분야
pptx2.Market Analysis
3.STP Analysis
4.4P mix
5.Suggestion
26 department stores
Large market share
Good placement strategy
Foreign customers in Korea
Mainly consisted of Chinese and Japanese people
Relatively weak brand recognition
Customer overseas, VRICs
One department store in each of Vietnam, Russia and China
Relatively low recognition by foreigners
Relatively high customer transaction
Mainly visit Myungdong or Jamsil branch
Position of Lotte
Lotte Dpt. does not have a clear market position
Lotte Dpt. aims to reset its position as a luxurious Dpt. Store
Position of other competitors
Shinsegae and Hyundai, luxurious, expensive positions
Lotte Duty Free, relatively cheap but accessible
Missha, cheap and very accessible
