SWOT Li Ning

Topics: Brand, Brand management, European Union, Trademark, Logo, Strategic management / Pages: 16 (5296 words) / Published: Apr 7th, 2015
SWOt analysis
International orientation

Summary
In this report there will be an answer to the question: ‘’How can Li Ning beat Nike in Europe?’’. Li Ning Company Limited is one of the leading sports brand companies in China, headquartered in Beijing. In addition to its core Li Ning brand, the Group also manufactures, develops, markets, distributes and/or sells sports products under several other brands. Mr. Li Ning, is the founder of the Li Ning brand and was one of the most outstanding athletes in the 20th century. Li Ning’s main mission is to create a breakthrough through sports, by inspiring people’s desire and power. Li Ning’s vision is to be a leading brand in the sports good industry. Li Ning developed into an established and well-known brand within the Chinese market. As the Chinese sportswear market grows, the board of directors of Li Ning were not very interested in expanding into oversea markets, as there was still a lot of gain within the domestic market. This resulted in a defensive strategy in order to protect the position against competitors from Li Ning within the domestic market. The majority of Li Ning’s market is focused on China. Li Ning has to start gaining more brand awareness because the Chinese consumers continues to move into larger cities, develop urban lifestyles, and trade up old products for new ones. The competitors are Nike, Adidas, Reebok and Anta. Li Ning is better than the competition because Li Ning is fitted with the knowledge about the Chinese market, this knowledge contains consumer needs, marketing and supplies. Li Ning mainly focuses on sportive people in the second- and third-tier of China. Li Ning changes its brand identity and because of that there’s a growing customer confusion about the target group. Li Ning has a chance against their competitors, because in China there are over 600 million people under the age of 24, this could be a large target group for Li Ning since this is an age group who practices sports a

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