임페리얼 IMPERIAL 마케팅 SWOT,STP,4P전략분석 (영문레포트)
- 최초 등록일
- 2012.03.20
- 최종 저작일
- 2012.03
- 13페이지/
MS 워드
- 가격 5,000원
소개글
임페리얼 IMPERIAL 마케팅 SWOT,STP,4P전략분석 보고서입니다.
영문으로 작성한 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
Using the research materials we have found, our group was able to develop a SWOT (Strength, Weakness, Opportunity and Threat) analysis.
If you take a look at the strength section of the chart, Imperial always had a high customer satisfaction in terms of taste. When forgeries of alcohol were rising as a serious issue, Imperial gained high trust in its consumers. Moreover, with the new launching of Quantum last year, it Imperial became the only brand with a variety of whisky (12, 15, 17, 19, 21).
Despite its strengths, weaknesses were shown. Through the survey our group has conducted, we have seen that Imperial still has a low public awareness. It lacked in making the package attractive and many believed the taste of Imperial was still too strong to the taste of Koreans. Moreover, many think the company focused too much on anti forgery system that it loosened in developing better taste.
참고 자료
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