[마케팅조사] KTF Show 쇼 마케팅조사(영문)

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레포트 > 경제경영계열
2009.02.06
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[마케팅조사] KTF Show 쇼 마케팅조사(영문)에 대한 자료입니다.

1. Introduction of Show
2. SWOT Analysis about Show
3. Specific problems analyzed by questionnaire.
4. Marketing Strategy
- STP Strategy
- 4P
- Others
5. Conclusion
6. Reference
7. Questionnaire & SPSS Output

본문내용

KTF Show
Marketing Research

Index

1. Introduction of Show
2. SWOT Analysis about Show
3. Specific problems analyzed by questionnaire.
4. Marketing Strategy
- STP Strategy
- 4P
- Others
5. Conclusion
6. Reference
7. Questionnaire & SPSS Output

【1】 Introduction of KTF Show

1. Of total mobile phone market, Share and growth rate of 3G subscribers.
- 3G mobile communication’s total subscribers are nine million people in April 2008. Of total mobile communication’s subscribers, the 3G subscribers are 20%. And anticipate that 3G subscribers will exceed ten million people
2. Market Share and situation of KTF SHOW.
- KTF SHOW’s market share in 3G mobile communication is about 55%(about five million). After one year entering to 3G market, KTF SHOW’S subscribers exceed to five million people. This rising tendency is very fast and surprising. But monthly subscribers are lower than SK. Also, LG enter to 3G market newly. Differently KTF and SK, LG offers mobile internet service instead of video telephone service. After the mobile internet service launch, subscribers exceed more than 15 thousand people. This new competitor threats KTF SHOW now.

3. What is a symptom and problem?
Show said they have 500 million members but according to the research took on April; only 37% of members use video telephone service. Even though the percentage is 37%, it is far below the level when we consider the number of use. We did the research to find out the reason of this problem.
【2】SWOT Analysis about SHOW

1) Strength

■ High level of awareness and preference in 3G market

At a site through the visitor about ‘Research of HSDPA Service preference ’, 64% of all 687 people said that they have some preference in KTF’s SHOW. And the other 36% respond SKT’s 3G. This survey suggests that KTF’s SHOW has higher level of awareness and preference in 3G market over SKT.
■ Various services and discount benefaction
- Provide Mobile Web-Surfing, Image Communication, High-Quality Service, Global Roaming Service. Also, SHOW dump down the price for clients to use Image Communication in price level of voice communication. And fish clients who have desire for Image Communication though the launching SHOW Image Communication combined with 50% discount benefaction for people at a flat sum system.
2) Weakness

■ Marketing Cost decrease sale earnings and make their clients seceders.
- KTF increase marketing investment for SHOW public relations, and increasing sales promotion that could be changed into illegal fund have a result aggravation in earnings

■ Lack of support exclusive using phone for WCDMA
- By 3 Generation service spread through its market, each mobile communication company advertises their goods. But WCDMA phone is becoming some kind of useless things. Because they have ‘100 country auto roaming service is impossible’, ‘USIM function leaves something to be desire’, ‘damage for exaggeration ad

참고문헌

- www.ktf.com
- www.show.co.kr
-café.naver.com/minkrappa
- www.inews24.com
-http://blog.naver.com/wissdom/120038437602
-www. Tvcf.co.kr
- `3세대 영상전화` 끝없이 진화한다’, 한국경제 뉴스 2008. 2. 26
- ‘3G 세상의 중심에 서다’, 디지털 타임즈 2008.3.18

#of #to #the #is #and #service #in #telephone #that #video

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