목차
1.Introduction
2.Environmental
analysis
1)Industrial analysis
A. The characteristics of
industry
B.PEST.
C.Industrial Structure Analysis by 5
Force
2)Competitor Analysis -Eol-zzang-mom-zzang
3)Customer
analysis (who comes to shop)
3.Deduct strategies
1)SWOT of the
competitor – Eolzzang Momzzang(The most beautiful, the most
healthiest)
2)Cross-SWOT of the competitor
3)Deduct
strategy
4)Strategy aims and deduct the steps
5) Implementation of
detailed tactics
<Reference>
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iii.Potential
Entrants (Threat of new entrants - high)
This industry doesn’t require high
initial investments and startup (fixed) costs. This is not an industry which
aims to achieve economy of scales as minimum size requirements for profitable
operations are not high. The maintenance costs are also low. Moreover,
distribution channels are not controlled by existing players as there are many
companies who serve products to skin caring services shops. In the respect of
technical factors, there are some schools to train professionals for skin caring
these days. Accordingly, it seems that important resources are open and not
scarce. However, in this industry, customers have comparatively high brand
loyalty though it requires low no switching costs for customers. Recently,
government tries to legislate a law to give subsidy to this industry. In
conclusion, we can say that threat of new entrants is comparatively
high.
iv.Substitutes (Threat of Substitute - high)
In this industry,
Brand loyalty of customers is considerably high as people don’t change their
cosmetics or skin caring shops frequently. As we mentioned above, switching
costs for customers are low or zero. The relative price for cosmetics is low
compare to skin caring service. In conclusion, this industry is highly
competitive. Shops in this industry generally serve indifferent services.
Therefore, we need to build brand loyalty more and try to satisfy customers with
newly invented differentiated services.
2)Competitor Analysis
-Eol-zzang-mom-zzang
A.Abstract
Slogan : we would be our first step on
the way to fresh & healthy skin.
It provides all male & female
customers with the precise information as well as knowledge on skin
By
utilizing World-wide famous cosmetic brand “Dermalogica” and “Dermaesthetics”
and lots of kind of machinery, including high-frequency machinery, it offers
customers high-quality skin care, body care at a relatively higher price.
-In 2010, they won the Korean Franchise competition.
- nominated as good
franchise company by SMBA (Small & Medium Business Agency)
-Sales : \
4,307,000,000 Net profit : \ 152,000,000
 
i.Product &
Price
Premium Care– \ 90,000 ~ 110,000
Special Face
Care– \ 40,000 ~ 80,000
Basic Care– \ 30,000 ~ 110,000
(Depend on Parts)
-For Women :
-For Men : Man Organic Care Program
–
-facial care- \ 75,000,
-White Care -\ 65,000,
-
Pimple Care - \ 60,000
This is considered as relatively Premium Price
ii.Place
-They have at least approximately
본문내용
ven
though beauty was pursued by only women in the past, men’s interest in beauty is
also growing nowadays. There are mainly three reasons.
Firstly, while people
in the past thought that appearance management was only for women, people in the
present think that it is also important for men to have good relationship with
others in the society. Therefore, men become to recognize the importance of
it |
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