[마케팅] Cocofun(코코펀) 마케팅 전략(영문)

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레포트 > 경제경영계열
2011.04.25
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1,400원
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[마케팅] Cocofun(코코펀) 마케팅 전략(영문)에 대한 자료입니다.

본문내용

Economic Forces: Now there is continual increase of price. It limits Customers needs and wants. So, people are eager to get some coupon to fulfill their needs. It is why various coupons appeared in market. Also, there is enlargement of couple market. Many Koreans do not hesitate to spend money on date. As our target customer is couple, enlargement of couple market broadens our possibility of success.
Competitive Forces: There are many channels sharing information. It means that coupon book is losing one of their functions, Information offering and it should focus on discounting function and so on. Also there is some trouble in discounting area, because many companies now have membership card. Membership card makes customer enjoy advantages like Cocofun’s. Customers can get a discount although they don’t have coupon book.
Sociocultural Forces: Recently, people look for diversity. They have different tastes for dating. It is because the range of their ages and characteristics is getting further. Also, people are exposed to media. they learn and get information through the media. Media give abundant information to viewers about price, place and etc. And information given by media becomes reference price of customer.
Technological forces: Most of Koreans have mobile phones. Internet is now available everywhere. These made people share information. At the same time, It connects customers and stores directly.
Those are main factors that affect Cocofun's market. Other than that, there are other factors like Political, Legal, Regulatory forces.

Strength: Coupon offering market is in Growth stage. As one of pioneers, Cocofun obtained the best recognition and market share though there are many online and off-line companies getting into market. Also, Cocofun has acquired relatively various alliances with restaurants and entertain stores than other companies. In addition, Cocofun has well organized contents because they have long history in this market.
Weakness: As the technology of online/ mobile system has developed, the number of people who mainly purchase and get services on internet is increasing. But Cocofun mainly has focused on analogue market. So it has low position compared to others. Another weakness of Cocofun(weakness point) is that we cannot directly connect to purchase because of our position, broker. It is totally depend on customer’s decisions.
Opportunity: Cocofun has two opportunities. First, Many customers want to have diverse experience today. And Cocofun satisfy a variety of customers’ needs through coupon book which contains information and discount tickets for food, yoga, massage and so on. Therefore various customers can have satisfaction by using Cocofun coupon book. The other one is the Extension of customer. As a wide range of generation, 10s to 70s, wants to have special experience, so we expect that cocofun’s coupon book could work on them too.
Before, our customers were limited from 20s to 40s long ago. Now, we can target any segment. For example, we can add silver couple in our dating program because they go out for date often like 20s these days.
Threat: At the perspective of product life cycle, Cocofun entered in growth stage. In growth stage, many competitors showed up in market. Cocofun is confronting competitors especially in online coupon market. As Cocofun failed to achieve absolute advantage in online market, they should try to get

#마케팅 #코코펀 #Cocofun #전략 #영문

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