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Li-Ning Company Limited (Hong Kong stock code 2331) (" Li-Ning"), a Hong Kong listed company and a Chinese-based company whose business mainly focuses on footwear and sportswear industry, faces difficulties to outcompete its competitors. This attributes to the intense competition in the industry from both international and local rivals. Another prominent problem faced by Li-Ning is that it fails to adopt a clear marketing position, as at one time it places heavy emphasis on the fashionable elements, and yet at the other time it focuses on the functionality improvements. Li-Ning's poor brand positioning also leads to poor brand association, eventually causing it to lose market share to its competitors who command stronger brand names.
Question 1: What are the competitive advantages of Li-Ning?
Question 2: Suggest a new product (could be either a new product line for Li-Ning's existing customers or a new product line for a new target group of customers who have not been targeted by Li-Ning before) (150 words)
Question 3: Based on the suggested new product and the identified competitive advantages of Li-Ning, suggest a suitable market segment that Li-Ning should position in and the brand image that Li-Ning should promote to the target group of customers. (350 words)
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