홈플러스 마케팅 전략(영문)

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홈플러스 마케팅 전략(영문)에 대한 자료입니다.
목차
1. Executive Summary
2. Company Description
3. Strategic Focus and Plan
- Mission/Vision
- Goal
- Principles in Management
4. Situation Analysis
- SWOT
- Industry Analysis: Saturation in Korean Supermarket Business
- Competitive Analysis
- Company Analysis
- Customer Analysis
5. Market-Product Focus
- Marketing and Product Objectives
- Target market
- Points of Difference
- Positioning
6. Marketing Program
- Product Strategy
- Price Strategy
- Promotion Strategy
- Place Strategy
7. Financial Data and Projection
- Past Sales Revenue
8. Organization
9. Implementation Plan
- 1) Selling Unique Importing Goods
- 2) Being the center of community.
10. Evaluation and Control 
본문내용
1. Executive Summary

Due to the regulations from government, Super Supermarkets like Home Plus are going through hard time in these days. Home Plus is one of the big 3 retail shops in Korea, which started by TESCO and it is the only retail shop that is under non-Korean corporate.
In this report, by going through the history, financial status and current marketing strategies that Home Plus now has, the future marketing plan that can bring Home Plus up to the top will be suggested.

2. Company Description

Home Plus Co., Ltd. (Home Plus) was started from a joint venture company, Samsung TESCO, by cofounders from Samsung C&T Corporation in Korea and TESCO PLC in UK since 1999. However, as the Samsung Group decided to withdraw from retail business since early 2000s, Samsung C&T Co. sold its stakes of Samsung TESCO to TESCO PLC gradually. But the brand of TESCO was uncelebrated in Korea, so TESCO used the name of Samsung and paid the loyalty until 2011, the year when Samsung C&T Co. sold its last stakes to TESCO. In 2011, Samsung TESCO changed its name to Home Plus.
Home Plus is a supermarket that sells daily necessities, groceries, and industrial products in low price like E-Mart, Wal-mart, Lotte Mart, or Costco. Home Plus is ranked in 2nd place as a supermarket followed by E-Mart in Korea. The exploding growth of Home Plus could be derived from the growth of the whole business, but compared to total withdrawals of Wal-Mart and Carrefour from Korea, TESCO’s marketing strategy in the first stage, which is using Samsung’s brand name, is evaluated as quite successful.