헬스기구 마케팅플랜 (사업계획서)

소개

수입헬스기구 한국시장을 위한 전략적 마케팅플랜으로서 실제회사와 실제 브랜드에 대한 한국시장 마케팅플랜이다. 영어로 작성되었으며, 실제 외국인회사의 마케팅부서에서 사용되고 있는 마케팅전략에 절차에 따른 마케팅계획서이다. 마케팅을 공부하는 학생또는 영문 마케팅계획 보고서가 필요한 분들에게 좋은 지침서가 될 것이다.

목차

1. Market Review
- Current Environment
- Market Trend Overview
- Market Channel Overview
- Product Distribution Overview

2. SWOT Analysis
3. Mission Statement
4. Marketing Strategy
- Objectives & Actions
- Brand Portfolio Segmentation

5. Competitive Market Environment
- Competitive Review
- Distribution Market Environment
- Competitor Environment
- Competitive Environment of HOIST
- Product Portfolio for year

6. Brand Developments
- Objectives
- Marketing Plan
- Distribution Plan
- Budget Allocation

본문내용

1. Current Environment

Political Environment

- The top diplomatic priorities of the Foreign dept. of S. Korea this year will be to make Japan comprehend correct history
- South Korea offers aid on N.K. bird flu
- Tension over N. Korea nuclear threat and reallocation of the US Armed Forces in Korea
(uneasy relationship between US and Korea)


Fiscal Environment

- Imported fitness equipment tax 18%
- All fitness equipment should be acquired a Safety Approval by government


Competitive Environment

- In spite of economy recession in Korea, heavy competition on Fitness equipments market with Well-being healthy trend.
- Domestic brand dominate the public market
- Fitness mania prefer imported fitness equipments
- Gym Part supply [Niche market] …… Market is growing but no mechanician in the market
- No market player
- No professional A/S company in the market
- Difficulties having immediate A/S from Brand Importers made consumers to choose domestic
cheap products.

참고자료

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