[마케팅] 현대카드 마케팅전략(영문)에 대한 자료입니다.
2.Market analysis(Environment, 3C)
3. GE Matrix
4 STP analysis
1. The introduction of Hyundaicard
Hyundaicard acquired Dinerscard in 2001 entering in the credit card market as a latecomer. While the firstcomer competitors tried to increase the number of issued cards, Hyundaicard made an endeavor to provide a diverse unique cards and services, based on the customer’s needs and lifestyles from the beginning of their establishment. It showed its efforts by employing the creative marketing management. On top of that, contracting with GE for the win-win partnership had a good impact on the service and reputation of Hyundaicard. Hyundaicard constantly tries to find better ways to provide more beneficial services to the customers and also researches for more attractive means of introducing wonderful credit cards to them.
< The whole Process of Marketing Management in Hyundaicard >
■ Market Analysis (Environment)
1. The credit card market
- To explain reasons why we chose Hyundaicard -
1) The general environment in the Credit Card market
(In the beginning of their first launch in the credit card market)
a. Low growth rate and the restructuring in the market
After the peak of the boom in the credit-card market in 2000, the growth rate of the market sharply dropped down to minus. This environment made the market readjustment inevitable.
[카드 마케팅] 김태희, 새로운 제안 (2002)
[신용카드 마케팅], 최동원, 고려원북스 (2006)
[시장 후발주자의 브랜드 차별화 전략, 현대카드 M], 김상호, emars (2005)
[마케팅 무작정 따라하기],함주한, 길벗(2006)
[마케팅전략], 한상만․하영원․장대련, 박영사(2007)
[최신 마케팅관리론] 여운승, 한양대학교 출판부(2007)
이 문서는 한글워디안, 한글2002 이상의 버전에서만 확인하실 수 있습니다.
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