li-ning marketing presentation

• 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