목차
1.Situation Analysis
2.SWOT Analysis
3.STP
4.Concept
5.Objectives &
6.Strategies
본문
Target analysis
Family is important to 30s40s
Growth of purchasing foreign car in 30s
In last 5years, the rate ofpurchase in 30s40S has been increased.
2) They feel the greatest importance of family among all generations.
-They look for family value and finding meaning of life
Family life is more matter than success of work to me
the average: 43.2 %30s answer:52.25
3) Important children to 30s40s
-Most women give birth in their 30s
-Children is the most important factor for happiness of men in 30s40s
4) Prefer substance and quality of life to luxurious and material
ex) They think house as object of experience, not as possession.
본문내용
bjectives &
Strategies
Situation Analysis
Premium ?
Consumers’ Surplus Value
Consumer
Company
Analysis of Environment
premium
Basic
value
Basic
Value
=
Non-premium
Product & Service
payment
Premium
PREMIUM in the automobile market
The number and MS of imported car is steadily increasing
< Change of sales of imported car & change of the MS>
* Sales :
The number of sales of imported car
* Mar |
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