[마케팅] 11번가 마케팅분석(영문)
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- 2009.08.27 / 2019.12.24
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추천 연관자료
- 목차
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I. INTRODUCTION
WHAT IS OPEN MARKET
II. BODY
MARKET ANALYSIS: MACRO ENVIRONMENT
MARKET ANALYSIS: 3C ANALYSIS
1. COMPETITORS
2. COMPANY
3. CUSTOMERS
STP ANALYSIS
1. MARKET SEGMENTATION
2. TARGETING
3. POSITIONING
4P ANALYSIS
Product
(1) 110% Refund System for Counterfeits
(2) Private Brand goods (PB goods)
(3) 24-hour Call Center
Price
(1) S Point
(2) OK Cash-back maximum 11% Discount
(3) Point Discounting In Advance
(4) 110% Guarantee of the Lowest Price
Promotion
(1) Chapping
(2) Compensation for Customer's Fault
(3) Comparative Advertising
Place
(1) Accessibility through partnership websites and mobile
(2) Private brand goods (PB goods)
III. CONCLUSION
PROBLEMS
SOLUTIONS
EXCUTIVE SUMMARY
- 본문내용
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I. INTRODUCTION
WHAT IS 11ST
There is no more necessity to get out from home for buying goods. Shopping is changed from outdoor activity to indoor activity. This becomes possible through a rapid progress of e-commerce. Since 2001, when annual analysis of e-commerce started, the scale has been extended beating every last records. In 2008, that closed in upon 630 trillion won, and the sales gap between department stores, which is number two in the rank of retailer market, is decreased to more or less 500 billion won. Many conglomerates made clear their intentions to enter the online intermediary shopping mall market, and SKTelecom also launched an open market, 11ST, following the trend.
11ST was opened February 17th, 2008, and aimed at differentiated open market with advanced technologies of SKT such as wireless internet business, diverse distribution channels, and so on. 11ST has been granted the concept, "The Street Leading Trends", and by offering various communities, wireless/conventional internet interlocking service, and new online shopping way, ‘chapping', it hopes to make new paradigm of open market. It is naturally considered that online shopping is done by "ONESELF," however, 11ST is created to have unique attributes for entertainment to enjoy online shopping with others.
WHAT IS OPEN MARKET
All the retailing method in e-commerce is called 'online market'. This includes both general shopping mall operating by individuals or corporations and open market. General shopping mall needs large capital for building itself and promotion, and every products in the mall are sold and managed totally by a founder. Open market is like an assembly of these shopping malls, so it deals goods through not typical shopping mall sales method but a kind of C2C method1), after individual sellers' shops becoming parts in online open market already built. The term, open market, comes from the method that anyone can buy or sell. There are G-market and Auction, as representative examples.
Each seller pays fixed fees to open market, and then gets a distributorship. The possibility to expose products by less promotion costs is relatively higher after opening shops than one's shopping mall. However, there are also defects. One of them is that the percentage of re-visit is low, so it is hard to make frequent visitors. Another is sellers have to pay commissions to open market when registering, promoting, and each selling.
II. BODY
MARKET ANALYSIS: MACRO ENVIRONMENT
Marketing environment directly or indirectly influences on an organization's marketing activities. Furthermore it is always dynamic and changes in the marketing environment create uncertainty, threats, and opportunities for marketers. Therefore recognizing marketing environment is crucial to marketing success.
First, open market which 11ST entered into takes great portion in the internet shopping. This Internet shopping market is growing rapidly and is becoming important distribution structure with department store and discount store.
Second, eBay undertook G-market on April 16. They also have auction so with this undertaking they are occupying 90% market share in the open market.
Third, imitation products are increasing by geometric progression. A lot of products imitated from famous brands are being sold on line. The problem is that sellers sell imitate products pretending they sell real products with lower price. So in this situation, customers that set much value on quality and real or not are increasing.
Forth, because of the economic depression many companies claim lower price marketing. A lot of on-line malls try to attract customers with distinctive marketing strategies.
MARKET ANALYSIS: 3C ANALYSIS
1. COMPETITORS
Customers have many alternatives when they buy some products. They can buy through offline shops or online shops. If they buy through online shops, there are open market, individual shopping mall, department store in Internet, and so on. Open market competitors are the most significant to 11ST, so they should focus on that. Auction and G-market are major companies in open market. Competitive structure for open market is oligopoly because a few sellers control the supply of a large proportion of a product in the open market. In oligopoly situation, barrier exists, so it is difficult for other competitors to enter this market. In this
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