IMD-5-0783 © 2012
Turpin, Dominique; Liu, Fang
In the year 2012, Li-Ning the leading Chinese sport company is confronting some intricacies in turning its vision to become the new Nike or Adidas into reality. In 2011, operating profits and annual sales had plunged drastically.
Loading...
Adding to poor financial outcome, the firm faced high inventory levels, falling a major drop in share price and market share. Li-Ning, the creator, must take major steps to save the ailing firm. Learning objectives: International brand management, turnaround that is advertising and branding.
Subjects: Global brands; China; Sport; FMCG; Marketing turnaround Settings: China; Global ; Sports; FMCG ; Medium ; 2012 onwards
Related Case Solutions & Analyses:
Global Financial Crises and the Future of Securitization
South Africa (A): Stuck in the Middle
Renewing GE: The Africa Project (A)
Bidding for Hertz: Leveraged Buyout
EZAmuse Negotiation Background (A):
Netflix
Jackson Automotive Systems
Penn Warranty Corporation
Tata Steel Acquisition of NatSteel – Impact on Economic Value Added
The Dermerger of Six Continents PLC (A)
