International marketing strategies for Chinese brands in Southeast Asian Markets : a case study on Li-Ning Group.

• Main Authors: Chng, Cai Jie., Chang, Jin Jen., Zhou, Mavis Enyi.
• Other Authors: Ian McGovern
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/35525
• Institution: Nanyang Technological University

It has been widely studied and recognised in journal articles that it is inherently difficult for Chinese brands to break into the international market due to several obstacles and challenges that inhibit Chinese companies from building global brands. But despite the hurdles, there are examples of Chinese brands that have successfully gained global presence and it is generally optimistic that more brands will rise up to the challenge. The subject of our case study is Li-Ning Group, a leading sports brand in China. Our objective is to analyse the feasibility and to provide recommendations for Li-Ning’s expansion into selected Southeast Asian cities, namely Kuala Lumpur, Bangkok and Hanoi, with Singapore as a launch pad. The triangulation framework was used to analyse the information and it is consolidated into three perspectives: the Li-Ning Company, its Customers and its Competitors (Nike and Adidas). The framework is supported by the primary data collected through multiple techniques including interview, focus groups and a series of observational studies.