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분야
docxClient Profile
Reason for Research & Marketing problem
Research Questions
Research Objective
Specific Questions
Research Plans
Research Design
Data Analysis Plan
Brief Schedule
The client is an accessory shop in Anam area called “Ccul Lim” (끌림) , which is located near Anam Subway Station. The shop owner Kim Hyun Mi, age 39, always wanted to open an accessory shop for females in Anam area. Despite the concerns from acquaintance about the probability of success she saw a niche market to penetrate and opened the store last September. Her prediction proved to be a success, sales was higher than she expected and patron rate increased as time passed by. The shop sells hand-made accessories such as earrings, necklaces, rings, and other miscellaneous goods such as scarves, caps, hats, dolls, etc, as 1:1 ratio. She implemented after service to the hand-made product intentionally to gain trust from customers which lead to increase in the regular shoppers.
Reason for Research & the Marketing Problem
Crucial information was found by taking a close look at the products and targeted segments. First, all of the products were picked by the shop owner herself , (She actually visits hand-made product workshop 2~3 times a week and hand picks the products) which is a competitive advantage compared to competitors. The second interesting point was that a significant amount of sales occurred from male customers, though the store intentionally targeted female customers. This latter part of the information "Significant amount of sales occurred from male customers" raised a problem, or in more general term, an opportunity. Manager of the shop spotted the opportunity to raise sales from the unexpected male customer segment and wanted to find out, "Will placing male products in the shop lead to increase in the sales?"
