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[국제마케팅] 코스트코 Costco 사례

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레포트 > 경제경영계열
2010.01.29
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[국제마케팅] 코스트코 Costco 사례에 대한 자료입니다.

1. Introduction
1.1 Overview
1.2. History of Costco
2. Industry Environment
2.1 Industry Classification
2.2 Industry Outlook
2.3 Marketing Position
3. Marketing Strategy
3.1 Price
3.1.1 Cross Dock
3.1.2 Minimum Customer’s Service
3.2 Promotion
3.2.1 Membership Policy & Management
3.3 Product
3.3.1 Kirkland Signature
3.3.2 Product Category
3.4 Place
4. Costco SWOT
4.1 Strength
4.1 Weakness
4.2. Opportunity
4.2. Threat
4. Sales Comparison
5. Conclusion
5.1 Future Perspective of Costco
5.1.1 Domestic (U.S)
5.1.2 International
5.2 Final Remarks
6. Reference

본문내용

2.1 Industry Classification

Before we take a look at the industry environment, we are going to classify what kinds of industry does the Costco belongs to and see how that industry is doing so. In the big picture or frame, Costco can be classified as a one of the distribution industry. If we go in to more detail, it can be divided in to two different industries that are wholesales industry and retailer industry. Among the retailer industries, Costco belongs to membership whole sales club or warehouse club which provides qualification of purchase to only those who pays certain amount of membership fee on regular basis with minimum 30 to maximum 50 percent of discount on their consumption.

Korea, Japan, and U.S.’ distribution industry weight on their GDP
Korea (2003) Japan (2001) U.S. (2002)
9.0% 14.0% 13.2%
The Dynamics of Korean retail industry

2.2 Industry Outlook

Next point that we are going to look over is industry’s outlook. According to above, the distribution industry takes slightly more than 10% of each country’ GDP. This means that it is quite huge industry considering the fact that in 2001, Korea’s construction industry takes 3.64% of its’ GDP and electronic device industry takes 2.76% of its’ GDP. Moreover, as market economy and capitalism, exists this industry will survive and grow continuously due to its’ role in our society.

[Figure 1] Market size & Growth rate of U.S. retail industry
estimates
Narrowing down in detail, we are going to focus on environment of retailer industry and the Costco in their domestic market (U.S. market). According to below [Figure 1], retail industry as a whole, had 5.73% of growth rate during 2002 to 2007. The fact that the industry is having a positive growth rate is good. This means that the industry is not a having rapid growth but still it is one of profitable industry. Among the 5.73% of growth, Costco achieved 13.28% growth by increasing their profits $ 38.7 billions to $ 64.4 billions. Also, we could say Costco; one of the membership wholesalers is a small but profitable part of the retail industry. It will continuously grow and the outlook will be good. This is because even though the domestic market is saturated, expansion in foreign markets is can be another great business opportunity for them.

2.3 Marketing Position

Among this big business, there are three major retailers that are Costco, Sam’s club, and BJ’s wholesaler. According to [Figure 2] below, Sam’s Club has 46% of market share with 624 stores in worldwide, Costco has 41% of market share with 555 stores in worldwide, and BJ’s has 13% with 180 stores.
[Figure 2] Store accounts of 3 major firms

참고문헌

http://www.costco.com
http://www.seattlepi.com/business/166680_costco29.html
http://www.wikinvest.com/stock/Costco_Wholesale_(COST)
http://www.sco.com/company/success/story.html?ID=24
www.costco.co.uk
http://finance.yahoo.com/q?s=Cost
www.fastcompany.com/.../thinking-outside-the-big-box.html
http://phx.corporate-ir.net/phoenix.zhtml
http://en.wikipedia.org/wiki/Costco
http://topics.nytimes.com/topics/news/business/companies/costco_wholesale_corporation/index.html
http://www.google.com/finance?q=NASDAQ:COST
www.nydailynews.com/.../Costco+Wholesale+Corporation
http://biz.yahoo.com/ic/17/17060.html
www.sam’sclub.com
www.jetro.go.jp/en/invest/success_stories/.../a25_Costco.pdf
Ministry of Industry and Resources / 2005 / The Dynamics of Korean retail industry
Byun, Myung sik / 1998/ Introduction to New Distribution Industry / Hakmunsa
Vance, Sandra Stringer / 1995 / Wal-mart: a history of Sam Walton’s retail phenomenon / Twayne publisher

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