Case Study

Li-Ning: Make the change

16 pages
September 2012
Reference: IMD-5-0783

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.

Fast-moving Consumer Goods, Marketing Turnaround, Sports Equipment
World/global, China
2012 onwards
Published Sources
© 2012
Available Languages
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