본문/내용
모나미볼펜 마케팅전략
`Content`
1. Macro-environment
2. Market Analysis
3. 3C Analysis
company
competitor
customer
4. SWOT Analysis
5. KSF(Key Success Factors)
6. Marketing Goal
7. STP Analysis
1) B2B
2) B2C
8. Marketing Mix (4P)
1) Product
2) Price
3) Place
4) Promotion
Monami153 - The nation`s ballpoint pen !
- May 1, 1963 Created for the first time
- 48 years of longevity products
- 15 of 153 = 15 won , 15 won the first price
- The third product of Monami
- Monami means a friend of mine in French
- Since its launch more than 3.5 billion sales
1. Macro-environment
P - ① Large companies can not enter into stationary
② Stationery is suitable for small and medium enterprises in the business by Growth Committee with Working Group
E - ① Up to 25% or more increase in stationery
S - ① A generalization of the computer and the digitization of society
T - ① Domestic its own technology, J…
young entrepreneur
- ‘office culture creator’
Resources - Ansan Factory (1 day nationwide delivery system)
- Has a large distribution center
- China, Poland, Thailand, the United States, and overseas
competitor : Currently - MUNHWA, DONG-A, BARUNSON, MorningGlory, Other foreign brands
Potential - The digitization of society → Stationery of the poor
Foreign global companies → M&A→Increased domestic stationery market
customer : Changes in the fixed image of Monami
Values are cheaper to buy, but give the perception that quality is good → Improve the problems of a ballpoint pen
4. SWOT Analysis
Inner Environment : S : [B2B] Core technology, Problem Funds Resolution