모나미 볼펜 마케팅 전략분석 (영문레포트)

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모나미 볼펜 마케팅 전략분석 (영문레포트)에 대한 보고서 자료입니다.

목차

1. Macro-environment

2. Market Analysis

3. 3C Analysis
company
competitor
customer

4. SWOT Analysis

5. KSF(Key Success Factors)

6. Marketing Goal

7. STP Analysis
1) B2B
2) B2C

8. Marketing Mix (4P)
1) Product
2) Price
3) Place
4) Promotion

본문내용

onal business
office worker
price-sensitive
1
5
3
positive brand image
5
5
5
quality-sensitive
5
3
4
total
11(2차 target)
13(main target)
12
Stage Ⅲ Marketing Mix
8. Marketing Mix (4P)
1) Product
① main target (personal business, public institution) : 'monami153' keep (design,quality)
② 2차 target (student) : design, quality and price -> upgrade (new product)
design upgrade -> youthful, modern design
quality upgrade -> Improvement of the existing problems
ballpoint 심 diversification
2) Price
① main target (personal business, public institution) : 'monami153' price keep (\300)
② 2차 target (student) : ㆍ design change, quality upgrade, 심 diversification
-> price increase (unit \300 -> unit \800)
ㆍ 'Monami' break away from the image(low price)
3) Place
① B2B : entrants are there right now public institution -> keep
② B2C : small stationery store, hypermarkets etc. -> 99% 'monami153' sell
4) Promotion
① main target (public institution) :
ㆍ personal selling
ㆍ local public agencies(school, ward office, dong office, fire station, police station, post office etc.) -> salesperson dispatch & PR
② 2차 target (student) : banner advertising (Naver, Daum, Yahoo etc. Frequently used portal Site)

키워드

모나미,   볼펜,   마케팅 전략분석 ,   모나미 볼펜