글로벌 마케팅 프로스펙스 워킹화 w 미국시장 마케팅전략(영문)

글로벌 마케팅 프로스펙스 워킹화 w 미국시장 마케팅전략(영문)

[글로벌 마케팅] 프로스펙스 워킹화 w 미국시장 마케팅전략(영문).doc

목차 1. Executive Summary 2. Situation Analysis 3. SWOT Analysis 4. Evaluation and Control Reference 본문 1. Executive Summary Currently, Pro specs is the Number 1 selling walking shoes in Korean shoes market, and this strategic marketing plan aims to explore the United States shoes market of Pro specs. So 'Pro-specs' is in introduction stage of the product life cycle in the United States shoes market. The purpose of this marketing plan is to increase the United States market share of Pro specs and develop a special foot health care service, which is suitable for the current situation in the United States shoes market. In terms of marketing goals and objectives, we are aim to raise customers awareness and loyalty to Pro specs. Besides, we are developing a foot health care service, because 75% of US people suffer from the foot health care. In terms of marketing strategies, we offer coupon strategy which aims to reduce or eliminate the hesitation that consumers feel when they are considering purchasing a new product. And we offer health care and donation strategy aims to pander to the Americans foot situation as mentioned. We also offer a strategy of Cooperated promotion with K-pop superstars because of the young generation. Finally we offer the Health Food and Drink Joint Promotion strategy. 참고문헌 1) Dokyun Kim, "Sports Marketing ", 2011, published by Oh-rae 2) 민계홍, "국내 스포츠 브랜드 시장에서의 브랜드 리포지셔닝(Repositioning)을 위한 마케팅 전략 연구", 2010, 성균관대학교 교육대학원 3) Korea Fashion Association, "히트 예감 러닝신발", 2011/02/14 4) Running USA, "Running Defies The Great Recession", Running USA s State of the Sport 2010 - Part II 5) Port Washington, NY, "NPD Reports on the Global Running Shoe Market Sales Softening But Not to Core Runners", May/4th/2010 6) Running USA s Annual Marathon Report, "2010 Marathon, Half-Marathon and State of the Sport Reports", March/28th/2010 7) 이경희 기자, "SM타운 뉴욕 심장부마저 강타 매디슨 스퀘어가든 뒤흔든 K팝", 『헤럴드 경제 뉴스』, 2011. 10. 25. Internet Resources http://www.fdra.org/AFA.html https://www.wewear.org/membership/become-a-member/ http://emarketingfreak.com/coupons-marketing-coupon-distribution-methods/ http://www.allkpop.com/ http://www.shoebrands.net/articles/Brand%20Name%20Shoes.html http://www.footwear.or.kr/ http://www.prospecs.com/eng/products/w.asp 키워드 마케팅, 마케팅전략, 미국시장, 글로벌, 프로스펙스