a whole, had 5.73% of growth rate during 2002 to 2007. The fact that the industry is having apositive growth rate is good. This means that the industry is not a having rapid growth but still it is one of profitable industry. Among the 5.73% of growth, Costco achieved 13.28% growth by increasing their profits $ 38.7 billions to $ 64.4 billions. Also, we could say Costco; one of the membership who
position itself close to Zara in a product market positioning map (exhibit 5), it pursues a different business strategy. Rather than vertical integration pursued by Zara, H&M outsources all of its production and operates a single format which increases operating expenses. Such choice of outsourcing all production is reflected in a relatively low PPE to sales ratio of 15.5% which contributes to hi
a risk taker.
c) Ahead of the others
‘Do the marketing ahead of the others. Although experiencing sometimes failure, implement the aggressive marketing always ahead of the others. The meaningful reasons of contrarian marketing are to expand the vision of market, and also can change positively the view in terms of market to the company. The company can change the market paradigm to the
positioning; for example the users apply themselves in the silhouette ads so that they can easily imagine themselves using the iPod and looking cool and hip like those silhouettes inside the ads. A website called Marketingapple.com asserts that Apple is successful because they 1. Sell membership instead of products, 2. Don’t takea huge risk by trying to make something new but always makes what
take self-confidence by managing their looks actively
- They are influenced by metrosexual or Mr.Beauty syndromes.
2 26-33 New employees - Period of being employed
- As beginners who start to earn income in society, they have powerful spending ability, but they have barely enough time to do their shopping
- Metrosexual(the single young man with a high disposable income, living or working in t