li-ning marketing presentation
DESCRIPTION
For Business 343 - Intro to Marketing, we were put into groups to develop a marketing plan for a real life case. Our case study was based on Li-Ning, a Chinese athletic-wear company that was entering the US market that is dominated by Nike and Adidas. This was our presentation we made for class.TRANSCRIPT
• 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
• strong company
• strong supporters
• poor brand image
• lack of US employees
• lack of availability
Opportunities Threats
• shoe diversity
• product information
• market trends
• strong competitors
• “Made in China”
• recession
P: Tensions between China and US
E: Recession
S: “Made in China” connotation, Olympics
T: Online sales trend
O: Children, vegan footwear trends
Low Price
High Price
High QualityLow Quality
Consumer Business
• athletic, adventurous
• younger age group
• lower pricing strategy
• high quality
• sports teams
• athletic organizations
• ROI• US market share• Brand image & concept – increase• Risk
• Develop unique product• Adapt to North American consumers• Capitalize on upcoming trends
Pros Cons
• differentiation
• tailoring to consumer
• creating a need
• medium risk
• consumer opinion
Low Price
High Price
High QualityLow Quality
• Similar strategy• Mac vs PC• Tech company partnerships
Pros Cons• increase brand awareness
• product adoption
• high risk
• limited resources
Low Price
High Price
High QualityLow Quality
• NBA endorsements• Trialability• Media Blitz
Pros Cons• increase external support• establish brand concept & image
• market share
potential
• can be costly
• medium risk
• lack of differentiation
Low Price
High Price
High QualityLow Quality
1. R&D 2. Nike 3. AwarenessROI X X ~Market Share X ✔ ✔
Brand ✔ ✔ ✔
Risk X X ✔
1. Li-Ning2. Obtaining US market share3. Increase Awareness
Founder
OVERVIEW ANALYSIS
ALTERNATIVES
RECOMMENDATION
CONCLUSION
History
Products
SW
OT
PESTO
Positioning Map
Profiles
Decision Criteria
Alternative #1
Alternative #2
Alternative #3
Recommendation
Conclusion
Brand Revenues
Int’l Revenues
