the culture has been defined
by Steve Jobs
and put into 10 lessons:
Design focus
Believe in Job
Forgetting the past
Apple is the best
Take critics to your heart
No defeat
Every detail is important
Steve Jobs- indispensable
High security
Being dominate
The rapid growth Smartphone Market
Research in Motion(RIM) released the Blackberry 2004
Apple released the iPhone on july
1) USP(Unique Selling Proposition) 전략
- 세로토닌 호르몬 분비 → 정신 건강에 이로움
- S다이얼(맞춤식 아치 조절 장치) 강조 → 경쟁제품과 차별화
2) Source
- 일반 직장인들과 전문가인 의학 박사
Source Attractiveness 효과 중 유사성 효과
- Targeting Market과 Source가 모두 직장인
Source Credibili
analysis
현재 르까프의 워킹화 시장점유율은 제품의 우수한 품질에도 불구하고 프로스펙스의 W 파워 워킹화에 비해 낮다. 이것은 제품의 전략적인 IMC가 필요함을 입증해준다. 따라서 워킹화라는 제품군이 가진 특성을 고려하여 광고를 통한 전략적인 마케팅을 해야 한다.
2. Setting media objective
1) Targe
[LG 전자]
2009년 판매 수량은 1.17억 개
전년대비 17.1% 증가
시장점유율 8.5%에서 10.4%증가
2009년 4분기 글로벌 기준
영업이익률은 1.7%로 급락
미국 내 스마트폰 라인업 부족
한국 내 아이폰 출시로
국내 고가 폰 시장 잠식
스마트폰 제품 출시가 2010년
2분기 이후 본격화되면서
점차
for more
- Enjoying at the Disney Park and resort
acquires a lot of money
- but they provide exceptional experience
that people cannot feel elsewhere.
Doing a lot of sales promotions
Save Up to 40% On a 2-Night Stay!
Discount on room rates for arrivals
during certain period of time
Give a Day, Get a Disney Day
It is always changing.
motion methods, and keep consistent with consumers and social culture.
T1——S3、S4、S5:Decrease the product cost through technology, make use of financial management and the internal management to low corporate management fees and the cost of capital
T2——S1、S2、S3、S4、S5:Product quality and human resources and create new technology, the internal management and
4. STP Analysis
▪ Segmentation
: divide the total market into smaller segments
- Geographic segmentation: Disney Park and resort is not for the local citizen. It is for the people whoever wants to visit. Even though their facilities are placed on a exact place, their advertising or promotions are not localized.
- Demographic segmentation: Disney Park and resort's target segmentations a
2. Main subject
1) STP
(1) Segmentation
Considering size of the market , Crossfit has a problem that its market, which is consist of mania base, is too small to make profits. So it needs to make larger market adding popular factors to solve this problem. Therefore we want to find segments that Crossfit could appeal, considering Crossfit's strengths got by SWOT analysis.
① enjoy exer
A. Players in the market
There are 3 main clusters of players in wireless industry.
i. Mobile-network operators
In the past, mobile-network operators were the ones that provided platforms, especially for cell phones. However, as Apple, Nokia, and RIM came up with their own platforms for cell phones, mobile-network operators are now facing a great challenge. Still, operating-systems companies