iriver 마케팅전략 stp 4p 전략안

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iriver 마케팅전략 stp 4p 전략안

목차

1. Introduction
1.1 Company and product Introduction.
1.2 why we study this paper?
1.3 What we will study

2. Theory
2.1 Marketing
2.2 4P`s
2.3 STP
2.4 Hongkong`s External Analysis
2.5 Expansion Strategies
3. The company profile-history-discussion findings
3. 1 Marketing
3. 2 4P`s
3. 3 STP of Iriver
3.4 External analysis
3.5 Expansion strategy

4.0 Conclusion

5.0 References

본문내용

1.1 Company and product Introduction.

Iriver (formerly iRiver, full name iriver Limited), a brand and division of ReignCom, is a electronics brand founded in 1999, and main office in Seoul, Korea. It is known for manufacturer of digital audio players or "MP3 players", and other portable products. They typically include USB mass storage, or the Media Transfer Protocol, multiple codecs, FM tuners, recording capabilities, and upgradeable firm. Viewing of text files is also supported and video files (last two only with firmware upgrades) and are capable of displaying JPEG and BMP image files. (Harrell, 2008)

1) History of Company
In 1999, Duk-Jun Yang and Rae-Hwan Lee formed ReignCom which is for mp3 player market. They decided to outsource manufacturing. From iMP-100, first product of iriver, they produced lots of mp3s and sold them in Korea. Also they rose to the number 1 position in the global market as well as in Korea. They also develop flash memory player and hard drive players to compete with the iPod which is very famous and popular in the world. Iriver started to build mp3 player market in the U.S., Vancouver, Brazil, Germany, Hong Kong and Japan in 2005. They also planned to adjust its focus toward handhel mobile gaming and music player business in 2006. They plan new ways to show customers great products and services every year, so they are growing to global market. (Iriver)

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