태평양화학 라네즈의 분석 및 마케팅 제안

등록일 2001.06.14 MS 워드 (doc) | 19페이지 | 가격 1,000원

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목차

I. Introduction
II. Company Description
III. Cosmetic Industry in Korea
IV. The Brand/Product “LANEIGE”
V. Situation Analysis
VI. Product Analysis
VII. LANEIGE’s Current Marketing Strategy
1. “Experimental Marketing”
2. “Co-Marketing with Samsung Anycall”
VIII. Recommendation
1. Obstacle: Problems in the Distribution Channel
2. Ideal & Long-term Solution: Franchise
3. Short-term Solution:
Membership Card, Beauty Care Center, & On-line Shopping IX.
IX. Conclusion

본문내용

I. Introduction

At Pacific Corporation, managers and employees, under the slogan "Customer Creation Management", have been making every effort to create value for their customers. As a result, revenues increased to $595 million($684 million before accounting adjustments; an 11.4% growth), and net profits increased by 167% to $35.6 million in year 2000. Advanced restructuring, solidification of business capabilities, and cost-cutting through process innovation provided the driving force behind these results. Under the support of this well built corporation is Pacific Corporation’s top brand “LANEIGE”, which has been able to maintain the position as market leader among domestic brands, recording 100 billion won(approx. $87 million) in sales for 4 consecutive years. More and more young women are becoming sensitive to trends and beauty and LANEIGE sees this as a strong opportunity. However, strong competitors are advancing toward the top, and in order to compete and survive in this world, better plans need to be implemented. In this report we attempt to suggest plans that could help LANEIGE maintain and improve their No.1 status and image in the Korean cosmetics market. We note again that in this report we will only focus exclusively on Pacific Corporation’s “LANEIGE” brand - its current marketing strategies and the recommendation of possible future internet marketing strategies for “LANEIGE.”

태평양화학 라네즈의 situation analysis, product analysis, SWOT analysis, 유통구조의 문제점, 극복방안, 제안하는 마케팅 전략
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