분야
pptSystematic Approach
Application to Past Situations
Evaluation of Ipanema store
Q&A
Evaluation through the system
Indexed numbers
Degree of situation
A: little or no adverse effects
B: pull out is advisable
C: pull out seems to be imperative
Revenue
A: decrease of less than 5% expected
B: decrease of 5~10% expected
C: decrease of 15~20% expected
Brand
A: little or no adverse effect on brand image
B: global brand may be lightly hindered, local brand damaged
C: global brand may be seriously damaged, leading to loss of brand equity
Ipanema-Introduction
The most cosmopolitan and wealthy neighborhood.
Legendary beach, restaurants, discos, nightclubs and luxurious apartments.
Chic boutiques, art galleries, theatres and cinemas.
Measuring Impact on Revenue
Direct Factors
Duration
% of local population
Consistency among
protestor and locals
Enforcers
Media degree and scope
Authority of the entity
Number of actions channels
Measuring Impact on Brand Image
Direct Factors
Duration
Media coverage
and scope
Enforcers
Authority of the entity
Number of actions channels
Measuring Impact on Revenue
Direct Factors
Duration
% of local population
Consistency among
protestor and locals
Enforcers
Media coverage and scope
Authority of the entity
Number of actions channels
