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Assignment:
Li Ning is a Chinese sportswear brand. With the reputation of its founder LI-NING, the extension of its product range, some influential sponsorships, and the success of penetrating second-and third-tier cities in the Chinese market, Li Ning has gained popularity and high brand awareness in China, also a high market share. However, when the international companies began to value and target the growing Chinese sportswear market, Li Ning gradually faced intensified competition from international firms like Nike and Adidas in the Chinese market, as well as from few local rivals in terms of the price, such as Anta and Peak. Li Ning rebranded to break away from that situation and enhance its brand image, at the same time, open up to the international market.
Would you please use STP (Segmentation, Targeting, Positioning) to analyze the Li Ning brand repositioning strategy in that situation and link its marketing mix strategy to discuss?
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