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아모레퍼시픽 중국, 프랑스 진출 전략(영문)에 대한 자료입니다.
목차
01 / Introduction
> AMOREPACIFIC
02 / Global expansion
status
>China
>France
03 / IB Strategies
>Price
>Product
>Place
>Promotion
04 / Evaluation and
Recommendation
>Evaluation
>Recommendations
본문내용
IB Strategies based on 4P
In France and China
03 / IB Strategies – Lolita Lempicka in France
Product strategy
Emphasized ladyishness
☞Hired talented designers and staffs from local
Round and spherical shape of containers symbolized ladyishness
☞container design grabbed women’s attention
“Efficient”
Price strategy
Relatively higher labor cost than Korean workers
A part of the product price is paid for a license fee
☞ Licensed French designer brand “Lolita Lempicka”
“inefficient”
Place strategy
Only made in France strategy
Selective distribution
☞ Focused on department store
Holds direct distribution
☞ Without going through other wholesale and retail
“Efficient”
Enable to make High quality brand image