Reebok Audit

             Reebok started in 1979 by Paul B. Fireman. Fireman was first interested in Reebok when he saw some British athletic shoes that were made by Reebok International, the European company. The first British company was started in the 1890s in England producing world-class athletic shoes. The head of the original company was Joseph William Foster, and in 1958 his two grandsons founded Reebok, which was named after African gazelles (Hast, 1988). Fireman decided to get a business license, and soon he started Reebok in the United States (Hast, 1988).
             When Fireman got the right to sell shoes, he sold them for $60 a pair, which at the time was the most expensive shoe on the market. After only two years, things starting looking down for this company. The competition in the US was making it difficult for Reebok to be successful. They had to work hard to keep up with Nike and Converse. Shortly after their downturn they developed a new strategy. They were going to make a shoe that was appealing both in color and style. In the 80¡s aerobics was becoming popular so Reebok designed aerobic shoes in all colors of the rainbow to appeal mainly to women. The strategy worked and soon things were looking up again.
             The company was dealing with its success by dividing its products into three main areas: footwear, apparel, and international (Hast, 1988). They also began to acquire other brand names under their company. Rockport, famous for their handmade boots, soon joined the team, and shortly after, Ralph Lauren and Greg Norman were also included under the Reebok Company.
             Under the Reebok name there are various products. The majority of the company produces and sells footwear, but other sales come from apparel, accessories, and sports and fitness equipment. The company also has products for infants and children under the name Weebok„µ that has both shoes and clothing items.
             Reebok has several designs of shoes, but r...

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