Marketing Approaches of Nike and Li-Ning

3148 Words Aug 28th, 2008 13 Pages
Marketing approaches of Nike and Li-Ning

1.0 Introduction
Mature marketing approaches bring companies considerable fortune, especially in such a competitive market. Therefore, marketing people play an essential role in planning, decision-making, market segmenting, targeting, pricing and positioning. In the following report, it will explore the marketing theory and practice of two products of two famous companies, the world’s largest sports goods company Nike and China’s popular sports brand Li-Ning. This report focuses on Nike’s basketball shoes and Li-Ning’s running shoes.

2.0 Industry background
2008 Olympic Games took place in Beijing last month, meanwhile, the Olympic spirit is broadcasting everywhere across the world.
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They promise to make their products easily available worldwide through the use of retail outlets and their company web site. Nike’s management believes that their success lies in the hands of our teammates, customers, shareholders and the communities in which they operate. Meanwhile, the vision of Nike is to remain the leader in the industry. They continue to produce quality products that they have provided in the past and meet the ever-changing needs of their customers, through product innovation.

In comparison, the primary objective of Li-Ning is to increase its 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 (Li-Ning Company). To achieve this goal, Li-Ning has to improve the customers’ brand recognition, rationalize market segments and the mission of Li-Ning is through sports, they “inspire people’s desire and power to make breakthroughs.” The vision is to be the world 's leading brand in the sports goods industry.

5.0 Macroenvironmental factors
“The organization and its suppliers, marketing intermediaries, customers, competitors and publics all operate in a large macroenvironment of forces that shape opportunities and pose threats to the organization”. The macroenvironment consists of six major forces, they are “demographic forces, economic forces, natural forces, technological forces, political forces,

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