Marketing in a Global Context: Li Ning Co., Ltd.

Marketing in A Global Context
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Contents

Marketing in A Global Context. 3

Introduction to Section A.. 3

Description of the South American Market. 3

Rough Market Screening. 5

Hofstede Index. 5

MOSAIC Framework Analysis. 6

VALS Framework Analysis. 6

Selected Market: Brazil 7

Table 1.1: Hofstede Index, MOSAIC, and VALS frameworks- Brazil 7

Ranking of Markets. 9

Table 1.2: Market Ability to Compete and Level of Attractiveness. 10

Section B. 11

Introduction to Section B. 11

Marketing Objectives. 11

Market Entry Modes. 12

E-commerce Launch with Localized Marketing. 13

Branding Decision. 14

Fig 1.1: Product life cycle. 15

Marketing Mix Decisions. 15

Recommendations. 18

Conclusion. 19

References. 20

Marketing in A Global Context
Introduction to Section A
The global business sector has undergone major transformations in the wake of the unprecedented challenges brought about by the Covid-19 pandemic. The repercussions have been felt across economies, reshaping consumer behaviors and market dynamics (Liu et al., 2022). In the midst of this evolving landscape, Li Ning Co., Ltd., a leading sportswear and accessories company based in Beijing, China, seeks to embark on a strategic international expansion into South America. South America, with its diverse markets including Argentina, Brazil, Chile, Colombia, and Mexico, presents an enticing opportunity for Li Ning to establish a stronger global presence. This report serves as a strategic guide for Li Ning's international marketing endeavors in South America while utilizing the marketing mix theory. It will focus on the aspecs of market screening, ranking, and segmentation, incorporating key concepts such as the Hofstede Index, MOSAIC, and VALS.
Description of the South American Market
Brazil, as the largest economy in South America, serves as a strategic entry point for Li Ning. With a population exceeding 200 million, Brazil offers a vast and diverse consumer market. Its rich cultural aspects, characterized by a passion for sports, aligns seamlessly with Li Ning's focus on sportswear and athletic accessories (Costa, 2020). The nation's recent hosting of major international sporting events has heightened global awareness of Brazilian culture and lifestyle. Additionally, Brazil's emerging middle class, coupled with a growing interest in health and fitness, provides an opportune environment for Li Ning to establish a strong foothold.
Argentina, renowned for its distinctive cultural heritage and urban lifestyle, presents an intriguing market for Li Ning's expansion. The Argentine population has a strong inclination towards fashion, including sportswear and streetwear. The country's high level of urbanization and a relatively affluent middle class contribute to a consumer base with a discerning taste for quality and style. Argentina's historical association with sports, particularly soccer, further aligns with Li...