미국의 경우 저렴한 가격에 SMS 및 MMS 서비스가 이동통신사에 의해 제공되고 있으며, 특히 높은 아이폰 시장점유율에 따라 아이메시지(iMessage)가 인기를 얻고 있다. 더욱이 왓츠앱은 남미, 유럽, 인도, 인도네시아 등에서 모바일 메시징 1위 사업자이지만 정작 미국에서는 페이스북 메신저에 뒤이어 2위
Internal Environment
A. Review of marketing goals and objectives
The goal of Prospecs,while launching in US, is to expand the brand Image and entrance to the evoked set of Americans in 2 years. In order to accomplish our goal, we set up three objectives. First, we will establish the distribution channels in United States. In US shoes industry, it is quite different structure comparing to one in
Ranked among the National Association for Female Executives` Top 50 companies for Executive Women (2011)
Human Resources is priority…..Firm grow up with Human
P&G`s Foundation
: Purpose
“We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come.”
: Value
Integrity
Passion for
P&G`s Foundation
: Purpose
“We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come.”
The Interests of the Company and the Individual Are Inseparable
Innovation Is the Cornerstone of Our Success
Mutual Interdependency Is a Way of Life
We Show Respect for All Individuals
W
question in 2008
Relatively low brand image to go high-end
High initial investments for luxury division
Global economic crisis
So, they waited…
While they are waiting…
Cost structure improvement
Reduced cost by platform/powertrain sharing
Self-developed key components(e.g. transmission)
Reputation building
Kept on their quality mgmt.
Marketing strategy targeting high earners