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레포트 > 경제경영계열

[국제패션] 톰스 TOMS 글로벌 마케팅 분석(영문)

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레포트 > 경제경영계열
2011.03.09
29페이지 / hwp
2,700원
81원 (구매자료 3% 적립)

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[현대경영이론]한국 기업경영의 과거, 현재, 미래

TOMS슈즈 탐스슈즈 마케팅 성공전략분석

소개글

[국제패션] 톰스 TOMS 글로벌 마케팅 분석(영문)에 대한 자료입니다.

< STRUCTURE >
I. Introduction : Why TOMS?
II. Company Background
1. The TOMS Story
2. TOMS Management Principle : ‘One for One’ Movement
3. Why & Where TOMS Give
4. TOMS & Partners

III. Comparative Analysis
1. 4P Analysis
2. STP Analysis
3. SWOT Analysis
4. Competitor Analysis

IV. Global Marketing Strategy
1. Factors of Globalization
2. Current Globalization Status of TOMS
3. Analysis of TOMS’ Global Market : South Korea
4. Analysis of TOMS’ Global Market : China

V. Conclusion
1. Suggestion for China Market
2. The Future of TOMS
Ⅵ. Reference

본문내용

4. Threat
- Rising numbers of competitors
Many other competitors are imitating the design of Toms shoes. Therefore Toms shoes have to complete their products through research and development. After that, they promote create value and try to understand consumer’s lifecycle and needs.
- Management cost for donation
There are lots of costs for donation such as delivery, employment, manager wage etc. As the company is getting bigger and bigger, size of donation is much bigger than before they donated. So there are lots of costs to maintain helping pool countries. Especially they concern about delivering huge amount of shoes to poor countries which is placed so far from investing countries.

 Competitor of TOMS Shoes

TOMS
VANS
SKONO
Not only social enterprise but also unique design
Fit a broad scale of consumers
Have a specific target
- customers can make their own unique design → appealing to especially to teenagers
Shoe prints are lighter
→comfortable for people to wear

The competitors we found is focused on unique design. Because there is not competitor of social enterprise like Toms shoes yet. We thought Toms strengths and strategy is not only social enterprise but also unique design. Therefore we just found which company will be competitor of our model in terms of unique design.
As mentioned before, the reason why TOMS shoes extensively standouts in the shoe market is

참고문헌

Ⅵ. Reference
 book
Unitas BRAND vol. 12, 2009, by Unitas BASEL, , pp 32~45
US Vogue, , Oct, 2006
 e-journal
Globalization, Taylor&Francis Group, 2003
 news
CNN, , 2009.04.08.
The financial news, , 2010.07.20.
Seattle EPI, , 2009.04.08.
Time, , 2009.04.08.
Tree Hugger radio, , 2009.11.08.
Legal Information & Privacy Policy, , 2010.7.30.
CNN Cable News Network, , 2009.03.26.
Sharaby, Orli.

#국제패션 #TOMS #글로벌 #마케팅 #톰스

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