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[사례연구] American Greetings

저작시기 2007.03 |등록일 2008.03.05 파워포인트파일MS 파워포인트 (ppt) | 19페이지 | 가격 2,200원

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American Greetings - 사례 연구 자료 입니다.
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목차

American Greetings company
Situation Analysis
5 Forces Model _Card manufacturing Industry
SWOT Analysis
Objectives
Strategic 4P - Product
Strategic 4P – promotion & Place
Segmentation & Targeting
Positioning
Corporate Strategy
AG’s CSFs
American Greetings Faces New Challenges in 1990
American Greetings Faces New Challenges in 1990

본문내용

*Segmentation & Targeting

Marketing program 재수립: 제품차별화 가치 제공

*Creating New Theme

stimulating awareness of occasion

Ex> grouped various products: card, giftwrap etc.


Demographic factor: working woman, aged people
Social factor: Pet lover, couples
Technological factor: Internet, cell phone etc.
Cultural factor: Health, environment, animal, children etc.

Pursuing interest: convenient, alternative, everyday

Behavior characteristic: convenient, swift, flexible, active
Psychology characteristic: 가족애에 대한 향수, 다차원의 friendships, oneness, social tie etc.
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