Li Ning Marketing Plan
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 in China sports market, Li Ning is facing intense competition from its multinational competitors. Li Ning¡¦s growth rate is 23%p lower than Nike¡¦s and 13%p lower than Adidas¡¦.
Li Ning owns a well-established distribution channel, a powerful R&D team, and broad brand awareness in the China market. All these factors provid Li Ning with the opportunity to achieve a larger market share in China¡¦s booming sporting goods market, which is expected to grow to, conservatively, 55......
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Approximate Pages: 5 (250 words per double-spaced page)
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