연구 목적 및 동기
커피전문점시장에서 국내 1위업체인 STARBUCKS와의 경쟁환경 속에서COFFEE BEAN만의 강력한 브랜드를 구축하고, 지속적인 성장을 위한 마케팅 전략을 수립, 전략의 방향을 제시할 수 있는 기초자료를 수집-분석한다.
1963년 미국 캘리포니아 브렌트우드에서
Herbert B.Hyman과 Mona Hy
4. SWOT Analysis
Appraising a company’s resource sstrengths and weaknesses and its external opportunities and threats, commonly known as SWOT analysis, provides a good overvies of whether its overall situation is fundamentally healthy or unhealthy.
4.1 Strength
4.1.1 Aircraft Possession Superioty
1) The more possession of aircrafts in compare with competitors: KAL (121), AAL (61)
Products
- 21도의 부드러운 소주
- 세련되고 부드러 운 이미
- 건강과 환경을 중시하는 트렌드 반영
참이슬
현재 전국 시장점유율
55% 이상
매출이 5%이상가량씩
꾸준히 늘고 있음
대나무 숯으로 3번 여과
하여 불순물을 제거한 술
Strong
-녹차사용(혈당,혈증,콜레스테롤
체외로
1. Introduction – Green Time
- The only green tea product using English as a brand name
- Green tea leaves imported from china
- 30% of imported tea leaves contained
- Target on young people
- Mottos : natural, best and youth.
- Category : 1.5L(\1,983) / 500ml(\865)
340ml(\815) / 180ml(\410)
2. Market Situation - competitors
- It goes more than 30% larger e
Strength
Relatively reasonable price
Prior entry to Banking/Music service
Differentiation by cell phones like Can U / CYON
Various distribution channels (e.g. bank)
Cheap brand image
Low quality of calling service
Low competitiveness on mobile contents
No MPEG service
Inactive internet community
The opportunity to market reshuffle
under the start of DMB service
1. Identification of the Problem & Statement of the Research Objectives
McDonald's is the world's leading fast food service retailer with more than 30,000 restaurants all over the world. McDonald's was introduced in Korea in 1988, and has prospered as one of the largest fast food retailers in Korea. Recently, the nation-wide well-being boom has greatly affected the fast food industry. Th
I. Executive Summary
1. Major findings and Conclusions
이상의 조사 및 연구의 다각적인 분석을 통하여, 국내 디지털카메라 시장에서 삼성 KENOX는 선호도 및 인지도 면에서 타사 브랜드에 비해 크게 뒤쳐져 있음을 알 수 있었다. 제품 출시 규모나, 홍보 예산 측면에서 타사와 큰 차이를 보이지 않음에도 불구하고,
Ⅰ. Introduction
Late 1980's, as eating out businesses entered korean food market, concerning about eating out for western style food grew up. After this, people's life style is changed and people are accustomed to eating out culture. To catch up with this situation, many variable food stores were established and one of these is franchise. Franchise is the system that franchiser provides fra
Analysis
External
Environment
Internal
Environment
Consumer
Analysis
Social, cultural
change
● Change of market
environment
● Change of
technology
Vision of lotte.com
● Recognition
● Construction of
Infrastructure
● Increase in Internet using rate
● Increase in
E-busine
Systematic:
-e.g.) Coder training: it’s like a pretest in survey. Through this process, you might revise, modify your coding categories
Replicable (Objective, reliable, clear): A clear set of criteria and procedures
- e.g.) contentanalysis protocol: about 30 pages of instruction , conceptualization: the benefit of this is about transferability.
It can be used by