임페리얼 IMPERIAL 마케팅 SWOT,STP,4P 전략분석 (영문레포트)

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임페리얼 IMPERIAL 마케팅 SWOT,STP,4P 전략분석 (영문레포트)에 대한 보고서 자료입니다.

목차

I.Introduction
A.Background
B.Chronology
II.Business Environment Analysis
A.Internal Analysis
B.External Analysis
III.STP strategy
A.Segmentation
B.Targeting
C.Positioning
IV.SWOT
A.Strength
B.Weakness
C.Opportunity
D.Threat
V.4Ps
A.Product
B.Price
C.Place (distribution
D.Promotion
VI.Evaluation
A.Survey
B.Interview

본문내용

C. Place (distribution)
D. Promotion
Special Limited Edition
Special Limited Edition means refers to a marketing incentive. A limited edition is restricted in the number of copies produced, although in fact the number may be very low or very high. A special edition implies there is extra material of some kind included.
Special Limited Edition of Imperial is very famous and successful. Imperial has two Special Limited Edition, Park Ji-sung Limited Edition and Hyun-Sea Lee Limited Edition. Ji-Sung Park Limited Edition was exclusively chosen by the model himself. It was launched in June, 2010. It targeted the 2010 South-Africa World Cup. To wish the second-round of the Korean soccer team, Imperial distributed 160,000 bottles to the market. Then, under the prejudice that Limited Edition cannot solve well, Ji-Sung Park special Limited Edition have been sold out. Lee Hyun-sea Limited Edition showed and emphasized Imperial’s exclusively unique and special features.
Hyun-Sea Lee, the famous Korean cartoonist and professor, designed the bottle. It is very well received from one who loves to drink. Actually, Imperial Limited Edition’s design is unique and popular, so that a lot of people collect these Limited Editions. These two special Limited Edition appeal to a lot of consumers. There is no doubt that the special limited edition strategy was a success. Imperial always strives for new special editions because it broadens the opportunity to enter new market segment and increase its reputation.
Events
Imperial have operated two main events in the past; lucky-giveaway and promotional commemoration event. The lucky-giveaway event has been operating every month. The winner of the event wins gifts like computer or voucher. The commemoration event is for celebrating the over selling the two hundred million bottles. Imperial always work to create interesting events to attract and appeal to its customers.
Imperial-Cup FC Championship
This is a sponsorship for amateur soccer championship with Joseon Sport. It sponsors the game with Japanese and Chinese amateur soccer teams. Imperial is not only responsible for satisfying customer needs through alcoholic beverages but also by participating in the social community.
Advertising
Most of the countries have some products advertising censorship using television or in the day time for under aged individuals. Korea is one of them. Laws prohibit the advertising of high-degree alcohol such as whisky and vodka. This is the reason why Imperial cannot advertise its promotion on TV. Instead, it advertises on newspaper, magazines, or outdoor advertising. This shows the reason why consumers cannot watch the Imperial advertising on television but on the streets.
VI. Evaluation
A. Survey
The survey was based on fifty people, age ranging from mid twenty to mid fifty.
Questions used on the survey were:

키워드

임페리얼 IMPERIAL ,   마케팅,   SWOT,   STP,   4P전략분석