Analysis on Peak's Sport Marketing

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The Analysis of the Status of PEAK's Sports Marketing

Li Xiaoling School of English for International Business

Abstract: PEAK sportswear company is a company located at Jinjiang, Fujian province, positioning to providing the best basketball equipment to customers in the world. And its basketball footwear enjoys great popularity in the Chinese market for its competitive quality and price. Thanks to its commitment to sports marketing, especially after invitating several NBA star as its spokespersons, it has expanded quickly in the recent years and has introduced the policy of providing a wide range of professional sportswear. And in 2009, it was listed on the stock market to attract more investment. Based on the SWOT analysis(strength, weakness,opportunity and threat) and Five Forces model, the findings come out that although its basketball footwear are relatively technology-supported and it has maintained good relationship with agents and distributors, who have greatly helped to expand PEAK's market and convey its brand to customers. However, its inferior innovation ability , incompetent brand value and fragile sports marketing strategies severely impair its long-term development. Moreover, it is confronted with the threat and severe competition at home and abroad. This article aims to provide solutions to PEAK sportswear company with regard to its further development, especially marketing improvement.

Key words:SWOT, sports marketing, NBA, innovation
Contents
Abstract(in Chinese)...........................................................................................................................I Abstract (in English)..........................................................................................................................I 1. Introduction.................................................................................................................................1 1. The definition.......................................................................................................................1 2. Literature Review.................................................................................................................2 2. The current status of Chinese sportswear market ...........................................................2

3. The analysis of PEAK .............................................................................................................3 3.1The company profile...........................................................................................................3 3.2 Five forces model ...............................................................................................................8 3.3 SWOT analysis..................................................................................................................12 4. Recoommendations............................................................................................................... ..18 4.1 promote good relationship with suppliers...........................................................................19 4.2 put more investment on R&D.............................................................................................19 4.3 employ professional personnel............................................................................................19 4.4 integrate the sports resources...............................................................................................19 4.5 expand its distribution channel ...........................................................................................20 References........................................................................................................................................21 Acknowledgements..........................................................................................................................22 1 Introduction

1.1 Definition of the...
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