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`Marketing Plan for Home Plus Co., Ltd.`
Table of Contents
Executive Summary
Company Description
Strategic Focus and Plan
Mission/Vision
Goal
Principles in Management
Situation Analysis
SWOT
Industry Analysis: Saturation in Korean Supermarket Business
Competitive Analysis
Company Analysis
Customer Analysis
Market-Product Focus
Marketing and Product Objectives
Target market
Points of Difference
Positioning
Marketing Program
Product Strategy
Price Strategy
Promotion Strategy
Place Strategy
Financial Data and Projection
Past Sales Revenue
Organization
Implementation Plan
1) Selling Unique Importing Goods
2) Being the center of community.
Evaluation and Control
Executive Summary
Due to the regulations from government, Super Supermarkets like Home Plus are going th…(생략)
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by E-Mart in Korea. The exploding growth of Home Plus could be derived from the growth of the whole business, but compared to total withdrawals of Wal-Mart and Carrefour from Korea, TESCO’s marketing strategy in the first stage, which is using Samsung’s brand name, is evaluated as quite successful.
Home Plus has 134 huge stores, about 300 small stores and 27,000 staffs in Korea. In 2012, Home Plus’ total revenue was 9.91 trillion won and its market share was about 32 percent in supermarket business.
Strategic focus and plan
In this section, aspects that influence the marketing plan, including (1) mission/vision, (2) goals and (3) principles in management of the corporate.
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Mission/Vision
The vision of Home Plus is being the world best value retailer that is most highly loved by customers for doing some good for the society and following the business code of conduct.
Goal
Home Plus has 36 values that can be basis for achieving goals that Home Plus has. With all of the
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