생활주방용품 Alessi 알레시 마케팅전략(영문)

생활주방용품 Alessi 알레시 마케팅전략(영문) 생활주방용품 Alessi 알레시 마케팅전략(영문).pptx 목차 Company History & Product Description Industry History Marketing Strategies-Product Marketing Strategies-Price Marketing Strategies-Place Marketing Strategies-Promotion 4C analysis-Company and Customer SWOT-S&W SWOT-O&T STP (Summary of the current MKT strategy) Current Problem & Solutions Recommending Marketing Strategy 1) Planning Phase - STP 2) Implementation & 3)Control Phases 본문 1. Prevalent displaying consuming Especially in Korea, People’s tendency buying things more to show off rather than to actually use them. 2. Desire for design Design becomes important enough to lead new market and convey the company’s mission as well. 3. Huge market share in Korea High time for Alessi to completely get the whole market share because not yet there is any noticeable competitor, especially in Korea, no competitor. 1. Emerging competitors IKEARecently expanded business from furniture to kitchen ware. Already well-known in Korea as the furniture company. Georg Jensen Similar positioning as luxury kitchen ware. Big threat because it is more well known than Alessi in Europe. Other luxury items Prestigious and expensive luxury items market like luxury bags and accesory is growing fast. 2. Blurred identity Launching a new brand targeting lower class weekeningAlessi’s identity as a premium brand 3. Not centralized online stores Online shops are expanding huge market to sell products. However, Online shops of Alessi are scattered around and are not controlled by Alessi. Even though there are many online shops, with not arranged by Alessi, Alessi will not occupy much online market share. Segment market according to : Gender Income Social Class Life style Personality Loyalty Media & Shopping habits Overall Female Interest on design and stylish life style Willing to pay for displaying products Strong loyalty Buy things to show the source of pride Separately Upper social class Enough income to pay expensive house decorating Recently targeted market Lower social class Pay affordable cost for stylish life High price Experi-mental or new design Target the upper social class Affordable price Democ-ratic design Target the middle -income class <Process for setting skimming price> 1. Pricing constraints for Alessi: - Stage in PLC: Introduction -> How to position Alessi with price - Competitor’s price: Competitors; Premium kitchenware brands including main one, George Jenson price products extremely high Type of competitive market: Almost Monopoly (∵ no kitchenware has high-end design of prestigious designers like Alessi’s) 2. Pricing Objectives As Alessi is in entering stage in Korean market, the most crucial objective is Market Share. It needs to take price that can help its positioning as brand for high-class.&nbsp; 3. Estimating Demand and Revenue -Demand: Potential demand seems to be high considering the trend that cares about design and admires stylish and luxurious life. -Revenue: Because of mass-customization marginal revenue is high &nbsp;4. Determining Cost, Volume, and Profit relationships Its production cost is relatively low and in starting stage can not expect large volume of sales. Cost for promotion and place is expected to be high at first time.&nbsp; 5. Setting Price It is recommended for Alessi to keep Skim pricing strategy since it satisfies many of favorable conditions for skim pricing. 본문내용 e range of premium houseware. Designed through collaboration with world’s best designers like Philippe Starck, Alessi products are famous for the finest contemporary design in different product types, styles, and price levels. Alessi products are considered to be somewhere between art piece and a kitchen utensil. The innovative design of products was Alessi’s main competiveness that made the compa