[성공사례분석] CESCO 세스코 분석(영문)

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[성공사례분석] CESCO 세스코 분석(영문)에 대한 자료입니다.

1. Introduction

2. Description of the success
CESCO! A new successful company in a blue ocean!

3. Environment Analysis
Well-being & Professionalism & Safety

4. Internal Analysis
What is in CESCO?

5. Customer Analysis
Who is the customer of CESCO?

6. Market Analysis

7. Competitor Analysis
Rivals in the paste control market, Household company, Combat

8. Conclusion
How can CESCO be successful?

CESCO Members – We are the member! You can trust us!

Reference

본문내용

1. Introduction
CESCO?

History1
01/12/1976 Establishment of the head office (Seoul Gangnam Shinsadong)
10/05/1988 Chosen as a pest control company for ’88 Seoul Olympic
11/05/1993 Chosen as a pest control company for EXPO ’93
04/1999 Change the name to CESCO
07/2000 Start advertisement in public.
09/12/2004 Get award from the Ministry of Health and welfare.
– Best company for preventing infectious diseases

Object1
 Lead the pest control industry to provide clean environment & service for the customer’s satisfaction.
 Have a responsibility about clean environment and happiness of mankind
 Contribute to environment, safety and health.

Service area1
 Pest control business for Industrial company.
 Pest control business for Restaurant.
 Pest control business for dwelling house.
 Pest control business for apartment.
 Research about pest control & mouse.
 Develop & Operate high tech automatic management system.
 Develop & Manufacture chemical & equipment for pest control.

2. Description of the success
CESCO! A new successful company in a blue ocean!

A small company which produces toxic chemical.
There was a small company which produces toxic chemical and expanded their business to pest control through the toxic chemical. With that work, CESCO has developed pest control skills continually and grew up to a big company which is capable of undertaking pest control of big events such as Olympic and EXPO. 1

CESCO, a front runner in the pest control market which was “Blue Ocean”
In 1999, they changed their company name to a new brand “CESCO”. On the occasion of Well-being trend, CESCO became a front runner in the pest control market which was “Blue Ocean”

Effort to change customer’s recognition.
However, it was not easy to keep the first position, making the market introduction stage to growth stage. Because, even though CESCO provides the service related to well-being, customers think it is so expensive and professional for personal customers.
So CESCO launched two new marketing strategies. One was Humor Q&A Board for the friendly image; the other was CESCOman for image of professional service. Q&A board make CESCO has better name (brand) recognition on the internet using viral marketing among the customers. Advertisement of CESCOman adds professional images. Also they began CESCO members zone mark Campaign for the business customer recently. Like this, CESCO is trying to satisfy both personal and business customer. 1

A front runner in the successful market.
CESCO successfully lead pest control market from the introduction stage to growth stage, and still remain front runner in mature stage market of today.

We are going to analyze elements of CESCO’s marketing strategies to find out what made SECO successful.
3. Environment Analysis
Well-being & Professionalism & Safety

What kind of trends and environmental factors affects CESCO to be successful?
Let’s talk two main factors to explain this situation.

Well-being
Two month ago, one customer, Kim sun-hwa(35, female, Daegu), asked a professional cleaning company to disinfect her house. Because her house is so old and the sun doesn’t stream into the room, the wall is covered with mold. She said “Because of mold, children suffer from asthma and rhinitis.” Especially one of her children always scratches himself because of Atopy. After using the service, she feels better and her child suffers less atopy. She also said “Actually I was concerned about the expensive cost at first but I used it because I thought the health is the first. I’m satisfied now.” She used the service again when she moved to the new apartment not to suffer new house syndrome. 2 Well-being becomes a trend not only in clothes and food but also in house.

Professionalism, Safety
Customers are getting finicky. They are not just satisfied with the products and service that company provides any more. They evaluate the product and service and show their opinions without hesitation as a name of “Prosumer” and “Cresumer”.

참고문헌

1. www.cesco.co.kr
2. http://www.imaeil.com/sub_news/sub_news_view.php?news_id=29822&yy=2007
3. http://blog.naver.com/ktl0413?Redirect=Log&logNo=10030671176
4. .http://www.e-today.co.kr/200707/news/newsview.php?TM=news&SM=
0101&idxno=182068
5. David A.Aaker. strategic market management ; pp 102-105. Wiley
6. David A.Aaker. strategic market management ; pp 67. figure 4.3. Wiley
7. David A.Aaker. strategic market management ; pp 33. Wiley
8. David A.Aaker. strategic market management ; pp 31. Wiley

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