분야
docxCustomer Environment
External Environment
SWOT (Strength, Weakness, Opportunity, Threat)
Marketing Strategy
Marketing Implementation
Evaluation and control
Internal Environment
A. Review of marketing goals and objectives
The goal of Prospecs,while launching in US, is to expand the brand Image and entrance to the evoked set of Americans in 2 years. In order to accomplish our goal, we set up three objectives. First, we will establish the distribution channels in United States. In US shoes industry, it is quite different structure comparing to one in Korea. Usually, all kinds of shoes are sold in category-focused retailers (category killers) like Footlocker or Athlete foot. We are going to enter the walking or casual shoes industry by placing our product on shelves in those kinds of retailers. Second, we will work on promotions or campaigns that introduce the effects of walking exercise in major cities like Los Angeles, Chicago and New York. We will build up the W-shaped roads in each city which are perfectly adequate for walking exercise. In these roads, we will be equipped with some banner which informs benefits of our products as ‘walking shoes’. The last objective is 20 percentages increase of sales volume in walking shoes industry in 2 years. It sounds little difficult to achieve, however we are convinced that it is feasible for us. Because we think that walking shoes market is not established big enough in US market, therefore we can lead this industry by initiating marketing strategy aggressively.
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http://www.facebook.com/prospecsw
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