Li Ning: Brand Growth and Excellence in China


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : BSTR207 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Marketing Strategies | Brand Management | Distribution Strategies
Case Length : 14 Pages
Period : 1989-2006
Organization : Li Ning
Pub Date : 2006
Teaching Note : Not Available
Countries : China
Industry : Sports and Sporting Goods Equipment

Abstract:

This case is about Li Ning Company Limited (LNCL), a leading manufacturer and marketer of sports goods in China. LNCL sells its products under the brand name 'Li Ning'. The case highlights the various business strategies adopted by LNCL to sustain itself in the rapidly growing and highly competitive Chinese sports goods market. Founded by Li Ning, a renowned Chinese gymnast, LNCL quickly became one of China's leading sports goods brands. The case also discusses LNCL's branding strategy, distribution and promotional strategies, and the future challenges it faces to retain its market share in the Chinese sports goods market against multinational rivals like Nike and Adidas."

Issues:

»  Understand the dynamics of the Chinese sports goods market
» Understand the strategies adopted by a local Chinese sports goods manufacturer as it competes with multinational giants and domestic manufacturers

Contents:

  Page No.
Introduction 1
Li Ning - China's Sports Icon 2
Establishment of Li Ning Company Limited 3
Growth of LNCL 4
Product and Branding Stratagies 5
Distribution Stratagies 7
Future Challenges 8
Exhibits 10

Keywords:

Marketing strategy, Li Ning, China, Sports goods market, Athletic shoes, Sportswear, 2008 Beijing Olympic Games, Asian Games, Sponsorship, Retail stores, Adidas, Nike, Brand management and loyalty, Yao Ming, National Basketball Association (NBA)

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