of domestic fast-food market.
Too confident of success?
CEO’s Strong Will
1. The recession of Korean market
-Offense is the best defense
Go abroad.
2. Mission: The most delicious chicken
in the world.
Why Chinese Market?
Growing Chinese fast-food market
constant growth rate (20% annually), 200bill yuan(2000), 40% of Restaurant Business
Hyun-jung was appointed as a new model to target the Asian market
3-3. 4P Strategy
2) Place
(2) When they began entering chinese market, they operated 'test shop' to understand the market situation.
(3) As a result, they knew they should enter department stores or shopping centers than road shops. Because Chinese women prefer shopping at the department store or shopping centers.
There existed a high degree of competition among government
The Chinese government emphasized social profitability more than economic profitability
The over-Employment problem
- The China compel rule - Five days a week
- This rule affects over-employment
Market penetration level
China Color TV penetration rate
Total households - 41%
- 80 million urban households -80%
- 220 m
market, is decreased to more or less 500 billion won. Many conglomerates made clear their intentions to enter the online intermediary shopping mall market, and SKTelecom also launched an open market, 11ST, following the trend.
11ST was opened February 17th, 2008, and aimed at differentiated open market with advanced technologies of SKT such as wireless internet business, diverse distribution ch
market like luxury bags and accesory is growing fast.
2. Blurred identity
Launching a new brand targeting lower class weekening Alessi’s identity as a premium brand
3. Not centralized online stores
Online shops are expanding huge market to sell products. However, Online shops of Alessi are scattered around and are not controlled by Alessi. Even though there are many online shops, wi
Until the 1970s China had planned economy
Then the government realized that their vehicles were inefficient, unattractive, unreliable
Importing would drain currency reserves
Modernize the automobile industry
Attract foreign direct investment joint venture
Early 1980s to 1990s, many global automakers hesitant to enter China’s automobile industry
Toyota turned down t
Now the Korean discount store called E-mart that is operated by Shinsegae Corporation is keeping their growth very successfully, beating off many competitors. Shinsegae Corporation’s stock price could excess 3 hundreds thousands won and is keeping up because it attribute its success to E-mart. Their sales amount has been developing as well. In 1999 their sales amount reached at 2.3 trillion won
E-mail is an important and growing online marketing tool. U.S. companies spent estimate growing e-mail marketing annually.
But E-mail growing occur the side effect. it’s called “spam”. According to one research company, spam now accounts for 90 percent of all e-mail sent. About these concerns, most legitimate marketers now practice permission-based e-mail marketing, sending e-mail pitches
Sampling + Direct Mail
“Go back for you, 당신에게 하는 고백”
Guerilla Marketing
“Go back, 고백하세요”
Free sampling events will go on at the same time
on online and offline, either.
Sampling + Direct Mail
“Go back for you,
당신에게 하는 고백”
Friendly image to 30s women
(Direct caring to you from PATNENE)
Active Reaction
(Use the produ
marketing and mass-customized marketing through providing different marketing strategies to different age group and customized services for each customer.
3. Positioning
1) Positioning statement: “T.A.C is more convenient than other skin care shops, fitness centers and fashion shops because T.A.C provides total appearance solution at once.”
2) Positioning by benefit
- Convenience: T.A