분야
docx2. Company and Product Description.
① Company Description
② Product Description
3. Strategic Focus and Plan.
① Company mission
② Company vision
③ Core competencies
④ Goals
4. Situation Analysis
①Economic Forces
②Competitive Forces
③Sociocultural Forces
④Technological Forces
5. STP
6. Marketing Program (4Ps)
① Product.
② Place
③Promotion
④ Price
7. Implemented plan
To begin with, we matched segment1 with young parents whose age is 30’s or late 20’s. Their demographic feature is that they get married, and have children to care of. Since it was not long after they were married, they usually have young children under 10 years. Because children under 10 years are in childhood, most of them lack the ability to perceive objective. Also, both are engaged in economic activity which means that they have income from working. Next, we connected this segment1 with their life style. Since they make the money, they are willing to spend their money on leisure time. Especially, they usually like to watch movies and follow the trend by watching recent movies. Also, they still want to date with each other and they are more concerned with their memorial day than other age group. However, since they could not help but taking care of their babies, they don’t have enough time to spend their time on watching movies or have a good time in private.
Second, we matched segment2 with full-time housewife. Their demographic feature is that they are women and they don’t have income from working because their occupation is full-time housewife. Usually, their lifestyle is so busy to do the so many chores. Although they want to meet their friend and hang out with, they don’t have enough time to play or enjoy outside activity. So, they prefer watching dramas or sequence plays(연속극) at home without any fee to watching movies with spending their money.
Finally, we matched segment3 with other family members who have to take care of babies for a moment when babies’ mothers are busy or have other things to do. They can be an uncle, aunt, and grandparents of babies. Since they don’t always take care of babies, they want to give fun to the babies and spend time together while they taking care of.
Of three segments we divided, we chose segment1 (young parents whose age is 30’s or late 20’s). This is because this group wants to spend time in private without their children. Also, this group can afford to spend their money on leisure activity compared to segment2, so they have a potential to boost the profit of Lotte Cinema by watching movies in Lotte Cinema. Also, for segment3, bay bookstore or bay café which must be accompanied by adults will be the best choice to have a fun time with children together. So, we thought that this segment1 will desire for child-care facility in the movie theater at the most.
The profile of segment1 we selected is following: on weekdays, in the morning, they send their children kindergarten or elementary school and then both of them (young parents who are in late 20~ 30’s) go to work. Getting back home from their workplace, they pick up their
