[마케팅전략] 태평양화장품 롤리타렘프카 프랑스진출사례

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2004.01.18 / 2019.12.24
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목차: I 서론

1. 선정동기····································································································3
2. (주) 태평양과 '국내 외 화장품 시장 현황' ···················································· 3
1) (주)태평양························································································· 3
(1) 소개·······························································································3
(2) 경영이념························································································5
(3) 사업소···························································································6

II 본론
1. 국내외 화장품 산업······················································································ 6

(1)화장품 산업의 특성········································································ 6
(2)국내 화장품 시장의 현황···································································· 6
(3) 해외 진출 단계 ·············································································· 7

2. 프랑스 진출 전략···························································································7
1) 태평양 진출의 시간적 순서·········································································8
(1) SOON: 국내 생산 및 수출(1988-1995) ···············································8
(2) Lilikos: 현지생산 및 수입 위주(1992-현재) ···········································8
(3) Lolita Lempica: 현지생산/ 판매 및 글로벌화···········································8

3. STP 전략
1) Segmentation & Target Market ·······························································9
2) Positioning ······························································································10

4. 4P’s 분석 ································································································10
1) Product ································································································10
2) Price ·····································································································11
3) Place ······································································································11
4) Promote ·································································································12
5) People ··································································································12

5. 롤리타 램피카의 전략적 성과 ············································································13
1) 시장점유율 ·································································································· 13
2) 지역별 매출구성 ···························································································14
3) 프랑스 시장 내 점유율 ···················································································15
4) 롤리타 렘피카의 수상경력················································································15
5) 롤리타 램피카의 성공요인 ·············································································16
(1) 외부요인 ·····························································································16
(2) 경영철학과 내부 역량················································································17
(3) 마케팅 전략의 일관성 ············································································ 18

III. 결론

1. 프랑스 법인의 향후 전략············································································ 18
1) ‘ 명성은 프랑스에서 판매는 세계 각지에서’ ·················································18
2) 제품라인을 확대하자 ················································································· 18
3) 프랑스 현지법인의 조직문화 유지와 본사와의 발전적인 관계정립 ················· 18
4) 본사와 현지법인의 전략적 파트너쉽을 어떻게 정립할 것인가? ···························19

2. 앞으로의 전략 ·····························································································19

본문내용: 회사명은 주식회사 태평양으로 1945년 9월 5일 '태평양화학공업사' 라는 화장품 제조회사로 창립되었다. 해방 직후인 당시의 시대 환경은 모든 것이 궁핍했기 때문에 화장품 업계의 상황도 그다지 좋지 않았다. 특히 5.16을 겪으면서 일제 화장품과 가짜 화장품이 판을 치게 되면서 우리 나라 화장품 시장은 굉장히 불안정한 상태였다. 설상가상으로 정부는 화장품 산업은 수요도 없고 필요하지도 않은 사업으로 취급하여 원료구입에 필요한 달러 배정과 銀행 대출 등의 혜택을 받을 수 없었다.

설립 이래 지속적으로 국내 화장품 점유율 1위를 차지하고 있음과 동시 한국 화장품 산업을 이끌고 있다. 국내 300여 개의 화장품 업체가 있으나 1960년 이래 한번도 2위 이하로 밀려난 적이 없다. 40여 전에는 국내 화장품 시장의 70% 정도 차지하였으나 해외브랜드의 유입과 여러 경쟁사의 등장으로 30%이상의 시장 점유율을 갖고 있는 국내 최대의 화장품 생산업체, 세계 화장품 시장에서의 위치는 20위권 정도이다.
이처럼 닫혀있는 시장을 열기 위해 태평양은 '좋은 품질은 모든 역경을 이긴다'는 일념으로 좋은 제품 개발에 주력하였고, ABC브랜드를 탄생시켜 고객으로부터 품질을 인정받게 됨으로써

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