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Marketing Plan for Kyosho America
- California University of Management and Science Hyunsoo Kim Hyunsoo Kim Marketing Plan for Kyosho AmericaCompany Profile Japanese Manufacturing Company Established: October 10 th , 1963 by Hisashi Suzuki Current President: Akihisa Suzuki Mission Statement: “Serious about having fun” Kyosho USA: Incorporated in Lake Forest, CA, 2005Reason to Choose Well-known for High Quality Products Relatively Low Brand-awareness in the U.S Why? 1) Target Market Failure 2) Marketing Strategy FailureSelection of TargetSelection of Target Target: Family with Children Age between 5 to 15 Approximately 21,548,000 in the U.S Potential CustomersWhat to Appeal 2 Reasons of the Stagnation in Sales 1) No Need of the Product 2) Need, but Barriers Inhibit to Purchase a) Product b) Price c) Place d) PromotionCurrent Marketing Strategy Product 2002 - 2003 IFMAR Champion 2000 - 2001 IFMAR Champion 1998 - 1999 IFMAR Champion 1996 - 1997 IFMAR Champion 1994 - 1995 IFMAR Champion 1992 - 1993 IFMAR Champion *IFMAR: International Federation of Model Auto RacingCurrent Marketing Strategy ProductCurrent Marketing Strategy Price 1:10 Touring: $285.99~$309.99 1:10 Rally: $269.99~$469.99 1:8 4wd Touring: $589.99~$699.99 Mini Z Series: $159.99~$396.00 D Nano : $180.00~$207.00Current Marketing Strategy Place Official Kyosho Store Local Hobby ShopsCurrent Marketing Strategy Promotion Lack of Promotion Effort Ex) Sponsorship, Racing Event, Hobby FairSuggestion Product 1 st Line Product 2 nd Line ProductSuggestion Price Current Price for the1 st Line Product Low Price for the 2 nd Line Product Substitute the High-Grade Parts to Mid-Grade Ex) Carbon Fiber to FRP Titanium to FRMSuggestion Place Expand Distribution Channel Only 200~300 Hobby Shops in the U.S ToysRus : 860 Stores Target: 1,795 Stores Walmart : 4,540 StoresSuggestion Promotion Sponsorship Racing Event Toy Expo Support School Activities Building Class Science FairConclusion In Order to Succeed Define Target Market Create Marketing Strategy Product: 1 st ,2 nd Line Products Price: High Low Price Place: Expand Distribution Channel Promotion: Sponsorship, School Activity Support{nameOfApplication=Show}
- 경영/경제| 2015.10.28| 17페이지| 2,000원| 조회(130)
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Godot, a Waiting for Hope
- Hyunsoo KimDaphne PottsCOM312/09/12Godot, a Waiting for HopeAlong with the development of science, Realism, which was based on a rational mindset, had been dominant in the 19th century European societies. Since the World War II, however, skepticism about science and materialism had begun to arise. Although Nietzsche made his unprecedented announcement, “God is dead”, humans were not ready to accept a world without God. A blanket denial of the existence of God shook humans’ existing beliefs and values so hard, and it consequently made humans not only feel a sense of loss, but also shudder with fear like lost children. Humans, who were deprived of a symbol of salvation, God, by a rational and scientific theory, had begun to distrust Rationalism. On the basis of such a social phenomenon, the theatre of the Absurd, which reveals irrationalities of the society, finally came into the world. By definition, the theatre of the Absurd is “a form of drama in which normal conventions and dramatic though the rationality of science snatches God away from humans, Waiting for Godot gives them a ray of hope.Waiting for Godot not only exposes a lack of communication among characters in the play, but also offers a solution for it. In the play, a language, as a communication device, does not seem to exhibit properly its own function. The language used in Waiting for Godot is mostly consisted of the repetition of meaningless words- “Our movements”, “Our elevations”, “Our relaxations”, “Our elongations”, “Our relaxations” (86)- or a kind of gibberish-“Given the existence as uttered forth in the public works…I resume Fulham Clapham in a word the dead loss per head…unfinished…” (45-47). It is hard to find a primary function of language, communication, in the conversation between Estragon and Vladimir. They just repeat simple meaningless words to pass boring time. For Estragon and Vladimir, a language functions as a kind of game rather than a way of communication. Lucky’s speech is probablymes quarrel, but they soon make up and continue to communicate with each other. When Lucky falls down, Estragon and Vladimir are concerned about his condition saying “You’ll kill him” (48), and they help raise him up. In this scene, at least, they seem to regard Lucky as a person to communicate rather than a something interesting. The communication among characters is totally absurd and not smooth. Nevertheless, it is impressive that they constantly try to communicate each other.Waiting for Godot exposes the absurdity of the inhumane society by presenting the situation of that one man degrades to the status of another man’s slave. In the play, Lucky seems physically superior to Pozzo; he can carry Pozzo’s heavy bags all day long. Lucky also seems intellectually superior to Pozzo; he used to think so impressive that he could make Pozzo listen for hours. For some reason, however, he becomes a Pozzo’s slave. It seems to reflect the absurd society in which justifies that one man is subordichuck him away like a...like a banana skin. Really…” (33). Even in his perspective, Lucky is treated as a throwaway product, which is abandoned as soon as it loses its utility value, rather than a human. Vladimir finally bursts out his anger toward Pozzo for his inhumane treatment to Lucky. His reaction represents not only his complaint to Pozzo, as a man versus a man, but also an ordinary man’s resistance to irrationalities of the society, as a man versus a society. Vladimir’s antipathy toward inhumanity seems to result in a positive outcome. In the latter part of Act1, Vladimir says, “How they’ve changed!” (52). According to his tone, the change seems to be done in positive way. Although their changes may not bring about a radical change of the society, it is still hopeful that they take their first steps of transition.Waiting for Godot describes a contemporary man’s cut-and-dried life. In the play, Estragon and Vladimir wait for the same person in the same place at the same time. As of capitalism, which divides humans into two groups, the rich and the poor. The rich exploits the poor by using his financial power, and therefore the poor has to work like a machine. Humans, like machines, are evaluated by their efficiencies. Under such circumstances, humans, who are threatened with their dignities, need someone or something to rely on. That used to be God. However, the logic of science even deprives them of their reliable God, arguing that the existence of God cannot be proved. It seems that there is no hope to break the monotony of everyday life. However, Samuel Beckett gives hope to Estragon and Vladimir in his play. That is Godot. For Estragon and Vladimir, Godot is not only the hope for their monotonous lives, but also the purpose of their existences.Waiting for Godot not only shows a tragic and irrational life of contemporary men, but also gives the hope of salvation to their desperate lives. Characters of Waiting for Godot have trouble in communication, but thAT 4
- 인문/어학| 2012.12.31| 5페이지| 3,500원| 조회(95)
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Civilization, the Struggle between Eros and Death
- Hyunsoo KimDaphne PottsCOM311/19/12Civilization, the Struggle between Eros and DeathJekyll & Hyde is a musical which deals with science as a part of civilization. Among two characters in the musical, it is hard to determine who, Jekyll or Hyde, represents a true character of him. The story not only gives prominence to two different characters of a man, ‘id’ from Hyde and ‘super ego’ from Jekyll, but also provides people, whose instincts should have been suppressed by the rule of society, an outlet to release their anxieties and discontents. In Civilization and Its Discontents, Freud explains such a prevalent social phenomenon in terms of struggle between the instinct of life and the instinct of destruction. According to Freud, “humans begin to form a communal life to protect them against nature and to adjust their mutual relations.” (63). It is a starting point of civilization. The civilization is based on Eros and Ananke, and Eros, one of the initiatives of civilization, is also divid111), civilization’s unilateral oppression of human instincts only brings about ‘the psychological poverty of groups’ rather than the evolution of civilization. In order to prevent the crisis of civilization, it is necessary to devise a proper outlet that maintains the balance between Eros and Death.Civilization has forced members of society to sacrifice their individualities under the name of strengthening of the community spirit and its benefits. Then, what is civilization? According to Freud, “civilization is the whole sum of the achievements and the regulations which distinguish our lives from those of our animal ancestors and which serve two purposes- namely to protect men against nature and to adjust their mutual relations” (63). First, civilization not only guarantees safety from the overwhelming force of nature, but also empowers men to dominate nature. In primitive times, men are always threatened by wild and dangerous animals. The drought results in the dying up of the wells e property system, which are derived from civilization, divide members of the community into the ruling class and the subjugated class, the rich and the poor, and it consequently brings about social and economic inequalities. However, civilization forces individuals to give up their desires rather than resolves inequalities under the pretext of maintaining order. It is obvious that a civilized community has been established by the sacrifice of its members, and the discontent caused by oppression toward human instinct is inevitable.A man’s discontent toward civilization is sometimes expressed as a form of Eros, or the instinct of life. Among the factors of the life instinct, the sexual instinct has a great influence on the development of personality. By Freud’s definition, Eros is “the instinct to preserve living substance and to join it into ever larger units” (106). Since the sexual life is important as a source of happiness, and therefore it has a significant meaning in terms of the an, whose name is Chloe, in one of the meetings Jack attends. Her speech at the meeting is somewhat embarrassing, but deeply impressive. “I no longer have any fear of death. But...I am in a pretty lonely place. No one will have sex with me. I'm so close to the end and all I want is to get laid for the last time. I have pornographic movies in my apartment, and lubricants and amyl nitrate...” (Fight Club). Before the end of her speech, however, a leader of the meeting hurriedly takes her up short as if Chloe commits the cardinal sin. The fear of dying lonely without having sex is more unbearable than death itself to her. Her speech is not only a true confession of the instinct of life, but also an alternative expression of her desire.Along with the instinct of life, a man has the instinct of destruction. When civilization’s oppression of instinct reaches its critical point, the instinct of destruction bursts out as a form of aggression. The instinct of destruction is defined as “an instird civilization. However, Tyler, who represents Jack’s id, does not seem to be satisfied. “I want you to hit me as hard as you can.” (Fight Club)- Tyler put him up to expand his aggression to outwards. Jack’s first fist toward Tyler marks a beginning of attack to the outside world. Jack starts to attack civilization by forming a ‘Fight Club’ with other frustrated men who are full of hostility toward civilization. They piss into the soup, vandalize, and even destroy a building. In doing so, they free up their instincts of destruction. However, Jack begins to perceive a danger of aggression, and tries to dispel the instinct of destruction that gradually encroaches on him. As the last resort, he finally shoots himself. Even though Tyler, Jack’s id, breathes his last breath by that shot, nothing can be reversible; Jack has to suffer a severe bullet wound, and his world end up collapsing as planned.For more happiness, more contented individual, and better life, it seems to need an outlet to5Kim
- 인문/어학| 2012.12.31| 5페이지| 3,500원| 조회(99)
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Faust, an Ordinary Man
- Hyunsoo KimDaphne PottsCOM310/30/12Faust, an Ordinary ManFaust is a tragic play written by Johann Wolfgang von Goethe. In the play, Faust is portrayed as a man who is eager to be a superman or closer to God. Human’s endeavors to be equal to God and struggles to invade God’s territory have always existed. These endeavors sometimes result in positive outcomes, such as the progress of civilization or the development of science, but also make humans feel frustrated by reminding them of their mortal limitations. It is evident that Faust’s desire to be a god is represented as a perverted form which leads him to self-destruction. Then, what is the meaning of the godlike that not only Faust, but also other mortals want to be? In terms of knowledge, it may be about becoming a blessed being who knows everything from mundane studies to the truth of the universe. From a spiritual side, God is a noble soul who never yields to temptation. In Goethe’s Faust, Faust is described as a being who sighs folls in Faust. Concurrently, however, the Spirit discovers the humble human nature rooted in Faust’s inner side. “In the depths of terror I have found you, shrinking and writhing like a worm!” (498). Even though Faust has been eager to meet the Spirit, when it comes, he is struck with horror and has to turn away from the Spirit. Faust is just a tiny and insignificant man who cannot face the supernatural being. After the meeting with the Spirit, Faust goes through the psychological chaos. This emotional turmoil is intensified in the scene by Faust saying, “I, made in God’s image and not even like you!” (516~517). It represents his ultimate disappointment in his own ability to connect with something with which he identifies. Before he summons the Spirit, Faust comes to realize that he is unable to reach perfection through the Enlightenment. As the last resort, therefore, he decides to summon the Earth Spirit to seek a Romantic form of fulfillment. While he is shuddering at the appearance the confines of human knowledge. After all, he colludes with Mephistopheles to get away from his anguish that consistently makes him confuse. Through this collusion, Faust seduces Gretchen and seems to say, “Beautiful moment, do not pass away” (1700), but it produces only a tragic result, the destruction of Gretchen’s family. It is hard to overlook that such a tragedy results from Faust’s selfish nature that indulges in the pleasure to be freed from the fetters of learning for a while. Contrary to his passion for learning, in this sense, Faust should not be regarded as a paragon. Both Faust’s egoism and license are to prove ruinous to not only Faust himself but also his surroundings.Faust is a common mortal who also has a common characteristic of a man, dissatisfaction. In The Art of Optimism, William Dewitt Hyde said “Unsatisfied desire is the characteristic feature of human life” (pg 5). Faust himself also knows that humans can never be satisfied. It is well-represented in his sayinement fully contains the knowledge that Faust seeks. Faust already knows the absolute truth is that a man has insatiable desire, but has not believed it.Faust is a man who never gives up his hope even though it is as hard as finding an oasis in the middle of desert. Faust is well-versed in philosophy, law, medicine, and theology, but he is still skeptical about his knowledge. “And so I sit, poor silly man, No wiser now than when I began” (359).This monologue represents Faust’s mentally unstable image full of uncertainty. As appeared in his saying, “Happy are they who still hope this is so, while ignorance surrounds us like an ocean!” (1064~1065), however, a small glimmer hope still lies in Faust. Since a man is not so smart as to comprehend how enormous and limitless the truth of the universe is, he could have a foggy hope that he would find the truth at some time. Faust know that the ignorance what he says could be a blessing for humans. With this optimistic view, Faust tries to dismi an expedient that turns out to be a dangerous deceit. The liquid inside the flask is the poison which was used when Faust tried to kill himself. Such an emotional and dangerous figure is inconceivable if one imagines the first image of Faust who incessantly searches for knowledge. Faust, who swears to be sincere to his emotion since he was in love with Gretchen, expresses that “The feeling’s all there is” (3455). He could be readily absorbed in loving behavior because he is faithful to his feelings. Owing to mere indulgence in his feeling, Faust is harassed by the agony from sensual love with Gretchen. He frankly confesses agony which comes from sensual desire. “Thus from my lust I stumble to fulfillment, and in fulfillment for more lust I languish” (3249~3250). The more he has, the more he wants. His threshold for lust is getting higher and higher, and his boundless desire even seems to be too risky. Faust, who sold his soul to the devil, is up to his neck in crime. He provides the cAT 1
- 인문/어학| 2012.12.31| 6페이지| 2,500원| 조회(117)
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Market Member Paper: Whole Food Market
- Professor LundbladARE 130Hyunsoo Kim1/20/2012Market Member Analysis: Whole Foods MarketFrom the first week of lecture, we have gone through the basic concept of market and the market strategy. The market in which we sell and buy goods is basically derived from people’s need. Since we need to eat, we buy food. Since we need to wear, we buy clothes. In order to satisfy people’s need, the market provides us goods and services. The most markets rely on sellers offering their goods or services in exchange for Hyperlink "http://en.wikipedia.org/wiki/Money" o "Money" money from buyers. So to speak, a market is the place where consumers demand and producers supply goods and services for the sake of maximizing their benefits or profits. Then how consumers and producers could maximize their profit? Consumers purchase goods and service as cheap as possible whereas producers sell their goods and services at higher price. To achieve this, they sometimes compete each other by analyzing economic mod that shape every single industry and market. These forces help us to analyze everything from the intensity of competition to the profitability and attractiveness of an industry. In this paper, I will focus on producer’s aspect by taking an example of a company, Whole Foods Market with Porter’s Five Forces Model; rivalry, threat of substitutes, supplier power, buyer power and barriers to entry.Whole Foods Market is a world largest retailer of natural and organic foods with more than 310 stores in North America and the United Kingdom. Whole Foods Market is known as high-end food seller providing high quality of organic food. Food industry is represented Cash Cows which has the low market growth rate but relatively high market shares. According to one of five forces from Porter, rivalry, the industry is competitive if none of which has a significant market share. From the table below, we can see that Whole Foods Market has relatively higher market share than others. Market share is a keythe best organic food to customers. Healthier food products are gaining great popularity among the health-conscious these days. Since their market share is not dominant over competitors, however, they still need to compete. As a retailer, they compete with many other retailers such as Costco, Wal-Mart, and Sam’s club. As a grocery, they compete with Safeway, Trader Joe’s and Nugget Market. Recently, moreover, traditional groceries as well as global retailers such as Costco, Wal-Mart begin to offer organic food. Therefore, competition among rivals would be intensified in food industry.Threat of substitutes exists when a product’s demand is affected by the price change of a substitute product. A product’s price elasticity is affected by substitute products; as more substitutes become available, the demand become more elastic since customers have more alternatives. Food industry generally has low elasticity compared to other industry because food is regarded as necessity. If we see organiAs I mentioned above, Costco and Wal-Mart begin to sell organic food offering cheaper price than Whole Foods Market’s. Thus consumers have more alternatives in choosing organic food now.Organic food industry has a lot of buyers and therefore buyers’ power is not significant. No buyer has any particular influence on product or price. Even though organic products that Whole Foods Markets sell are relatively more expensive than non-organic products, many consumers are willing to spend more money concerning with well-being. Like buyer power aspect, supplier power in food industry is also weak. Whole Foods Markets sell various products such as meat, seafood, grains, dairy products and grocery from many different suppliers. The number of suppliers exceeds the number of retailers. Many competitive suppliers participate in food industry and their products are generally standardized. As a result, supplier’s power is not significant.Theoretically, any firm is able to enter or exit a market. In rng the market. These are called to ‘Barriers to entry’. Organic food industry does have neither absolute cost advantage nor strict government policy. Also, no patented or proprietary know-how are needed to enter. Therefore, this industry is easy to enter or exit. However, organic food market itself makes barriers to entry. Food industry is Cash Cow market which is stable with low growth rate. So to speak, entering of organic food industry does not guarantee profit and the firm which just enters the industry even has to compete with numerous existing retailers.Whole Foods Market is regarded as a high-end retailer among consumer. Therefore, they are sometimes criticized by their high price of goods. There is also an ongoing debate on health benefits from consuming organic foods as compared to conventional foods. Even though these criticisms, Whole Foods Market is still the market leader with higher comp sales growth, gross margin, operating margin as well as net profit margin as comparedAT 3
- 경영/경제| 2012.04.20| 4페이지| 1,500원| 조회(179)
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