Marketing Objective
Marketing objectives are short term tactical objectives, which is narrow focused, detailed in terms of
schedules, costs and actions required to achieve the stated objectives. The successful implementation
of appropriate action will bring the organisation closer to its long term coporate objectives.
Li-Ning first can follows a market development strategy use its current products in new UK
market. Utilized the new slogan as “make the change" to establish the brand image. The specific
short-term marketing objectives are:
(1) Open two retail stores first year in London to increase brand awareness by the customer base,
especially in young people around the London area.
Generate increased sales revenues to break-even.
(2) In the second year, develop Li-Ning's e-marketing brand through its online retail store in
Manchester and Edinburgh
Increase brand awareness in whole UK marketing.
Promote UK e-marketing sales by increase 5%in the first year.
(3) To establish own-brand awareness in first five years.
(4) Establish new online stores and cooperate with other relevant parties in the first ten years.
For the long-term corporate objective, Li-Ning need to develop both a product development and
diversification strategy for launching some new products to the UK sports market to sale. At the same
time, defectively and cost-efficiently promote sales in the Li-Ning stores and online Li-Ning store in
terms of providing a wide range of choice and prices for customers in various level