캐논(canon) 마케팅전략분석[영어레포트]

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많은도움될겁니다^-^

목차

1. Canon and the Digital Camera Industry

(1)Brief History
(2)Backgrounds of digital camera booming
(3)Products Line-up

2. Survey

(1)Survey Results
(2)STP&4P strategy based on the survey
(3)SWOT Analysis

3. Interview

(1)Interview with the Expert
(2)Revised STP & 4P


4. Conclusion

본문내용

(1) Segmentation

1) Demographic Segmentation
: an age group of valued clients who can purchase digital camera is from teenager to thirties.
Among them, we select thirties that have purchasing power through Demographic segmentation as target market.

2) Psychographic Segmentation

*social class- Teens ~ 30s who use internet, digital product much
life style- increment of leisure time caused by the five-day workweek
Growing perception that digital camera is a necessaries for travel

3) Behavioral Segmentation

Pursuit of benefit : Reduce troublesome process like upload to internet after take a picture, print out from the photo studio

Experience using : terms of re-buying are comparative long and they tend to adhere at particular brand thus, target to consumer who don`t have experience using. In STP strategy, we select variables of segmental market as market segmentation. By targeting consumer from an variables of segmental market, we select twenties through Demographic Segmentation, office workers who have leisure time caused by the five-day workweek through social class and life style in Psychographic Segmentation. also select a class who wants to reduce troublesome process like upload to internet after take a picture, print out from the photo studio and also they`ll purchase digital camera first time because they tend to adhere at particular after they purchase.
Through that market segmentation, targeting which we choose as a whole are twentise who don`t have a lot of time , 30s office workers.

참고 자료

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