Xtep: Winning Young Chinese Consumers in Less Developed Cities

摘要

Mr. Terry Ho, Executive Director and CFO of Xtep, just heard that Nike and Adidas were planning to set up stores in Xtep's core markets - 2nd and 3rd tier cities in China. He made a mental note to include this in the Strategic Marketing Plan he would be presenting the following week. Xtep had been successful in the targeting the fashion sportswear segment but it is facing increasing competition from local competitors. And there is this issue about rising costs. He would need a detailed analysis of the situation facing the company.