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[무역경영]라네즈 기업사례분석

등록일 2003.05.19 파워포인트파일MS 파워포인트 (ppt) | 37페이지 | 가격 500원

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목차

I.   ABOUT LANEIGE

II.  LANEIGE STRATEGY
  - External Environment Analysis
  - Internal Environment Analysis
  - SWOT
  - 4P Strategy

Ⅲ. STRATEGY of Lolita Lempicka in France

Ⅶ. Conclusion

본문내용

Ⅰ. Product Strategy
To conquest Niche market they used new fashion designer‘s brand to improve the perfume's image.
due to the excellent product planning they made a success in global product development


Ⅱ. Localization Strategy
the marketing director is processing the production development, design, marketing independently
Co. Pacific minimized the contingent at the headquarter, made the absolute autonomy of PLL
"out of Amore"

Ⅲ. Elaborate and organized Marketing Strategy
About 500 stores were chosen from the "club of excellence" to maintain the recognition of high ranked perfume.
by employing a professional manager they can reach not only France market, but also Europe and America.

Ⅳ. Promotion Strategy
Active PR strategy and advertised in highly demand season.
Other Niche design brands, they selected promotion and samples(which is called "Ice berg Investment") rather than mass media advertisement.

참고 자료

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