< Figure 1 > shows the market share of countries in the apparel industry in 2006. The largest apparel manufacturers and exporters were countries from the Asia and Pacific region which included countries such as China, Hong Kong, Philippines, Malaysia, Indonesia, Bangladesh, Sri Lanka, Pakistan, Thailand and India.
< Table 1 > Industry Ranking
in advertising and
sponsorship perspective.
Ambush Marketing
- What is ambush marketing?
- 1998 France World Cup – Not official, but individual sponsor
“Just Do It” Campaign
① New Nike - Traditional/Functionality + Suitability/Lifestyle
② Campaign among 80countries simultaneously
③“Air” technology products
1. VoIP
Skype…
2. PDA phone
Palm…
3. Features phone
Nokia, LG …
1. Carriers
AT&T …
2. OS providers
Linux, WM…
3. Hardware makers
Intel …
1. Establish mobile manufacture: LG, Samsung
2. Software giants: Google, MSFT
1. More companies enters…
2. Strong brands and finance
Mission:
"Apple is committed to bringing the best personal computing
luxurious as to name after designers. This tells us that IKEA has used segmentation strategy to approach to various levels of customers.
Chart 3 The Number of Visits to All IKEA Stores Worldwide
Lifestyle service is another strength that IKEA has. Lifestyle service means that IKEA not only sells its DIY products but also sells its unique lifestyle. Once again, this means, anybody that
General Education
There are a number of primary and high schools in the local area, many of which are educating the children of our staff. These schools are inadequately funded and require ongoing support.
Many of the children are orphaned and are inadequately cared for in terms of food and clothing; or are from very poor homes that cannot afford to pay school fees. The projects with which we h
investment cost is high
*People with high blood pressure or
heart problems
should avoid these facilities.
*Have difficulties in change facilities
Target Customers
- Groups of people aged between 20-30 including
college students
-Family units
Marketing Strategies
-All-in-one structure
of consumption based
on expected needs
-Custom
etc.
During latest financial crisis, Callaway suffered 15% drop in revenue between 2008 and 2009
Business in Japan and the rest of Asia region revealed to have been less affected by financial crisis
Diversify company portfolio by expanding to and weighing more importance on Asian emerging countries
Source : Callaway Golf Company Annual Reporting 2009,
BUS402 Team analysis
campaigns were awarded in abroad top advertisments like Clio Awards, New York Festival, etc. Also, in 2008 and 2009 Nike human race, global running event, is annually held with distinguished strategy and it was a successful mass meeting.
4P analysis
(1) Product
The clothes and sweatshirt that famous team players supported by NIKE put on sell pretty much. NIKE uses Tiger Woods and
Ⅳ. Analysis of STP of the two company
1. Analysis of the Korean air's STP
(1) Market Segmentation for the Korean air
① Categories of haul: Short haul market VS Long haul Market
② Categories of flight mode: Scheduled flight VS nonscheduled(kind of chartered plane flight)
③ Business passenger markets VS Leisure passenger markets
④ Passenger services markets VS Cargo services
style of time-spending on
recreation (leisure & sports)
golf industry declining as a whole
(saturated in U.S.)
Asian knock-off market
USGA regulations
low switching costs for consumer
good performance on product development and innovation in general, but for Top Flite
need for aggressive market activities through more active consumer approaches
enlarge the pie of the U.S.