consumers to show us theirs. In 2010, Reebok launched ZigTech, designed to conserve and return energy to the athlete for a soft and springy ride. The one-of-a-kind ZigTech bottom unit features an innovative, lightweight foam that is engineered into a dramatic, geometric, zig-zag shape. In 2011, Reebok formed a long-term alliance with one of the biggest fitness movements of our time, CrossFit. This movement is an experience that eliminates the anonymity of the big gym; involves a Fun and motivating community and the program delivers incredible results. Emphasizing Europe as a critical opportunity for the brand, Reebok announces the relocation of its European Headquarters (EHQ) to Amsterdam, The Netherlands from Bolton, England. Reeboks plan to relocate its EHQ to Amsterdam will enable it to centralize its European leadership team and more effectively manage its regional priorities. These actions were an outcome of the brands comprehensive Go-To-Market Excellence study concluded earlier this year. [Canton, MA., (March 27, 2007)]. Relocating our EHQ to Amsterdam will help strengthen our presence throughout Europe and improve our Range Merchandising function for the entire region, stated Paul Harrington, President and CEO, Reebok brand. This move will also allow us to improve our focus on the traditional markets on the continent and emerging markets like Eastern Europe and Russia. A temporary location in Amsterdam for the Reebok EHQ will open this summer, with the permanent location expected to be available at the end of the year. There are no plans to relocate several global and European functions such as Apparel Design, Apparel Development and Apparel Operations from Reeboks current Bolton office. Reebok International Ltd., headquartered in Canton, Massachusetts, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment. Reebok is a subsidiary of the adidas Group.

References :

http://corporate.reebok.com/en/news/press_releases/europe_relocation.asp http://corporate.reebok.com/en/about_reebok/default.asp http://corporate.reebok.com/en/reebok_history/default.asp