IKEA(이케아) 한국 론칭 전략(영문)
- 최초 등록일
- 2012.06.05
- 최종 저작일
- 2011.06
- 21페이지/ MS 파워포인트
- 가격 2,500원
소개글
마케팅 과목 A 학점 발표자료.
국내에 IKEA 론칭 전에 전략을 세웠던 영문 PPT자료 입니다.
목차
I. Introduction
1. History of IKEA
2. Vision of IKEA
3. Product range
II. Environment Analysis
1. Circumstance
2. Customer
3. Company
4. Competitor
III. Strategy Setting
1. History of Korean Market for Launching
2. 5-Forece Analysis
3. SWOT Analysis
4. SWOT Mix Strategy
5. Strategy Setting
IV. Strategy Analysis
1. STP Analysis
i. Segmentation
ii. Targeting
iii. Positioning
2. 4P Anslysis
i. Product
ii. Price
iii. Place
iv. Promotion
V. Conclusion
본문내용
II. Environment Analysis
1. Circumstance
Assuming that Korean home furnishing market was reached amounted to approximately KRW 4.5 trillion in 2008. Among the total market scale, 89% (KRW 4 trillion) was sold through a selling agency and rest of 11% (KRW 0.5 trillion) was sold through On-line shopping mall.
Customers prefer home furnishing with high recognition brand, but due to the nature of furniture industry, where small manufacturers are all over, the market is occupied with non-brand home furnishing by 75%(3.3trillion), and the rest 25% by brand manufacturer with annual revenue of more than 5billion won.
The annual revenue and market share of top 15 brand household furniture based on the revenue of 2007 is as follows.
<중 략>
Competitive Price
- Self Assembly
- OEM Mass Production
- Warehouse Store
Differentiated Design
Selling the Life-style
Strong Dependence to Supplier
D.I.Y & Self Delivery
Scandinavian Style Design
Heterogeneous Culture
Weak Durability
참고 자료
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