In 2012, Li-Ning the leading Chinese sport company is facing some difficulties in turning its dream to become the new Nike or Adidas into reality. In 2011, annual revenues and operating profits had dropped dramatically. Adding to poor financial results, the company faced high inventory levels, declining market share and a major drop in share price. Li-Ning, the founder, must now take major steps to save the ailing company.
Learning Objective
Global brand management, marketing turnaround, branding.
Keywords
Fast-moving Consumer Goods, Marketing Turnaround, Sports Equipment
Settings
World/global, China
2012 onwards
Available Languages
English
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