International Marketing Case Study - Coursework Example

The marketing strategy while strengthening the global brand should have a customized appeal for the customers of the markets of the developed economies. Customers of developed markets are usually more quality conscious rather than price conscious unlike their counterparts in developing economies. Chinese brands need to invest more on Research & Development if they want to market themselves successfully in developed economies. Capabilities in research and development can be acquired by building research & development centers in the developed markets.

Li Ning has built such Research & Development Centers in Hong Kong and United States. There are also differences in consumer tastes and preferences. Incorporating these differences in the products is critical for the success of internalization of any Chinese brand. Another dynamic capability that is extremely important is to have the right distribution network so that the target segment in the developed economies can be easily accessed to. Besides the product issues there are also issues related to customer service.

Every product has a service component attached to it. In comparison to China the level of customer service is quite high in the developed economies of the West. Therefore, when foraying into markets of the developed world, Chinese companies need to make their customer service more customer oriented and friendly. Last but not the least the differences in culture and business are significant between China and the more developed West (Philip Kotler, 2008). The Chinese companies need to incorporate such cultural aspects of the West like transparency, individuality and a strong sense of commitment towards the customers as stakeholders, if they want to make a mark in the developed economies.

For building a sports brand like Li Ning or Nike, there can be no better brand ambassador that a national sports icon. Li Ning has done so by using the name of its founder Li Ning, a former Olympic gold medalist in