Bill of Rights - Freedom of religion Essay Example | Topics and Well Written Essays - 750 words

Bill of Rights - Freedom of religion - Essay Example The documentation of religious beginning in America is found in the Mayflower Compact of 1620 which is a common referencing material. In 1648, the â€Å"Lauues and Liberty† of Massachusetts adopted banishment as the punishment to any person who criticized the baptizing of infants. Execution was put forward as the punishment for any one who worshiped any other God rather than the Lord God. The witch, blasphemer or a child who cursed their parents were executed through capital punishment. In 1648 and 1688, a total of five women were put to death because of practicing witchcraft and 16 other practitioners of witchcraft were put to death through hanging on the Salem Common in 1692. In 1660, Mary Dyer who was a Quaker was hanged On Boston Common after it was alleged she refused to stop preaching that the baptizing of infants was wrong and people may have a direct relationship with God without clergy intervening. In year 1659 and 1661, three other Quakers were hanged on the Boston C ommon for heresy. The Puritans of Massachusetts and the Anglicans believed in God, Slavery and witchcraft but they did not believe in religious freedom. (Gunn, 2004, p 442)1(Gunn, 2004, p 442) In 1649, the Catholic Maryland adopted the â€Å"Act Concerning Religion† .This act protected Protestants and Catholics who professed to believe in Jesus Christ from being prosecuted by puritans 2(Feldberg, 2002, p 8). However, the law later established a death penalty among the people who did not believe in trinity and prevented any critical utterances against the evangelists, the virgins and the apostles. Many of the legislators saw the law as helping to reduce religious conflicts but the Puritans of Maryland opposed it because it was very negligent and later requested the American Puritans to suppress the law. When Cromwell came into power in England, the Puritans of Maryland and Virginia joined other groups in ousting the Catholics and the Act was revoked in 1654. As a result, four Catholics were executed, all Catholics priest were exiled and Jesuit estates vandalized. The Maryland experiment in tolerating of religious ideologies only lasted for five years. (Gunn, 2004, p 443) In the 17th and 18th centuries, anti-catholic, laws discriminating against Catholics existed through out colonies. In some instances, the Huguenots who had fled from France supported the legislation. The Pennsylvanians who for along time resisted the anti-catholic laws that prohibited Catholics to hold political office and from voting also embraced the laws. In 1774, the English parliament adopted the Act of Quebec Act which provided religious freedoms to all catholic in her colonies. The Continental Congress and the legislatures in America condemned the Act for establishing an act of tyranny even though; the Act provided partial freedom to Catholics. Thus freedom of religion became the first right to be identified in the Bill of Right. The problem was that the statement of â€Å"free e xercises of religion† was omitted in the fist constitution on the Bill of Right. In 1787, the congress debates led to the adoption of the Bill of Rights but they did not assert that the freedom of religion was above other rights. Even after the Bill of Rights and the constitution was ratified, freedom of religion did not manifest itself uniformly since anti-catholism was prevailing in all protestant settlements. In the 18 century, the prominent personalities in America who struggled for religious liberty like Thomas Jefferson engaged in the condemnation of anti-catholism. John jay sponsored a law which was meant to deny the Catholics political rights unless they gave up their allegiance to the pope. (Gunn, 2004, p 444) In 1786,

Water for Elephants Novel Project Essay Example | Topics and Well Written Essays - 1000 words

Water for Elephants Novel Project - Essay Example For those wanting background information about the book and the author, this article highlights Gruen’s writing process as well as how the success of this novel has changed her life. By analyzing the eight key differences between the book Water for Elephants and its film adaptation, this article pinpoints the alterations in plot between the two versions of the tale. The importance of knowing these variations is that movie viewers who have read the book will be aware of the changes in the film. Another benefit of this article is that readers and viewers can determine which adaptation of the story they prefer. While this web site does not carry the prestige of the New York Times, this reference is useful as it is in the form of a blog. By allowing the opportunity for a regular viewer to voice their opinions on the differences between the book and the film, this web site is much more approachable versus the staunch New York Times. With a more user friendly nature, this article may resonate with more readers. In Elizabeth Judd’s review of Sara Gruen’s Water for Elephants, the New York Times writer both summarizes the plot as well as offers insight into the author’s writing characteristics and talents. The benefit of reading this article before reading Water for Elephants is that readers can get both a brief view into the plot but, more importantly, they can gain information about Gruen’s subtle writing techniques and look for them throughout the text. Having this option can help readers get the most out of the story text. Upon analysis, this article is worth recommending to anyone who is going to read Water for Elephants. With some background on the plot of the story, a reader could focus more on the character development for both the human and animal characters in the story. This opportunity allows the reader to get entranced with Gruen’s ability to give animals

Strategic Planning Human Resource Management Commerce Essay

Strategic Planning Human Resource Management Commerce Essay Strategic human resource is a strategy or plan that carried out by organization to guides an organization in accomplishes its vision and mission. Through a strategic plan, the organizations can develop an effective human resource plans that will enable the organizations to make a management decisions especially something that will give a benefit to their employee and organization in the present and to support and guide the direction or flow of the organization. Human resource strategies are designed to ensure that organizations have the staff they need to meet customer demand. Lately, whether we realize it or not, the strategic human resource planning has been used widely in organizations. A discussions highlight several key term of strategic human resource that can affect the business in organization. There are characteristic of strategic human resource, planning process and the way of the organization implement their strategies. Usually, based on the strategic plan, it will guide the organization to be more competitive. Through this journal, it is explore about the strategic human resource management that has been practiced in organization for a small business. Other than that, it is also has been practices in staff training and development to ensure that the staff achieve their standard and perform better. INTRODUCTION Human resources is a set of individuals who form a organization workforce, business or an economic sector. Other terms sometimes used to replace the term human resources as workforce, talent, labor or simply people. Human resource management is reflected in the professional disciplines and business functions of overseeing human resources of an organization. Different with human resource management, strategic human resource management pay attention to human resource activities with the long-term objectives. Strategic human resource management also focuses on issues of internal human resources. In addition, the strategic focus of human resource management is to manage and resolve the problems that effects people management programs in the long-term and often globally. Therefore, the ultimate goal of strategic human resources to improve productivity of workers by giving attention to the business barriers that occurs outside of human resources. This journal focuses on Strategic Human Resources Planning. Human Resource Planning as a process of systematic review to determine human resources requirements to Make sure That the number of employees in line with the required skills. Human resource planning is a step in identifying human resource needs of the present and future of an organization to achieve the goal. HR Strategy will need to demonstrate that careful planning of people issues will make it significantly easier for organizations to achieve greater strategic and operational goals. Better strategic planning is needed to ensure that the organization obtain competitive opportunities from other organizations in the future. PURPOSE OF THE STUDY The mainly purpose of this study is to examine whether strategic planning human resource management can support the achievement of business goals. This goals and objectives are attainable when the strategy aligned with organizational goals. The next purpose is to develop and expand the workforce in organization and meet future demands. Furthermore, strategic human resource also develops plans for the future and to make sure all employees meet company goals and expectations. Besides that, provide individual member of staff with information relating to staff development and training opportunities, and their task. FINDINGS What is Strategic Human Resource Management According to Huselid and Jackson, strategic human resource management specifically develops, implemented and executed based on a deliberate linkage to a companys strategy. Strategic human resource management also means that employees are strategic resources for example human capital that must be managed and leveraged in executing corporate strategy. The SHRM paradigm were predicated on the belief that specific human resource practices need to promote behaviors designed to deliver firm strategies and were focused on the relationship between employee behavior and company strategy (e.g. Snell 2001; Schuler and Jackson 1989; Fisher 1989). It also focuses on strategic context that influences on individual and later systems of technical human resource management practices. Managers were expected to employ the system of individual practices based on considerations of external threats and opportunities and internal resource capabilities, resources, and competencies their firms strategy, to e licit and reinforce the required behavior. Besides that SHRM is align with traditional human resource management practices such as recruitment, selection, training and development and rewards to a companys strategy. It also means place the policies and procedures that facilitate proficient strategy execution, using teams to leverage cross-functional knowledge and competencies, improve the knowledge management capabilities that facilitate the leveraging of best practices and effective also being efficient to capture the economy of scope opportunities, improve learning organizations that facilitate the constant adoption, utilization, ownership, and internal dissemination of best practices, and executing change management approaches that contribute to building and maintain the strategy supportive of corporate cultures. The researcher also said that the SHRM includes developmental performance feedback, management by objectives techniques, and balance scorecards; competence development maps and frameworks; open book management pra ctices to reduce worker-manager status differential; cross-functional teams and project teams profit sharing, team based compensation, merit pay, and long term incentives; enterprise resource planning human resource management solutions; and enhanced involvement of the human resource function in crafting, implementing, and executing strategy and also structured interviews, bio-data, cognitive ability tests, and assessment center. Next according to assumption by Arthur, fundamental to the strategic HRM perspective is that firm performance is influence by the set of HRM practice firms have in place. The expectation by external stakeholder relevant in shaping technical HRM activities include the government, which regulates a wide range of employment practice, and various professional organization (Baron , Jennings Dobbin, 1998; Tolbert Zucker, 1993). The expectations of these stakeholders tend to be similar for all firms, and they fell some pressure to conform. Key internal stakeholder like line managers and executive prefer high- quality technicalHRM activities (Tsui, 1987).The stakeholders are not yet likely to hold strength expectation or put pressure on organization to adopt these practice becausethe HRM activities are relatively recent innovations (cf.John, 1993; Wright McMahan, 1992). Characters of strategic human resource management Emphasize the ability of value creation The important path that organization must consider is a strategy that will be used based on their strategic resources. The organization must allocate their resources with effectively and then can decide the main objective. For organizations, the purpose to determine a strategic key of human resource is to identify employees that have a high achievement and have talents to compete with others. Think highly about the value chain management The key term of value chain management describe about strategic integration of the human resource with each function. The strategic human resource management will consider each function and try to create effective plans that can maximize the policies, procedure and also systems in the organization. Thus, the organization can implement the strategy and to use efficiency at the maximum level. Emphasizes contributions to the organizations strategy The success of the strategic human resource can contribute to the organization growth. The strategy must be aligning with the organizational objectives. First of all, there must be a clear tasks and relevant that affect organizational efficiency. There are also basic functions and skills that will be combining to develop a strategic human resource. Therefore, the organization can perform the task with excellent and thus can accomplish the organizations strategic objectives and at the same time can contribute to the growth of the organization. Should be recognized The approach taken to the management of human resources will be found that there is a mutually critical. For example, when the organization was changed and has redefined the role of the individual, indirectly it will affect to the way in which individual performance is managed, and the way in which the pay structure should be designed to reflect and support new ways of performing work. Specific human resource management initiatives will ensure that the sequence changes occur in the correct order and indirectly recognizes the need to understand where you are now in relation to each different area. (Roy Massey, 1994) (Taking a Strategic Approach to Human Resource Management Roy Massey) Approach to strategic human resource Blending strategies is one of the approaches to achieve an organizational vision, mission and objectives. An appropriate element of human resource strategy is required in order to formulate and implement these strategies. A blended strategic approach combines face to face methods through computer activities between each employee. The trainer and also trainee will interact with each other from time to time to share their information or any ideas about development. By this strategy, they can meet thru their organizations websites and discuss for any progression. The strategic human resource planning process Assess the current human resource capacity The most important steps in organization based on strategic plan are to assess the current capacity of human resource. The employees will be identified their knowledge, skills, behavior and also abilities before perform a tasks. Thus, the management can describe each type of employee based on their capabilities while handle the tasks given. Therefore, the management can evaluate employees performance and from that they can find a right employee that must undergo a training program to enhance their abilities. Forecasting human resource capacity The second step based on the strategic plan is to forecast human resource requirements for the future. The management must forecast the demand and supply for the organizations future. Forecasting can support the organizational goal and give the important information especially human resource capacity to management. Gap analysis The third step is to identify the gap between the organization present and in the future. This gap analysis will identify the number of staff will be employed in the future, the scope of the organization will be carried out, the skill and technology required and so on. It is important because through this strategic plan, management can improved or there are new practices to make the organization move forward, always up dated and achieve their strategic goal. Developing human resource strategies There are several strategies that the organization may take advantage in order to meet their goals in the future. The organization can do a training program to develop their employees. The management also can send their employee to take courses to become expert or certificates them. This training is to upgrade and enhance the employees skills and it will give advantage to the organization. Strategic implementation Future performance capabilities HR must analyze the capabilities inherent in the organization to determine the core competencies that will be needed to implement the strategy in the future. The basis for the strategic contribution of HR is to close any gaps between actual competencies required of the future. Values and culture HR policies should be examined from the perspective of core valuesà ¢Ã¢â€š ¬Ã¢â‚¬ ¹Ãƒ ¢Ã¢â€š ¬Ã¢â‚¬ ¹, to ensure that the value are accordance with the new strategy. To maintain stability in the middle of turbulent change, HR must play an important role in communicating the companys core values à ¢Ã¢â€š ¬Ã¢â‚¬ ¹Ãƒ ¢Ã¢â€š ¬Ã¢â‚¬ ¹and operational changes to employees. Learning and system thinking Regeneration strategies must be combined with strategic HR learning program. Teamwork, communication, problem solving, statistical analysis processes, and continuous improvement are just some of the skills that must be learned and adapted to meet the new strategy. Passion to improve HR must help develop a healthy respect for the bridle view, so that they can be heard and discussed, especially when dealing and strengthen with the company weaknesses. HR must replace the hardcore, bureaucratic policy to friendly lines, flexible framework that does not damning line managers. Partnerships and collaboration HR can do a lot of action to help resolve the structural stress and cross-functional teams. HR will be a third-party collaborators allows others to become successful, productive partnerships that need to intensify the companys ability to achieve new strategies. Communication and commitment HR has an actual cheerleading role to play in the follow-up to the strategic planning session. Given the role of HR neutral organization, it can and must be followed up to make sure that the commitment and passion for the new strategy to be experienced. HR can proceed the planning process across the organization so that everyone taking part in the continuous organic strategic planning process. (Ivey business journal strategic HR by Doug Treen) http://wwwold.iveybusinessjournal.com/view_article.asp?intArticle_ID=206 Strategic Implementation practices in Small Business According to ORegan Ghobadian ,the strategic planning is setting of long-term business goals, and the developing and implementing of formal plans to achieve these goals. From a comprehensive reviews of the small business,it suggest thatstrategic planning is generally more common in better performing enterprises (Hormozi, Sutton, McMinn, Lucio, 2002; Lurie, 1987; Miller Cardinal, 1994; Schwenk Shrader, 1993). For example, small businesses that strategically plan ,compared to those that do not strategically plan are more likely to be those that get a higher sales growth, higher returns on assets, higher profit margins and higher employee growth (Berman, Gordon, Sussman, 1997; Bracker, Keats, Pearson, 1988; Carland Carland, 2003; Gibson Casser, 2005). Strategic planning involves the systematic setting of comprehensive business goals. In the present study, business ownership motivations were compared against four planning criteria that is the use of business plans (yes vs. no), the formality of business plans (written vs. unwritten/in my head), the timeframe of business plans (short-term only vs. long-term only vs. both short- and long- term), and the timely review of business plans (at least half yearly/yearly vs. less than once every two years). Usually , small business operators engaged in strategic planning can be expected to: Have a business plan, Have a business plan that was written, Have a business plan that covered both the short- and long- term periods; and, Have a plan that was reviewed regularly. Following Huselid, Jackson, and Schuler (1997), strategic human resource management (SHRM) can refer as a critical element in fostering operational efficiency and firm performance. The reseachers agrees that the characteristics of small and medium sized enterprises (SMEs) strategic human resource management practices determines how people managed their capabilities and on the effect side, is directly related to its value as a strategic partner. It contend that the factors affecting the quality of a SMEs of SHRM resource management capability include the industry and competitive condition of its partners and direct competition from other SMEs and businesses intention to provide value to a SMEs partners. SHRM and Business Strategy Fit or Integration SHRM existence increasingly enhance the value of to the organization. SHRM strategy refers to moving pattern organization and management techniques or approaches used to achieve organizational objectives and to continue mission of the organization (Inyang, 2004:20). In an attempt to be successful or achieve a competitive advantage, organization must pick and follow a variety of approaches. Academic support as mentioned has consistently stressed the need for HRM to be strategic business partners. This means that the SHRM integrated with business strategy. Integration or fit refer to the SHRM involvement in the formulation and implementation of organizational strategy and SHRM alignment with the strategic needs of the organization (eg Buyens De Vos 1999; Schuler Jackson, 1999). Human resource managers should join together with other senior managers in the organization during strategic decision-making process in order to become a strategic business partner. Membership at this level in the hierarchy of the organization offering the opportunity to SHRM to represent the concerns and influence the strategic direction of the business from the beginning of the decision making process. SHRM and the Resource Based View (RBV) of the Firm A firm that acquire and develop human resources can achieve a competitive advantage (Hamel Prahalad (1989). Resources owned by the firm that helped it reach ongoing competitive advantages must be satisfy four requirements. Resources should be precious, rare, inimitable, and can not be replaced. If the firm uses resources that are not easily substituted or duplicated by other firms, the firm can take this opportunity to get a competitive edge not simultaneously pursued by other firms. Among the most essential factors competitive advantages is the capability of to distinguish what the business provide to the customer than those provided by competitors. Purcell et al (2003) maintain that such discrimination can be achieved by having the HR strategy, policies and practices that ensure that: The firm has high quality employees from competitors. Unique intellectual capital owned by organization are developed and nurtured. Organizational learning is encouraged, and Certain organizational values à ¢Ã¢â€š ¬Ã¢â‚¬ ¹Ãƒ ¢Ã¢â€š ¬Ã¢â‚¬ ¹and culture exist that binding the organization together gives it focus. The RBV of the firm is related to developing strategic capabilities, investing in sufficient organization workforce to increase value to the firm. RBV purpose is to enhance the capacity of resources reach strategic fit among resources and opportunities, and obtain added value from the efficient allocation of resources. Business strategy designed to reach objectives of the organization are not likely to succeed when HRM was not undergo the formulation and implementation of strategies. Organizations should provide a conducive environment for the integration of HRM with business strategy from HR to provide energy to drive the organizations strategy. Wei (2006) stated that HR systems and practices are important in helping to accelerate the achievement of business strategy through people management. Strategic human resource practices in staff training development Firstly, by strategic planning, the organization can achieve their specific strategic business objectives. These planning implement an action with follow the procedure that related to the study and discuss to resolve the difficulties and any matters in the organization. Strategic planning can actively solve the conflicts such as culture conflicts through effective communication with each other members, full participation from the combination of organization and any department and get a high support from the members. Hence, staff training can achieve their training and accomplish business strategy goal for development. Secondly, the strategy oriented training more concern about sharing and initiative, carries out the training transfer, creates conducive working environment that stand for lifelong training and enhances the training productivity. It different from traditional training because this training focuses on long term objective and guide the organization development. In organization, training transfer is about the transformation of the training results. It is a process where the staff training applied the knowledge, skills, and behavior into practical work. Thirdly, implement the strategic training that focuses on core competitiveness of employees and organization. Give expand spaces to staff to develop their competitiveness and through training also they can increase their knowledge, skills and work achievement. Hence, the staffs understand the concept and can effectively adaptation the strategic goal of the organization. Thus, it can be consider that the success of strategic human resource can produce qualified excellent talents in the organization. CONCLUSIONS The success of the strategic human resource can contribute to the organization growth. The strategy must be aligning with the organizational objectives. There must be a clear tasks and relevant that affect organizational efficiency. It is also a basic functions and skills that will be combining to develop a strategic human resource. Therefore, the organization can perform the task with excellent and thus can accomplish the organizations strategic objectives. Then, the strategic planning can refer as a broad managerial process of developing a vision, mission statement, goals and objectives that can be serve as influential guides to employees using the top bottom management approach (Warner, 2000). Next, for small business ownership motivations are diverse and significantly influence how operators manage their businesses. As we can see, the operator is the business and accordingly, research into small business strategic planning needs to focus on the operator and his/her personal motivations and ambitions. The role SMEs can play in fostering the competitiveness of big businesses and the challenges they need to overcome have been well documented. Further insights on the factors that aid or inhibit successful partnering, can only be of strategic importance not only to SMEs but to their big business partners. However, powerful strategic partnership and alliances between small and medium sized enterprises (SMEs) and big businesses is critical to the ability of big business to build and maintain the sustainable competitive advantage.

Laws, Lawyers, and Punishment in the Victorian Period :: Victorian Era

Laws, Lawyers, and Punishment in the Victorian Period The Law †¢At the beginning of the 19th century there were 3 types of law in England: -Common Law: the â€Å"law of the land†(Pool 127), which was built up over many centuries *referred to in order to determine such cases as the validity of a contract or whether or not someone was guilty of murder †¢3 courts that heard cases: -King’s Bench- criminal cases -Eschequer- disputes about money -Common Pleas- disputes between citizens -Equity: seen over by the Chancery Court; designed to give relief from strict decisions made by the common law -Church Law: 4 courts -Court of Arches-Court of the archbishop -Court of Faculties-granted special permission to do things such as hold multiple livings -Consistory Court-handled divorce and wills -Prerogative Court- wills of bishops However, this system of laws changed much throughout the century. The Chancery became merely a joke for there you could not present evidence during trials and Parliament came to view it as necessary for matters of will and divorce to be referred to new civil courts instead of the church. In 1873 the 3 common law courts and the Chancery were combined to make the Supreme Court Lawyers †¢There were two types of lawyers: -those who argued in court- barristers, sarjeants, and advocates -those who prepared the cases for these lawyers- attorneys, solicitors, proctors †¢Courtroom lawyers held more prestige especially the barrister, who was often well born †¢To become a barrister one had to go to a certain number of dinners at the Inns of Court for 3 years. Then if you were approved of by the older lawyers you’d be â€Å"called to the bar† and then could become a barrister. There was no exam required. †¢Solicitors had to serve as an in-between between the barristers and their clients. So they were â€Å"in trade† which was less respectful to become solicitor one had to be an apprentice for 5 years to a practicing lawyer Punishment †¢In 1800 there were over 200 offences punishable by death including sheep stealing and doing damage to the Westminster Bridge -This harshness was probably due to the lack of real paid policemen at the time. So when someone was actually caught and convicted they were made an example.

Reebok Marketing Plan

Reebok Realflex| By The Breezers: Mannan Wu Abbey Barnes Chase Carraro Mohammed Baamer Deborah Dani Dylan By The Breezers: Mannan Wu Abbey Barnes Chase Carraro Mohammed Baamer Deborah Dani Dylan Final Marketing Plan| Professor Quinlan-Wilder November 16, 2011 Marketing 2800 Professor Quinlan-Wilder November 16, 2011 Marketing 2800 | | Executive Summary Reebok prides itself on creating products to enhance athletic ability. Upon formation of the company, Reebok has been dedicated to making athletes faster. Since then, Reebok has evolved into the world’s second largest maker of athletic apparel and is a leader in the shoe industry.Now Reebok will pave the way with its answer to the latest craze in fitness and in running. The Reebok Realflex will dominate the competition through altering some aspects of the marketing mix and introducing the Realflex shoe as a healthy shoe meant to better consumer fitness. Taking into consideration the SWOT analysis, which pinpoints Reeboks can imp rove and the things Reebok are already doing well, the target markets can be better identified and the marketing mix can be better modified. When looking at target markets, Reebok has narrowed its markets to college aged adults interested in maintaining fitness, and individuals between 40-65.To the younger target market, Reebok needs to convey enhancing the athletic performance. To the aging population, Reebok needs to establish that using their product will enhance health. By modifying its current marketing mix Reebok can meet the needs of consumers. Price will be at the median range of shoe costs as that makes the most sense for our target markets. Reebok wants to provide an affordable shoe that does not cost as much as other barefoot running shoes, but offers all the health benefits of natural running. However, too low of a price lowers the value of the product in the minds of buyers and will be detrimental to business.While price plays an important role in marketing the Reebok R ealflex, placement of the product will be where Reeboks competition is located. The shoes will be placed in major chains, like Dick’s Sporting Goods, Sports Authority, and Reebok stores themselves. In addition, Reebok will plan to give pairs of shoes to major gym chains, like 24 Hour Fitness, and let the trainers try the product as a way to recommend it to the desired target markets. When the shoes are in displays, the Realflex must be â€Å"front and center† to grab consumer attention from the moment they enter the store.Aside from price, promotion of the product will be one of the most vital keys to the Realflex success. Reebok will reposition themselves in the mind of their desired consumers. Though Reebok often uses testimonials and vibrant color to catch attention, the new promotional strategy will also focus on the concern that Reebok has for the health of consumers and for enhancing their performance. In many ways the new promotional strategy relies on correctin g previous errors of the company (Easytone) and in a discrete way build trust among consumers who use Reebok products and shape them into loyal repeat customers.The most important component of the marketing mix is the product. Reebok has created a product for the sheer purpose to better the health and improve the athletic ability of consumers. It is clear that Reebok believes in the product it has created. There is science to confirm the fact that natural running has numerous health benefits and does enhance athletic performance. Reebok has made a product where science meets style, and satisfies the needs of consumers. It is imperative that Reebok convey this genuine message to consumers.Doing so will build Reebok into a better business, increasing its market share, overall growth and profit. Table of Contents Introduction3 Situational Analysis4 The Company4 Current Marketing Mix4 Features and Benefits5 Current Product Life Cycle5 The Industry5 Environmental Forces7 Competition8 SWO T Analysis11 Critical Issues and Marketing Objectives13 Segmenting, Targeting, and Positioning14 Segmenting14 Targeting14 Positioning17 Positioning Statements18 MarketTrak Tool26 Conclusion28 Appendices29 Appendix A – Competition Table29 Appendix B – SWOT Analysis30 Appendix C – Positioning Map 1: College Students31Appendix D – Positioning Map 2: Baby Boomers32 Appendix E – RealFlex Packaging34 Appendix F – Magazine Advertisement35 Appendix G – Billboard Advertisement36 Appendix H – Pro-nation Advertisement37 Appendix I – Billboard Advertisement38 Appendix K – Glossary of Terms45 Bibliography46 Introduction The footwear industry is a competitive market. Two important components in this industry are the quality and marketing of the products. Reebok is a company with a long history in the footwear market and a marketing mix makeover for RealFlex could very well put the company back on top.By increasing the focus on the health benefits for older generations and aesthetically pleasing innovation for younger generations, Reebok will be able to cover wider demographics, thus increasing sales. This is a product which needs to be on the feet of consumers, because once that happens; the footwear will speak for itself. The remainder of this marketing plan is organized as follows: First, it will examine the company of Reebok and its background in the athletic shoe industry. Then, this plan will discuss Reebok’s major competitors and fully describe its SWOT analysis.Next, this plan will look at the first part of the proposed marketing strategy, to include the proposed ideas for segmenting, targeting, and positioning of the RealFlex shoes. Finally, the plan will be concluded with ideas for the proposed marketing mix plan of this product and then a re-emphasis of why this plan will help RealFlex become Reebok’s number one shoe. Situational Analysis The Company The Mission at Reebok is to be on the cutting-edge of sport and lifestyle products built upon a strong heritage in sports (Reebok, 2011).Reebok strives to challenge convention and lead through creativity and have been doing so for over 100 years (Reebok, 2011). The company was founded on one important value in the 1890’s, helping athletes run faster (Reebok, 2011). Since then the main vision has been to help athletes fulfill their potential (Reebok, 2011). Reebok is an American- inspired global brand, which celebrates individuality of the athlete while also helping the athlete to obtain goals they once thought unattainable (Reebok, 2011). Reebok is a subsidiary of Adidas Sportswear. Current Marketing MixProduct and Pricing: RealFlex Footwear is a Reebok innovation designed to give the foot a barefoot feel through natural movement while providing the comfort of a high-quality running shoe (Businessweek, 20011). RealFlex features 76 independent â€Å"sensors† on the bottom of the shoe which are design ed to naturally conform to the motion of the foot (Businessweek, 2011). This technology allows the foot to be 20% lower to the ground, which helps to re-create the feeling of bare feet (Tuttle, 2011). The RealFlex is priced at retail for $89.. 99, which Reebok feels is an affordable and fair price for this first-of-its-kind shoe (Businessweek, 2011).Promotion and Placement: Advertising for this shoe has been centered on the 76 â€Å"running buddies† or tread sensors, which make for natural movement of the foot (Reebok, 2011). RealFlex is also advertised to make the customers running style more pure through the barefoot feel. These shoes have been advertised through a commercial ad campaign which digitally animates the 76 running buddies as trail-running enthusiasts (Reebok, 2011). These shoes can be purchased online at Reebok. com as well as through various large-chain department stores such as Dillard’s, Nordstrom and Macy’s.Features and Benefits The RealFlex o ffers customers many different features. The top feature of the footwear lies in the sole of the shoe where there are 76 individual tread sensors. Other features include lightweight materials, breathability, and the ability for customers to customize their own pair of shoes. The benefits, or how the shoe actually helps the customer, are primarily based around the fact that RealFlex is a minimalist shoe. The barefoot technology featured in this footwear has been proven to strengthen legs so that runners can run faster for longer.Since this is a barefoot shoe, runners get all the benefits of running barefoot without extra damage to their feet. Current Product Life Cycle Realflex has only been on the market for about seven months and Reebok is still attempting to win over the customer’s preference through current advertising, promotions, and word of mouth (Reebok, 2011). Although RealFlex technology is a new idea in the world of â€Å"barefoot-style† running shoes, this p roduct is no longer in the growth stage. Athletic running shoes, including Realflex, are considered to be in the maturity stage.The Industry The United States footwear industry consists of makers of â€Å"non-cleated† rubber and plastic footwear that are meant for fitness and athletic purposes. The companies that are competing in this industry are dedicated to creating performance footwear so that they can give the customer more value and utility. Each company then segments its product lines to better satisfy the many different customer needs (Tufts University, 2006). However, there is significant overlap in the types of shoes that the athletic footwear industry sells.The athletic footwear industry is dominated by more than 230 manufacturers that make up over 50% of the market share (Hoovers Inc, 2006). However, there are only 19 companies that are actually competing in the athletic shoes industry. Reebok dominated the athletic footwear market until the late 1980’s whe n Nike made its sudden rise to power (Tufts University, 2006). Considering to market share, Nike leads the pack and is projected to continue growing as it expands more into China and India (Woolsey, 2007). However, in 2005, Adidas merged with Reebok in an attempt to raise the stakes in the competition with Nike (Howard, 2005).Price is one of the four categories in the marketing mix. A good pricing strategy is vital to every company. There are many different elements that can influence pricing such as unique technological product features, prominent brand names, celebrity endorsements and higher quality materials (Walker, 2005). There are some brands of shoes that sell for more than $200, such as the Nike Michael Jordan 2011 shoes, and there are brands that sell for less than $50 (Nike, 2011). However, it is more common for shoes to sell for $85 – $110 (Nike, 2011). Each company’s promotional tactics bear differences and similarities.While Reebok started with the primar y goal of improving athletic performance with its hi-tech running shoes, Nike began by specializing in running shoes and has since formed its own â€Å"running culture† by sponsoring major running events like the Chicago Marathon (Reebok, 2011). In fact, athletic shoe companies sponsoring races ranging from small track meets to nationally elite races, such as the Boston Marathon, are quite common in this industry (B. A. A. , 2011). A company will attend one of these events in order to promote its product as well as to help give back to the community (B. A. A. , 2011).These events provide very good advertising for the company and increase product visibility. Environmental Forces There are two types of environmental forces, macro and micro. Here, the macro environmental forces that affect Reebok are examined. These forces consist of social, economic, technical, regulatory, and competitive. These forces are external and usually uncontrollable. Social: Whether it is a change in d iet or an adoption of a fitness regimen, Americans are trying to improve their health. Sources say that Americans are exercising more, especially when compared to 2001(CNN Health, 2007).Health is becoming an American priority especially for younger generations (Saxena, 2010). Since fitness is becoming more of a lifestyle, running can be considered a growing trend. Fitness junkies and avid runners are starting to wear more and more â€Å"natural running† inspired shoes (Johnston, 2011) The Reebok RealFlex is the response to this growing trend (Runners World, 2011). Economic: With the economy taking a major downturn, fewer Americans can afford expensive gym memberships or personal trainers but still feel the need to be fit.Since the economy has been slow, Americans are turning to more affordable ways of exercising (Wilkes, 2011). One of the most affordable ways to get fit is to go running. There has been a spike in the sale of athletic shoes since the U. S. has begun to struggl e more with the economy. In fact, there was a 3% increase in the sale of athletic footwear in 2010 alone (Lets Run, 2010). Technological: Keeping up with the technology involved in running is a constant concern for innovative companies since the type of shoe a person wears can affect their performance.The weight of a shoe can affect the stride and development of the muscle (Runners World, 2011). The weights of shoes are also believed to affect races times and can mean the difference between a win and a loss (Lovett, 2010). It is imperative that athletic shoe companies are innovative in providing products that really do improve athletic performance without compromising the health of the consumer. Regulatory: Two regulatory entities that should be considered are the Federal Trade Commission (FTC) and the Securities and Exchange Commission (SEC). The actions taken by the FTC and SEC are meant to protect consumers.Reebok recently settled a dispute with the FTC regarding false advertisin g of its Easytone shoes (Forden, 2011). This dispute was because Reebok claimed that its Easytone shoes were proven to actually strengthen buttock muscles by 28% and build calf muscles by 11% (Forden, 2011). The finalization of the dispute ended up costing Reebok $25 million (Forden, 2011). Competitive: In terms of competition there are significant barriers to entry, especially with light-weight performance shoes. Many companies are focusing on making light weight shoes a core competency.However, the question of which company has greater competitive advantage in the market is yet to be determined. Vibrams, the creator of the original natural running shoe, set up its web site to highlight the scientifically proven health benefits of natural running (Pain from Running, 2011). Additionally, Nike dominates the athletic apparel industry and pioneered the way for performance shoes when Bill Bowerman used his wife’s waffle iron to make the first prototype of his own light weight sho e (Vann, 2011). Competition Reebok faces fierce competition from all sides.The athletic shoe industry is quite large and very competitive. Reebok receives most of its competition from Nike. In addition to Nike, Reebok goes up against Asics and New balance for direct competition, as these companies all sell shoes similar to Reebok’s Realflex. Deckers Outdoor Corporation is considered indirect competition as it sells non-athletic footwear. Nike: Nike is the number one producer of athletic shoes in the world. One of Nike’s greatest strengths is brand recognition and branding. Nike’s slogan, â€Å"Just do it,† along with the famous â€Å"swoosh,† are known worldwide (Marketing Teacher LTD, 2011).Nike is continuously changing and updating its products and advertising. The company uses many different marketing strategies which are geared for several different target markets (Nike, Inc, 2010). Nike, like Reebok, does not manufacture the shoes it sells. In stead Nike hires subcontractors in other countries who manufacture the shoes. These manufacturers then ship the shoes to other companies to sell. This can be both a weakness and a strength for Nike. It is a weakness because of the dependency on the overseas manufacturer. However, it is also a strength because Nike’s money can now be sed for expanding its product line or on a new advertising campaign instead of on the purchase and upkeep of buildings (Marketing Teacher LTD, 2011). Asics: In 2009 Asics celebrated the grand opening of its first stand-alone U. S. store located in New York (Asics, 2009). This store also featured the revolutionizing 3-D Foot ID to help the wearer become matched to the perfect shoe for them. The expansion of Asics in New York has allowed greater influence of the brand name across the U. S. , which has helped to increase sales revenues (Just-Style, 2009).Asics just launched an all-out advertising campaign in 2011 that included TV, radio, Internet, pr int as well as being a co-sponsor in the ING New York Marathon (Fashion United, 2011). One of the weaknesses of this campaign is the disproportionate focus on the overseas market compared to the U. S. market (Fashion United, 2011). Asics’ cash flow and net income had been falling slowly for several years and it needed to do something to improve profits. This campaign was extremely expensive but already Asics is seeing a return from investment and an increase in its net income (Larmann, 2011).New Balance: New Balance’s top strength would be the technology and innovation of its new products (New Balance, 2011). Every year New Balance creates a new and updated product with all the latest in technology. In addition, The New Balance Foundation has given back more than $40 million to the community and non-profit organizations (New Balance, 2011). More than 50% of consumers want to purchase a product if they know that a portion of the profits will go to charity (Strahilevitz & Myers, 1997). New Balance relies on promotion through the sponsorship of races and fitness activities instead of using celebrity endorsements (Johnson, 1998).The strength of not using celebrities is that the price of the shoe will be less for the consumer since New Balance does not pay for the endorsements. However, the downside to this is that the younger generation is attracted to shoes that have been associated with top celebrities (Johnson, 1998). Deckers Outdoor Corporation: Deckers is an indirect competitor for Reebok because they do not specialize in athletic footwear but instead are focused mainly on high-quality sheepskin boots and sandals (Wikipedia, 2011). Deckers’ biggest strength is its quality. The company is focused on roducing very high-quality products while lowering the impact to the environment (Deckers, 2011). Deckers helps to lower the impact to the environment by using a lot of recycled materials for the creation of its products (Deckers, 2011). More t han 30% of consumers want to purchase environmentally friendly products (American Express, 2010). One of Deckers weaknesses is that it has focused about 75% of its efforts in advertising to the U. S. This strategy has resulted in a higher market share for the US but a lower share across the nations (Deckers, 2011).Deckers is now working harder than ever to increase the sales of products in its overseas locations (Deckers, 2011). (See Appendix A – Competition Table) SWOT Analysis A SWOT analysis is a critical portion of every marketing plan. It outlines the company’s Strengths and Weaknesses, and the market’s Opportunities and Threats that pertain to the product (Wikipedia, 2011). The SWOT analysis is an important step in planning as it outlines whether the information will assist the company in completing its objectives or if there will be an obstacle that must be moved first.Strengths: The Reebok Realflex barefoot shoes have several strengths integral to the pr oducts current and future success. The Realflex is scientifically proven to reduce the risk of foot injury since it is made of strong materials that resist distortion by weather and sharp objects (Sturtz, 2011). The Realflex has 76 independent sensors on the bottom of the shoe that adapt to all training surfaces and promote natural movement (India Infoline Ltd, 2011). Reebok also produces outfits to match the colors of shoes and color customization on new Realflex purchases to meet customers’ needs (Healthhabits, 2011).Reebok is one of the top athletic shoe companies in the U. S. with a market share around 20% and it has become more efficient through good corporate operation strategies aimed at restructuring and improving quality in the manufacturing process (Landrum & Boje, 2001). Reebok also prices its shoes to be around the average market price which helps to increase market share. Weaknesses: One of the weaknesses of the company is that Reebok has no factories and depends on overseas manufacturers for production of its products, consequently posing a risk since the contracted industries could stealReebok’s designs (Dunlap, 1925). Reebok owns few stores of its own but depends mostly on retail stores to order and deliver the products, which at times can be slow. This strategy causes retailers who sell the products to wait long periods of time before the products arrive, at which time they may not have the same popularity among customers (Hoovers, 2011). There are very few sponsors associated with Reebok which does not help to make it well known (Mercer, 1996). In addition, the company suffers from the previous release the Reebok Easytone, which claimed to tone legs and burn more calories while walking.This was actually revealed to be untrue by the American Council of fitness (Waehner, 2010). Essentially misleading consumers can cause them to be cautious of the Reebok label and they may instead choose to shop elsewhere (Nickson, 2010). Opportuni ties: There are several opportunities for Reebok, including expanding and reaching new markets with its new product. Reebok has the opportunity to appeal to baby boomers creating a new market for its type of shoe. They are a generation interested in staying active as they age.There is also the opportunity to market to active college students; it all depends on how the product will be presented. There is also the opportunity for product development since Reebok has released a new product into the current markets. Threats: There are many competitors offering a similar barefoot shoe product which is a threat to Reebok since competing companies, like Nike, are already established and globally recognized (Silva, 2011). In addition, technology is always changing and new products are continuously coming out into the market.The fast change in technology goes hand in hand with how society is constantly changing its mind, which poses a great threat due to the company’s low rate of tech nological advancement compared to the prevailing leaders (Kagz, 2001). Competing companies may introduce cheaper substitutes which the customers may opt to buy. Economic crises also pose another threat due to the weak purchasing power of the customers. As barefoot shoes are a want and not a need, the economic crisis may have people think twice before buying. See Appendix B – SWOT Analysis) Critical Issues and Marketing Objectives Critical Issue #1: Leverage Point: Healthy shoe (S) + New Market: Baby Boomers (O) Natural Running shoes offer health benefits and by advertising to a new market like baby boomers and the older generation (ages 40-65), Reebok has the chance to create a leverage point. Related Marketing Objective #1: Increase sales by 10% over the next year. Strategically place the product in areas whose demographics reflect a baby boomer population. Have the product easily accessible to the target market.Critical Issue #2: Constraint: Previous Faulty Products (W) + E xpanding the Market (O) Reeboks previous innovation in fitness, the Easytone, was proven to have no additional benefit to working out as they claimed. When Reebok does try to sell its product to a new market that may be more aware of Reebok’s previous mistake they may have no interest in purchasing the new technological innovation the RealFlex. Marketing Objective #2: Focus on the health benefits of RealFlex over regular shoes. Show consumers that Realflex can help improve strength in leg muscles. Increase shoe health awareness by 15% within one year.Critical Issue #3: Vulnerability: Healthful Shoes (S) + Changing shoe Technology (T) Reebok RealFelx shoes face vulnerability in the sense that while it may be producing shoes with health benefits, the competition could be offering shoes with even greater benefits, such as Virbram Five Fingers. Marketing Objective #3: Demonstrate to consumers how much Reebok invests in its consumers best interests. Focus shoe marketing not only o n the health benefits but how Reebok was able to pioneer the light weight shoe industry with its â€Å"sensors† on the bottom of the shoes.Segmenting, Targeting, and Positioning Segmenting Some of the possible ways of target segmentation for the Reebok Realflex shoes are geographic, demographic, psychographic, and behavioral. The geographical segmentation would focus on those consumers in the urban and suburban locations due to the high influence of social media. The demographic segmentation could target consumers with a yearly household income of greater than $35,000 as well as specific age groups, such as ages 18 – 44, as many purchasers of running shoes are ages 18 – 44 (Marginy Research Group, 2000).Reebok could also focus on the psychographic segmentation portion and gear it toward consumers who enjoy adventure and outdoors activities. Reebok decided to segment the markets into two separate groups. The first target market will focus on geographic and demogr aphic segmentation. This market will include college students between the ages of 18-24 who are adventurous. The second target market will focus on demographic and behavioral segmentation. This market will include those consumers who are in the older generation, like baby boomers. The older generations want to stay healthy and get into shape.The Realflex is perfect for this need, as the barefoot qualities of the Realflex strengthen legs and keep runners healthy. Targeting Target Market 1: The target market is for adventure seeking and active college students between the ages 18 and 24. These targeted college students usually reside in urban and suburban areas. The focus on these geographical locations is due to the idea that consumers in highly populated areas, such as a city, are more driven by the social media that surrounds them (Thompson, 2009). The targeted psychographic market segments are geared toward those consumers interested in competition and adventure.Reebok wants consu mers who want the shoes they wear to be able to handle anything during their fitness routine. â€Å"Americans who have adopted the lifestyle of Fit Consumers are risk-takers with an adventurous outlook on life. Fit Consumers retain a taste for adventure as they age† (Packaged Facts, 2007). The Realflex is a high-quality running shoe that is able to satisfy the needs of competitive, driven college student runners. The Realflex weighs only 8. 8 ounces for males and 7. 2 ounces for females (Jhung, 2011). This reduction in weight helps shave off seconds on a runner’s time.This gives the runner a competitive advantage over those runners who are not using lightweight shoes (Jhung, 2011). These students are always looking for the next best thing to own, especially when it comes to shoes (Trend Watching, 2011). They want high-quality, lightweight shoes for a great price. Students also want to know that the product they buy and wear is something that will help improve their sta nding in society (Trend Watching, 2011). Reebok can give that customer value, and more, to this target market. The college student target market is 18. 6 million, which is a 22% increase over the last 8 years alone (Davis & Bauman, 2011).With a larger target market there will be a higher cost to reach the audience. However, with a slight increase in advertising geared toward this growing market, Reebok will be able to reach this group and increase sales by 10% within 1 year. (See Appendix C – Positioning Map 1: College Students) Target Market 2: Aside from the younger generations, baby boomers and the aging population (40-65) are looking to preserve as well as better their health. Reebok wants to attract the consumers who will find its product integral to the way they want to look and feel as these consumers will â€Å"place a high priority on their health† (Packaged Facts, 2007).They consider running part of a healthy and active lifestyle. Studies suggest that baby bo omers and aging populations are much more active than they used to be. In 2005, baby boomers comprised one fourth of the health club memberships (msnbc, 2005). However, these consumers may not all be high users. Some of them may only visit the gym a couple of times a month or only run a few miles a week. Baby boomers are redefining what it means to retire and enjoy old age, they are not anticipated to flock to an â€Å"age segregated community† and many will likely continue working in some capacity (Brandon, 2010).However not all Boomers have a high disposable income in fact, they are considered a sandwich generation were they are assisting their own parents while financing their children’s educations. With Boomers still maintaining busy schedule it is also important to consider the usage rate that would justify the purchase of Reebok Realflex shoes. They may seem themselves needing a â€Å"healthy shoe† meant for their variations in fitness regimen. This same n eed can be applied to the aging portions of the population. The trend of healthy living is catching on and the market for healthful products, like quality running shoes will continue to grow.In consideration to Critical Issue #1 of advertising to the market of baby boomers, the Realflex shoe has a considerable leverage point given that it is a scientific fact that natural running shoes offer health benefits. It is also a fact that light weight running shoes are built to endure fewer miles because they offer less cushioning however they offer health benefits like a â€Å"natural running sensation†(Run/Split, 2011). It is the use and health benefits that are more likely to draw Boomers to the product. In regard to the marketing objective of increasing sales by 10% over the next year,Reebok plans to place its product in gyms by giving a pair to local trainers to act as opinion leaders and encourage boomers to purchase them. Reebok also plans to place the product in convenient pl aces for purchases, such as mall outlets to increase product visibility as well as specialty stores. (See Appendix D – Positioning Map 2: Baby Boomers) Positioning Beginning in 2009, Reebok started executing strategies in order to position its running shoes in a more technologically advanced, higher quality and flexible category which helps to differentiate the shoes from other athletic brands and place it toward the high-end footwear brands.Reebok’s mission is to become an outstanding sport and lifestyle brand and offer many primary sports products (Adidas, 2011). In regards to the younger generation, there needs to be an emphasis on the fact that Reebok is a fashionable shoe to wear while either getting fit or just out taking a stroll. Reebok can position this product as being both quality and healthful by occupying the front window of athletic stores. While doing so may increase the cost of promotion, it sends a message to the younger generation that the product is popular, and at a minimum increases visibility making the product more widely known.There will not need to be repositioning for this target market. In consideration to the second target market, baby boomers and aging populations, there will be some repositioning that needs to take place. As previously noted Reebok made the mistake of producing a product that did not have all the health benefits the company claimed. In fact, the Reebok Easytone has been rumored to have done more harm to customers than good. It is the older populations who are more likely to be aware of this mistake which means that Reebok would need to reposition this product in the mind of older consumers.Both of these methods will increase consumer spending on Reeboks product and assist in attaining the goal of a 10% increase in sales within one year. In regards to the second marketing objective, placing the product in gyms and actively seeking feedback from users shows the interest that Reebok has taken in demonst rating that its products are of high quality. Similar is the third marketing objective, concerned with the proving that Reebok is an innovator in the shoe industry, this is accomplished not only through placing the product in gyms and giving trials to first time buyers but also through actively seeking feedback from users.The feedback Reebok receives form users will help in creating lighter, even higher quality products to better satisfy consumer needs and enhance their athletic performance. Positioning Statements Positioning Statement 1: For college students who typically maintain an active lifestyle and like access to new products, Realflex footwear is the latest model of Reebok running shoes with advanced technologies to improve athletic results as well as allow consumers to customize the color of the shoes.Positioning Statement 2: For baby boomers that pursue a healthy lifestyle, Reebok Realflex footwear is the natural running shoe with high tech soles and light-weight materials that is designed to provide the health benefits of natural running. Proposed Marketing Strategy Product Reebok would not be doing any product modification to the RealFlex shoes. Instead, Reebok would be focusing on enhancing the RealFlex image while on store shelves. Reebok would make the shoes as appealing to the consumer as possible. An efficient way to appeal to consumers is to offer a more classic look in stores while also offering the benefits of RealFlex.Reebok would offer basic colored shoes in stores such as navy, gray, black, and white, along with accent colors such as blue, red, and green. The more eccentric colors, like orange and yellow, would be available online when customizing the shoes. This will be an effective strategy for the RealFlex because it would attract more customers who are looking for a dual-purpose shoe to fit their everyday lifestyle. This strategy is designed to attract customers who are not looking for flamboyant aesthetics in their shoe choice.This is based on the belief that classic colors will cover a larger demographic, while still having more specific needs accessible online. These shoes will be packaged in a simply designed box that features bare feet and the Reebok RealFlex logo. Shoe packaging tends to be generally more functional than appealing to the consumer as the shoes can sell themselves (Packaged Facts, 1998). However, consumers enjoy showing off their latest purchases, and this newly designed box has the perfect accent to combine with the Realfex shoes. (See appendix E – RealFlex Packaging) PricingPricing is an important factor that affects the marketing of a product and consumers’ attitudes toward that product. Consumers tend to shop for lower-priced commodities so long as quality is not compromised (Daly, 2002). In order to arrive at a fair price for the RealFlex shoes, Reebok considered several different pricing strategies and evaluated the effectiveness of each strategy in line with its marketi ng plan objectives. The best price strategy for the RealFlex shoes is the At-Market Pricing Strategy. Reebok set the base price at $89. 99, with the customization options ranging from $5-$15 extra.The price is comparable to the market price and to what the competitors are offering. Reebok’s largest competitor, Nike, is offering similar shoes at the same price (Nike, 2011). However, New Balance sells its similar shoes for $95 while Asics sells its shoes for only $85 (New Balance, 2011). This pricing strategy allows Reebok to make a profit while still encouraging for a larger market share. Reebok wants to attract active college students and baby boomers to purchase the product because of its high quality and average price among rivals.There is a large portion of the target market, college students in particular, that are unemployed due to full-time school or retirement. Reebok’s pricing strategy is designed to enable the company to achieve a large and dominant market in line with the marketing objectives. The At-Market Pricing Strategy achieves objectives and enhances profits. Placement Reebok will market the Realflex primarily through retail channels. This is done because in-store shopping is one of the most important portions of the customer decision-making process when purchasing a product.A few of these retail channels will include Foot Locker, Athlete's Foot, and Champs Sports. Reebok will concentrate more heavily on placement in states where residents are more likely to engage in a healthy and active lifestyle, such as Colorado, Oregon, and Minnesota (Nash, 2010). Through the use of these channels and placement, Reebok can raise its brand awareness and increase customer loyalty. Reebok wants the retail environment to highlight its brand value as â€Å"inspirational, athletic, fun, and interactive† (Adidas, 2011).One of the target markets, baby boomers and the older generations, want to purchase high quality products in order to maintai n their health (Health Goji, 2010). They enjoy going to the retail chains so that they can try on the shoes and make sure that they feel good while walking. They are also able to go online if they do not find the color that they like and they can purchase from the Reebok website. The other target market, college students between the ages of 18-24, wants to purchase shoes that go with their physical appearance (Makgosa ; Mohube, 2007).They enjoy going to the retail chains so that they can try on the shoes and make sure that they look good while walking or running. This market can also go online if they would like to customize their shoes to have a little more color. Promotional Plan Health and enhancing athletic performance will be at the forefront of the Reebok Realflex promotional campaign. The shoe itself is meant to provide the sensation of natural running while still protecting the consumer’s feet. This will allow the consumer to be able to run the extra mile that complet e barefoot shoes will not allow.There is a big difference as to how far athletes can run in barefoot shoes opposed to actual running shoes. Reebok wants to convey to consumers that it is concerned with their health and it is dedicated to improving their athletic abilities through the use of the Realflex shoe. It is evident that consumers in both target markets, college students as well as the older generations, are concerned with their health. However, there will be a greater emphasis on the health benefits to the older generation, as this is a major appeal. It is common practice in athletic apparel to feature fit models using the product in beautiful locations.Reebok would follow suit. Reebok needs to communicate that â€Å"no matter where you are, you can take health with you with the Realflex shoe† This message could be particularly effective when considering older generations. They are more likely to travel and are redefining â€Å"retirement. † By positioning the product as healthy and useful there is a direct appeal to the needs of Reeboks’ aging consumers. (See Appendix F – Magazine Advertisement and Appendix G – Billboard Advertisement). With regards to younger consumers, like college students, there will be an emphasis on the message that the Realflex is meant for their active lifestyle.It is designed to enhance athletic performance because as a natural running shoe it alters the pronation in the foot as it strikes the ground increasing the amount of work the muscles do when the shoes are being used. It enhances the workout for these younger generations, especially those who are aware of the benefits of natural running (Appendix H – Advertisement). It is imperative that both target markets are able to view the product as both healthful and athletic. The key issue that must be avoided is that the style of the shoe is not exclusive to either target market.This issue can be resolved through the use of blending th e concepts of health and athletic performance in advertisements. Reebok intends to do this primarily through advertisements featuring outdoor settings and races. (See Appendix I – Billboard Advertising) Television commercials could prove more useful as a mode of advertisement. With the Reebok Easytone shoe, Reebok spent $64 million on advertisements of the Easytone shoe. Sales of that particular shoe increased until it was discovered that Reebok used faulty advertising as a means to sell the shoe ( (Morran, 2011).The campaign for the Easytone shoe was one of Reeboks largest in a decade. For the Easytone shoe television ads were highly effective in reaching target markets and increased sales. Reebok is hoping for a similar effect when it comes to the Realflex shoes. Many other companies also use television as a means to advertise because it can reach millions of consumers for only pennies on the dollar. A smaller athletic company, Asics debuted a new national advertising campa ign and the ING New York City Marathon, some of which includes television ads. In correlation with their new campaign they have also seen increases in profit (Asics, 2011).Aside from television, another mode to advertise to consumers is through magazines like that are specific to fitness and popular culture. Magazines that Reebok wants to place its full page ads in would be Runners World, Women’s and Men’s Health magazines, Shape, GQ and Cosmopolitan. These are the magazines which are better suited to reach both target markets. The anticipated cost for full page ads in these magazines range from $20,000-$25,000, however, these prices can fluctuate depending on the magazine and how much of a region it covers (Becket, 2009)..Magazines like Runners World and Running Times are the most vital to communicate how viable the Reebok Realflex is as a running shoe. In a lot of ways it is the way to get a seal of approval as a product. The more runners Reebok can get to buy the sh oe, the greater the visibility and the more likely others are to follow suit and purchase their own pair of Realflex shoes. While television and magazines are useful, one of the best ways to gain attention in the world of fitness is to be present at major running events like races and expoe’s.Brooks Running shoes sponsor some Rock and Roll Race events; one of their biggest is the Denver Rock and Roll Marathon. They have nearly half of the floor to showcase their products and their benefits. Not to mention that they are able to make those last minute sales to participants. Participation in major races like, half marathons, full marathons, national race teams, Reebok again increases visibility and is able to position their product as a product for fitness. Costs of sponsoring races vary depending on the size of the race.However, Reebok could take a different approach and rather than advertise and sponsor at a major races like Chicago, NYC and Boston Marathons, sponsor multiple races in the Rock and Roll Marathon series which features over twelve races in the United States and three in Europe. Through these modes of advertising Reebok is able to reach both target markets and convey the healthfulness and the athletic performance benefits that come with the use of the Realflex shoes. In regards to sales promotions, Reebok will utilize both retailers and consumers to increase product visibility.However, Reebok will focus on going primarily after the consumer, through consumer sales promotions. Methods Reebok intends to use would be product samples and prizes. We would let the consumer try one Reebok product in the store and test it out for a day and if they do not like it, tell Reebok why to refund the purchase. Another tactic to take advantage of and redeem Reebok from the Easytone bad press would be when consumers bring in a pair of Easytone shoes Receive half off of the purchase of Realflex shoes. This specific method, allows Reebok to do damage control th rough public relations of sorts.Reebok can pick specific locations where previous buyers of the Easytone shoes can return their purchase for half price pair of Realflex shoes. It is imperative that to successfully launch and market a product that Reebok fix their previous indiscretions in regard to the Easytone shoes. As discussed earlier, advertising will play a major role in positioning the Realflex as both healthful and performance enhancing. It will be what the consumer sees in their magazines, on their televisions and in their gyms. However, the personal selling aspect will also define how the customer views the product when they come into a store to purchase them.While Reebok has its products in major athletic stores like Dicks Sporting Goods and Sports Authority, it’s important to make sure the retailers are well informed about the product, and provide the opportunity to test out the shoe on treadmills before purchase. In regards to the actual Reebok stores, retailers there need to take interest in creating a unique purchasing experience for the consumer. This can be done through acute attention to consumer needs and demonstrations of the products use, and the ability to test out the products in the store.When it comes to selling, Reebok Retailers need to sit one on one with consumers and be attentive to their needs. While this method may be expensive it will provide that unique customer experience and encourage repeat business. Sales promotions will also be done through visibility at expos and major races. Asics provides supplies for the New York City Marathon and Brooks provides supplies for the Rock and Roll Marathon series which allows them to dominate pre and post-race expos to encourage buying. It also increases visibility among consumers who are likely to buy the product.This method allows Reebok to go to the consumers rather than trying to get them to come to a store. While the fees can be expensive, there is probability that consumers wi ll see the product and the company as one with their best interests at heart. Similar to being present at expos would be an adaptation of contests, ask small local races where participation is below three thousand and give a free pair to each race winner or each division. This is a means to also build good will among potential consumers and entice potential runners into competing.The least used promotional element will be direct marketing, as the cost of communication through mail and telephone. The one way Reebok would consider using mail as a means to communicate with consumers would be to send notices regarding the shoe with an explanation of the healthy benefits. The mail would also only go to previous customers to encourage business or members of a loyalty program as they may be more likely to want to purchase the product, if they have been satisfied with their previous purchases.With all of the factors of the promotional mix in mind the most effective strategy for Promote the Realflex shoe would be the Push strategy where personal selling is directed to intermediaries. It’s is easier to utilize a pull strategy because it allows greater accessibility to the product by already placing the shoe in malls and specialty stores. What is important to recognize is that each piece of the promotional mix fits together to convey a single coherent message to consumers, Reebok is a company committed to producing quality products to enhance health and athletic performance.The variation in the promotional mix will be used as a means to communicate this message to target markets. The variety in methods will ensure that since Reebok is seeking older generations (40-65) as well as those aged 18-24 who are active, they are destined to come into contact with some type of positive promotion of the product. MarketTrak Tool Reebok uses a MarketTrak spreadsheet to show the projected cost of achieving its objectives for one year. This spreadsheet shows each of the three ma rketing objectives and breaks them down into several different tasks that can be completed within one year.Through the use of billboards, television commercials, sponsorship promotions, and website advertisements, Reebok hopes to achieve its marketing objectives. The first marketing objective on the MarketTrak spreadsheet is to increase sales by 10% within the first year. Reebok will achieve this goal with the use of billboards, magazine ads and special promotions. First, Reebok will design a billboard geared toward the older generations, aged 40-65, and strategically place them in areas that are largely populated by the older generations, like Tampa, FL, Austin, TX, and Phoenix, AR (Coach, 2011).Second, Reebok will place advertisements in special sports magazines, like Runner’s World and Sport’s Illustrated. Then, Reebok will offer several pairs of shoes for free to retail stores such as Dick’s Sporting Goods and Sports Authority. These shoes can be tried on th e treadmills at these stores so that consumers can see that the shoes are comfortable. Finally, Reebok will offer a discount price for 1 month on the shoes followed by 1 month of free shoe bags with purchase. The second marketing objective is to increase the awareness of the healthy nature of the Realflex shoe by 15%.This will be achieved by giving 500 free pairs of shoes to trainers in gyms that are located in ten of the healthiest cities across the United States, like Boston, MA, Portland, OR, and Denver, CO (Haiken, 2011). These shoes will be used by opinion leaders who are in a position to show just how comfortable and healthy these shoes are. In addition, Reebok will give two extra free pairs to each trainer so that they can use them to give away to a couple of lucky gym members. Finally, Reebok will create a television advertisement geared toward the specific health benefits of the shoes.The third and final marketing objective is to increase the awareness of Reebok’s in vestment in the consumer’s best interest. This will be done several different ways. To start, Reebok will create an online advertisement showing the overview of the lightweight shoe design and how the design helps with healthier running. Then, Reebok will add a new section onto its website explaining how much time and effort Reebok has gone to in order to create a shoe that really is better for your muscles and legs. Then, Reebok will design a moving billboard advertisement to be placed onto city buses that operate in large college cities, like Denver.This advertisement will show the wonders of the Realflex sensors. And finally Reebok will design a different television advertisement that shows all of these investments in our consumers. In order to ensure the success of each of these marketing strategies and tactics, Reebok’s marketing managers will have a meeting at the end of each month to go over each of the objectives to see how well they are working. These meetings will allow for each of the managers to learn what is going on, see if the objectives are being met, and improve anything that needs to be upgraded.This is done so that everything moves along smoothly and nothing is forgotten in the process. (See Appendix J – MarketTrak) Conclusion Reebok is positioning to be a high-end athletic footwear brand and a leader in its industry. In the next three years, the market development and product repositioning will allow Reebok to achieve its marketing objective which increases sales by 10%. College students and baby boomers alike can wear Realflex while performing a multitude of exercises. Its smart and stylish appearance allows it to be worn daily. With the previous issuance of a faulty product, Easytone, Reebok created a weakness in the company.However, with Realflex, Reebok can improve the past weaknesses by marketing its new â€Å"76 sensors† technology and wonderful health benefits. This technology can efficiently support the r unner's weight and flexibility. This product, along with focused advertising, will increase consumer awareness of the health benefits that come with the Realflex shoes. Furthermore, the target market will enjoy the convenience of shopping in more Reebok retail locations. This will help Reebok to increase advertising concerning the high quality performance and the health benefits within Realflex.With Realflex becoming more widely known, the product demand will increase. As a result, customer value will also increase. The final marketing objective is to increase awareness of how much Reebok has invested in its consumers best interests. Realflex implements the idea of â€Å"natural running movement†, emphasizes on lightweight materials, which its users can experience the barefoot feel. It shows to its target markets top quality running shoes with not only the health benefits, but also with the pioneer and innovation of its sensors to improve performance.Through the catering of s tyle with the young generation and the health concern of baby boomers, the team believes that Reebok will reach its marketing objectives and spur the success of this product. Appendices Appendix A – Competition Table Competitor| Year Founded| Years in Business| Locations Served| FY 2010 Sales| Offered Products| Direct orIndirect Competition| Nike| 1964| 47| World2| $19 Billion3| Athletic shoes, apparel, sports equipment, and accessories2| Direct| Asics| 19494| 62| World4| $2. 4 Billion5| Athletic shoes, apparel, and sports equipment4| Direct| New Balance| 19066| 105| World6| $1. Billion6| Performance footwear, apparel and accessories6| Direct| Deckers Outdoor Corp| 19737| 37| World7| $1 Billion8| Sheepskin boots, casual wear, slippers, and sandals7| Indirect| Appendix B – SWOT Analysis | Favorable| Unfavorable| Internal| Strengths(1) Brand Equity(2) Reebok-Adidas merger. (3) Reebok is one of the top athletic shoe companies in U. S. in terms of market share. (4) Barefoo t shoes are scientifically healthier than any other kind of shoes. (5) 76 independent sensors on the bottom of Reebok Realflex barefoot shoes promote natural movement, flexibility, and comfort. (6) The price is the average of main competitors. 7) Customizing the shoes with the styles and colors customers prefer. | Weaknesses(1) Reebok owns few official stores and relies more on retailers. (2) Reebok doesn’t own factories and they depend on producing industries in their production. (3) Previous reputation of releasing faulty products. (4) Few sponsors associated with Reebok. | External| Opportunities(1) Expanding current market and reach current markets with their new products. (2) Marketing towards several age groups to increase profits. (3) Product development opportunity. (4) Expanding to market for the product on social media websites. 5) Creating new channels of communication on social media websites. | Threats(1) Many companies produce barefoot shoes and this leads to a strong competition. (2) Changing trends in footwear technology. (3) As barefoot shoe is a want and not a need, some people may think twice before purchasing. (4) Poor economy| Appendix C – Positioning Map 1: College Students Appendix D – Positioning Map 2: Baby Boomers 5 Appendix E – RealFlex Packaging Appendix F – Magazine Advertisement Appendix G – Billboard Advertisement Appendix H – Pro-nation Advertisement Appendix I – Billboard Advertisement Appendix J – MarketTrakAppendix K – Glossary of Terms At-Market Pricing Strategy Attributes Barriers to entry Beliefs Brand Awareness Brand Value Branding Channels Competitions Competitive Advantage Competitors Consumer Consumer’s attitudes Consumer Spending Core Competency Cost Current market Customer Loyalty Customer Value Differentiation positioning Direct marketing Discretionary Spending Disposable Income Good Will Growing Market Growth Stage Indirect Competition Lea ders Market Market price Market share Marketing Mix Marketing Plan Objectives Maturity Stage Need Opinion Leaders Opportunities Packaging Personal Selling Placement Positioning PowerPricing Pricing strategies Product Product Development Product Modification Promotional elements Public Relations Purchasing power Push strategy Reposition Retail Retailer Sales Promotions Segment Social Status Strength Substitutes Target Market Threats Utility Value Want Weakness Bibliography Adidas. 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