<p>Date: June 5, 2008</p><p>Course: Master Thesis (International Marketing)</p><p>Course Code: EF0705</p><p>Authors: Bingchao Zhu 840501-P613 bzu07001@student.mdh.se</p><p>Songxue Jiang 840506-P386 sjg07001@student.mdh.se</p><p>Tutor: Tobias Eltebrandt</p><p>Title: A study of brand image of ANTA Company in China’s sportswear market</p><p>Problem statement: What are the mismatches between ANTA Company’s wanted brand image and the perceived brand image by the target consumer group?</p><p>Purpose: The aim of this study is to find out the mismatches between ANTA Company’s wanted brand image and consumer’s perception about ANTA’s brand image in China’s sportswear market in order to suggest how ANTN Company should deal with those mismatches.</p><p>Methodology: The method of this case study is mainly based on the primary and secondary information. The primary information mainly comes from the interview with the manager and questionnaires from the respondents. The books, articles and internet are used as the secondary information.</p><p>Conceptual Framework: The theoretical framework includes three aspects which consist of marketing mix, brand image and attitude.</p><p>Conclusion: The conclusion arises from the analysis and research based on the methods, theoretical framework, finding. And there are 5 mismatches which ANTA Company need to deal with. In order to deal with the mismatches, it is very necessary for ANTA to adjust the current marketing strategy and analyze systematically the mismatches for improving the brand image.</p>

Date: June 5, 2008 Course: Master Thesis (International Marketing) Course Code: EF0705 Authors: Bingchao Zhu 840501-P613 bzu07001@student.mdh.se Songxue Jiang 840506-P386 sjg07001@student.mdh.se Tutor: Tobias Eltebrandt Title: A study of brand image of ANTA Company in China’s sportswear market Problem statement: What are the mismatches between ANTA Company’s wanted brand image and the perceived brand image by the target consumer group? Purpose: The aim of this study is to find out the mismatches between ANTA Company’s wanted brand image and consumer’s perception about ANTA’s brand image in China’s sportswear market in order to suggest how ANTN Company should deal with those mismatches. Methodology: The method of this case study is mainly based on the primary and secondary information. The primary information mainly comes from the interview with the manager and questionnaires from the respondents. The books, articles and internet are used as the secondary information. Conceptual Framework: The theoretical framework includes three aspects which consist of marketing mix, brand image and attitude. Conclusion: The conclusion arises from the analysis and research based on the methods, theoretical framework, finding. And there are 5 mismatches which ANTA Company need to deal with. In order to deal with the mismatches, it is very necessary for ANTA to adjust the current marketing strategy and analyze systematically the mismatches for improving the brand image.

Background: Since the Go Global policy in 1999, Chinese firms have been growing and expanding exponentially in the global market. The internationalisation of Chinese firms has attracted not only business partners, policy makers but also researchers with their unconventional process and method. The problem occurs when Chinese brands are facing challenges in brand awareness and equity in foreign markets despite their strong presence domestically. One industry stands out as the most relevant example – the apparel industry – since China has been the largest exporter and importer of clothes worldwide yet Chinese brands are hardly recognised internationally. Among all, ANTA, one of the largest multinational companies (MNCs) operating in the sportswear industry, raises high interest for a case study with their rapid international expansion and their new global strategy. Purpose: This paper aims to examine the process of internationalisation and brand internationalisation of Chinese MNCs through the case of ANTA. This paper also wishes to contribute to the lack of study in the stream of literature regarding Chinese market cultivation post-entry to a new oversea markets and brand internationalisation. Method: A qualitative research was conducted through an exploratory approach. In-depth interviews were utilised for primary data collection in which 6 employees from different positions under ANTA agreed to become participants. A thematic analysis was then carried out. Secondary data about ANTA and their activities and strategies was also collected in order to use in combination with the empirical findings from the interviews. Lastly, an analysis of all the data based on the relevant literature was conducted. Conclusion: ANTA’s internationalisation process was found to be in line with past studies where acquisition is the preferable method. Several reasons were discussed for this choice of entry mode including the macro and firm factors. Following this, the choice of multi-brand strategy was fitting as it enables firms to leverage the acquired assets such as brand names, product lines, markets, capabilities and technology to diminish problems like low product range, lack R&amp;D and technology and ownership disadvantages. However, potential challenges may also occur such as low brand equity and short-term orientated strategy that cannot be solved through rapid expansion and capital utilisation.