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5-Year Marketing Plan
-Anytime Sports, Lecaf-
1. Executive Summary
Lecaf is a Korean sportswear company. They make pretty good quality sportswear, and probably rank among the top few Korean sportswear brands. It is subsidiary of Hwaseung which is one of the best 10 Korean corporations. Hwaseung was OEM partener of Nike and Reebok in 1980s. Lecaf was launched as Nike became independent as a NikeKorea.
Lecaf had been relatively popular before foreign brand flooding into Korea. Nowadays in Korea, Lecaf (and every other similar Korean sportswear company) is generally accepted as a lesser brand than foreign ones (Nike, Reebok, Adidas). As a result, there`s kind of a limit to Lecaf`s popularity. According to the search rank of sportswear in portal website, Nike is 1st, New Balance is 2nd, Adidas is 7th, and Lecaf is ranked at 29th. Although search rank is not all about how well brand is, hard to deny that it reflects consumers` real preference.
In fact, …(생략)
2. Company Description
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kinds of products. In conclusion, at least in functional sneakers market, the competition has been now started. Our unique marketing can make Lecaf the supreme brand.
Lecaf means " faster, higher, stronger "and basic slogan is " Lecaf for everyone "
Nike? Adidas? Puma? No, we are not following fantasy. Lecaf is here for everyday healthy life!
2. Company Description
Hwaseung was an OEM partner of Nike and Reebok in the 80’s until Nike went independent to Nike Korea. Lecaf is a subsidiary of Hwaseng and was first launched as a mean to rival Nike Korea. Lecaf produces quality sportswear products that brought the company up to one of the best 10 Korean corporations. Lecaf was a relatively popular brand before the foreign brand trend kicked in. Although the company is past the golden age, more opportunity awaits Lecaf.
Reasonably priced products spread over the 400 stores all over the nation. It is a brand that is always close to the customers, it is a brand that always works fo
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