Ⅰ. The reason of our choice
ⅰ. Situation ofKorean 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
of golf
Cool and rebellious, vintage varsity
Ralph Lauren has established competitive positioning in the market
In customer’s perception, Ralph Lauren satisfies Appealing Attributes
(luxury, heritage, characteristics, overseas popularity)
However, Ralph Lauren is perceived as not a very popular brand
(young image, Korean popularity, price competitiveness, peer)
1) Crite
of Ralph Lauren brands, 7 brands are apparel brands and the other is home collection.
b) Korea
Ralph Lauren entered the Korean market in 1986. As the entry mode, licensing was used. Doosan Corporation, the licensee of Polo Ralph Lauren, has been distributing Polo Ralph Lauren’s products through 175 stores for the past 12 years.
The Company considers South Korea as one of its key markets bec
“Muhak”
is a Korean traditional liquor manufacturer.
The Company operates its business under two segments: liquor and steel. The Company distributes its liquor products to domestic market, as well as to the overseas markets, such as China, Vietnam and other Southeast Asian countries.
The business profit ratio of Muhak is 20.21% which is higher than average 35'8% of F&B industry. A high bu
Koreans. The final goal of the company is to position itself as a national brand and the best fast fashion brand in Korea and to launch overseas branches in China, the United States and Europe.
b. Sales and Current Marketing Position
After its launching on November 2009, SPAO opened its first store in Myeong-dong, central Seoul, covering five floors and 333 square meters. Amid the customers’