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분야
hwpII. Marketing Analysis
1. STP & SWOT
2. Customer Analysis
3. Competitor Analysis
4. Market Analysis
5. Product Analysis
III. Strategic prospects of Sulwhasoo
Every person has a desire to be beautiful and healthy. Amore pacific introduced traditional herbal cosmetic "Sulwhosoo" which pursuits this desire for beauty and health of customers and Sulwhasoo is now positioning as one of the luxury global brands.
Sulwhasoo was the first brand that using Korean Herbal medicine in cosmetics. In these days, Korean Herbal cosmetics are very popular among people and this is because consumers pursue well-being in orient culture. So they look for natural and mild cosmetics and Sulwhasoo meets thess needs very well. Skin care products which include Korean Herbal ingredients suit well to Korean, so they have no side-effects. Like this Sulwhasoo can satisfy Korean woman very well and became very popular in short time.
Sulwhasoo launched in 1997 and keeps on making huge profits every year. They sold 40 billion won of 'JaEumSang'; a facial cream just in 4 years and won in 2002 Korean Marketing Award sponsored by Neungryul Corporatio
-『(Amorepacific)photo' esay』, 아모레퍼시픽, 아모레 퍼시픽, 2006
- http://www.sulwhasoo.co.kr/index.jsp
- http://sub.amorepacific.co.kr/eng/main.jsp
- LG 생활건강 http://www.lgcare.com
- 코리아나 http://www.coreana.co.kr
- 소망화장품 http://somangcos.co.kr
- 미샤 http://www.michaa.com
- 파이낸셜뉴스 2007-07-17
- 주간코스메틱신문 2007-02-20
