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Reebok Company’s Research and Future Incentives Research Paper

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Updated: Aug 8th, 2020

Company research is an asset of pivotal importance that is often disregarded by short-sighted administrations. The main goal of any organization is to remember that their customer is always the boss. The communication between the “boss” and the organization is performed through research. The companies should put the most effort into the process of meeting the requirements set by their customers and exceed their expectations regularly.

Another critical point is to be able to perceive the perspectives of the company’s customers and focus on their needs. On a bigger scale, this approach is a multifaceted problem, and a lot of researchers struggle when trying to identify the needs of the customers. Conducting company research means managing manifold projects, assigning roles, prioritizing properly, and allocating critical resources to develop short-term, mid-term, and long-term objectives and the vision of the organization. In perspective, it is necessary to mitigate the adverse outcomes including workforce fatigue and desolation.

Brief Description of the Company and Its Potential Problems

The company chosen for the study is Reebok. It is a brand that operates worldwide and focuses on sporting goods. Reebok is committed to creatively approaching the process of manufacturing and challenging the existing state of affairs in the market. Throughout their history, Reebok proved themselves as a company that was not afraid to step away from predictability and conformism. Using its product mix, Reebok highlights the creative potential possessed by the brand and its marketing programs.

There are several potential problems that Reebok could address via further research. First, they might research the market to point out the individualities that are currently characteristic of their customers. This might be done to draw attention to the uniqueness of each of their customers and show that the brand understands the customers’ needs and supports their point of view and style. Reebok might also want to research to increase the feeling of authenticity elicited by their products. Overall, research is necessary to help Reebok strengthen its position of never-ending originality and implementation of ideas that seem impracticable at first.

The Indicators of Effective and Ineffective Use of Research Studies

Two basic types of indicators essentially divide the performance scale into effective and ineffective. The company’s marketing strategy is flawless (including their social media presence and the willingness of famous people to advertise their products and become Reebok’s ambassadors in the future) (Abdussalam, 2014). In turn, two key factors support the claim that Reebok uses research studies ineffectively. First, their products are not so popular among the majority of the customers despite the uniqueness of the approach. Second, Reebok’s prices do not cover all socioeconomic segments of the population. Therefore, the price barrier is one of the most evident and recurrently disregarded issues which should be resolved as soon as possible by the company’s administration.

The Use of Primary and Secondary Research

Reebok might use primary research to conduct surveys and interviews directly at the stores. In perspective, this may be helpful in terms of re-evaluating the essentials of Reebok’s customer service and approach to the clients. Moreover, the company may identify the buying patterns and realize which of the products are the most popular and why (Erhard & Jensen, 2014). On a long-term scale, the efficiency of primary research cannot be predicted, but the latter will be a rather momentous contribution to the development of the company. In addition to interviews and surveys, the company may re-evaluate the positioning of its stores and discover the customer tendencies that are inherent in certain localities (Ahmed, 2012).

Secondary research may be used by Reebok to review the previous experiences of other brands and evaluate the competitors’ approaches. This may be an effective way to evade any of the problems that were encountered by Reebok’s contenders and develop several all-inclusive strategies designed to trigger the development of the brand and an increase in sales (Taneja, Girdhar, & Gupta, 2012). Moreover, Reebok may use its research data from the previous years to spot the tendencies and adjust the marketing strategy in compliance with the customers’ needs.

Future Incentives Aimed to Expand Research

First, Reebok should be keen on optimizing their position in the market and brand promotion strategies. This would allow the company to preserve its unique market spot and outrun the competition. Second, Reebok should reassess the way they perceive their target market. Further research should be conducted in the areas of improved brand efficiency and behavioral patterns of the customers. Third, Reebok should develop their strategies of communication with the customers. Therefore, research would be an influential instrument in terms of testing the concepts and composing powerful messages intended to enchant the potential customers. Fourth, Reebok should research to innovate. This approach would help the company accomplish its core objectives and test new products while complying with consumer needs and interests.


If we take into consideration all the aspects reviewed in the paper, promotional advantages and product mix may be considered the results of the successful and effective use of research studies. Reebok is a viable brand, and its promotion went beyond any limits in terms of its distribution. It is safe to say that the company was able to research the market and claim their exclusive spot whereas their competitors were not able to contend even if they applied an identical approach to research and marketing. The company’s product mix is designed strictly and complies with the overall image of the brand.


Abdussalam, P. (2014). Celebrity advertisement: Key to marketing success. Indian Journal of Commerce and Management Studies, 5(1), 78-82.

Ahmed, T. (2012). Marketing mix strategies of Nike and Reebok in India. Business and Marketing in India, 4(11), 62-68.

Erhard, W., & Jensen, M. (2014). Putting integrity into finance: A purely positive approach. Financial Advisor, 3(2), 173-182.

Taneja, G., Girdhar, R., & Gupta, N. (2012). Challenges and key strategies for the building and marketing of non-Muslim brands to Muslim markets. International Refereed Research Journal, 3(3), 269-287.

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