분야
pptxIndustry History
Marketing Strategies-Product
Marketing Strategies-Price
Marketing Strategies-Place
Marketing Strategies-Promotion
4C analysis-Company and Customer
SWOT-S&W
SWOT-O&T
STP (Summary of the current MKT strategy)
Current Problem & Solutions
Recommending Marketing Strategy
1) Planning Phase - STP
2) Implementation & 3)Control Phases
Especially in Korea, People’s tendency buying things more to show off rather than to actually use them.
2. Desire for design
Design becomes important enough to lead new market and convey the company’s mission as well.
3. Huge market share in Korea
High time for Alessi to completely get the whole market share because not yet there is any noticeable competitor, especially in Korea, no competitor.
1. Emerging competitors
IKEA Recently expanded business from furniture to kitchen ware. Already well-known in Korea as the furniture company.
Georg Jensen Similar positioning as luxury kitchen ware. Big threat because it is more well known than Alessi in Europe.
Other luxury items Prestigious and expensive luxury items market like luxury bags and accesory is growing fast.
2. Blurred identity
Launching a new brand targeting lower class weekening Alessi’s identity as a premium brand
3. Not centralized online stores
Online shops are expanding huge market to sell products. However, Online shops of Alessi are scattered around and are not controlled by Alessi. Even though there are many online shops, with not arranged by Alessi, Alessi will not occupy much online market share.
Segment market
according to :
Gender
Income
Social Class
Life style
Personality
Loyalty
Media & Shopping habits
Overall
Female
Interest on design and stylish life style
Willing to pay for displaying products
Strong loyalty
Buy things to show the source of pride
Separately
Upper social class
Enough income to pay expensive house decorating
Recently targeted market
Lower social class
Pay affordable cost for stylish life
High price
Experi-mental or new design
Target the upper social class
Affordable price
Democ-ratic design
Target the middle -income class
1. Pricing constraints for Alessi:
- Stage in PLC: Introduction -> How to position Alessi with price
- Competitor’s price: Competitors; Premium kitchenware brands including main one, George Jenson price products extremely high
Type of competitive market: Almost Monopoly (∵ no kitchenware has high-end design of prestigious designers like Alessi’s)
2. Pricing Objectives
As Alessi is in entering stage in Korean market, the most crucial objective is Market Share. It needs to take price that can help its positioning as brand for high-class.
3. Estimating Demand and Revenue
-Demand: Potential demand seems to be high considering the trend that cares about design and admires stylish and luxurious life.
-Revenue: Because of mass-customization marginal revenue is high
4. Determining Cost, Volume, and Profit relationships
Its production cost is relatively low and in starting stage can not expect large volume of sales. Cost for promotion and place is expected to be high at first time.
5. Setting Price
It is recommended for Alessi to keep Skim pricing strategy since it satisfies many of favorable conditions for skim pricing.
