An Analysis of Reebok's Comparative Advantage over Nike in Crossfit Shoe Production
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Authors
Crothers, Cameron
Issue Date
2020
Type
Thesis
Language
en_US
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Abstract
This study analyzes what aspects go into marketing for Reebok and Nike in the production of CrossFit shoes. The variables observed in this research are economies of scale, specialization, and marketing strategies. The study focuses on Reebok and Nike due to the significant influence these two companies have on the shoe industry, and their close relation to the CrossFit industry. A survey was distributed, and 78 responses were collected. The results showed that Reebok needs to advertise itself more in the media and with CrossFit. Reebok only sponsors the CrossFit Games, although the biggest event in CrossFit, the publicity for Reebok goes unnoticed once the Games end. Recent news shows that consumers of CrossFit shoes are shifting from Reebok to Nike. The strategies both companies are employing are important to consider when there is competition in a niche market. This study concludes that Reebok has a comparative advantage in the production of CrossFit shoes due to their marketing strategies and popularity in the CrossFit industry. However, Nike is making changes to these variables and using their economies of scale to push Reebok out of the top CrossFit shoe producer. As CrossFit continues to grow, the attempt to take over the shoe production market has become a tight race and will need to be closely watched as the contract between Reebok and CrossFit is coming to an end in 2020.
Description
48 p.
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License
U.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.