consumption
1. Increase in price level
2. Increase in unemployment
3. Decrease in the value of capital assets (equity specially)
Low expected GDP grow and low expected export growth will likely lead to decrease in consumption.
And how much will the expected economic situation affect the telecommunication industry?
Is telecommunication service a necessity or a normal good
Consumption pattern (emotional consumption culture →rational consumption culture) from shrinking mind derived from the recession.
(2) Target
① Age: Women in late teens to early thirties
② Geographical Location: Major commercial market place in a big city and the places where there are lots of young floating population.
③ Critical Value: High Quality and Low Price, Neat and Sophist
consumption goods. Therefore consumer using gift certificate tends to spend impulsively and irrationally. This shows form of currencies makes consumer confidence. (Novemsky, Nathan, KahnemanDaniel, 2005)
Consumers buy products for satisfaction in practical or functional aspect, or for meeting their own hedonic desires. For that reasons, although utilitarian products are valued by functional perf
consumption and investment will take some time to recover and foreign influences of economy would not aid in the process.
GDP growth rate has proven to be the third worst case(after the economic slump in 1980 and 1998) in the history of Korea with the record of -2.3%.
The rise in unemployment, decrease in consumption, drop in property prices and depressed consumer sentiment, GDP growth rate is
consumption trend of modern times including experience and value with rarity
' 커피전문점 옷' 입은 커피 인기.
스타벅스, 할리스, 엔제리너스, 탐앤탐스 등.
커피전문점 브랜드를 내세워 유통되는 커피제품이 자리를 잡아가고 있다. 편의점에서 간편하게 구매할 수 있는 스타벅스커피, 할리스커피 등에 대한 소비
value that the brand must deliver to the consumer.
3. Who is in the Market?
3.1. LOUIS VUITTON
- Brand value: 25.7trillion won
- LVMH’s main brand, Louis Vuitton, has shown consistent growth in the market. It is especially loved in Korea and Japan.
- Imagery
• The highest fashion brand which has become a symbol representing high social class. It has consumers that show franti
consumption in
developing countries
- Interest in high value-added
dairy
Economic liberalization
- dairy prices are vulnerable
to world market fluctuations
declines in milk prices
Government regulation
Power of some major brands
Crystallize its Vision
Reset Original Direction
Corporate Level Strategy
Where to compete?
Means to
advantage of current clothing styles at a lower price
Marketing Driver
desire for consumption of new designs as close as possible to the point of creation.
reducing the time cycles from production to consumption
fast, low price and disposable
Supply Chain
Add value and reduce cost in the process of moving goods
Selecting a merchandising vendor
Supplier’s response
mass consumption: The stage where growth settles into high mass consumption, such as in the United States and Western Europe.
높은 대중 소비: 미국과 서유럽 같이, 성장이 높은 대중 소비를 이끄는 곳.
Holding companies: Firms set up for the sole purpose of owning and controlling other firms.
기업은 다른 기업을 소유하고 통제할 목표를 세운다.
value
The most favored luxury brand of 1% upper class, but 3rd of total customers.
Old Money
Rich for generation
Rockefeller, Du Pont, Vanderbilt Families
Honorable social status
Scarcity
New Money
Self success
CEOs, venture capitalists
Express and show their wealth
Conscious consumption
Middle Money
Main customers of luxury industry
Enough money
Varying c