스타트업 마케팅경영전략 사례 분석 시장 및 경쟁사 분석, 문제점 및 미래전략 제안 - 영문 (English)

소개

미국 골프 의류 스타트업 Swannies의 현재 문제분석 및 미래전략 수립에 관해 발표형식이 아닌 보고서 형식의 자료입니다.

미국 MBA 대학원 경영전략 및 사례분석 (Strategic Management & Case Study) 수업에서 제출한 자료이며, 최종 A+ 받은 보고서입니다.

참고하셔서 좋은 결과 있기를 바랍니다 :)

목차

1. Introduction

2. Situation Analysis
1) Demographics in the Southeast
2) Golf market in the Southeast

3. Recommendation 1: Enter Southeast by attending trade show

4. Recommendation 2: Create a video with viral potential

5. Recommendation 3: Implement a Free Return Policy

6. Total Cost Breakdown

7. Profitability Analysis

8. Conclusion

9. Appendix

본문내용

The market for golf apparels is highly competitive due to the industry’s maturity

Retail sales of footwear for February 2016 compared to 2015 have declined by 16.9%.
9 This indicates that rapid growth will be difficult without careful planning and competitive advantages.

Key Success Factors in Golf Apparel Industry
Brand Awareness – customers’ familiarity with the qualities and image of the brand
Close Proximity – accessibility to customers to have them try on items

Golf shoppers are more likely to purchase after trying on the items
61 percent of consumers like trying on the item or seeing it in person before buying it.10

참고자료

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· Swannies’ Co-Founders. “Deloitte Case Competition Infosession.” University of Minnesota. 3M Auditorium, Carlson School of Management. 29 Mar. 2016
· Florida Golf Economy. Rep. Golf 20/20, Jan. 2013. Web. 12 Apr. 2016. http://www.golf2020.com/media/47895/fl_golf_full_rpt_sri_final1_16_15.pdf
· American FactFinder. United States Census Bureau, Web. 15 Apr. 2016. http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bkmk
· “Main Types of Economies in Production, Distribution and Consumption." The Geography of Transport Systems. Hofstra University, n.d. Web.159 Apr. 2016. https://people.hofstra.edu/geotrans/eng/ch2en/conc2en/economies_types.html
· American FactFinder. United States Census Bureau, Web. 15 Apr. 2016. http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bkmk
· “Can Product videos Increase Conversion Rates?” Kissmetrics. Web. 15 Apr. 2016. https://blog.kissmetrics.com/product-videos-conversion/
· “Endicia: free delivery is a top factor for 74% of online consumers”. Evigo. Web. 15 Apr. 2016. https://evigo.com/8641-endicia-free-delivery-top-factor-74-online-consumers/
· Golf Datatech. "Key Factoid." Golf Datatech. N.p., n.d. Web. 20 Apr. 2016. http://www.golfdatatech.com/
· “Shoppers Still Prefer In-Store Over Online Shopping.” Business News Daily. 10 Feb. 2015. Web. 18 Apr. 2016. http://www.businessnewsdaily.com/7756-online-shopping-preferences.htm
· American FactFinder. United States Census Bureau. Web. 15 Apr. 2016. http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bkmk
· “State Area Measurement s and Internal Point Coordinates.” United States Census Bureau. Web. 16 Apr. 2016. https://www.census.gov/geo/reference/state-area.html
· “Main Types of Economies in Production, Distribution and Consumption." The Geography of Transport Systems. Hofstra University, n.d. Web.159 Apr. 2016. https://people.hofstra.edu/geotrans/eng/ch2en/conc2en/economies_types.html
· Florida Golf Economy. Rep. Golf 20/20, Jan. 2013. Web. 12 Apr. 2016. http://www.golf2020.com/media/47895/fl_golf_full_rpt_sri_final1_16_15.pdf
· Utah Golf Economy. Rep. Golf 20/20, Jan. 2013. Web. 12 Apr. 2016. http://www.golf2020.com/media/47131/ut_golf_full_rpt_sri_final_1_10_14.pdf
· California Golf Economy. Rep. Golf 20/20, Jan. 2013. Web. 12 Apr. 2016. http://www.golf2020.com/media/31918/ca_golf_full_rpt_sri_final_7-mar-2013.pdf
· “Why Exhibit.” Golf Industry Show. Web. 16 April 2016. http://www.golfindustryshow.com/exhibitors/intro
· “Personal Selling.” Reference for Business. Web. 16 April 2016. http://www.referenceforbusiness.com/small/Op-Qu/Personal-Selling.html
· Cunningham, Grant & Mihalik, Brian. “For the Small, Minority Business: A Trade Show May Be Your Best Marketing Alternative.” Minority Marketing: Issues and Prospects. Ed. Robert L. King. Switzerland: Springer International Publishing, 2015. 147-151. Web.
· Tafesse, Wondwesen & Korneliussen, Tor. “Identifying Factors Affecting Consumers Purchase Incidence At Retail Trade Shows.” Journal of Retailing and Consumer Services 19.4 (2012): 438-444. Web.
· Weinrauch, Donald. “Marketing Management’s Utilization of Trade Shows: Confronting the Opportunities, Mistakes and Challenges.” Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference. Ed. Jay D. Lindquist. Switzerland: Springer International Publishing, 2015. 338-342. Web.
· Tafesse, Wondwesen & Korneliussen, Tor. “Identifying Factors Affecting Consumers Purchase Incidence At Retail Trade Shows.” Journal of Retailing and Consumer Services 19.4 (2012): 438-444. Web.
· “Golf Courses in the United States.” GolfCourses.net. Web. 20 April 2016. http://www.thegolfcourses.net/
· “LinkedIn’s Advertising Cost.” LinkedIn Help. Web. 20 April 2016. https://www.linkedin.com/help/linkedin/answer/7431/linkedin%E2%80%99s-advertising-cost?lang=en
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· “Sponsorship Opportunities.” Chicago Golf Show. Web. 16. April 2016. http://www.chicagogolfshow.com/sponsorship-opportunities-full/
· “Sponsorship.” PGA 2016 Merchandise Show. Web. 16 April 2016. http://www.pgashow.com/media-kit/main/#sponsorship
· Malady, Matthew J.X. "The Ubiquity of Bro Tells Us That the Word May Not Be Popular for Long." Slate Magazine. N.p., 13 Aug. 2014. Web. 20 Apr. 2016. http://www.slate.com/articles/life/the_good_word/2014/08/bro_slang_origins_history_and_overuse_suggests_the_term_may_not_last.html
· Bensinger, Sara. "A Bromance: The Rise of the All-American Bro." Prezi. N.p., 11 Dec. 2014. Web. 20 Apr. 2016. https://prezi.com/aqtllw2klmfy/a-bromance-the-rise-of-the-all-american-bro/
· Malady, Matthew J.X. "The Ubiquity of Bro Tells Us That the Word May Not Be Popular for Long." Slate Magazine. N.p., 13 Aug. 2014. Web. 20 Apr. 2016. http://www.slate.com/articles/life/the_good_word/2014/08/bro_slang_origins_history_and_overuse_suggests_the_term_may_not_last.html
· Beltrone, Gabriel. "Ad Campaign Hilariously Wants to 'Save the Bros' From the Junk in Protein Shakes." AdWeek. N.p., 17 Feb. 2015. Web. 20 Apr. 2016. http://www.adweek.com/adfreak/ad-campaign-hilariously-wants-save-bros-junk-protein-shakes-162982
· Save the Bros. Organic Valley, n.d. Web. 20 Apr. 2016. http://www.savethebros.com/
· “5 Good Reasons to Focus on Video Marketing in 2016.” Open Minds. Web. 15 Apr. 2016 http://openmindsagency.com/5-good-reasons-to-focus-on-video-marketing-in-2016/
· Sorenson, Susan & Adkins, Amy. “Why Customer Engagement Matters So Much Now.” Gallup Business Journal. 22 Jul. 2014. Web. 16 April 2016. http://www.gallup.com/businessjournal/172637/why-customer-engagement-matters.aspx.
· .Sorenson, Susan, and Amy Adkins. “Why Customer Engagement Matters So Much.” Gallup. 22 July 2014. Web. 22 March 2016. http://www.gallup.com/businessjournal/172637/why-customer-engagementmatters.aspx
· “Benefits of Video Marketing.” WireBuzz. Web. 16 April 2016. http://www.wirebuzz.com/video-benefits/
· Ibid
· “Video Helps Persuade 73% of People to Buy a Product or Service.” Search Engine Watch. Web. 16 April 2016. https://searchenginewatch.com/sew/study/2333878/video-helps-persuade73-of-people-to-buy-a-product-or-service-survey
· “Video Production in Minneapolis & Beyond - Our Portfolio.” Storyboard Films. Web. 20 April 2016. http://www.storyboardfilmsmn.com/
· “What does a corporate web cideo cost? 25 Factors (with proces that affect corporate video production costs.” OMM Blog. Web. 12 Apr. 2016. http://onemarketmedia.com/2010/03/03/whatdoes-a-web-video-cost-25-factors-with-prices-that-affect-video-production-costs/
· Alleger, Jason. “How Much Do Ads on YouTube Cost?” Penna Powers. 7 August 2012. Web. 20 April 2016. http://www.pennapowers.com/how-much-do-ads-on-youtube-cost/
· Loomer, Jon. “How Much Should You Budget for Facebook Ads?” Jon Loomer For Advanced Facebook Marketers. 8 July 2014. Web. 20 April 2016. http://www.jonloomer.com/2014/07/08/facebook-ads-budget-2/
· “Ecommerce Return Statistics.” Trueship. 27 Jan. 2015. Web. 6 Apr. 2016
· Tice, Carol. “5 Shipping Secrets of Zappos.” Entrepreneur. 4 December 2012. Web. 20 April 2016. https://www.entrepreneur.com/article/225140
· “Trade Show Budgeting.” Red Cedar PR and Marketing. Web. 16 April 2016. http://www.tradeshowinstitute.com/downloads/Trade%20Show%20Budgeting.pdf
· "Internet Phonebook – Find Phone Numbers and Search Businesses | Switchboard." Switchboard. Whitepages, Inc., n.d. Web. 20 Apr. 2016. http://www.switchboard.com/
· "By the Numbers: USA Golfers and Golf Courses." Golf Info Guide. Thomas Golf, n.d. Web. 20 Apr. 2016. http://golf-info-guide.com/golf-tips/golf-in-the-usa/by-the-numbers-usa-golfers-andgolf-courses/
· 2014 Post Show Report. Rep. Golf Industry Show, n.d. Web. 20 Apr. 2016. http://www.golfindustryshow.com/docs/librariesprovider4/default-document-library/post-show-report2014.pdf?sfvrsn=6
· "Internet Users by Country (2016)." Internet Live Stats. Internetlivestats.com, n.d. Web. 20 Apr. 2016. http://www.internetlivestats.com/internet-users-by-country/
· "Annual Estimates of the Resident Population by Single Year of Age and Sex for the United States, States, and Puerto Rico Commonwealth."American FactFinder. United States Census Bureau, June 2014. Web. 19 Apr. 2016. http://factfinder.census.gov/faces/nav/jsf/pages/index.xhtml
· "Social Networking Fact Sheet." Pew Research Center Internet Science Tech RSS. N.p., 27 Dec. 2013. Web. 20 Apr. 2016. http://www.pewinternet.org/fact-sheets/social-networking-factsheet/
· Jones, Michelle. "How Many Visitors Should Your Site Get?" How Many Visitors Should Your Site Get? HubSpot, 22 Sept. 2009. Web. 20 Apr. 2016. http://blog.hubspot.com/blog/tabid/6307/bid/5092/How-Many-Visitors-Should-Your-Site-Get.aspx
· Kim, Larry. "Everything You Know About Conversion Rate Optimization Is Wrong." WordStream. WordStream, 17 Mar. 2014. Web. 20 Apr. 2016. http://www.wordstream.com/blog/ws/2014/03/17/what-is-a-good-conversion-rate
· “Ecommerce Return Statistics.” Trueship. 27 Jan. 2015. Web. 6 Apr. 2016
· http://www.trueship.com/articles/ecommerce-returns-statistics-key-facts-you-need-to-know/
· 2014 Post Show Report. Rep. Golf Industry Show, n.d. Web. 20 Apr. 2016. http://www.golfindustryshow.com/docs/librariesprovider4/default-documentlibrary/post-show-report-2014.pdf?sfvrsn=6
· “5 Good Reasons to Focus on Video Marketing in 2016.” Open Minds. Web. 15 Apr. 2016 http://openmindsagency.com/5-good-reasons-to-focus-onvideo-marketing-in-2016/
· Alleger, Jason. “How Much Do Ads on YouTube Cost?” Penna Powers. 7 August 2012. Web. 20 April 2016. http://www.pennapowers.com/how-much-doads-on-youtube-cost/
· "Annual Estimates of the Resident Population by Single Year of Age and Sex for the United States, States, and Puerto Rico Commonwealth."American
· FactFinder. United States Census Bureau, June 2014. Web. 19 Apr. 2016. http://factfinder.census.gov/faces/nav/jsf/pages/index.xhtml
· Beltrone, Gabriel. "Ad Campaign Hilariously Wants to 'Save the Bros' From the Junk in Protein Shakes." AdWeek. N.p., 17 Feb. 2015. Web. 20 Apr. 2016.
· http://www.adweek.com/adfreak/ad-campaign-hilariously-wants-save-bros-junk-protein-shakes-162982
· Bensinger, Sara. "A Bromance: The Rise of the All-American Bro." Prezi. N.p., 11 Dec. 2014. Web. 20 Apr. 2016. https://prezi.com/aqtllw2klmfy/a-bromancethe-rise-of-the-all-american-bro/
· "By the Numbers: USA Golfers and Golf Courses." Golf Info Guide. Thomas Golf, n.d. Web. 20 Apr. 2016. http://golf-info-guide.com/golf-tips/golf-in-theusa/by-the-numbers-usa-golfers-and-golf-courses/
· California Golf Economy. Rep. Golf 20/20, Jan. 2013. Web. 19 Apr. 2016. http://www.golf2020.com/media/31918/ca_golf_full_rpt_sri_final_7-mar-2013.pdf
· “Can Product videos Increase Conversion Rates?” Kissmetrics. Web. 15 Apr. 2016. https://blog.kissmetrics.com/product-videos-conversion/
· Cunningham, Grant & Mihalik, Brian. “For the Small, Minority Business: A Trade Show May Be Your Best Marketing Alternative.” Minority Marketing: Issues
· and Prospects. Ed. Robert L. King. Switzerland: Springer International Publishing, 2015. 147-151. Web.
· “Ecommerce Return Statistics.” Trueship. 27 Jan. 2015. Web. 6 Apr. 2016 http://www.trueship.com/articles/ecommerce-returns-statistics-key-facts-you-needto-know/
· “Endicia: free delivery is a top factor for 74% of online consumers”. Evigo. Web. 15 Apr. 2016.
· "Geography." State Area Measurements and Internal Point Coordinates. United States Census Bureau, Aug. 2010. Web. 19 Apr. 2016.
· https://www.census.gov/geo/reference/state-area.html
· “Golf Courses in the United States.” GolfCourses.net. Web. 20 April 2016. http://www.thegolfcourses.net/
· Golf Datatech. "Key Factoid." Golf Datatech. N.p., n.d. Web. 20 Apr. 2016. http://www.golfdatatech.com/
· Heitner, Darren. "The State of the Golf Industry in 2015." Forbes. Forbes Magazine, 4 Apr. 2015. Web. 20 Apr. 2016.
· http://www.forbes.com/sites/darrenheitner/2015/04/04/the-state-of-the-golf-industry-in-2015/#594c50fa5fc0
· "Internet Phonebook – Find Phone Numbers and Search Businesses | Switchboard." Switchboard. Whitepages, Inc., n.d. Web. 20 Apr. 2016.
· http://www.switchboard.com/
· "Internet Users by Country (2016)." Internet Live Stats. Internetlivestats.com, n.d. Web. 20 Apr. 2016. http://www.internetlivestats.com/internet-users-bycountry/
· Jones, Michelle. "How Many Visitors Should Your Site Get?" How Many Visitors Should Your Site Get? HubSpot, 22 Sept. 2009. Web. 20 Apr. 2016.
· http://blog.hubspot.com/blog/tabid/6307/bid/5092/How-Many-Visitors-Should-Your-Site-Get.aspx
· Kim, Larry. "Everything You Know About Conversion Rate Optimization Is Wrong." WordStream. WordStream, 17 Mar. 2014. Web. 20 Apr. 2016.
· http://www.wordstream.com/blog/ws/2014/03/17/what-is-a-good-conversion-rate
· “LinkedIn’s Advertising Cost.” LinkedIn Help. Web. 20 April 2016. https://www.linkedin.com/help/linkedin/answer/7431/linkedin%E2%80%99s-advertisingcost?lang=en
· Loomer, Jon. “How Much Should You Budget for Facebook Ads?” Jon Loomer For Advanced Facebook Marketers. 8 July 2014. Web. 20 April 2016.
· http://www.jonloomer.com/2014/07/08/facebook-ads-budget-2/
· "Main Types of Economies in Production, Distribution and Consumption."The Geography of Transport Systems. Hofstra University, n.d. Web. 19 Apr. 2016.
· https://people.hofstra.edu/geotrans/eng/ch2en/conc2en/economies_types.html
· Malady, Matthew J.X. "The Ubiquity of Bro Tells Us That the Word May Not Be Popular for Long." Slate Magazine. N.p., 13 Aug. 2014. Web. 20 Apr. 2016.
· http://www.slate.com/articles/life/the_good_word/2014/08/bro_slang_origins_history_and_overuse_suggests_the_term_may_not_last.html
· “Personal Selling.” Reference for Business. Web. 16 April 2016. http://www.referenceforbusiness.com/small/Op-Qu/Personal-Selling.html
· Save the Bros. Organic Valley, n.d. Web. 20 Apr. 2016. http://www.savethebros.com/
· "Social Networking Fact Sheet." Pew Research Center Internet Science Tech RSS. N.p., 27 Dec. 2013. Web. 20 Apr. 2016. http://www.pewinternet.org/factsheets/social-networking-fact-sheet/
· Sorenson, Susan & Adkins, Amy. “Why Customer Engagement Matters So Much Now.” Gallup Business Journal. 22 Jul. 2014. Web. 16 April 2016.
· http://www.gallup.com/businessjournal/172637/why-customer-engagement-matters.aspx.
· “Sponsorship.” PGA 2016 Merchandise Show. Web. 16 April 2016. http://www.pgashow.com/media-kit/main/#sponsorship
· “Sponsorship Opportunities.” Chicago Golf Show. Web. 16. April 2016. http://www.chicagogolfshow.com/sponsorship-opportunities-full/
· Tafesse, Wondwesen & Korneliussen, Tor. “Identifying Factors Affecting Consumers Purchase Incidence At Retail Trade Shows.” Journal of Retailing and
· Consumer Services 19.4 (2012): 438-444. Web.
· The Florida Golf Economy. Rep. Golf 20/20, Jan. 2015. Web. 19 Apr. 2016. http://www.golf2020.com/media/47895/fl_golf_full_rpt_sri_final1_16_15.pdf
· Tice, Carol. “5 Shipping Secrets of Zappos.” Entrepreneur. 4 December 2012. Web. 20 April 2016. https://www.entrepreneur.com/article/225140
· “Trade Show Budgeting.” Red Cedar PR and Marketing. Web. 16 April 2016.
· http://www.tradeshowinstitute.com/downloads/Trade%20Show%20Budgeting.pdf
· Utah Golf Economy. Rep. Golf 20/20, Jan. 2014. Web. 19 Apr. 2016. http://www.golf2020.com/media/47131/ut_golf_full_rpt_sri_final_1_10_14.pdf
· “Video Production in Minneapolis & Beyond - Our Portfolio.” Storyboard Films. Web. 20 April 2016. http://www.storyboardfilmsmn.com/
· Weinrauch, Donald. “Marketing Management’s Utilization of Trade Shows: Confronting the Opportunities, Mistakes and Challenges.” Proceedings of the 1985
· Academy of Marketing Science (AMS) Annual Conference. Ed. Jay D. Lindquist. Switzerland: Springer International Publishing, 2015. 338-342. Web.
· “What does a corporate web video cost? 25 Factors (with process that affect corporate video production costs.” OMM Blog. Web. 12 Apr. 2016.
· http://onemarketmedia.com/2010/03/03/what-does-a-web-video-cost-25-factors-with-prices-that-affect-video-production-costs/
· “Why Exhibit.” Golf Industry Show. Web. 16 April 2016. http://www.golfindustryshow.com/exhibitors/intro