분야
hwp< Executive summary >
The city – Seoul
The Product
Competitive advantage
Target Market
Business
Financial
1. Introduction
2. Situational analysis
a. Macro Environment
b. Micro Environment
1) Market analysis
2) Competitor analysis
3) Internal analysis
4) Customer analysis
c. SWOT Analysis (figure 3-c)
d. Porter's Five-Factor Model figure 3-d)
3. Marketing goal
4. STP Process
a. Market Segmentation
1) Geographic segmentation
2) Demographic segmentation
3) Psychographic segmentation
4) Behavioral segmentation
b. Target Market Selection
c. Product Positioning
1) Step1 : Identify a set of possible competitive advantages
2) Step2 : Selecting the right competitive advantage
3) Step3
5. Marketing mix
a. Product
1) Tradition and History
2) MICE
b. Promotion
1) 4M of 6M's Model
2) Integrated Marketing Communications
3) Choosing among promotion mix.
c. Price
d. Place
6. Conclusion
1. Appendix
참고 문헌
참고 사이트
Financial
our marketing goal is 12million visitors until 2012. When we reach that much visitors, they might create circulation system, and the people around the world, visit our city more often.
1. Introduction
Our group’s topic is ‘Seoul city tourism’. We select this topic because we decide that now Seoul city is not conducting marketing for tourism well. Seoul is very unique and attractive city in the world. Seoul includes modern and traditional scenes in one sight, and dynamic and calm atmosphere in one place. However, Seoul city’s marketing strategy is somewhat ambiguous and not persuasive enough to gather lots of foreigners, so as a result the number of visitors is not much increasing. Therefore our team will try to give creative and fresh consultancy to achieve rapid growth of Seoul tourism.
2. Situational analysis
a. Macro Environment
As global economic crisis has recovered (refer figure 3-a-1), we expect more people will visit Seoul in 2010. And many westerners have more leisure time due to decrease of working-time and they are curious in the orient culture. Yet, Korea has low country brand(figure 3-a-2) and new type Influenza A virus was spread in 2009(figure 3-a-3) is another social threat.
b. Micro Environment
1) Market analysis
From 2003 to 2007, the number of tourists increased 136% (figure 3-b-1) and it is expected that 7.8 million tourist will visit Korea in 2010. Th
1. Principals of Marketing (주교재)
2. 마케팅 원리 (박찬수 저)
참고 사이트
1. http://www.kostat.go.kr (통계청1. )
2. http://www.mcst.go.kr2. (문화체육관광부)
3. http://www.kcpi.co.kr3. (한국문화진흥)
4. http://www.koreatravel.or.kr/ (한국관광협회중앙회)
5. http://stat.seoul.go.kr (서울특별시 서울통계)
6. http://www.seoul.go.kr (서울특별시)
7. http://www.visitkorea.or.kr7. (한국관광공사)
8. http://www.bloomberg.com8. (블룸버그)
9. http://www.kotra.or.kr9. (KOTRA)
10. http://www.chosun.com10. (조선일보)
11. http://www.joins.com11. (중앙일보)11.
