Old-fashioned image
Spread of customer’s need to soft taste
Low share in other region
Opportunity
Increase of female consumer
Sustainability of consumer
Broad Soju market due to
economic downturn
Threat
Low-alcohol drink release of
competitors
Decrease of price competi-
tiveness
Consumer’s acceptability to
new and innovative product
2-2. Counter that consumer can communicate with company
Media before internet is one-sided. Consumer just accepts information from Television or newspaper. So advertisement and promotion with mass-media was absolute. But situation is changed because of internet that consumer can search information. Consumer can say their opinion actively to company - thanks to internet. Moreover, SNS with intern
Consumers realize that these two brands images are different perfecimy in this time. They accept 'Sportage R is woman' but Tussan IX is man'. Now a day, Tussan IX is lead this mini SUV market. They occupy 62% among all of this market. However, before long, foreign brands will launch mini SUV in Korea market. So competition for such markets will be strong.
④ When consumer buy Tussan IX, what
acceptable, but the perception towards Raison is still negative and attributes to the taste of Raison.
2) The brand perception was an important factor for building consumers’ brand loyalty.
3) The perception towards domestic brands was inferior to foreign brands.
4. Suggestion
In order to make Raison POP escape from the slump of sales, we developed the 3R strategy: Retain, Renewal, and
Summary 1
1. Economics is the scientific study of people and institutions from the point of view of how they produce and consume goods and services and face the problem of scarcity.
경제학은 그들이 어떻게 생산과 소비에서 상품과 서비스에 부족의 문제에 직면해 있는가 하는 관점에서 사람 그리고 교육기관의 과학적인 학문이다.
2. Microecon