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분야
ppt: ENVIRONMENT
3C ANALYSIS
1. COMPETITORS
2. COMPANY (SWOT ANALYSIS)
3. CUSTOMERS
STP ANALYSIS
1. SEGMENTATION
2. TARGETING
3. POSITIONING
1. GENUINE PRODUCT
1. S POINT & OK CASH-BACK
2. POINT DISCOUNTING IN ADVANCE
3. 110% GUARANTEE OF THE LOWEST PRICE
4P ANALYSIS: PROMOTION
4P ANALYSIS: PLACE
Launched in 1998
Market Share: 40%
# of Members: 17million
First auction site in Korea
UNDERTAKEN IN 2001
BY EBAY
Launched in 2000
Market Share: 50%
# of Members: 15million
NO.1 Internet shopping
mall
UNDERTAKEN IN 2009
BY EBAY
2. COMPANY (SWOT ANALYSIS)
VARIOUS MARKETING STRETAGIES
SUBSIDIARY OF SKT
STRONG MOBILE INFRA
NEWCOMER TO THE OPEN MARKET
RELATIVELY SMALL SELLERS & PRODUCTS
ONLY 1 DOMESTIC CO.
ECONOMIC DEPRESSION ▶▶ PREFER LOW PRICE
CONSUMER RELIANCE
TOO MANY ONLINE SHOPPING MALLS
HARD TO GET LOYAL CUSTOMERS
