마케팅전략사례,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p

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MARKET ANALYSIS : ENVIRONMENTMARKET ANALYSIS : ENVIRONMENT3C ANALYSIS 1. COMPETITORSMONOPOLYHIGH ENTRY BARRIER3C ANALYSIS 1. COMPETITORSLaunched in 2000Market Share: 50%# of Members: 15millionNO.1 Internet shopping mallUNDERTAKEN IN 2009BY EBAYLaunched in 1998Market Share: 40%# of Members: 17millionFirst auction site in KoreaUNDERTAKEN IN 2001BY EBAY3C ANALYSIS 2. COMPANY (SWOT ANALYSIS)STRENGTHWEAKNESSOPPORTUNITYTHREATVARIOUS MARKETING STRETAGIESSUBSIDIARY OF SKTSTRONG MOBILE INFRA ONLY 1 DOMESTIC CO.ECONOMIC DEPRESSION ▶▶ PREFER LOW PRICECONSUMER RELIANCETOO MANY ONLINE SHOPPING MALLSHARD TO GET LOYAL CUSTOMERSNEWCOMER TO THE OPEN MARKET

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STP ANALYSIS
1. SEGMENTATION
TYPES OF MASS MARKET
OPEN TYPE
PROGRESSIEVE TYPE
CONSERVATIVE TYPE
※ PRICE SENSITIVENESS
: an comparative importance of price compared with that of quality

STP ANALYSIS
1. SEGMENTATION
OPEN TYPE
PROGRESSIVE TYPE
CONSERVATIVE TYPE

MODERATE preference
& MODERATE price sensitiveness
: network accessibility, price, and guaranteed quality
OPEN TYPE
OPEN TYPE
PROGRESSIVE TYPE
PROGRESSIVE TYPE

HIGH preference
& LOW price sensitiveness
: network accessibility, outweighing quality regardless of price
CONSERVATIVE TYPE

LOW preference
& LOW price sensitiveness
: little network accessibility or little preference for online purchase
(∵ credit, distrust etc.)
CHARACTERISTICS OF SEGMENTS

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