APA 4145 Lecture Notes - Lecture 10: Paul Fireman, Mode Choice, Sports Equipment
12 Jan 2016
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Document Summary
Sports licenscing reebok: enters bike business after 15 years of deliberations reebok: 1980s powerhouse in global fitness market (athletic footwear) enterprise. 1990s: leadership under paul fireman and became a global sport. 1980s: comp cycling market through sponsorship programs. 1990s-2000s: attempted to chase nike"s performance and positioning: bikes were not a priority for nike. 2003: growing fitness business and gaining momentum. Many markets began asking if reebok bikes were in development. Expand internationally: reduce costs, expand market potential, access new markets, increase sales, enhance competitive advantage, access new technologies. Cultural factors related to biking trade restrictions. What is the best operating structure criteria. Need to decide how it wanted to contribute to the development and execution of these value chain activities. 3 major markets in bike industry: mass market (unbranded low price, sporting goods (low to middle price with some brands and ibd, branded products (higher end higher performance) Quality brands are traditionally sold through independent sellers.
