Li Ning Marketing Plan

Topics: Marketing, Marketing plan / Pages: 12 (2802 words) / Published: May 2nd, 2013
2012 International Conference on Future Information Technology and Management Science & Engineering Lecture Notes in Information Technology, Vol.14

Marketing Plan for Li-Ning Product Expansion in UK Xin Zhang
Dept. of Sports Economics & 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 athletic company which makes athletic shoes and sporting goods. Li-Ning branded products are targeted for consumers play in sports such as running, basketball, badminton, football, tennis, and fitness. Li-Ning counts Nike and Adidas as its main competitors which endorses a number of athletes and teams, both domestic and abroad. In 2005, Li-Ning created a joint-venture with French sports apparel company, AIGLE, which was given the exclusive right to be the distributor of AIGLE 's products in China for 50 years. His Company directly owns some of the retail stores while others are franchised. On January 2010, Li-Ning opened its U.S. headquarters and flagship store in Portland, Oregon. Market Summary Sports participation and general apparel are both fragmented markets, but sportswear features a more concentrated structure, centered on a small number of key companies and brands. These are led, at both UK and global level, by Nike and Adidas Group. Macro-environmental Analysis. PESTEL framework:A macro-environmental PESTEL stands for Political, Economic, Sociological, Technological, Legal, and Environmental. PESTEL analysis is in effect an audit of an organization’s environmental influences with the purpose of using this information to guide strategic decision-making (Shank, 2009). The key issues are summarized below: Politics: the EU has recognized the social value of

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