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LG생활건강 기업분석 LG생활건강 마케팅 LG생활건강 경영전략 LG생활건강 브랜드마케팅 LG생활건강 서비스마케팅 글로벌경영 사례분석 swot stp 4p에 대한 자료입니다.
본문내용
Intra-brand competition
- LG생활건강
Content
Introduction
Point
2.1 Intra-brand competition Vs Inter-brand competition
2.2 Channel strategy
2.3 Problem
2.4 Solution
3. Conclusion
3.1 THE FACE SHOP in China
3.2 Suggest
Introduction
Introduction
1. Introduction
< Figure : Growth of Korea cosmetic market >
Continuous growth rate even though the market is struggle with recession
1. Introduction
< Table : ranking of World cosmetic company >
1. Introduction
< Figure : Korea cosmetic channel’s amount of sales >
< Figure : Amount of store in Korea >
- The size of multi-brand shop market is increased 12.6%
- ‘LG생활건강’ expand the number of stores
by differentiate strategy and premium strategy
The company tries to increase market share
as introducing new services such as counseling
service in the shop.
Introduction
Point
Inter-brand competition
- Severe competition in cosmetic market
(Market size : 7 trillion won)
2.1 Intra-brand competition Vs Inter-brand competition
Inter-brand Competition
- LG Household & Healthcare has almost fifty percent of
market share with AmorePacific
- To win Amore, LG merged the face shop.
- After merging, LG’s share & sales is higher than before
45.8%
(Except Thefaceshop)
2.1 Intra-brand competition Vs Inter-brand competition
< Table : Ranking of Domestic cosmetic company>