selection was limited, and thus customers were not given a variety of choices. However, an increased usage of internet, more frequent overseas travels, and the development in the distribution system have made customers demand more various products. The beer companies have been trying to satisfy the diversified demands of the customers, and the market has become more customer-oriented now.
customer group even to young generation. However, competitors started marketing activities while KSD’s strategies are also becoming ambiguous in positioning. Therefore, KSD’s market leader position is threatened by these factors. Considering this situation, we decided to evaluate their current communication strategies as well as the market situation, and detect the threats and opportunities t
Strength
Easy purchase process
Existing loyal customers
Centralized warehouse
Weakness
Limited coverage
Unseen pick-up
Quality doubt
Opportunity
nuclear family trend
Increasing career women
Access to Internet
Timeless lifestyle
Threat
New competitors
The rising cost of gasoline
Direct purchase method
Product
Vegetable, meat, fish, delivery…
Place
On-line shopping
customer oriented marketing strategy will improve customer satisfaction.
Theory and Literature review
1. Situation analysis
Situation analysis is the planning process beginning with an in-depth analysis of the organization's internal and external environments and customer environment. This analysis focuses on the firm's resources, strengths, and capabilities vis-a-vis competitive, custome
Business sectors
megastudy On-line education service for high school student.
megastudy Institution District of Gangnam, Seocho, Gangbuk,dometory(Namyangju) etc
5 off line institution.
m-best Education service for middle school student.
Enlarging service toward seniors in elementary school.
Vision & mission
The leading education provider.
Customer oriented
Reasonable P