Product details

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Published by: Amity Research Centers
Published in: 2014
Length: 12 pages
Data source: Published sources

Abstract

Reebok, a major subsidiary of Adidas Group, was regarded as one of the major sportswear and lifestyle product manufacturers in the world. The company had become a reputed international brand mainly by producing and selling varieties of sports-centric products such as footwear, apparels, track suits, T shirts and other accessories like sunglasses, watches, small bags etc. worldwide. In India, Reebok had initiated the sportswear business in 1995. Gradually, the company made rapid growth by introducing state-of-the-art sports-related products for the Indian consumers. Despite its steady business progress, Reebok had encountered a mega scam at its Indian operations in 2011-12, which had cost the company a huge financial loss of approximately Rs 8.7 billion. In order to overcome the crisis as well as to compete with its main competitors like Nike and Puma, the Reebok officials had adopted new business strategies for India in 2013-14. As a result, the company had decided to introduce ‘Fit Hub’ stores across the country, moving away from cricket-related marketing to fitness business, and had adopted augmented pricing strategy. Therefore, it remained to be seen whether Reebok’s new business strategies would enable the company to regain its lost glory.
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2014

About

Abstract

Reebok, a major subsidiary of Adidas Group, was regarded as one of the major sportswear and lifestyle product manufacturers in the world. The company had become a reputed international brand mainly by producing and selling varieties of sports-centric products such as footwear, apparels, track suits, T shirts and other accessories like sunglasses, watches, small bags etc. worldwide. In India, Reebok had initiated the sportswear business in 1995. Gradually, the company made rapid growth by introducing state-of-the-art sports-related products for the Indian consumers. Despite its steady business progress, Reebok had encountered a mega scam at its Indian operations in 2011-12, which had cost the company a huge financial loss of approximately Rs 8.7 billion. In order to overcome the crisis as well as to compete with its main competitors like Nike and Puma, the Reebok officials had adopted new business strategies for India in 2013-14. As a result, the company had decided to introduce ‘Fit Hub’ stores across the country, moving away from cricket-related marketing to fitness business, and had adopted augmented pricing strategy. Therefore, it remained to be seen whether Reebok’s new business strategies would enable the company to regain its lost glory.

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Location:
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Other setting(s):
2014

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