Chinese companies.
High pricing policy and securing luxurious store
Selecting mass media carefully when driving promotion and advertising strategy.
Constructing A/S network in order to back up the high class image
Providing the products which are served only in E-Mart and are popular in Korean market, except the ratio of local products set by government
Internet => household
Background to the research
From ‘NAVER-expert information’
Crashed collectivism and individualism
Chinese government restriction
UK’s Internet expression
Diverse racial media, media censorship
Hypothesis
Internet culture is influenced to each country nationalism
Chinese internet user is more over ten-times than Britain user.
However, The percentage of British Internet usage is over than twice.
Purpose to using Internet
And the purpose to use internet of Chinese is IM 91.3%, Online Music 91%, Online Movie/ Video 82.9%, Search 73.4%, Online Games 68.2%, News 63.4%, Email 58.0%. (TRENDSPOTTING, 2008)3
6. Internet regulation in China
Se
Ⅰ. The reason of our choice
ⅰ. Situation of Korean market
As you can see in this graph, Korean chicken market is already red ocean. The franchise number of chicken companies is decreasing except start-up companies. So, we decided to enter the overseas market.
ⅱ. Advertisement Strategy
We decided to make Super Junior to advertise our product. According to Balance Theory, a pe
Ⅰ. Overall Analysis
1. About Estée Lauder Company
1) Company History
Estée Lauder is a retail brand of luxurious cosmetics, skincare and fragrance products, and primarily targeting female consumers of age 30 and up. Sold in more than 120 countries and territories, Estée Lauder has a reputation for technologically advanced, high-performance products.
Since Estée