신세계백화점의_마케팅_분석_최종보고서

소개

(1) 개요신세계백화점은 1930년 국내 최초의 백화점으로 오픈하여, 60년대 초 근대 백화점의 개념을 처음 도입하고 최초의 직영체제를 확립하여 우리나라 유통 근대화의 전기를 마련하였다. 또한 백화점 다점포화 시대의 개막, 신용카드 도입과 해외브랜드 제휴 등 수많은 최초의 기록과 함께 유통산업의 발전을 견인하고, 소비자들의 생활문화를 향상시켰다. “신세계는 기업윤리에 바탕을 두고 기업의 사회적 책임을 다하며, 고객, 종업원, 협력회사 및 주주가 성과와 가치를 다 함께 나누고, 풍요롭고 합리적인 생활문화를 선도하는 세계 초일류 유통기업이 된다.” 는 비전을 가지고 경영활동을 하고 있다. 고객제일(顧客第一)이라는 기치아래 궁극적으로는 세계 초일류 유통기업을 기업 비전으로 정하고 있다.

목차

1. 기업소개··············································································3

2. 3C 분석··············································································3
(1)자사분석······························································································3
(2)경쟁자분석-롯데백화점·············································································3
(3)고객분석······························································································4

3. SWOT 분석··········································································4
(1) Strength·····························································································4
(2) Weakness···························································································4
(3) Opportunity·························································································4
(4) Threat································································································4

4. STP 분석·············································································5
(1) Segmentation······················································································5
(2) Targeting····························································································5
(3) Positioning··························································································5

5. 7P분석················································································6
(1) Product ····························································································6
(2) Price·································································································6
(3) Place································································································6
(4) Promotion··························································································7
(5) Process·····························································································7
(6) People······························································································7
(7) Physical evidence················································································7

6. 위기상황과 신세계의 대처························································8
(1) 위기상황····························································································8
(2) 신세계의 대처·····················································································8

7. 시사점과 분석·······································································9
8. 생각해볼 문제·······································································10

본문내용

1. 기업소개
(1) 개요
신세계백화점은 1930년 국내 최초의 백화점으로 오픈하여, 60년대 초 근대 백화점의 개념을 처음 도입하고 최초의 직영체제를 확립하여 우리나라 유통 근대화의 전기를 마련하였다. 또한 백화점 다점포화 시대의 개막, 신용카드 도입과 해외브랜드 제휴 등 수많은 최초의 기록과 함께 유통산업의 발전을 견인하고, 소비자들의 생활문화를 향상시켰다.
“신세계는 기업윤리에 바탕을 두고 기업의 사회적 책임을 다하며, 고객, 종업원, 협력회사 및 주주가 성과와 가치를 다 함께 나누고, 풍요롭고 합리적인 생활문화를 선도하는 세계 초일류 유통기업이 된다.” 는 비전을 가지고 경영활동을 하고 있다. 고객제일(顧客第一)이라는 기치아래 궁극적으로는 세계 초일류 유통기업을 기업 비전으로 정하고 있다.

2. 3C 분석
(1) 자사 분석
1) 신세계 페이 문화
사내외의 공식, 비공식 모임이나 업무수행 과정에서 발생하는 각종 비용을 어느 한편에서 일방적으로 부담하던 기존 관행에서 벗어나, 본인의 몫은 본인이 지불함으로써 수평적이고 투명한 조직문화를 만들고, 이를 업계 전반으로 확산시키기 위한 캠폐인이다.
2) 남성 전문 매장에서의 강점
신세계 백화점의 경우 고품격 남성 전문과를 대규모로 개관하며 남성 명품시장 공략에 나섰다. 이는 남성 고객들의 패션에 대한 관심도의 증가와 패션에 대한 인식이 변한 결과이다. 강남점의 경우 6층 전체에 남성전문관을 마련했으며, 이는 압구정동 갤러리아 백화점 명품관 4층에 있는 매장 규모의 3배가 넘는다.
3) 적은 지점의 수
최대 경쟁사인 롯데백화점에 비해 매장의 수에서 절대적으로 밀리는 양상이다. 롯데백화점의 경우 전국 29곳의 지점, 3곳의 영프라자, 3곳의 롯데 아울렛 등을 가지고 있다. 반면에 신세계백화점은 총 9곳의 지점을 가지고 있는 실정이다.

참고자료

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