[경영전략, 마케팅] 미국 Target, Saks 사례를 통해 본 화장품회사의 온라인채널 진출 및 진입전략(매스 및 프리미엄 마켓)

목차

1. Introduction
1.1. Current US market
1.2. Forecast of US cosmetics market
1.2.1. Natural Products are now popular

2. Main Subject
2.1. The Importance of Online Channels
2.2. Mass Channel: Target
2.2.1. Maintaining “Fast Fashion”
2.2.2 Masstige Product’s Intensive Promotion
2.3. Premium Channel: Saks
2.3.1. Business Opportunity for Babyboomers
1) Appearance management
2) Proficient on the internet
3) A special grandchild love
2.3.2. Targeting Babyboomers
1) Young image needs to be emphasized
2) Consider sales channel details in online
3) Marketing that emphasizes the formation of bonds with your grandchild is also effective
2.4. Case: LG H & H targeted both Mass market and Premium market in Vietnam

3. Conclusion

APPENDIX

본문내용

Before we take a look at cosmetics market strategy of Mass Channel and Premium Channel, it will be better to recognize where K-Beauty is heading in the U.S market right now. And then, we will separate Mass Channel and Premium Channel and explain how to strategically access to them respectively.

1. Introduction
1.1. Current US market
ㅇ At 2015, US color skin care cosmetics’ market size was $2,946,800,000, which increases 4% annually. Experts expect that the market size will grow up to over 34.2 billion dollar.
ㅇ Same year, Korea has exported $217,510,000 to US, and it has increased 71.5 compared to 2014. Every year since 2009, the percentage of increase was over 10%.
ㅇ Korean Brand’s popularity is now growing even at this time by joining the part of other country’s mass culture. But what’s notable is that this present state is not worldwide but restiricted outside Asia.
ㅇ In addition, pricing is very strategic since Korean brand usually targets middle level, or young buyers.

참고자료

· Global Market Report 16: 미국 내 k-beauty 확산 성공키워드. KOTRA, 2016.
· 글로벌 시장분석: 2017-1호, 2017년 글로벌 10대 소비자 트렌드, 대한화장품산업연구원, 2017.
· 글로벌 시장분석: 2017-3호, K-Beauty의 글로벌시장 전략과 장애물, 대한화장품산업연구원, 2017.
· 원아시아포럼 발표자료, 베트남 화장품 시장 진출사례, LG생활건강, 2016.
· 글로벌 시장분석: 2017-4호, 디지털과 인간: 세포라의 성공, 대한화장품산업연구원, 2017.
· The Study of Masstige Brand Consumer on Lifestyle, Behaviors and patterns –
· focused on Side-by-Side Regrigerator, Hansung University, 2013.
· 하나 산업정보, 국내 화장품 시장 전망 및 리스크요인 분석, 하나금융경영연구소, 2010.
· 국가별 시장분석: 2016-2호, 미국: 스킨케어, 대한화장품산업연구원, 2016.
· Global Market Report 16: 미국 시장 핵심 소비계층 공략 방안, KOTRA, 2016.