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Reebok must work on both fronts to be successful in the new market.
Positioning
The primary problem Reebok faces is one of positioning. This is directly related to its target markets, which are misaligned with the focus targets of the athletic shoe market. Figure 1 shows that Reebok's strengths in age segments lie where Nike, its largest competitor, is the weakest...
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Figure 1 shows that Reebok's strengths in age segments lie where Nike, its largest competitor, is the weakest. While Nike dominates the 12- to 34-year old segments, Reebok is strongest in the 35+ segments. However, Figure 2 shows that the three segments controlled by Nike are the three highest-spending segments in the market (at averages of $53, $51, and $43 per pair), while the three in which Reebok is strongest spend the least, an average of $40...
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