Swot - Li Ning

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Swot - Li Ning

Question 1

|Strengths |Weaknesses |Opportunities |Threats |
|Reputation in marketplace |lack of trendy designs |Could be a market leader in |potential substitutes for the |
| | |sports |product |
|comprehensive distribution |unclear product development |Product innovation |growing buyers bargaining power |
|network |directions | | |
|Product innovations ongoing |Lack of focus |internationalization of the |Changeable needs from customers |
| | |products through sponsorship | |

SWOT Analysis - Strengths

Li-Ning has strong brand image; the reputation of the Li-Ning brand is reliable and trustworthy. As China’s top athletic wear maker, majority of the Chinese people view it as a kind of national brand because of its cooperation with various Chinese National Team, including China National Badminton Team. Li Ning had previously teamed up with the National Basketball Association to sponsor the “NBA Jam Van Tour”. It had also endorsed basketball superstar Shaquille O’Neal (albeit only in China). Li Ning has now sponsored teams from around the world in major sporting events such as the Olympics games. Li Ning currently sponsors China’s national badminton team. The badminton team became the 5th Chinese team to partner with Li Ning, along with the Chinese National Table Tennis Team, the Chinese National Gymnastics Team, the Chinese National Shooting Team and the Chinese National Diving Team. (http://www.encyclopedia.com/doc/1G1-199363625.html)

Li-Ning has a comprehensive distribution network, from

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