Assignment Sample on BUSM4304 International Operations Management
1. Introduction
- Reebok is one of the top brands in the markets of the UK with various ranges of sportswear.
- The aim of this assessment is to provide knowledge about the international operations management of Reebok in the UK.
An overview of the organization is provided that talks about the business style of the brand. Customer value evaluation of Reebok has made it among the top businesses among sports industries. International operations of the organizations have made huge impacts in the sports industry and have shown impacts on customer evaluation. Discussions about the competitive advantage are provided to gather knowledge about the competitions.
2. Overview
- Reebok was founded in the year 1895 in England and deals with all kinds of sportswear in the markets of the UK and globally (Flores et al. 2017).
- The organization of Reebok was founded by Joseph William Foster and it started making running shoes (Reebok.co.uk, 2021).
Availability of the Reebok shoes is in 170 countries and has shown great achievements in international operation management. Reebok makes shoes for the NBA (National Basketball Association) and it also entered the music industry in the year 2022 and is planning to make shoes for the music industry.
- It was started as a small family business and came to the US in the year 1980 (Spring et al. 2017).
- Reebok has net sales of $35.6 million and it is showing enormous advancement in the business (Reebok.co.uk, 2021).
Reebok shoes are more popular among the young generation and sportspersons. The official goal of the organization is to provide legitimacy, favouring public image and justification of all the activities. Reebok uses star topology for effective pillars of communication. Reflection of the actual goal of the organization of Reebok is the main operative act adopted. Connection with the customers and providing them with the best quality products is the main motive of Reebok. In the field of technology, Reebok has shown huge advancements in the business of the UK.
- The brand image of Reebok is helping the business to shine in the UK markets (Spring et al. 2017).
- Daily customers contribute to the sales and profit of the organization of Reebok (Agrifoglio et al. 2017).
Star topology is a part of their networking advancement in the business for effective communication. The same network is shared in the communication of star topology. The Freestyle is one of the first shoes for the women’s section of the market made by Reebok and it was an aesthetic shoe. Reebok shoes are more popular among the young generation and the sports persons. The official goal of the organization is to provide legitimacy, favouring public image and justification of all the activities. Reebok in recent times provided sponsorship to the UFC for all the operations.
3. Evaluation of Customer value
- Female customers of the market UK are kept at the top in audience target in the business of Reebok (Agrifoglio et al. 2017).
- Sportspersons especially in the areas of cricket and NBA (National Basketball Association) are more attracted to the brand (Reebok.co.uk, 2021).
A wide range of products are available for the women’s section in the UK markets of sportswear and Reebok provides it. The Freestyle is one of the first shoes for the women’s section of the market made by Reebok and it was an aesthetic shoe. Reebok shoes are more popular among the young generation and the sports persons. Reebok makes shoes for the NBA (National Basketball Association) and it also entered the music industry in the year 2020 and is planning to make shoes for the music industry.
- Knowledge about the ideal client provides benefit in the customer evaluation and Reebok keeps a track of all the customer requirements (Meredith and Pilkington, 2018).
- Checking for the online customer reviews for the products sold helps in segregating customers based on choice and interests (Varisco et al. 2018).
Along with the customer requirements, Reebok checks the description of a product details and provides an evaluation of customers. Reebok in the UK always has a hunger for reviews from the young generation as they are more attracted to the shoes.
- Asking questions to the customers decreases the chances of frequent change in the requirements in the business of Reebok (Zanjirchi et al. 2019).
- Providing a showcase of the relevant work makes a huge impact among customers in the Business of Reebok in the UK (Medini et al. 2019).
Reebok promises on the flagship platforms growing rate increasingly and the staff in the business of Reebok is increased to 30 percent. Connection with the customers and providing them with the best quality products is the main motive of Reebok.
- Reebok has its loyalty program to provide benefits to the customers in the market of the sports environment of the UK (Reebok.co.uk, 2021).
- The official goal of the organization is to provide legitimacy, favouring public image, and justification of all the activities (Sevilla and Ellaga, 2020).
Customer value evaluation of Reebok has made it among the top businesses among sports industries. Loyalty programs of the Reebok organization allow customers to earn points on engaging with the brand every time. Customers are provided with the benefits that are product based that helps in customer evaluation. They are in a plan to reward customers for their loyalty towards the brand that provides a great source of customer evaluation.
4. Concept of International Operations
- The production of innovative products for the athletes marks the international operations of the business of Reebok (Sevilla and Ellaga, 2020).
- The growth of Reebok in worldwide enterprise began in the year 1979.
Reflection of the actual goal of the organization of Reebok is the main operative act adopted. Connection with the customers and providing them with the best quality products is the main motive of Reebok. In the field of technology, Reebok has shown huge advancements in the business of the UK. The Fortunes of the organization of Reebok began to change with the adaptation of the aerobic designing of the shoes in the year 1980.
- International operations include the supply of the products of Reebok overseas using the supply chain of the business.
- Reebok penetrated the new sports market and sells in 28 countries globally (Sevilla and Ellaga, 2020).
International operations involve the activities of the brand ambassador. In 2018 Gal Gadot who played the character of wonder woman was elected as the brand ambassador. This helped in moving forward with the human campaigns locally as well as globally. Different campaigns helped the business of Reebok to expand the international operations and provide huge profit margins in the business in the UK.
- Reebok underwent a restructuring of the global marketing group of its brand (Sevilla and Ellaga, 2020).
- Net sales of the business of Reebok in the year 2020 globally was 1409 million euros (Reebok.co.uk, 2021).
Reebok is in plan to launch global brand strategies in the business that will help in the positioning of the brand. This action by the organization of Reebok allows them to expand business across borders and bring international operations benefits in the sports market. Global sales of the Reebok provide an overview of the conduction of the international operations in the business. Reebok makes shoes for the NBA (National Basketball Association) and is planning to enter the music industry in the year 2022 and is planning to make shoes for the music industry.
- Global fitness activities all around the world make great demand for Reebok products in the sports sector.
- Sports activities that involve the usage of Reebok shoes are weight lifting, gymnastics, and powerlifting that demand huge availability of sports shoes (Reebok.co.uk, 2021).
It features international sportsmen and influences people to stay fit globally. This marks the involvement of international operations in the business of Reebok in the sports sector in the UK. The Freestyle is one of the first shoes for the women’s section of the market made by Reebok and it was an aesthetic shoe.
5. Importance of international operation for customer value evaluation
- A wide range of products are available for the women’s section in the UK markets of sportswear and Reebok provides it (Kumar, 2019).
- Reebok in the UK always has a hunger for reviews from the young generation as they are more attracted to the shoes (Lechner et al. 2020).
Reflection of the actual goal of the organization of Reebok is the main operative act adopted. Connection with the customers and providing them with the best quality products is the main motive of Reebok. It features international sports men and influences people to stay fit globally.
- In order to check the customer requirements, Reebok checks the description of a product details and provides the evaluation of customers (Kumar, 2019).
- The Fortunes of the organization of Reebok began to change with the adaptation of the aerobic designing of the shoes in the year 1980 (Reebok.co.uk, 2021).
Loyalty programs of the Reebok organization allow customers to earn points on engaging with the brand every time. Customers are provided with the benefits that are product based that helps in customer evaluation. Reebok manages to hold the loyalty of the women customers who believe in their products. Sales of women’s aesthetic shoes are around 35 percent in the business of Reebok.
- International operations involve the activities of the brand ambassador (Lechner et al. 2020).
- Global sales of Reebok provide an overview of the conduction of the international operations in the business (Reebok.co.uk, 2021).
In 2018 Gal Gadot who played the character of wonder woman was elected as the brand ambassador. Sports activities that involve the usage of Reebok shoes are weight lifting, gymnastics, and powerlifting that demand huge availability of sports shoes. Reebok has its loyalty program to provide benefits to the customers in the market of the sports environment of the UK. Reebok faced restructuring of the brand that marked an important consideration in the customer value evaluation. The official goal of the organization is to provide legitimacy, favouring public image and justification of all the activities.
- Various business operations helped the expansion of the business of Reebok in the global markets of the UK (Lechner et al. 2020).
- It is in a plan to provide rewards to the customers who are loyal to the business and helped in growing the business (Reebok.co.uk, 2021).
An average of 88 percent of the footwear of Reebok is manufactured in 11 countries and provides employment to 75000 workers. The loyalty programs of the business of Reebok helped in reaching out to the global customers and providing growth in sales.
6. Competitive Advantage
- Reebok is aiming to brand itself as a prior focus to women’s fitness and an advertisement campaign “Your move” provides focus on this matter (Ukobitz and Faullant, 2021).
- Promotion of the products is done using the channels of social media and online methods to reach out to the customers (Rezaei and Sharifian, 2021).
Reebok is focusing on the niche market to show the areas of development and provide popularity of the products. This helps in gaining the target audience’s attention in the business of the sports in the UK.
- Cross fit range of reebok products is the top performing range of goods for the business (Kwon and Chung, 2018).
- Production and distribution of fitness products locally as well as globally makes Reebok a unique business (Widyastuti and Said, 2017).
Reebok makes shoes for the NBA (National Basketball Association) and plans to enter the music industry in the year 2022 and is planning to make shoes for the music industry. The official goal of the organization is to provide legitimacy, favouring public image and justification of all the activities. Reebok in recent times provided sponsorship to the UFC for all the operations.
- Various organizations provide competition to the Reebok shoes in every aspect of sportswear (Sevilla and Ellaga, 2020).
- Nike is the top competitor of Reebok in the sports market of the UK (Spring et al. 2017).
Nike has a 33 percent market share in the sports market of the UK whereas the market share of Reebok is 22 percent.
- Reebok has a share of 16 percent of the markets in America whereas Adidas consists of only 11 percent of the market share (Spring et al. 2017).
- Integration of various technologies is there in the production of the products of Reebok (Sevilla and Ellaga, 2020).
Sales of the products of Reebok are expected to be 25 million in the present scenario. They introduced a new technology known as the balance ball inspired technology that improved sales.
7. Future Recommendation
- Reebok has weak advancement and growth in revenue generation and that provided a setback to the business (Reebok.co.uk, 2021).
- In 2007 revenue showed a decrease of 5.7 percent which was less compared to 2006 (Sevilla and Ellaga, 2020).
It is recommended to the business of Reebok to bring in the advancement of revenue growth to provide tough competition to the competitors.
- Reebok entered the sports and music industry to provide good brand value in the UK markets (Reebok.co.uk, 2021).
- The official motive of the organization of Reebok is to provide legitimacy, favouring public image and justification of all the activities (Widyastuti and Said, 2017).
Recommendation to bring in the new plans to enter the dance industry should be developed in order to get worldwide fame in street culture.
- Reebok has its loyalty program to provide benefits to the customers in the market of the sports environment of the UK (Varisco et al. 2018).
- It is recommended to the business of Reebok to make availability of resources in the manufacturing units.
It is recommended to the business of Reebok to bring the discounts and offers in the off seasons to attract the customers and provide them with benefits.
- Positioning of the organization is done effectively through vast competencies in the availability of the resources (Agrifoglio et al. 2017).
Providing timely delivery of the raw materials help in the international operations management that will make huge advancements in the business in the UK.
8 Conclusion
- Reebok shoes are more popular among the young generation and among sports persons.
- It can be concluded from the report that the business of Reebok has shown huge improvements in recent times.
Scope of improvements are there in future that will make it to provide tough competition to the competitors like Nike and Fila. An average of 88 percent of the footwear of Reebok is manufactured in 11 countries and provides employment to 75000 workers. The overview part explains the brief advancement of the organization of Reebok. The evaluation of customers’ value provided the customers engaged in the business of Reebok. International operations provided the scopes of global strategies used in the business operations advancements. Evaluation of International operations for evaluating customer’s value helped in understanding the global customer satisfaction in the sports products of Reebok. Future recommendations are provided to make the business of Reebok flourish and show business growth in the future to provide competition to the competitors.
References
Agrifoglio, R., Cannavale, C., Laurenza, E. and Metallo, C., 2017. How emerging digital technologies affect operations management through co-creation. Empirical evidence from the maritime industry. Production Planning & Control, 28(16), pp.1298-1306. Available at: https://www.academia.edu/download/64390597/how%20emerging%20digital%20technologies%20affect%20operations%20management%20.pdf
Flores, F.S., Gavronski, I., Nardi, V. and Haag, R., 2017. The influence of triple bottom line on international operations management. Journal of Operations and Supply Chain Management (JOSCM), 10(2), pp.85-99. Available at: https://ageconsearch.umn.edu/record/289281/files/64193.pdf
Kumar, A., 2019. Oligopolistic suppliers, symbiotic value chains and workers’ bargaining power: labour contestation in South China at an ascendant global footwear firm. Global Networks, 19(3), pp.394-422. Available at: https://www.academia.edu/download/58847807/Labour_Strike_in_China_Footwear_Firm.pdf
Kwon, J. and Chung, T., 2018. Relationships Among Attitude, Corporate Image, and Purchase Behavior in Korean Running Event. International Journal of Marketing Studies, 10(1), pp.82-89. Available at: https://pdfs.semanticscholar.org/11b4/a3154fc9b2536692cef8efbfc7b6ebd8a179.pdf
Lechner, C., Lorenzoni, G., Guercini, S. and Gueguen, G., 2020. Supplier evolution in global value chains and the new brand game from an attention‐based view. Global Strategy Journal, 10(3), pp.520-555. Available at: https://onlinelibrary.wiley.com/doi/pdf/10.1002/gsj.1381
Medini, K., Andersen, A.L., Wuest, T., Christensen, B., Wiesner, S., Romero, D., Liu, A. and Tao, F., 2019. Highlights in customer-driven operations management research. Procedia Cirp, 86, pp.12-19. Available at: https://www.sciencedirect.com/science/article/pii/S2212827120300354/pdf?md5=29c939769ff016d359fc314fafc3d4b5&pid=1-s2.0-S2212827120300354-main.pdf
Meredith, J.R. and Pilkington, A., 2018. Assessing the exchange of knowledge between operations management and other fields: Some challenges and opportunities. Journal of Operations Management, 60, pp.47-53. Available at: https://westminsterresearch.westminster.ac.uk/download/01d067faa918923bc1bcea3a8bdd403110b6be3f14d331150b72ced320f5af7f/455965/Meredith-Pilkington-JOM-repository-May18.pdf
Reebok.co.uk, 2021. About, Available at: www.reebok.co.uk [Accessed on: 19.05.2021]
Rezaei, M. and Sharifian, E., 2021. Assessing the Brand Equity of Majid Brand in Comparison with Nike from the Perspective of Iranian Consumers. Journal of New Studies in Sport Management, 2(2), pp.192-201. Available at: https://jnssm.uk.ac.ir/article_2892_e858a9759845bc1212baa5c215af4d96.pdf
Sabbaghtorkan, M., Batta, R. and He, Q., 2020. Prepositioning of assets and supplies in disaster operations management: Review and research gap identification. European Journal of Operational Research, 284(1), pp.1-19. Available at: https://www.sciencedirect.com/science/article/am/pii/S0377221719305211
Senthilkumar, R. and RubanRaja, B., 2021. Brand Positioning and Segmentation of Sneakers through Multi-Dimensional Customer Experience Analysis. Journal of Scientific Research, 13(2), pp.335-345. Available at: https://www.banglajol.info/index.php/JSR/article/download/47841/37393
Sevilla, N.B.R. and Ellaga, J.P.A., 2020. Operations Management Practices of Printing Press in Region IV-A: A Framework for Sustainable Strategic Operations. Journal of Business and Management Studies, 2(3), pp.70-80. Available at: https://al-kindipublisher.com/index.php/jbms/article/download/859/704
Spring, M., Hughes, A., Mason, K. and McCaffrey, P., 2017. Creating the competitive edge: A new relationship between operations management and industrial policy. Journal of Operations Management, 49, pp.6-19. Available at: https://eprints.lancs.ac.uk/id/eprint/84504/1/Spring_Hughes_Mason_McCaffrey_2017_Post_print.pdf
Ukobitz, D. and Faullant, R., 2021. Leveraging 3D Printing Technologies: The Case of Mexico’s Footwear Industry: Mexico’s fashion footwear industry serves as an example of how companies in traditional sectors that adopt 3D printing can realize benefits along their value chain. Research-Technology Management, 64(2), pp.20-30. Available at: https://www.tandfonline.com/doi/pdf/10.1080/08956308.2021.1864919
Varisco, M., Johnsson, C., Mejvik, J., Schiraldi, M.M. and Zhu, L., 2018. KPIs for Manufacturing Operations Management: driving the ISO22400 standard towards practical applicability. IFAC-PapersOnLine, 51(11), pp.7-12. Available at: https://www.researchgate.net/profile/Martina_Varisco2/publication/325929673_KPIs_for_Manufacturing_Operations_Management_driving_the_ISO22400_standard_towards_practical_applicability/links/5b31f5780f7e9b0df5cba312/KPIs-for-Manufacturing-Operations-Management-driving-the-ISO22400-standard-towards-practical-applicability.pdf
Widyastuti, S. and Said, M., 2017. Consumer consideration in purchase decision of SPECS sports shoes product through brand image, product design and price perception. International Journal of Supply Chain Management, 6(4), pp.199-207. Available at: http://ijis-scm.bsne.ch/ojs.excelingtech.co.uk/index.php/IJSCM/article/download/1809/1809-6383-1-PB.pdf
Zanjirchi, S.M., Abrishami, M.R. and Jalilian, N., 2019. Four decades of fuzzy sets theory in operations management: application of life-cycle, bibliometrics and content analysis. Scientometrics, 119(3), pp.1289-1309. Available at: https://www.researchgate.net/profile/Mina_Rezaeian/publication/332546644_Four_decades_of_fuzzy_sets_theory_in_operations_management_application_of_life-cycle_bibliometrics_and_content_analysis/links/5cc62e554585156cd7b993ac/Four-decades-of-fuzzy-sets-theory-in-operations-management-application-of-life-cycle-bibliometrics-and-content-analysis.pdf
Zhu, L., Johnsson, C., Varisco, M. and Schiraldi, M.M., 2018. Key performance indicators for manufacturing operations management–gap analysis between process industrial needs and ISO 22400 standard. Procedia Manufacturing, 25, pp.82-88. Available at: https://www.sciencedirect.com/science/article/pii/S2351978918305791/pdf?md5=21dfe16984b136f757e10c513ccfbac1&pid=1-s2.0-S2351978918305791-main.pdf
Know more about UniqueSubmission’s other writing services:
