“glocalization,” Wal-Mart will be extending its market to Glo.co and will focus on both local and global goods that will reach consumers both domestically and internationally. Glo.co will strengthen localization to meet the Korean lifestyle for its main reason of failure and globalize to save the uniqueness of a foreign company, resulting Glo.co to successfully achieve “Glocalization.”
∘High brand awareness
∘Global corporation
(glocalization)
∘High technical skills
∘ Big expense of key components
∘An excessive insourcing
∘An increase of purchasing power
∘A growth in internet diffusion
∘A fast growth of Asian market
∘A fast-growing competitors
∘Deepening price competition
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'Lolita Lempicka' launched in France, 1997
While the market share of AMOREPACIFIC
is currently increasing around the world,
"Lolita Lempicka“ become representative brand of the world
Lack of understanding
In French cosmetic industry
Insufficient market research
Failing recognition of race condition
Lack of efforts, understanding
Glocalization and local culture
3-2. STP Analysis3) Positioning
- Luxurious and natural image
- Change existing emotion-oriented features to functional approach
- Emphasis well-being image by using natural plant extracts and mineral water
- Break away from cheap brand image through refined and clean interior of the store
- Korean wave star Kim Hyun-jung was appointed as a new model to target the Asian market
3
Asian market. Particularly, Google’s performance has been the worst in Korea; 5% of Korean market share as of 2008 illustrates its dire performance. We will focus our study on identifying specific problems with Google Korea’s marketing methods and ways to improve of Google Korea.
Google has been offering its Korean version of search engine since 2001. However, in contrast to what many had ex