프로스펙스w 마케팅분석(영문)

프로스펙스w 마케팅분석(영문) 프로스펙스w 마케팅분석(영문).pptx 목차 1.Intro 2.Analysis 3.SWOT 4.STP 4.4P 5.To be. 본문 2. History of PROSPECS 1)1980’s : Birth and First Crisis <<Birth>> [1981] -Develop PROSPECS brand -Then Prospect was chosen the superior six sports shoes in the United States and was awarded a 5-star rating from Runners World(A famous sports magazine). <<First Crisis>> [1985] -President Chun disbanded an international group (International Commercial) that is the company created PROSPECS. Market share of internal brands decrease and market share of abroad brands increases. 2)1990’s:Resurgence and Second Crisis <<Resurgence>> [1992] -Start producing popular tennis shoes “Grand slam”. -One of support group of 1992 Barcelona Olympics. <<Second Crisis>> [1997] -The Asian economic crisis make Hanil Synthetic Fiber undergo bankruptcy. -Prospect get out from Hanil and was taken over by LS Network. 3)2000’s~Now : Prosperity of PROSPECS -After second crisis, PROSPECS was successful in recovering. -Create brand “W”. -Has been awarded design prize, popularity prize, advertising prize and many other sector. 1. Analysis of the External Environment Despite economic depression, domestic walking shoes market is expanding Competition among sports brands and market occupation of multinational brands -The production base of all companies in Southeast Asia and China 2. Analysis of the Internal Environment -LS group took over the prospects :talented persons and strong funding -Weak marketing competitiveness :marketing is more important than quality of the products 3. Analysis of the Customer Environment -Increase interests about walking :rising interests about diet and health management -Changing target of functionalized shoes :target is extended to 2030 Scientific and professional- product development The affordable price of the product Focusing on the domestic market Improving the Brand image through the refreshing sub- brand Lack of capital to compete with the global brand Unstable management right Persisting “well-being” phenomenon Recognition that “PROSPECS is traditional brand” Matchless position in walking shoes market Teenager’s preference of foreign brand Massiveadvertising and high technology of global corporations The huge influx of foreign capital A prejudice that “PROSPECS is out of style” 본문내용 s STP SWOT 4P 1. What is PROSPECS A sports brand of LS Network company PAGE:3 Principles of Marketing To be. Intro Analysis 4P 1)1980’s : Birth and First Crisis <<Birth>> [1981] -Develop PROSPECS brand -Then Prospect was chosen the superior six sports shoes in the United States and was awarded a 5-star rating from Runners World(A famous sports magazine). <<First Crisis>> [1985] -President Ch