特步英文FIVE.docVIP

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特步英文FIVE.doc

FIVE-YEAR MARKETING PLANS XTEP SPORTS  TABLE OF CONTENTS 1.Executive Summary 3 2.Company Description 3 3. Strategic Focus and Plan 3 2.1 Mission 3 2.2 Goals 3 2.3 Core competence and sustainable competitive advantage 4 3. The Analysis of the Situation 5 3.1 SWOT Analysis 5 3.2 Industry Analysis 6 3.3 Consumer Analysis 9 3.4 Competition Analysis 9 4. Marketing Strategy 10 4.1 Product Strategy 10 4.2 Pricing Strategy 10 4.3 Place Strategy 11 4.4 Promotion Strategy 11 5.Financial data and Projections 13 6. Problems and Suggestions for Improvement 14 6.1 Problems existing in the marketing 14 6.2 Marketing Suggestions for improvement 14 7. Summarize 15 8.Appendices 15 1.Executive Summary 2.Company Description Xtep (China) co., LTD., founded in 2001, is a large-scale fashion sports sports goods enterprises.Xtep USES the differentiation marketing strategy, pioneering entertainment celebrities sporting goods and has achieved unprecedented success.At present, the company existing staff 5800 people, marketing network all over the country.Listed in Hong Kong in 2008, entered the new stage of development.Xtep has created a set of suitable for the characteristics of the brand culture.Fashion, avant-garde, free and rebellious interpretation , brand culture, high grade, high pursuit and strong innovation ability, and endowed with, the core value of brand vitality, the feeling of unusual brand manifesto incisively and vividly reflects the movement step to highlight the experience and attitude to sport tired play sports. Xtep (China) co., LTD., making the first brand of global fashion movement, become a respected weighing the national brand operators, has now launched the leisure sports clothes, but in the face of other sportswear brand, has been listed on the market after the step out of clothes has been sold. Strategic Focus and Plan This section covers three aspects of corporate strategy that influence the marketing plan:(1)the mission (2)the goals (3)core competence/

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