소개글
[글로벌 마케팅] 프로스펙스 워킹화 w 미국시장 마케팅전략(영문)에 대한 자료입니다.
목차
1. SWOT Analysis
2. Marketing Strategy
Donation
Coupon
K-pop advertisement
Online marketing
Health care
3. Evaluation
본문내용
SWOT ANALYSIS
STRENGTH
Diverse product Line and attractive design
No. 1 walking shoes in Korea
Ergonomically design and Take care health
Walking Clinic and Foot health program
WEAKNESS
Many Rival companies in sports wear
Medical clinic needs too much money
Prospecs has low level of awareness in US
STRENGTH
Target High consumption and higher-income group
Lower cost in retailing process
High unemployment make high demand on running shoes
Leisure, recreation culture
75% of US people suffer from the foot health care
STRENGTH
Lower retail cost raise rivals
Consumers frequently change shoes
Low level of awareness
No idea about Walking shoes
1. Coupon Strategy
Getting People In The Door : Driving Trial
Getting People Back In The Door : Enforcing Behavior
Up-Sell : Consumers Seek Value
Cross-Sell : Consumers Want More and Better
Distribution: In-Store Point of Sale Handout Coupons ;
Direct Mailer/Flyer/Newspaper Coupons;
Coupon Return of Investment (ROI)
2. Online shopping
delivers the convenient for customers
increases many customers and expand the market share
package uniformity strategy
promotional discounting strategy
The Efficient Consumer Response (ECR)
Social media, such as Facebook, Twitter, and YouTube
3. Promotion with K-Pop superstars
Younger generation who have interests in Korea and its culture.
Superstars’ Endorsement for the product.
Promote it at the concert of the superstars. - Price lottery
Launch a limited line of shoes for this special event. - Brand insistence by the maniac
Websites, SNS such as Facebook Pages, Twitter- “Word of mouth”