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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. Increasingly individuals attend sports activities in order to keep healthy. As a result, the sports product industry has developed rapidly over the last two decades. Besides Nike and Li-Ning, there are many competitors such as Reebok, Adidas, Fila and Converse. These companies are the dominant leaders in the marketplace and lead this industry. The sports goods industry expecially footwear manufacturing, is currently experiencing intensive competition. Nike is one of the industry leaders, “with a 47% market share, followed by Reebok with a figure at 16%, and Adidas at 6%” (Hays, 2000, P.31). Li-Ning Company Limited is one of the leading sports brand enterprises in the PRC which is one of the most popular sports brand in the world. “It has covered more than 90% market share of the world’s largest market—China, almost every thirty seconds Li-Ning running shoes will be sold” (Hays, 2000, P.35). This category of running shoes is facing decreasing demand because there is the r ...