of Korean internet market, clarify Google Korea’s SWOT and re-define a broader group of target consumers. Finally, we will derive a successful marketing mix with detailed positioning plan.
III. Situational Analysis: Internal and External Environments
a) Internal Environment: Google’s SWOT analysis
Strengths :
Google’s innovations in search technology paved its way to the world’s lea
of revenue generating search services. Google's breakthrough technology and continued innovation serve the company's mission of "organizing the world's information and making it universally accessible and useful."
2. External Analysis
2.1 External Environment Summary
There are some external issues, first thing is growth of emerging market. Many developing countries like China, Brazil, Indi
1. Getting Started
Around the early 1990's, imported automobiles were difficult to spot in Korea parked around the bustling streets of big cities. These were the automobiles one could only dream of riding in, which gave a unique look and flavour one would only desire to taste. Now, after ten years, these automobiles can be seen quite frequently, and out of the imported automobiles the one t
01. Executive Summary
Advisory Proadtive
Client JanSport
Project Name New 2014 IMC strategy for JanSport
Brand Description
World-renowned backpack brand with long history and its identity
Products: backpacks with various shapes, designs, patterns and colors
Target customers: university students at the age of 20’s
Brand slogan: “discover freedom.”
Marketing Issue
Problems
Short-
1. Market situation-Analysis on Domestic Violence
1) couple violence occurrences
According to survey that carried out 2010, couple violence rate of married couple age between 19 and 65 appears 53.8%. More specifically, physical assault rate is 16.7%, emotional violence rate is 42.8%, financial violence rate is 10.1% and sexual abuse rate is 10.4%. Couple violence rate during whole life afte
We figured that Cold Stone has problems with their emplacement. Therefore, Cold Stone could improve their strategies to compensate the problems. Cold Stone is an urgent need to increase the number of stores on a priority basis due to the current limited number of stores. Attracting various customers due to how small their visibility is in the streets. In big cities or in Seoul for example, there
1. Definition of Dankai generation
(1) Baby boom generation after Ⅱ world war
: Birth rate increased more than 0.3%
(2) Led high growth of economy
: per capital income increased 3 times
(3) Student movement
(Jeongongto movement)
2. Characteristics of
Dankai generation
(1) Living & consumption trend
Independent: pre
of select and expected value of strategies
As fast food chains which provide quick meals to people has played an important role in today's busy society, the way of producing clothes has also become faster. Clothing industry is hard to keep in control because of fast changing needs of customers. However, Zara the clothing brand of Spain has maintained at the world's top SPA brand over twenty
health conscious and trendy followers. Among these submarkets, we choose to focus on health conscious and trendy followers according to the predict profit by looking as perception map. Our team suggests these two submarkets should be informed, persuaded and reminded continuously by promotion. We believe that our 4P suggestion could help to success in future market for Glaceau Vitamin Water.
Ⅰ. Introduction
1) Location
Russia is located in the north Eurasia continent (Far East Asia ~ Europe). Russia is the largest country in the world which is about 1/8 of the world’s land area. Because of this huge territory, there is an 11-hour time difference between East and West.
2) Climate
The huge territory of Russia also makes a various climate zone. Basically, Russia has continental