structure
of consumption based
on expected needs
-Customer-Consumer
differentiation approach
-Promotions on special occasions
Customer-Consumer Differentiation
“Attract Customers, Not Consumers”
Schools: Affiliations through
1)Event Sponsorship
2)Spend-Only School Point Card Contract
Family Units: Family Discounts, Gifts, Gift Vouchers
is done
with a sense of humor
▷ An inferior product's ability to increase the attractiveness of another alternative when the inferior product is added to the original choice set
For example, Provided a differentiated service compared to low fares airline Jin Air
Jin Air Co.,Ltd, formerly Air Korea is a low cost airline originating from South Korea. It is a full subsidiary of Korean Air
Reinforcement of investor protection
Permission of draft settlement business to the security company
Implement a complementary and comprehensive plan
Start with principle of ‘Economy of scale’
Achieving global competitiveness and lower costs by increasing size and volume
Recovery of capital brokerage function of banks
Training the financial experts
Employing financial managers that ar
Long-term paradigm shift in business
Weakening growth potential
by just reinforcing the existing business
Selecting and concentrating
on a higher value-added business
Keeping diverse businesses
led to
failure of fostering growth engine intensively
New Business models
allow to overcome recession
Continuing unwinnable competition
led to
mergers and acquisitions
differentiate itself from other members
in the system.
Niche players represent the bulk of the
ecosystem.
Niche players are responsible for most of the
value creation and innovation.
3.3 Niche strategy - Nvidia
A designer of integrated circuits known as
graphics accelerators.
Nvidia dose not have own plants.
leverage the manufacturing platforms of two
keystone com
people in Korea
MP3 players include high-level technology
Increased loyalty on the brand
Increased differentiation of the brand
This research will provide guideline for future marketing strategy through acknowledging current brand awareness of YEPP MP3 players,
Provide consumer insight to develop marketing strategy for the future, through understanding overall market/consumer status.
customer needs
▪ Appear of well-being trend ▪ Need of differentiation to strengthen the competitiveness
▪ Need of increasing luxury goods
▪ Need of strengthening image marketing
▪ Need of strengthening customer-aiming marketing
▪ Construction and up-grade of system
▪ Targeting VIP customers
▪ Generalizing mass marketing using point system
Strength
Increasing market share
Insurance
Brand value
UK market leadership reinforced
Weakness
Reliance upon the UK market
Dept reduction
Signs point to serial acquisitions
Opportunity
Non-food retail
Health and beauty
Further international growth
Threat
UK structural change could spark a price war
Overseas returns could fail
Wal-mart/ASDA challenge
Internatio
Overview
Owned by government by 1993
The largest provider in Korea
Market share : 50.6%
(million customers)
7,000 base stations and covers
High brand quality, differentiation
Business system
SKMS (General management system)
development of all member's capabilities → active factors
Development system
based by achievement and leadership quality
brand name.
When he began to sell extra groceries his first day's profit was £1 from
sales of £4.
TESCO employs 440,000 people in
4000 stores across 15 countries.
Strength
Increasing market share
Insurance
Tesco online
Brand value
UK market leadership reinforced
Reliance upon the UK market
Debt reduction
Haven't the flexibility and speciability