Management BITS Pilani Department of Management BITS Pilani | Li Ning- Anything is possible | Case study analysis report | | | 1/24/2013 | | Submitted To: Dr. R. Raghunathan Department of Management BITS‚ Pilani Submitted To: Dr. R. Raghunathan Department of Management BITS‚ Pilani Submitted By: Name: MANJU ID: 2012H149239P Submitted By: Name: MANJU ID: 2012H149239P INTRODUCTION Li Ning established in 1990 was one of the leading sporting goods company in
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Li Ning – Anything is possible Since its foundation in 1990‚ Li Ning‚ a leading sporting goods company in the China‚ has been experimenting a high speedy development that became company in the dominant domestic sport brand. Part of this success has been possible due to company’s strategy‚ which is based in extensive retailing‚ franchised stores‚ concessions and sponsorship to many sport teams. However‚ during the Asian financial crisis in 1997‚ company decided to reorganize its operations and
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Management Group Assignment 1 Li Ning – Anything is Possible Submitted by (Group 18): PGP-11-091 Abhigyan Mundhra PGP-11-097 Aditya Narang PGP-11-102 Anant Damle PGP-11-133 Parag Aggarwal PGP-11-141 Prerna Lotlikar PGP-11-148 Ramya V. Supraja Is this company successful? Yes‚ the company is successful. And it is well envisioned and positioned to convert its opportunities into strengths. For Li Ning‚ its USP is the target segment
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| |Module Code |EAP105 | |Assignment Title |Compare and contrast the marketing strategies of Li NING domestically and internationally | |Submission Deadline |October 22th‚2012‚8 pm |EAP Tutor’s Name |Nick Browne McIntosh | |Final Word Count
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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
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|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”
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Asia Pacific Business‚ Ethics and Society Li- Ning: Weekly Country Analysis Report Even though Li-Ning is a well-known brand in China and recently debuted its flagship store at Orchard Ion this year‚ the brand name is still unfamiliar to many Singaporeans. There are a couple of reasons to that and we shall look into what are the reasons that might be impeding Li-Ning from becoming a well-known brand in Singapore‚ what Li-Ning is doing to become famous as well as recommendations to
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4P Analysis Product Li Ning focuses mainly on providing specialized and technical sports equipment including shoes‚ clothes‚ equipment as well as accessories. Horizontally‚ Li Ning categorized its product line as follows: Athletic Pro: advanced sports equipment to both athletics and normal consumers. Urban Sports: fashionable sports and casual wears. Brand Heritage: incorporate brand value with high fashion and technology. Crossover: designed by new edge artists. While vertically
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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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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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