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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.

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