크리스피크림 마케팅사례분석및 크리스피크림 새로운 마케팅전략제안 보고서

1. Executive Summary(목차)

1. Executive Summary

2. Cooperate Connection
1)relationships to other plan
①Integration
②Strategic alliances
③Customer relationship management (CRM)
2) Marketing related plans
①Advertising and promotion
3) Cooperate direction
①Corporate philosophy

3. Positioning Statement
1) 현재의 입지 및 목표
2) 타 경쟁사와의 비교
3) SWOT

4. Environmental Analysis & Forecasting
1) Analysis of major environmental factors
① EXTERNAL
② INTERNAL
2) Competitive analysis
3) Market trends
①Visitor trends
②Competitive trends
③ Related industry trends
4) Market potential
5) Marketing research
6) Desired action

5. Segmentation & Targeting
1) Segmentation
①About Segmentation
2) Targeting
① 주중
② 주말
3) Research materials
① 대학생
② 교인들

6. Action Plans - ①
1) Sales strategies
① Prevent erosion of key account
② Grow key accounts
③ Grow selected marginal accounts
④ Eliminate selected marginal accounts
⑤ R…