르까프 Lecaf 경영분석과 마케팅전략(영문레포트)

소개

르까프 Lecaf 경영분석과 마케팅전략자료입니다.

영문으로 작성한 레포트입니다

목차

1. Executive Summary

2. Company Description

3. Strategic Focus and Plan
Mission/Vision
Goals
Core Competency and Sustainable Competitive Advantage

4. situation analysis
SWOT Analysis
Industry Analysis: Trends in the Functional Footwear Market
Competitors in the Functional Footwear Market
Company Analysis
Customer Analysis

5. Market-Product Focus
Marketing and Product Objectives
Target markets
Points of Differences
Positioning

6. marketing program
Product Strategy
Price Strategy
Place Strategy
Promotion Strategy

7. Financial Data and Projections
(1) Past Sales Revenues
(2) Five-Year Projection

8. Organization

9. Implementation Plan

10. Evaluation and Control

본문내용

Lecaf is a Korean sportswear company. They make pretty good quality sportswear, and probably rank among the top few Korean sportswear brands. It is subsidiary of Hwaseung which is one of the best 10 Korean corporations. Hwaseung was OEM partener of Nike and Reebok in 1980s. Lecaf was launched as Nike became independent as a NikeKorea.

Lecaf had been relatively popular before foreign brand flooding into Korea. Nowadays in Korea, Lecaf (and every other similar Korean sportswear company) is generally accepted as a lesser brand than foreign ones (Nike, Reebok, Adidas). As a result, there`s kind of a limit to Lecaf`s popularity. According to the search rank of sportswear in portal website, Nike is 1st, New Balance is 2nd, Adidas is 7th, and Lecaf is ranked at 29th. Although search rank is not all about how well brand is, hard to deny that it reflects consumers` real preference.

In fact, there is no difference in quality between Lecaf and foreign brands such as Nike and Adidas. Even if there is, consumer cannot recognize which is a actually better product. Lecaf`s products are good, sturdy and affordable. Now here, We are going to check what is Lecaf`s fundamental problems and think about how to market its products in Korea against strong foreign brands. Especially, if the slump of Lecaf has been originated from the cognition of `ungrounded dislike of domestic brand`, our marketing plan will be more important for Lecaf.

참고자료

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