실제 기업을 대상으로 한 마케팅 프로젝트 doc (친환경 기업)

소개글

카이스트 마케팅 수업에서 실제 기업을 대상으로 마케팅을 진행하고 최종적으로 제출한 레포트입니다.
참고로 모두 영어로 되어있습니다.

목차

I. Introduction
II. General environment analysis
III. Situation Analysis
IV. Segmentation, Targeting, Positioning
V. Action plan suggestion and evaluation
VI. Conclusion
VII. Appendix

본문내용

I. Introduction
The Korean fashion industry is already very crowded, but it is going under dynamic changes. As in other industries where development of environmental friendly products is receiving much focus, eco-fashion has become an important trend within the industry. Consumers are aware of this trend, and are interested in eco products; but eco-fashion is still facing challenges in attracting more consumption from customers. Kjune, a major supplier of organic cotton in the market, has introduced the Vandis organic product lines to enter the market but did not have sufficient success until now. In this marketing project, we aim to suggest a marketing plan for Kjune to penetrate into the market and make Vandis a leading brand in this market.

II. General environment analysis
1. Political trends
Green growth has been the most noticeable trend in Korean economic in recent time. Industries are encouraged to apply technologies that reduce their level of carbon emission and use energy efficiently.
The Korean textile industry is receiving strong support from government in order to boost their competitive strength with foreign textile companies. For example, the Korea Institute of Industrial Technology has recently reorganized its textile technology department significantly to better serve the changing textile industry trends. Many MOUs with foreign counterparts have been signed to promote textile trade and foreign market penetration.

참고 자료

<Korea Federation of Textile Industries>
http://www.kofoti.org/Eng/
< 저탄소 녹색성장 정책 홈페이지>
http://green.korea.kr/
<“한국 소비자 60% "환경과 기후변화가 5년內 가장 큰 이슈”>
http://www.chosun.com/site/data/html_dir/2009/03/06/2009030600749.html
<[해외창업 트렌드] 유기농 식품등 친환경 아이템 '인기' >
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< 개량한복만 천연염색? 이 옷들 좀 보시죠 >
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<20~30대 여성의 체형별 기성복 만족도에 관한 연구 , 이진숙* ․ 이정란>
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< 친환경 제품이 쏟아져 나와도 막상 히트상품이 없는 이유는 , 김난도 교수>
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< 불어라~ 에코 열풍, 소비자마음 녹인다 , 매일경제 09.06.16 >
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< 백화점 매출 자료 >
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