Main events
Figure skating gala show
Tennis match
Marketing concept
Royal & Luxury
Main target public
High class sports
Strong purchasing power
Middle class ↑
Make people interest to the Hyundai card for this event (just common people) – visit the Hyundai card homepage or search the internet about this event etc.
The stadium that has greatest facilities in the country
Cheaper cost than the other
leisure
Environment around the stadium
Absence of certain star player
Lack of the sense of connections
Negative awareness about SK
(ill-mannered game and boring play)
5 working days
Set up the culture for spare time
2.6milion citizen in In-cheon
WBC, increasing the interest in
Name of company Location Fares(weekend, night)
Dragon Hill Spa
Yongsan-gu, Hangangno Adult:12,000
Child:6,000
Sports club Seoul Leisure
Songpa-gu, Ogeum-dong Adult:10,000
Child:4,000
Gang-byun Spa Land
Gwangjin-gu, Guui-dong Adult:8,000
Child:5,000
Oasis
Dongdaemun-gu, Jangan-dong Adult:8,000
Child:6,000
24hours Seoul Leisure sauna
Seongbuk-gu, Gireum-dong Adu
Ⅳ. Analysis of STP of the two company
1. Analysis of the Korean air's STP
(1) Market Segmentation for the Korean air
① Categories of haul: Short haul market VS Long haul Market
② Categories of flight mode: Scheduled flight VS nonscheduled(kind of chartered plane flight)
③ Business passenger markets VS Leisure passenger markets
④ Passenger services markets VS Cargo services
4 Customer Analysis
4-1 Customer Expectations
Young age Mid-life Late-life
Interest Adventure, Challenge Adventure, Relaxation Leisure, Health
Company Peers, Friends, Lovers,
Circle members Friend, Lover, Circle member, Family, Lover
Leisure Travelling, Experiencing
Leisure Travelling, Leisure, Fishing, Experiencing Travelling, Climbing
Leisure Time Weekends, Holidays
Vacation season W
Product
SK baseball game
SK baseball players
SK souvenirs
Price
Moderate Prices(relatively to other leisure activities)
Variable Discount
Policies
Place
Tickets, souvenirs
Available on Internet, on-site sales
2. Private Hotels
ICE HOTEL
1. Draws attention to customers around the world
2. People living in a hot country love the concept
3. There are many activities you can do near the hotel
4. Unforgettable experience to customer
5. You can have a special marriage in this hotel
1. Costs a lot to maintain the ice room
2. The room is too cold to sleep in
3.
2. Market analysis
① The birth of mini SUV
The abbreviation of 'sports utility vehicle' is SUV. In korea, with spread five-day work week since 2003, the people who like leisure or sports find the car that free to run anywhere. And with the more increasing of a family has more than two cars, the more grow desire to other usages car. Because these reasons, the market of korea SUV is growin
world and especially Korea is changing in very fast pace. Now, in 2009, fast-food industries are doing very good. Existing fast food firms targeted wide range of people and they made various menu. They considered of target markets’ concerns such as health, lifestyle, age, preferences and etc. If somebody want to open or bring a fast-food franchise, the concept of the store will very important.
leisure time due to decrease of working-time and they are curious in the orient culture. Yet, Korea has low country brand(figure 3-a-2) and new type Influenza A virus was spread in 2009(figure 3-a-3) is another social threat.
b. Micro Environment
1) Market analysis
From 2003 to 2007, the number of tourists increased 136% (figure 3-b-1) and it is expected that 7.8 million tourist will visit