marketing을 추진하기를 요구한다.
(2) 그렇다면 왜 여태까지 이것을 하지 않았던 것일까?
A. Cost vs. Worth
global marketing 노력에 대비하여 가치가 있는가가 관건. localmarketing보다 많은 비용이 필요하지만 투자비용만큼 소기의 성과를 거둘 수 있을지는 미지수이기 때문이다. 장기적으로 볼 때 global Market
to say that the company had started to apply epoch-making international business strategy.
As we have seen, INI Steel has grown up on the basis of domestic market. Does INI Steel have to continue its growth strategy? By analyzing both local and overseas market, we are going to answer the question and recommend some strategies for the firm’s progress, on a short-term and a long-term basis.
Local Brand에 대한 선호도가 높음.
특히 수입 담배에 대한 수요는 폭발적으로 증가하고 있는 상황이나, 현재 까지는 전체
中國 담배 시장에서 2%미만을 차지하고 있음. 향후 WTO 가입에 따른 시장 개방 일정에
따라 수입 담배의 시장 점유율은 상승할 것으로 전망됨.
2005년까지는 외국 Brand가 中國
marketing process. The standardization in marketing program is a process which product design, product positioning, brand name, packaging, selling prices and customer service programs are performed in uniform with no influence by different individual market status. Meanwhile the standardization in marketing process is a process that makes marketing plan or strategy unify.
2) Localization
Local
with natives, learning foreign language
Year 2002, first regular album
Fluent in English, didn’t inform nationality
Culture product’s elaborate plan
China entry planned
Chinese style group, member name
Year 2005, active part as Tohoshinki
Japanese market concentrated after Japan entry.
Popularity in artistic TV programs
Start from local TV program