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Li Ning - Industry and competitor analysis with recommendations

An industry and competitor analysis for Li Ning (a famous Chinese sports brand) during the module Consulting Methodology. Includes recommendations and moves in order to regain market share.

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Li Ning - Industry and competitor analysis with recommendations

  1. 1. Industry and competitor analysis
  2. 2. Tier 3 Tier 2 Tier 1 Foreign countries
  3. 3. 1. Industry analysis 10 444.2 11 770.3 Sportswear – Market Size 13 568.6 14 633.4 15 929.9 52 787.6 52 565.2 54 654.3 52493.6 54 932.1 2009 2010 2011 2012 2013 Eastern Europe Western Europe
  4. 4. 1. Industry analysis Opportunities Threats  Cooperate with AIGLE and LOTT and sells the products under both two European brands  Economic downturn (people more price sensitive  Completed acquisition of Kason  Intense competition from multinational companies  Chinese brand perception Type Description Political EU recognizes/promotes value of sport Promotes international trade Economic Purchasing power affected (economic downturn) High unemployment in some EU countries Social Concerned about health Sports seen as a positive lifestyle Technological E-commerce market expanding Easier/effective communication (marketing channels) Environmental Strict environmental laws More environmental awareness Legal Branding logo laws
  5. 5. 2. Competitor analysis
  6. 6. 2. Competitor analysis Adidas Decathlon Adidas is a German sportswear brand and is one of the largest and most recognized in Europe. • Global net sales 14.4bn (2013) • Biggest player in Europe • Second worldwide • Brand share of 15.6% French sports store Decathlon sells mainly home brands. It is situated in the low price segment. • Mainly established in France, Germany, Italy and Spain • Stores in 23 countries • 22 different home brands • Best in three categories: • Margin • Market share • Turnover/square meter
  7. 7. 3. Recommendations
  8. 8. 3. Recommendations Assets Strategy Products Distribution Marketing
  9. 9. Assets & Products Assets: • Create an entirely new brand with own business model • Formed from a partnership • Combined assets: • Sports know-how: Li-Ning • Style, elegance and fame: Philipp Plein Product portfolio: • High fashion, high quality casual street wear • Combination of sports and elegance
  10. 10. Distribution & Marketing Distribution: • Direct sales to boost brand awareness • Flagship stores in Beijing and Shanghai • Creating a unique shopping experience Marketing: • Marketing campaign which communicates the most important attributes: • Premium brand • Young, different, honest, open-minded

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  • porntipasw

    Apr. 4, 2015
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    Jul. 31, 2015
  • LinhVu116

    Nov. 13, 2016
  • neetusaini12

    Mar. 2, 2017

An industry and competitor analysis for Li Ning (a famous Chinese sports brand) during the module Consulting Methodology. Includes recommendations and moves in order to regain market share.

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