Reebok experienced decreasing profits and increasing expenses from 1994 to 1996 as it expanded into performance sneakers. In 1998, Reebok took a restructuring charge and cut its workforce by 10% to reduce costs. Declining sales in 1999 prompted another 10% workforce reduction globally. Reebok's mission is to always challenge and lead through creativity by affirming individuality. Its strategic focus is to become a consumer-driven brand reflecting emphasis on individuality. Reebok endorses athletes like Sidney Crosby and partners with leagues like the NFL. The athletic footwear industry has high competition among top firms like Nike, Adidas, and Puma who must fight for market share in this mature industry.
4. Substitute products and services 1) They are an attractive alternative product or service, which customers can easily shift to if there are low switching costs OR
5. Substitute products and services 2) The availability of substitutes invites customers to make price, quality and performance comparisons IS IT CHEAPER? CAN I JUMP HIGHER? CAN I RUN FASTER?
