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Analysis of Xtep Company in China

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Submitted By lilin5210
Words 20620
Pages 83
Ateneo De Manila University
Rockwell Center, Makati City

GRADUATE SCHOOL OF BUSINESS
MBA Program

STRATEGIC MANAGEMENT PAPER

XTEP Company

Advised by: Professor Winnie M. Constantino

Prepared by: LIN LI

April 11th, 2011

TABLE OF CONTENTS

ACKNOWLEDGEMENT………………………………………………………………………………………………………………….4
EXECUTIVE SUMMARY…………………………………………………………………………………………………………………7 I. COMPANY BACKGROUND..………………………………………………………………………………………………..9 1. Xtep Introduction…………………………………………………………………………………………………9 2. Main Brand Introduction………………………………………………………………………………………9 3. Current revenue size and profit……………………………………………………………………………10 4. Target Market……………………………………………………………………………………………………….10 II. RESEARCH METHODOLOGY AND LIMITATION.……………………………………………………………………11 2.1 Research Design……………………………………………………………………………………………………..11 2.2 Scope and Limitation………………………………………………………………………………………………11 III. VISION / MISSION……………………………………………………………………………………………………………..12 IV. EXTERNAL ANALYSIS………………………………………………………………………………………………………….14 1. Economic Performance and Forecasts….…………………................................................14 2. Political and Government Policies Aspects.………………………..………………………………….16 3. Socio-cultural Forces……………………………………………………………………………………………..17 4. Strong Retail Growth……………………………………………………………………………………………..19 5. Sportswear Market in China……………………………………………………………………………………20 6. Major Competitors…………………………………………………………………………………………………35 7. Porter’s Five Forces of Competition Model Analysis………………………………………………..39 8. Competitive Profile Matrix………………………………………………………………………………………42 9. External Factor Evaluation Matrix……………………………………………………………………………45 10. Strategic Issues Based on External Factors………………………………………………………………46.
V. INTERNAL

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