아모레퍼시픽 마케팅전략(영문)
등록일 / 수정일- 페이지 / 형식
- 자료평가
- 구매가격
- 2010.06.30 / 2019.12.24
- 11페이지 /
doc (MS워드 2003이하) - 평가한 분이 없습니다. (구매금액의 3%지급)
- 1,600원
최대 20페이지까지 미리보기 서비스를 제공합니다.
자료평가하면 구매금액의 3%지급!
1
2
3
4
5
6
7
8
9
10
11
추천 연관자료
- 목차
-
- Intro
- Financial information
- Annual balance sheet
- About CI
- SWOT Analysis
- STP
Segmenting
Targeting
Positioning
- Conclusion
- 본문내용
-
The human resources have been also innovated. As a global company, it aimed at hiring employees from its own local market, instead of sending head office’s employees. The company classified its cosmetic market the two Asia and Latin America as the newly rising market and analyzed as the market that is growing up rapidly. The Korean wave is washing over whole Asia, so the brand awareness of Republic of Korea is grown up. The Korean TV show, soap opera Winter Sonata 겨울연가 or 冬のソナタ succeeded in Japan. At the one of the golden periods is also related to the products sold out about by 8.39 billion won. There was 1.18 million pieces of the Original Sound Tracks, 1.22 millions of novels, 0.47 millions guidebooks, and 0.47 millions of DVDs at a year. It was the first time that the Korean contents are realized as the one source, multi uses. After that, the fans of the TV show have visiting filmed location. Andong, the hometown of the actor Ryu_Shi-won’s the number of visitors are getting larger and larger, too. And Dae Jang Geum, the Korean tv show was succeeded by 0.16 billions Chinese fans.
Furthermore, China joined WTO World Trade Organization, it will weaken the tariff and the non-tariff barriers and strengthen its rapid economic growth. The brand of the company, Mamonde and LANEIGE was successfully introduced to China and other Asian countries already. In China, the company enlarging the market share with the basic products of the brand LANEIGE. And the brand Mamonde is opened new stores and renewed old stores for appeal to local customers. There were launched 4 new stores in Japan. There were also high growth in Taiwan and Malaysia. The company strengthened its brand marketing through opening Sulhwasoo Spa in Hongkong.
However, there are Weaknesses and threats to the company against theses strong points. Just like the newly rising market, the company classified North America, and Western Europe as the advanced market. Against the newly rising market, there are a couple of problems from the market and its circumstances because it is already advanced or developed very much. They influence each others’ financial status too sensitive. Lately, the market is depressed extremely and growth is slowdown. There are also too many competitors, already. The company has to solve the problem, such as distribution network which dominated already, and prejudice of the market. Like United States of America, difficult raw material evaluation is the one of the big problem. The evaluation procedures are different for each country. The company has to fix the products’ raw materials to fit each country’s evaluations. It could waste the company’s resources and efforts. There are also threats at the newly rising market, too. Because of same opportunities for the company, almost every global beauty companies are focus on the market. So it is concerned with oversupply which caused by the excessive competition. Especially China, Multinational companies are expanding their business. The situation and opportunities are same. So these things are threats for the company. Finally, FTAs Free Trade Agreements are also threats. The company’s world brand value is ranked at 19th, so there are 18 threatening competitors. Through the FTAs, such as ROK-EU or ROK-U. S., high-end brands’ competitiveness could be weakened. The company could be exposed to existing competitors’ aggressive marketing. They can attack the company by price cutting and the company cannot endure it.
- STP
Segmenting
AMORE PACIFIC divided a cosmetic market into specific groups and made subordinate brands to satisfy their needs. The segmentation was progressed by demographic factors like age, gender, income and nationality. The cosmetic users’ age range is from middle or late teens to old people. The customer’s interests of cosmetics have a tendency to differ from age. Younger people are interested in the color tone cosmetics and old people are interested in anti-aging wrinkle care and whitening. AMORE PACIFIC divided market into younger people like students, people in the prime of the life like office worker and old age. As for gender, Man and women, both of them use cosmetic, but women use cosmetic more than man do. Man’s cosmetics are focused on cleansing, moisturizing and simple make-up. On the other hand, woman’s cosmetics are various. Also cosmetic products are formed by price level. Cosmetic consumers tend to buy cosmetic according to their income or consume over their ability to pay. Cosmetic market is expended to worldwide market. AMORE PACIFIC exports cosmetic to foreign country.
Targeting
AMORE PACIFIC subordinate brands are composed to target each segment. First, AMORE PACIFIC, itself is formed one brand. AMORE PACIFIC is being part of the department store and targets in people who visiting department store want high price and qu
자료평가
-
아직 평가한 내용이 없습니다.
오늘 본 자료
더보기
최근 판매 자료
- [광고홍보조사 설문지] 숙취해소음료의 제품과 광고에 대한 이미지
- [설문지] 기능성음료에 대한 마케팅 조사 설문지
- [국제기술이전] 국제기술이전의 개념과 효과, 특성(특징), 국제기술이전 구조와 경로
- [경제이론사] 빅토리아시대와 경제학의 지하세계
- [호텔경영조직] `Ritz Carlton` 리츠칼튼호텔 조직도 분석
- [조직행동론]서울 `리츠칼튼호텔`의 조직관리 프로그램 및 내부마케팅 분석
- 가치평가방법으로 순현가법을 설명하고, 내부수익률법과 비교하여 차이점에 대하여 설명하시오
- 아시아나 항공 기업의 가치사슬 분석
- 미쉬킨의 화폐와금융 요약 1장-5장
- [노사관계론] 현대자동차 파업을 통해 본 한국 노사관계의 발전방향
저작권 관련 사항 정보 및 게시물 내용의 진실성에 대하여 레포트샵은 보증하지 아니하며, 해당 정보 및 게시물의 저작권과 기타 법적 책임은 자료 등록자에게 있습니다. 위 정보 및 게시물 내용의 불법적 이용, 무단 전재·배포는 금지됩니다. 저작권침해, 명예훼손 등 분쟁요소 발견시 고객센터에 신고해 주시기 바랍니다.
