분야
pptx2.Analysis
3.SWOT
4.STP
4.4P
5.To be...
1)1980’s : Birth and First Crisis
[1981]
-Develop PROSPECS brand
-Then Prospect was chosen the superior six sports shoes in the United States and was awarded a 5-star rating from Runners World(A famous sports magazine).
[1985]
-President Chun disbanded an international group (International Commercial) that is the company created PROSPECS.
Market share of internal brands decrease
and market share of abroad brands increases.
2)1990’s : Resurgence and Second Crisis
[1992]
-Start producing popular tennis
shoes “Grand slam”.
-One of support group of
1992 Barcelona Olympics.
[1997]
-The Asian economic crisis make
Hanil Synthetic Fiber
undergo bankruptcy.
-Prospect get out from Hanil
and was taken over by LS Network.
3)2000’s~Now : Prosperity of PROSPECS
-After second crisis, PROSPECS was successful in recovering.
-Create brand “W”.
-Has been awarded design prize, popularity prize, advertising prize and
many other sector.
1. Analysis of the External Environment
Despite economic depression,
domestic walking shoes market is expanding
Competition among sports brands and market
occupation of multinational brands
-The production base of all companies in Southeast
Asia and China
2. Analysis of the Internal Environment
-LS group took over the prospects
:talented persons and strong funding
-Weak marketing competitiveness
:marketing is more important than quality of the products
3. Analysis of the Customer Environment
-Increase interests about walking
:rising interests about diet and health management
-Changing target of functionalized shoes
:target is extended to 2030
Scientific and professional-
product development
The affordable price of the
product
Focusing on the domestic
market
Improving the Brand image
through the refreshing sub-
brand
Lack of capital to compete
with the global brand
Unstable management right
Persisting “well-being”
phenomenon
Recognition that
“PROSPECS is traditional brand”
Matchless position in walking
shoes market
Teenager’s preference of
foreign brand
Massive advertising and
high technology of global
corporations
The huge influx of foreign
capital
A prejudice that
“PROSPECS is out of style”
