In the situation of the increase in personal
income, improvement of women’s economic
power and change of the style of living, the
existing discount retail industry brought a great
change in development of the distribution
industry through advanced distribution system
and technical tie-up and cooperation from
overseas. Thus, a large-scale discount store,
E-Mart, was opened up in 1
Selling goods to overseas markets through
intermediaries through some other company.
You give it to someone and he sells it for you,
or your product is made part of another
product and the product
is exported.
Someone else does all
the work.
Methods of indirect exporting
*Filling orders from domestic
buyers who then export the
product.
*Seeking o
purchase due to Coke’s promos and raffles.
E. Branding equity
The Coca-Cola Corporation owns a world-renown logo, a patented container, trademarks, and a form of advertising that sets it above many beverages in terms of brand equity.
F. Sports marketing
Coca-Cola was the first commercial sponsor of the Olympic games, in the 1928 games in Amsterdam, and has been an Olympics sponsor ever
1. What constitutes good marketing research
2. What are good metrics for measuring
marketing productivity
3. How marketers can assess their return on
investment of marketing expenditures
4. How companies can more accurately
measure and forecast demand
1. Huge investment in
design development
2. Research centers
in 9 overseas
the President Award at Korea Brand Award.
Experienced brand-value falling thanks to slogan
changing in 2009.
As not subsidiary brand-shop, TFS has highest brand
value compared with No.3 Aritaum. (Amore-Pacific)
Sales continually increase till now.
Sales increased by the growth of whole brand-shop
market since 2006.
Sales from overseas expansion also continually
increase.
purchase of new or even a quick replacement on medical devices. Out of Chinese medical equipments, 15% were purchased from 1970s and 60% were from 1980s which illustrates that it is time for them to replace the new medical devices. Since Chinese market has unlimited growth potential, it is foreseen that there will be an aggressive competition as well as a large opportunity for number of medical d
1994 Founded by President Michael Dell
1987 Foundation of The first overseas branch office in the UK
1989 Crisis of Memory chip’s excessive stock
1990 Sale by Intermediate dealer(Com USA, Best buy)
1992 2000 million dollar sale attainment
1993 Crisis by rapid growth (Evacuation of Intermediate sale business)
1994 Foundation of Japan branch office (Asia market advance)
199
as much as 40 percent below Caterpillar's prices by 1985. So, many consumers chose to forgo Caterpillar's superior after-service and support. Instead, bought Komatsu product.
- Solution
1. Expand overseas parts procurement ratio
2. Transmigrating the plant to other countries
3. Through diversification of products to meet diverse needs
4. Increasing productivity and lowering cost
purchasing requirements.
why
・Functional benefits - Reasonable proof, distinctive flavor and fragrance, cheap price, health
・Sensory benefits - good taste and scent
・ Symbolic benefits -Stylish and atmosphere of freedom
when/where
・ when - New Year, Opening, Closing, and other various drinks group
・ where -General pubs, restaurants, convenience stores,
Choice Background
Market Leader
Drinking Culture Change
Low Alcohol Degree Trend
Entry to Overseas Market
Strength
Low alcohol degree
The best known brand
Nationwide distribution
network
Sensational package and
naming
Weakness
Old-fashioned image
Spread of customer’s need to soft taste
Low share in other region
Opportunity
Increase of fem