분야
doc- Financial information
- Annual balance sheet
- About CI
- SWOT Analysis
- STP
Segmenting
Targeting
Positioning
- Conclusion
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
