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분야
docx2. Company Description
3. Strategic Focus and Plan
Mission/Vision
Goals
Core Competency and Sustainable Competitive Advantage
Industry Analysis: Trends in the Functional Footwear Market
Competitors in the Functional Footwear Market
(1) Before - Nike, Adidas, Reebok, Asics, Prospecs etc.
(2) From now - MBT, RYN, MSZONE, FitFlop, Sketchers, FILA Korea, Heel&Shoe, Vibram Five Fingers, etc.
Company Analysis
Customer Analysis
(1) Characteristics of Expected Customer
(2) Trend of Concern about Health
5. Market-Product Focus
Target markets
Points of Differences
6. marketing program
Product Strategy
Price Strategy
Place Strategy
Promotion Strategy
7. Financial Data and Projections
(1) Past Sales Revenues
(2) Five-Year Projection
8. Organization
9. Implementation Plan
10. Evaluation and Control
SWOT Analysis
ㆍStrength
- Appeal to the customers as a domestic product
- Technical skills based on OEM
- Positive Worldcup image to appeal to the consumers
- Wide range of items
ㆍWeak
- Weakened brand image
- Inefficient domestic labor costs
- High price ratio compared to the brand image
ㆍOpportunity
- Brand awareness level increase
- Offensive but consistent Strategy
- Growth of E-Business
ㆍThreat
- Popular foreign brands
- Cheap labor and high population possessing eastern Asian competitions.
Industry Analysis: Trends in the Functional Footwear Market
Currently, functional footwear market is growing rapidly. Functional footwear is the shoes which make user's health higher only by wearing them. Although functional footwear is more expensive than general footwear, it attracts consumers' interest with the support from health-valuing trend such as well-being. For this reason, sales of functional footwear are rising, and the rates of repeat sales are also increasing, which means functional footwear market has a bright prospect. According to Korean Footwear Industries Association, functional footwear market has kept over 40% growth annually and accounted for 10% of all footwear market at 2009. With this tendency, many experts are expecting that functional footwear market size will reach at 600 billion won and acknowledge this market is blue ocean of Korean footwear industry.
Competitors in the Functional Footwear Market
(1) Before - Nike, Adidas, Reebok, Asics, Prospecs etc.
Past and present LECAF has been in competition with domestic and foreign companies on overall sports clothes industry. Brand awareness and consumer preference of foreign companies such as Nike, Adidas, and Reebok etc. have been especially huge obstacles to LECAF, the Korean domestic company. Against those weakness, LECAF is opposing our strong competitors in the way that LECAF ourselves is the authentic sports brand of Korea. However, compared with companies whose target is young generation same as LECAF, we fall behind them in design field. So we must compensate our inferiority at design to survive in the footwear market.
(2) From now - MBT, RYN, MSZONE, FitFlop, Sketchers, FILA Korea, Heel&Shoe, Vibram Five Fingers, etc.
The core issue of LECAF's Five-Year Marketing Plan is "Get into the functional footwear market.". According to the former 'Industry Analysis', funtional footwear market in Korea is blue ocean, which means that it still has the high possibility of development. However, although it is blue ocean, there are many pioneers already, such as MBT, RYN, MSZONE, the top 3 companies who are competing for the first place, and the other newcomers, such as FILA Korea, Prospecs, Sketchers etc., who has the equal technological level compared with the top 3. But LECAF is also an old hand in footwear-concerned industry. Therefore our wide store distribution, high technological level, and enough capital would set the new era of LECAF, which LECAF has a large pecentage of market share of functional footwear business.
