Research Analysis Paper Example | Topics and Well Written Essays - 750 words

Analysis - Research Paper Example Jones also participates in television commercials where he speaks basic Mandarin-language phrases. It’s noted that in large part this constitutes Li Ning’s attempts to keep pace with Nike, as Nike plans to unveil a shoe that is exclusive to China and is endorsed by basketball star Lebron James. In addition, Adidas AG’s Reebok has a long-term endorsement deal with basketball star Yao Ming. The main strategic understanding is that Li Ning isn’t attempting to take over the American market, but to take back the Chinese market from Western competition. The Chinese market is regarded as very interested in basketball and in gaining a competitive foothold in athletic products it’s necessary to do so through basketball marketing. The reason Jones was chosen was because more prominent National Basketball Association stars already had shoe deals, so the Chinese research ultimately led them to Jones. The slogan for the company is ‘anything is possible’. This slogan is said to be in line with Damon Jones history as he claims to have had an uphill climb in his career. The deal agrees to pay Jones approximately $300,000 a year and includes bonuses tied to team performance. One of the prominent considerations in these regards is China’s growing basketball market. Research demonstrates that there are nearly 400 million people aged 20 and younger, many of whom have a growing interest in basketball because of the increasing showing of NBA games in the country. Research also contests that this market will potentially grow 20% to 40% a year for the upcoming decade. While it’s argued that the quality of the shoes are generally the same, it’s necessary for advertising and marketing to be successful to gain increasing market shares. Further Nielson research attests that Li Ning increased advertising spending twenty-fold between 2001 and 2005. In terms of researching specific advertising spokesmen, the company is noted to have traveled to Denver,