Market Environment for Li Ning •Li Ning is operating in local market‚ competing with International brands (viz. Adidas‚Nike) •More than 50% of active Chinese sport population is from Tier 2 & 3 cities •Market is poised for exponential growth in next 2 years (owing to Beijing Olympic 2008) •The household income for 70% of families of active sports teenagers (14-24 yrs) is less than RMB 4000. Li Ning is mainly operating in this segment. •60% of Active sports population is students : 45% University
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Executive 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 according
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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¡¦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
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Anything is Possible I have recently completed my research work based on American Dream. The title of the research is “Evolution of American Dream: A Comparative Analysis of Fitzgerald‚ Thompson and Walls”. This study area deals with American Dream notion of Americans over eighty five years’ time span; starting from 1920 and ending in early 21st Century. I would admit this that while studying American history I was startled to know about problems of American society in this time period. It was bewildering
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Kramer‚ after he terminated Elaine. Kramer had less work experience and education than Elaine‚ but Jerry hired him anyway. It is very easy to see why Elaine feels the way she does in this situation‚ however‚ she cannot read Jerry’s mind. It is very possible that Jerry fired Elaine for a legitimate reason and chose not to share this with her. Elaine may have produced a rather large error in her part that she overlooked and either cost the company a lot of money or reputation. Perhaps Jerry realized
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Survey‚ Nike and Li Ning (shoes) We Have done an survey and a questionnaire between Nike Shoes and Li Ning Shoes. We have chosen these two brands because they are big competitors in the Chinese market and also worldwide. Nike has been a strong manufacturer in the sport shoes market for a long time and Li Ning is very new in the Sport shoes market‚ still Li Ning has entered strongly in to the market with a high quality‚ high performance and a very competitive price. Our purpose with this survey
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Marketing Case Study: The Difficult Brand Revitalization of LI-NING Introduction The case study explores how LI-NING brand which has been the No.1 domestic sporting goods brand was revitalized to satisfy the development objective of the company and to meet the challenge of the changing market. This report first introduces the company and its brands. Following this section‚ SWOT model is applied to analyze the situation faced to the company before the brand revitalization. The specific comparison
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mission statement‚ Li-Ning vision is to be ¡§a world’s leading brand in the sports goods industry.¡¨ While it is obvious that Li-Ning has been hugely successful in maintaining its brand image and sales growth in China‚ I believe that Li-Ning can further improve its market share by positioning themselves differently from the top 2 player in the industry: Nike and Adidas‚ by exploiting its comparative advantage over these multinational companies. The primary target customers for Li-Ning are students
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| | Yinqin Wang | English Name (optional) | | | ID Number | 1101133 | Class (e.g. Y2_EEE_A1) | Y2_BAD_A2 | Programme | Business Administration | Module Code | EAP105 | Assignment Title | Compare and contrast the marketing strategies of Li Ning domestically and internationally | Submission Deadline | 22 October 2012 before 20:00 | EAP Tutor’s Name | Jacqueline Banki | Final Word Count | 1057 | I certify that: * I have read and understood the University’s definitions of COLLUSION
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Li Ning Company Limited Philip Warwick‚ The York Management School Background Li Ning is one of the world’s most profitable and biggest selling sports goods companies‚ yet it remains almost unknown outside China. Few sports enthusiasts or business analysts in Europe‚ or North America are familiar with the brand[i]. Li Ning takes its name from the company’s Chairman‚ a triple gold medal winning Olympic gymnast‚ who founded the sports goods company in 1989[ii]. It has a manufacturing near
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