해브앤비 기업전략분석및 해외진출 성공요인분석과 문제점 극복전략제안
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추천 연관자료
- 하고 싶은 말
- 해브앤비 기업전략분석및 해외진출 성공요인분석과 문제점 극복전략제안 레포트입니다.
- 목차
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I. 서론
1. 기업 선정이유·································································································(3)
2. 해브앤비 기업소개···························································································(3)
II. 본론
1. 해외진출·······································································································(5)
- 배경···········································································································(5)
- 전략···········································································································(5)
- 해외 진출 사례····························································································(6)
- 성공요인·····································································································(7)
2. 약점 및 경쟁사 분석을 통한 극복방안······························································(8)
- 약점·········································································································(8)
- 경쟁사 KIEHL'S 소개···············································································(10)
- 극복방안·································································································(10)
3. 4인4색의 제안·····························································································(11)
- 중남미 시장 분석·······················································································(11)
- 남미 국가별 시장 특성···············································································(12)
- 칠레시장 공략방법·····················································································(14)
III. 결론············································································································(17)
IV. 참고문헌·····································································································(18)
- 본문내용
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그러나 코스메슈티컬 브랜드의 1위 자리를 오랜 기간 유지하고 있는 기업 ‘키엘’과 비교해봤을 때 아직 많은 점이 미흡한 것은 사실이다. 특히 ‘자사 제품 잠식 현상’과 ‘신제품 결여’의 경우 ‘해브앤비’의 장기적 성장의 관점에서 봤을 때 큰 위협이 될 만한 요인이라 생각된다. 경쟁사 ‘키엘’의 경우 제품의 종류가 다양하고 제품군이 잘 정립되어 있어 수익 창출의 쏠림 현상이 없고 소비자의 다양한 욕구를 충족시키고 있다. ‘키엘’의 마케팅 전략을 벤치마킹하여 범위가 중복되는 제품은 과감히 없애고 베이비 라인과 같은 신제품을 출시한다면 ‘해브앤비’의 성장세는 보다 오래 지속될 수 있을 것이다. 또한 이에 그치지 않고 새로운 시장을 선점해 빠르게 장악한다면 수익의 안정과 글로벌 기업으로의 도약을 기대해볼 수 있다.
- 참고문헌
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1. 학위 논문
- 노민경,「칠레지역 화장품 소비자 구매행동 특성에 관한 연구」이화여자대학교 석사 학위 논문, 2010.
- 문병기, 장민주. 「한-멕시코 수교 50주년 : 멕시코 시장의 중요성과 유망 진출 분야 한국 무역 협회 국제 무역 연구원, 2012.
2. 인터넷 자료
-삼정 KPNG [브라질 소비 시장의 특성]
http://www.kpmg.com/KR/ko/IssuesAndInsights/Articles-And-Publications/ERI-Publications/IssuesMonitor/Documents/IssueMonitorBrazil.pdf
- KOTRA [콜럼비아 시장분석]
http://www.globalwindow.org/quasar_jsp/inc/gw_downloadpdf.html?fileName=/gw_files/NationPDF/101050/101050_310_5023759.pdf
- 신흥지역정보 종합 지식 포털 [멕시코, 경제침체에도 화장품과 미용상품시장 성장세 유지]
http://www.emerics.org/
- 일본무역진흥기구
http://blog.naver.com/PostView.nhn?blogId=neo4434&logNo=120096482015&categoryNo=73&viewDate=¤tPage=1&listtype=0
- 정보통신산업진흥원 [칠레 소비시장 3대 트렌드 고령화, 비만, 모바일]
http://www.nipa.kr/know/trandInformationView.it?identifier=02-004-110531-000024&menuNo=26&page=166
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