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• attempting to enter the US market with their athletic brand • Poor brand awareness • Small share of US market • Athletic market very saturated


• • • •

Olympic Gymnast Won 6 medals at 1984 Olympics Retired in 1988 Started Li-Ning Sporting Goods company in 1990


• Expected to surpass Nike in China this year • 7,478 Li-Ning brand retail stores in China


• Shoes • F2

• Stands for foam frame • Sells for $65 USD • EVA material

• Athletic Wear • Equipment


Strengths

Weaknesses

• quality product

• poor brand image

• strong company

• lack of US employees

• strong supporters

• lack of availability


Opportunities

Threats

• shoe diversity

• strong competitors

• product information

• “Made in China”

• market trends

• recession


P: Tensions between China and US E: Recession S: “Made in China� connotation, Olympics T: Online sales trend O: Children, vegan footwear trends


High Price

Low Quality

High Quality

Low Price


Consumer

Business

• athletic, adventurous

• sports teams

• younger age group

• athletic organizations

• lower pricing strategy • high quality


• • • •

ROI US market share Brand image & concept – increase Risk


• Develop unique product • Adapt to North American consumers • Capitalize on upcoming trends


Pros

Cons

• differentiation

• medium risk

• tailoring to consumer

• consumer opinion

• creating a need


High Price

Low Quality

High Quality

Low Price


• Similar strategy • Mac vs PC • Tech company partnerships


Pros • increase brand awareness • product adoption

Cons • high risk • limited resources


High Price

Low Quality

High Quality

Low Price


• NBA endorsements • Trialability • Media Blitz


Pros • increase external support • establish brand concept & image • market share potential

Cons • can be costly • medium risk • lack of differentiation


High Price

Low Quality

High Quality

Low Price


1. R&D

2. Nike

3. Awareness

ROI

X

X

~

Market Share

X

Brand

Risk

X

X


1. Li-Ning 2. Obtaining US market share 3. Increase Awareness


OVERVIEW

ANALYSIS

RECOMMENDATION

Founder Founder

SW SW

Decision DecisionCriteria Criteria

History History

OT OT

ALTERNATIVES

Products Products

PESTO PESTO

Alternative Alternative#1 #1

Brand BrandRevenues Revenues

Positioning PositioningMap Map

Alternative Alternative#2 #2

CONCLUSION

Int’l Int’lRevenues Revenues

Profiles Profiles

Alternative Alternative#3 #3

Conclusion Conclusion

Recommendation Recommendation



Li-Ning Marketing Presentation