º»¹®/³»¿ë
_SLIDE_1_
GS25
Marketing
¸¶ÄÉÆÃ Àü·«.
_SLIDE_2_
Contents
1 l ÆíÀÇÁ¡ »ç¾÷ ºÐ¼®
2 l GS25 ¼Ò°³
3 l GS25 ¸¶ÄÉÆÃ Àü·«
4 l GS25 ÇöȲ ºÐ¼®
5 l PB Promotion Á¦¾È
6 l ¼ºñ½º °È Àü·« Á¦¾È
7 l ÇâÈÄ Àü·« ½ÇÇà Ç÷£ ¹× ¿¹»ê¾È
GS 25 Marketing Strategy
_SLIDE_3_
1 l ÆíÀÇÁ¡ »ç¾÷ºÐ¼®
GS 25 Marketing Strategy
_SLIDE_4_
ÇöÀç ÆíÀÇÁ¡»ç¾÷ ºÐ¼®
ÆíÀÇÁ¡ ½ÃÀå, ¿ÃÇØ »ç»ó ù 10Á¶ µ¹ÆÄ Àü¸Á
Çѱ¹ÆíÀÇÁ¡Çùȸ, `2xxx ÆíÀÇÁ¡ ¿î¿µµ¿Çâ` ºÐ¼®
Àü±¹ ÆíÀÇÁ¡ ÃÑ ¸ÅÃâ 10Á¶, ÃÑÁ¡Æ÷¼ö 1¸¸9700°³ ¿¹»ó
GS 25 Marketing Strategy
1 l ÆíÀÇÁ¡ »ç¾÷ ºÐ¼®
±×·¡ÇÁ¿¡
·¹ÀÌºí »èÁ¦Çϴ°Š¾î¶§¿ä ÈÄ´üÀÌ³× º¸±â
Èûµé¾î¿è
4
_SLIDE_5_
INTRODUCTION
GROWTH
MATURITY
DECLINE
SALES IN OR VOLUME
TIME
ÆíÀÇÁ¡ ½ÃÀåÀº ¼º¼÷±â¿¡¼ ´Ù½Ã ¼ºÀåÇϰí ÀÖ´Â 2Â÷ ¼ºÀå±â¿¡ ÀÖ´Ù!
GS 25 Marketing Strategy
1¡¦(»ý·«)
88.9
9.1
ÃßÀÌ
¡°¼öÀÍÀ» ³¾ ¼ö ÀÖ´Â °¡¸ÍÁ¡À» ´Ã¸°´Ù¡±
¼ö Â÷·ÊÀÇ »ó±ÇÁ¶»ç¿Í ÀÔÁöȸÀÇ
¡®ÆíÀÇÁ¡ ÀÔÁö Æò°¡¸ðµ¨ ÇÁ·Î±×·¥¡¯ ÅëÇÑ Åë°èÀû ºÐ¼®
°øÁ¤°Å·¡ À§¿øÈ¸ÀÇ Á¤º¸ °ø°³¼¿¡ µû¸£¸é
GS25´Â Á¡Æ÷´ç ¸ÅÃâÀÌ °æÀï»çº¸´Ù 8.7%~17.9% ³ôÀº °ÍÀ¸·Î ³ªÅ¸³²
GS 25 Marketing Strategy
3 l GS25 ¸¶ÄÉÆÃ Àü·«
12
_SLIDE_13_
GS 25 Marketing Strategy
3 l GS25 ¸¶ÄÉÆÃ Àü·«
13
¡°¾÷°è 2À§ÀÎ GS25°¡1À§ÀÎ Èѹ̸®¸¶Æ®º¸´Ù ÀÎÁöµµ°¡ ³ôÀº °ÍÀ¸·Î Á¶»çµÆ´Ù.
GS25 ÃøÀº Èѹ̸®¸¶Æ®¿Í GS25ÀÇ `ÀÔÁöÂ÷ÀÌ`°¡ ÀÎÁöµµÀÇ Â÷À̸¦ ³º¾Ò´Ù°í ¼³¸íÇß´Ù.
Áï ½Ã³» Á߽ɰ¡, ¹øÈ°¡ µî À¯µ¿Àα¸°¡ ¸¹Àº Àå¼Ò¿¡ GS25 ¸ÅÀåÀÌ
Èѹ̸®¸¶Æ®º¸´Ù ¸¹¾Æ ³ëÃâºóµµ°¡ »ó´ëÀûÀ¸·Î ³ô´Ù´Â ¾ê±â´Ù.¡±
_SLIDE_14_
»óǰ Á¾·ùº° ¸ÅÃâ ±¸¼ººñ ÃßÀÌ
ÆíÀÇÁ¡ ¸ÅÃâÀÇ
Å« ºÎºÐÀ» Â÷ÁöÇÏ´Â °¡°ø½Äǰ ºÐ¾ß¿¡
Á¦Ç°Â÷º°È¸¦ µÐ PB»óǰ °³¹ß
GS 25 Marketing Strategy
3 l GS25 ¸¶ÄÉÆÃ Àü·«
ÁÖ¿ä »óǰº° ¸ÅÃâ ±¸¼ººñ
14
_SLIDE_15_
°æÀï»ç Áß PB»óǰ ¸ÅÃâ ±¸¼ººñ°¡ °¡Àå ³ôÀ½
GS 25 Marketing Strategy
3 l GS25 ¸¶ÄÉÆÃ Àü·«
PBÅëÇÑ Á¦Ç° Â÷º°È¿¡ ¼º°ø
15
_SLIDE_16_
4 l GS25 ÇöȲ ºÐ¼®
GS 25 Marketing Strategy
_SLIDE_17_
Hanyang University Marketing Strategy Case Study
GS 25 Marketing Strategy
½ÃÀåÁ¡À¯À²
17
4 l GS25 ÇöȲ ºÐ¼® ½ÃÀå ³» ÁöÀ§ ºÐ¼®
_SLIDE_18_
¿¬µµ
¼¼ºìÀÏ·¹ºì
ÆÐ¹Ð¸®¸¶Æ®
GS25(°¡Á¤)
08
629,106,833,447
1,754,036,129,785
1,526,939,305,319
09
658,952,539,153
2,000,569,446,814