Li Ning Marketing Plan Essay - 1105 Words

Marketing Plan: Li Ning to be the number one in China sportswear market 1.0 Executive Summary The primary objective is to increase Li Ning ¡Ã‚ ¦s overall market share from the current 17% to 20% in 3 years time and defend its first place in China sportswear market against strong competition. To achieve this goal, Li Ning has to improve the customers brand perception, rationalize market segments and invest in Mega cities and first tier cities. 2.0 Situation Analysis As the dominant local brand in China sports market, Li Ning is facing intense competition from its multinational competitors. Li Ning ¡Ã‚ ¦s growth rate is 23%p lower than Nike ¡Ã‚ ¦s and 13%p lower than Adidas ¡Ã‚ ¦. Li Ning owns a well-established distribution channel, a powerful†¦show more content†¦A reinforced international branding could fill customer ¡Ã‚ ¦s perception better and attract more customers. 2.2 SWOT Analysis Strength 1. Dominant local brand in China 2. Distribution channel The 3373 stores across China will facilitate Li Ning ¡Ã‚ ¦s further marketing penetration and its advantage over Nike (1,200 stores) and Adidas (1,400 stores). 3. Modern organizational structure and healthy financial condition 4. Well-established RD team and database specialized on Chinese feet peculiarities Weakness 1. Customers are not sufficiently attracted to the Lin Ning brand, especially in the high-end market segment. 2. Target market limited to college and university students (age 17-24) Opportunity 1. Gain market share in Mega and first tier cities in China. 2. Reinforce brand awareness through 2008 Olympic Game 3. Become one of the strongest international brands in Chinese consumers ¡Ã‚ ¦ eyes. Threat 1. Competition from strong multinational brands and local brands 2. Competition from Nike and Adidas in second and third tier cities. They are expanding distribution channel across China aggressively. (exhibit 1) 3.0 Marketing Strategy 3.1 Market objectives: Become number one company in the China sports wear market by increasing market share to 20% in 3 years and gaining sale revenue of 11billion RMB in 2008 (exhibit 2) 2.2 Product segmentation Sport shoes: Keep focusing on runningShow MoreRelatedLi Ning Marketing Plan1249 Words   |  5 PagesMarketing Plan: Li Ning to be the number one in China sportswear market 1.0 Executive Summary The primary objective is to increase Li Ning ¡Ã‚ ¦s overall market share from the current 17% to 20% in 3 years time and defend its first place in China sportswear market against strong competition. To achieve this goal, Li Ning has to improve the customers brand perception, rationalize market segments and invest in Mega cities and first tier cities. 2.0 Situation Analysis As the dominant local brandRead MoreLi Ning Marketing Plan2787 Words   |  12 Pagesin Information Technology, Vol.14 Marketing Plan for Li-Ning Product Expansion in UK Xin Zhang Dept. of Sports Economics ï ¼â€  Management, Wuhan Inst. of P.E . Wuhan, China Keywords: marketing Plan; expansion; Li-Ning Company Abstract. Through the analysis of UK market situation for Li-Ning Company. This paper makes a marketing strategy for Li-Ning product expansion in UK and also includes the financial forecast, evaluation and control. Introduction Li-Ning Company Limited is a major Chinese athleticRead MoreCompare and Contrast the Marketing Strategies of Li Ning Domestically and Internationally1480 Words   |  6 Pagescontrast the marketing strategies of Li Ning domestically and internationally With the development of Chinese economy, sports industry has become one of the new industries in china, which has large market size and high growth rate (Qinqin, n.d.). In Chinese sports area, Li Ning brand, built by famous gymnast Li Ning (Enright, 2012), is the market leader and owns about 8000 hypostatic shops domestically (Zhang,2011). Similar to some international famous brands like Nike and Adidas, Li Ning intendsRead MoreMarketing Analysis of Li-Ning5098 Words   |  21 PagesExecutive summary LI-NING limited company was found in 1980. At the beginning of its establishment, it cooperated with Olympic team of China to push the development of sports goods. At the same time, LI-NING spared no effort to sponsor all kinds of matches. In 1995, it became the leading sports brand of China. Through exploration over 20 years, it gradually becomes a famous international sports brand representing China. In this report, it makes a marketing plan for the next three years accordingRead MoreMarketing Approaches of Nike and Li-Ning3148 Words   |  13 PagesMarketing approaches of Nike and Li-Ning 1.0 Introduction Mature marketing approaches bring companies considerable fortune, especially in such a competitive market. Therefore, marketing people play an essential role in planning, decision-making, market segmenting, targeting, pricing and positioning. In the following report, it will explore the marketing theory and practice of two products of two famous companies, the world’s largest sports goods company Nike and China’s popular sports brand Li-NingRead MoreLi Ning - Anything Is Possible4305 Words   |  18 PagesWATHIEU GAO WANG MEDHA SAMANT Li Ning - Anything is Possible Sharing Zhang’s belief that a superior level of category leadership was within reach if the Li Ning brand could somehow acquire elements of brand strength equivalent to those associated with the Nike and Adidas names, vice president of marketing Abel Wu was pursuing a marketing strategy aimed at establishing in people’s minds, just in time for the Olympics, a uniquely differentiated position for the Li Ning brand. Chief among Zhang’s concernsRead MoreExpanding the Playing Field: NikeÂ’s World Shoe Project5641 Words   |  23 Pagesalso potential for additional jobs in emerging markets and a more environmentally friendly footwear product. Prior to Tom Hartge’s appointment as director of development, an Emerging Market Task Force had developed a new business plan for the World Shoe Project. The plan first outlined the special tenets for the concept of â€Å"local-for-local† manufacturing. In other words, the shoes were manufactured in China using local materials, local labor, local currency, and Nike’s existing manufacturing networkRead More Nikes Plan for China Essay940 Words   |  4 PagesNikes Plan for China Nike is already a global power house, however the potential to increase sales in China was the topic of the most recent annual investor meeting. One may question Nike’s preoccupation with China. After all, Nike China is dominant. They are currently the number one brand with the number one market share while competitors Reebok and Adidas are in 4th and 5th places respectively. They have tripled revenue in the last two years. With 2000 points of sale, 400 stores in the topRead MoreDecathlon China1582 Words   |  7 Pagesshort term and market share in long term. So how can decathlon china use social media effectively to attract more customers online towards its brand? And what missing Framework Zhou should use to measure the effectiveness of using Social Media as a marketing tool? Case Analysis:- Decathlon was established in 1979, it’s a multinational French manufacturer and retailer of sports good. Decathlon is exercising its hundreds of retail shops in different parts of the world. Decathlon China was establishedRead Moreadidas bcg2242 Words   |  9 PagesForward, or Horizontal Integration ïÆ' ¼ Market Penetration Adidas can open more outlets in Western Europe including France and Great Britain. So that, they can compete with their competitor Nike Adidas also can sponsor big event as their marketing strategies. So then, their product will acknowledge by people. Product Development Make improvement on their Reebok toning shoes. Produce more ‘green’ product to attract more customer and compete with competitor. This is because many company