Department of Management
BITS Pilani
Department of Management
BITS Pilani | Li Ning- Anything is possible | Case study analysis report | | | 1/24/2013 |

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Submitted To:
Dr. R. Raghunathan
Department of Management
BITS, Pilani

Submitted To:
Dr. R. Raghunathan
Department of Management
BITS, Pilani

Submitted By:
Name: MANJU
ID: 2012H149239P
Submitted By:
Name: MANJU
ID: 2012H149239P

INTRODUCTION
Li Ning established in 1990 was one of the leading sporting goods company in Guangdong, China. According to Zhang Zhiyong, CEO attributed Li Ning’s performance to number of competitive advantages related to brand reputation, unique “value” positioning, extensive and efficient distribution and dynamic corporate culture. The growing affluence and mounting interest of Chinese consumers in Beijing Olympics has provided an opportunity to the sporting goods industry. Li Ning has projected a growth of 33%, which is strong relative to other local brands but pale in comparison to the global brands like Nike and Adidas. The CEO wanted to have category leadership for Li Ning. This category leadership could be achieved through marketing strategy which aimed at projecting Li Ning as a unique differentiated brand in people’s mind at the time of Beijing Olympics 2008.
PROBLEM DEFINITION
As Beijing Olympics 2008 was approaching the CEO wanted to make the best out of this opportunity. The marketing strategy was to strengthen Li Ning as a unique and differentiated brand in peoples mind. Zhang Zhiyong was facing concerns of integrating Ning’s decision making to ensure that new opportunities could be seized while making the most of the company’s current competitive advantages.

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