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[국제경영] 빈폴 중국 마케팅 전략 제안(영문)

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레포트 > 경제경영계열
2011.03.09
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[국제경영] 빈폴 중국 마케팅 전략 제안(영문)

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[국제경영] 빈폴 중국 마케팅 전략 제안(영문)에 대한 자료입니다.

Intro. About Bean Pole

Body.
1. Internal Analysis
- Company Analysis
- Strategy Analysis(4p)
-Bean Pole’s Contribution
-Bean Pole.com
- Outlook and Strategies to be recommended

2. Country Analysis: China
- Market Analysis
- SWOT Analysis
-Bean Pole in China
-Prospect of Bean Pole in the Global Market

3. Bean Pole International … “Bean Pole as a Global Brand”
-Design Infrastructure Innovation
-Marketing Strategies
-Strategy of Ralph Lauren - Comparisons
- Ideal Strategies of Foreign Market Expansion by Bean Pole

Con. Prospect of Bean Pole

본문내용

Strategy Analysis (4P)

1) Price
Bean Pole is now a leading company despite the stagnation in the fashion industry in the late 80s adopting brand image value. Bean Pole’s marketers suggest leading brands should fulfill the two mandatory factors which are authority and social satisfaction. With these two factors, consumers are to think “I am different from others” or “I am high class and an early adapter in fashion.” To meet these satisfactions, Bean Pole chose high price strategy. To promote the strategy, it implemented No Sale policy. As a result, consumers began to put high expectations on Bean Pole and started to look forward to their product lines naturally increasing the brands image.

2) Product
It was the quality of the product which contributed to maintaining the high price. Focusing on high quality and unique design, Bean Pole was not hit by the severe competition which overflowed in the 90s in casual brand industries. With combination of fabrics, standardization of colors, and design map using fabric and colors Bean Pole set average quality of each material every month, made code systems for different colors for every season which resulted in reduction of time. These processes reduced production time also increasing sales figures. Also, unlike foreign brands which concentrated on mass production, Bean Pole focused to meet the satisfaction and the taste of Korean consumers. Bean Pole invested 3.7billion won for three years facilitating the largest scale fashion database, Samsung Fashion Institute. Here, it provides information regarding fashion such as materials, color, and trend. Also, with surveys on customer satisfaction it produces information and applies it to its products.

참고문헌

Reference

Bennett, Danielle “Globalization and Blue Jeans” (2008/07/25) … Associated Content from Yahoo! (Retrieved on Nov/18/2010)
http://www.associatedcontent.com/article/896109/globalization_and_blue_jeans.html?cat=17

Yoon, Chang Soo “Bean Pole Works with Scott Sternberg” (2010/10/02)… Seoul News (Retrieved on Nov/20/2010)
http://www.seoul.co.kr/news/newsView.php?id=20101002015006

Park, Soon Wook “20 Years Old, Bean Pole’s Endeavors” (2009/09/30)… Weekly Chosun (Retrieved on Nov/16/2010)
http://www.chosun.com/site/data/html_dir/2009/10/02/2009100200351.html

Bean Pole Blog (Retrieved on Nov/16/2010)
http://www.beanpoleblog.com/

Cheil Industries “Bean Pole’s Challenge for the Global Market” (2008/10/08) … Samsung Website (Retrieved on Nov/17/2010)
http://www.samsung.co.kr/article.do?cmd=view&numb=22&curPage=3&searchCategory=1&contentId=121558&sortWord=regdate&searchColumn=all&searchWord=%EB%B9%88%ED%8F%B4&searchCompany=-1&startDate=&endDate=

Cheil Industries “Into the ‘AR’ World with 2NE1” (2010/04/21) … Samsung Website (Retrieved on Nov/17/2010)
http://www.samsung.co.kr/article.do?cmd=view&numb=8&curPage=1&searchCategory=1&contentId=125168&sortWord=regdate&searchColumn=all&searchWord=%EB%B9%88%ED%8F%B4&searchCompany=-1&startDate=&endDate=

Cheil Industries “Bean Pole, Collaboration with Designers from SFDF” (2010/09/10) … Samsung Website (Retrieved on Nov/17/2010)
http://www.samsung.co.kr/article.do?cmd=view&numb=2&curPage=1&searchCategory=1&contentId=125629&sortWord=regdate&searchColumn=all&searchWord=%EB%B9%88%ED%8F%B4&searchCompany=-1&startDate=&endDate=

TFW Bureau “FDI & Franchising” … FranchiseIndia (Retrieved on Nov/20/2010)
http://www.franchiseindia.com/magazine/2009/october/FDI-franchising_54-2-4/
Wikipedia “Foreign Market Entry Modes” (2010/11/12) … Wikipedia (Retrieved on Nov/20/2010)
http://en.wikipedia.org/wiki/Foreign_Market_Entry_Modes

OKTA “Bangladesh Franchise Markets and Expansions” (2010/04/29) … OKTA (Retrieved on Nov/21/2010)
http://www.okta.net/okta_board_view.asp?flag=world_talk&idx=628

KOTRA “Indian Apparel Market Boom from Cases of Eland and ZARA” … KOTRA (Retrieved on Nov/21/2010)
http://blog.naver.com/nicks1004?Redirect=Log&logNo=40116899028

Trading Markets.com “Polo Ralph Lauren to Assume Direct Control of its Business in South Korea” (2010/07/23) … Trading Markets.com (Retrieved on Nov/21/2010)
http://www.tradingmarkets.com/news/press-release/dosaf_rl_polo-ralph-lauren-to-assume-direct-control-of-its-business-in-south-korea-1061645.html

Google “Photos Related to Bean Pole” … Google (Retrieved on Nov/17/2010)
http://www.google.com

Joo, In Ki “Business Strategies of Corporations in Global Era”, Yonsei Univ. Publisher (2008/08/07) (Brand Establishment and Globalization Strategy: Cheil Industry’s Bean Pole) P.57

#국제경영 #마케팅 #빈폴 #전략 #중국

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