article
http://www.hankyung.com/news/app/newsview.php?aid=2008041847041
Summary
In the article, Walt Disney has been running well again since Robert A. lger became a new CEO of Walt Disney. The management strategy of Robert A. lger, “Differentiation and creation” was the key for the success. Walt Disney moved the marketing target class from kids to teenagers. The TV drama was so successful that they made few more shows like musical and concert based on that drama. Furthermore, they moved their marketing target class to adult again. The ability which they make various different kinds of products based on one original product is one of their strong point, too. The management style of Robert A. gler, which he hold ‘creative thinking and combination’ in great account was one of the element to lead the Walt Disney success.
Opinion
I have been thinking about Walt Disney’s management strategy after we study about Euro Disney in class. I got big impression from the way Walt Disney produces many products from getting the idea of one original product. Most well known thing is Character of Mickey and Mini. They reflected it to many products like clothes, notes, CD player and Disney land. Now Walt Disney developed a competitive advantage through their merchandise because of their brand image, too. Positioning their product using a clear, distinctive brand image and constantly reinforcing that image through their merchandise is an important method for efficient marketing.
20700011 entry-7
Friday, April 18, 2008
Busan-Jinhae FEZ Attracts $188 Mil. Plant
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Summary
Kim Moon-hee, commissioner of the Busan-Jinhae Free Economic Zone Authority(BJFEZA), signed a MOU(memorandum of understanding) with the CEO of Tae Kwang(TK) Corporation on founding a pipe plant by the second half of 2009. Its establishment is projected to make some 450 jobs for 188 billion won ($188 million) plant.
Moreover, Otofuji, a Japanese industrial machinery firm, joins this foundation with a 30 billlion won. The BJFEZA stated it is very satisfied with the contract because of an ideal case including FDI and it continues to give an advantage when some company attracts a foreign firm. Through this signing, more than 90 percent of Hwajeon district is occupied.
The BJFEZA is also trying to develop an additional site to meet investors’ wants and secure more space for the zone. It is the second South Korean FEZ ,seated on 105 square kilometers, and has induced a total of $4.8 billion in investment and aims to entice $200 million this year.
Opinion
South Korean FEZ appointment was made before about 5 years. There are three FEZ in Korea, Incheon, Busan-Jinhae, and Gwangyang and the invested scale is estimated about 35trillion won($350 billion). How huge the amount is! However, why did the FEZ fail? I will explain especially in BJFEZ.
The BJFEZ has a good geographic condition near Pusan Newport accommodates a lot of shipment. So the BJFEZA should induce the domestic and foreign excellent firms to establish the factory as well as a financial firm. The Korean government has to reduce the tax rate including other advantages. I think its aim will be the BJFEZ is in Korea but not likely in Korea. As a district distribution, they must define industrial, financial, and tour area surely. Even though I know this process can be get briefly and that is true, the Korean government and the BJFEZA will steadily try to induce and attract FDI(Foreign Direct Investment).
#20300576 - Entry 6
Summary
Kim Moon-hee, commissioner of the Busan-Jinhae Free Economic Zone Authority(BJFEZA), signed a MOU(memorandum of understanding) with the CEO of Tae Kwang(TK) Corporation on founding a pipe plant by the second half of 2009. Its establishment is projected to make some 450 jobs for 188 billion won ($188 million) plant.
Moreover, Otofuji, a Japanese industrial machinery firm, joins this foundation with a 30 billlion won. The BJFEZA stated it is very satisfied with the contract because of an ideal case including FDI and it continues to give an advantage when some company attracts a foreign firm. Through this signing, more than 90 percent of Hwajeon district is occupied.
The BJFEZA is also trying to develop an additional site to meet investors’ wants and secure more space for the zone. It is the second South Korean FEZ ,seated on 105 square kilometers, and has induced a total of $4.8 billion in investment and aims to entice $200 million this year.
Opinion
South Korean FEZ appointment was made before about 5 years. There are three FEZ in Korea, Incheon, Busan-Jinhae, and Gwangyang and the invested scale is estimated about 35trillion won($350 billion). How huge the amount is! However, why did the FEZ fail? I will explain especially in BJFEZ.
The BJFEZ has a good geographic condition near Pusan Newport accommodates a lot of shipment. So the BJFEZA should induce the domestic and foreign excellent firms to establish the factory as well as a financial firm. The Korean government has to reduce the tax rate including other advantages. I think its aim will be the BJFEZ is in Korea but not likely in Korea. As a district distribution, they must define industrial, financial, and tour area surely. Even though I know this process can be get briefly and that is true, the Korean government and the BJFEZA will steadily try to induce and attract FDI(Foreign Direct Investment).
#20300576 - Entry 6
Marketing toward a bigger MARKET
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The most rapidly growing market is China. A great number of Chinese are becoming luxury good consumers, but mainland luxury boutique aren't the ones selling to these people. This great numbe of Chinese people are traveling abroad and purchasing expensive goods, such as places in Hong Kong, Europe and Japan. It is proven that Chinese people spend one third of their budget in shopping, which can be said that it is more than what the Japanese are using in their trips. "Shopping Tour" is not only popular among Chinese, but also Russians and Indians. These wealthy people are purchasing items in other places where it is offered more cheaply than their home. For example, luxury products that are high priced in China aren't selling too well while the same product in Hong Kong which is cheaper are selling very well. This is part of the marketing strategy, which is working quite well.
Opinion
I believe it a good marketing strategy these famous and popular companies are using. Although the product in China and Japan is the same product, the price differs because of the fees they had from importing, exporting, taxes and retailing fee. Some places cannot provide a cheaper price but a higher price compared to what it can be offered in the country where the product was made. Many people tend to compare the prices available in their homeland and other countries abroad, and purchase them when they are traveling if it is available more cheaply.
Quick companies saw the trend of tourism and travel, and thought about a marketing strategy, where people can purchase more easily and a little carelessness because of the small price difference. I think it works especially in China, because the amount of wealthy Chinese people are growing and tend to travel. They are consumers that want to catch up with the developed countries such as Europe and Japan. The products popular in these developed countries are what Chinese people want. And because they find it cheaper in these developed countries, they purchase without deep concern.
I can say that this strategy is also well thought because their target is TRAVELERS. Sales go up because the most thing the travelers are holding is CASH. Since they have the money, they will spend it, especially things that can be offered in a lower price.
I believe that tourism will grow, especially in China. Because China is a big market, many product manufacturing company can boost their sales if they do their marketing well dealing with travels.
Entry #7 - 20600770
The most rapidly growing market is China. A great number of Chinese are becoming luxury good consumers, but mainland luxury boutique aren't the ones selling to these people. This great numbe of Chinese people are traveling abroad and purchasing expensive goods, such as places in Hong Kong, Europe and Japan. It is proven that Chinese people spend one third of their budget in shopping, which can be said that it is more than what the Japanese are using in their trips. "Shopping Tour" is not only popular among Chinese, but also Russians and Indians. These wealthy people are purchasing items in other places where it is offered more cheaply than their home. For example, luxury products that are high priced in China aren't selling too well while the same product in Hong Kong which is cheaper are selling very well. This is part of the marketing strategy, which is working quite well.
Opinion
I believe it a good marketing strategy these famous and popular companies are using. Although the product in China and Japan is the same product, the price differs because of the fees they had from importing, exporting, taxes and retailing fee. Some places cannot provide a cheaper price but a higher price compared to what it can be offered in the country where the product was made. Many people tend to compare the prices available in their homeland and other countries abroad, and purchase them when they are traveling if it is available more cheaply.
Quick companies saw the trend of tourism and travel, and thought about a marketing strategy, where people can purchase more easily and a little carelessness because of the small price difference. I think it works especially in China, because the amount of wealthy Chinese people are growing and tend to travel. They are consumers that want to catch up with the developed countries such as Europe and Japan. The products popular in these developed countries are what Chinese people want. And because they find it cheaper in these developed countries, they purchase without deep concern.
I can say that this strategy is also well thought because their target is TRAVELERS. Sales go up because the most thing the travelers are holding is CASH. Since they have the money, they will spend it, especially things that can be offered in a lower price.
I believe that tourism will grow, especially in China. Because China is a big market, many product manufacturing company can boost their sales if they do their marketing well dealing with travels.
Entry #7 - 20600770
A Home shopping big win brand –‘Luna ‘
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Summary
Luna records sold out in Home shopping during 55 minutes. And it continued a series of three sales and the total sales are about 400억. It is amazing records and it just during 16 months. Life cycle of Home shopping is shorter than other market, especially it is hard to continue over one year because cosmetic market is constantly changed. But Luna succeeds.
There are some factors which lead to succeed. The first is the creature of the Blue-ocean. It manages from project to production. The second is the 1st make-up artist ‘Jo sung-Ah’. It stresses that it is a professional cosmetic brand. Main concept of season 1 was ‘young-face’, season 2 was ‘small-face’ and season 3 is ‘Bonny Make-up.’ All that three concepts reflects trend.
Luna maintains brand power, one of the most popular Home shopping cosmetic brands, among opinion leaders who lead trend. And other competitors are entering Home shopping competitions.
Opinion
Luna is one of my favorite cosmetic brands. When I saw the ads first, there were many stars that were using Luna and it appeal to me. It was flesh because it’s unfamiliar that MA brand at that time. MA brand means that Made by makeup artist brand. There are many MA brands but its start is Luna in Korea. It’s popularity is great not only on-line but also off-line.
I think that there are some advantages. It has know-how, which make up artists have been experienced, and it gives customer belief. It improves the disadvantages and enables customers to be attractive face make-up because anyone can follow the make-up know-how easily. The other factor is the price competitiveness. Actually, I’m using Luna for 1 month. Its cost is low, but its quality is high. And reasonable cost appeals to me and it is enough to draw other consumers’ mind.
I think it is successful business depends on satisfied customer and that’s why successful marketing. Its targets are women who have job and economic power to purchase and they are willing to invest for themselves. The bigger gold-miss increases, the more market which targets them are expands. Quality is the most important factor in cosmetic market, and Luna has both price competitiveness and quality. The other successful factor of Luna is ability to catch the trend. In recently, the main concept of the third season is ‘Bonny make-up. Bonny means that lovely, plump and healthy. It’s my favorite concept of 3 main concepts. And just power of ‘first MA brand’ is strong advantage actually.
As a customer of Luna, I suggest that it should research consumer’s tastes constantly and listen to complains about construct of package, some inferior goods to maintain opinion leaders’ support and strengthen brand power.
#20300194 Entry- 7
Summary
Luna records sold out in Home shopping during 55 minutes. And it continued a series of three sales and the total sales are about 400억. It is amazing records and it just during 16 months. Life cycle of Home shopping is shorter than other market, especially it is hard to continue over one year because cosmetic market is constantly changed. But Luna succeeds.
There are some factors which lead to succeed. The first is the creature of the Blue-ocean. It manages from project to production. The second is the 1st make-up artist ‘Jo sung-Ah’. It stresses that it is a professional cosmetic brand. Main concept of season 1 was ‘young-face’, season 2 was ‘small-face’ and season 3 is ‘Bonny Make-up.’ All that three concepts reflects trend.
Luna maintains brand power, one of the most popular Home shopping cosmetic brands, among opinion leaders who lead trend. And other competitors are entering Home shopping competitions.
Opinion
Luna is one of my favorite cosmetic brands. When I saw the ads first, there were many stars that were using Luna and it appeal to me. It was flesh because it’s unfamiliar that MA brand at that time. MA brand means that Made by makeup artist brand. There are many MA brands but its start is Luna in Korea. It’s popularity is great not only on-line but also off-line.
I think that there are some advantages. It has know-how, which make up artists have been experienced, and it gives customer belief. It improves the disadvantages and enables customers to be attractive face make-up because anyone can follow the make-up know-how easily. The other factor is the price competitiveness. Actually, I’m using Luna for 1 month. Its cost is low, but its quality is high. And reasonable cost appeals to me and it is enough to draw other consumers’ mind.
I think it is successful business depends on satisfied customer and that’s why successful marketing. Its targets are women who have job and economic power to purchase and they are willing to invest for themselves. The bigger gold-miss increases, the more market which targets them are expands. Quality is the most important factor in cosmetic market, and Luna has both price competitiveness and quality. The other successful factor of Luna is ability to catch the trend. In recently, the main concept of the third season is ‘Bonny make-up. Bonny means that lovely, plump and healthy. It’s my favorite concept of 3 main concepts. And just power of ‘first MA brand’ is strong advantage actually.
As a customer of Luna, I suggest that it should research consumer’s tastes constantly and listen to complains about construct of package, some inferior goods to maintain opinion leaders’ support and strengthen brand power.
#20300194 Entry- 7
Thursday, April 17, 2008
Arumchan Kimchi Enjoying High Popularity
기사보기
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The National Agricultural Cooperative Federation (NACF), also known as Nonyhyup, has sold Arumchan Kimchi since the second half of 2002 and it has gainded strong popularity among housewives.
The sharp rise in sales reflects the effect of the growing brand power of Arumchan. Its 11 plants produce kimchi and sell them under the joint brand name of Arumchan.
The joint brand strategy has proven successful so far. On top of brand power, the recipe for the success of the kimchi is the use of homegrown materials and a tough quality control system. It uses high-quality peppers, seasonings and cabbages under a standardized process.
NACF also put a greater focus on strengthening its marketing through its outlets nationwide and the Internet (www.arumchan.com). Customers also can get the kimchi at shopping.nonghyup.com. It also plans to expand exports to Japan, New Zealand and other countries via online sales.
Opinion
Kimchi is the most familiar food in korea culture. Most of koreans eat kimchi every meal. For this reason, there are many competitors in this market. Among these competitors, Arumchan Kimchi has been doing well by executing their unique strategies.
One strategy they do is to have special recipe for the kimchi. They use homegrown materials and a tough quality control system; also they use high-quality peppers, seasonings and cabbages under a standardized process. This is the capacity that can lead the company excess other competitors. Having a competitive superior position is critic to maintain the top in the market.
Another strategy is to strengthen its marketing through its outlets nationwide and the Internet (www.arumchan.com). Customers also can get the kimchi at shopping.nonghyup.com. Expanded channel can be the most useful way to increase customers particularly in this day and age. Lots of people have found that buying through the internet web-site is easy and fast. Also, by using the web-site, the company can collect customer's information. This can help the company respont to customer's need exactly and accurately.
Student ID # 20500018
Entry # 7
Summary
.jpg)
The National Agricultural Cooperative Federation (NACF), also known as Nonyhyup, has sold Arumchan Kimchi since the second half of 2002 and it has gainded strong popularity among housewives.The sharp rise in sales reflects the effect of the growing brand power of Arumchan. Its 11 plants produce kimchi and sell them under the joint brand name of Arumchan.
The joint brand strategy has proven successful so far. On top of brand power, the recipe for the success of the kimchi is the use of homegrown materials and a tough quality control system. It uses high-quality peppers, seasonings and cabbages under a standardized process.
NACF also put a greater focus on strengthening its marketing through its outlets nationwide and the Internet (www.arumchan.com). Customers also can get the kimchi at shopping.nonghyup.com. It also plans to expand exports to Japan, New Zealand and other countries via online sales.
Opinion
Kimchi is the most familiar food in korea culture. Most of koreans eat kimchi every meal. For this reason, there are many competitors in this market. Among these competitors, Arumchan Kimchi has been doing well by executing their unique strategies.
One strategy they do is to have special recipe for the kimchi. They use homegrown materials and a tough quality control system; also they use high-quality peppers, seasonings and cabbages under a standardized process. This is the capacity that can lead the company excess other competitors. Having a competitive superior position is critic to maintain the top in the market.
Another strategy is to strengthen its marketing through its outlets nationwide and the Internet (www.arumchan.com). Customers also can get the kimchi at shopping.nonghyup.com. Expanded channel can be the most useful way to increase customers particularly in this day and age. Lots of people have found that buying through the internet web-site is easy and fast. Also, by using the web-site, the company can collect customer's information. This can help the company respont to customer's need exactly and accurately.
Student ID # 20500018
Entry # 7
Wednesday, April 16, 2008
Shinsagae & Chealsea Outlet Posts Little Profit
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Summary
The first American-style fashion outlet that opened last year in Yeoju, southeast of Seoul, reported a mediocre performance in its first seven months.
Shinsegae & Chelsea had only 430 million won in net profit between June and December 2007, according to the Korean firm's audit report. The profit came from 11.9 billion won in commission from tenants. It is an unexciting financial performance for the ``premium'' fashion mall, which opened last June with big fanfare from locals and the company. The mall operator said that its business is actually more profitable than the numbers suggest because net profit is leftover from royalties paid to its parent firms, Shinsegae & Chelsea, respectively and they had set a sales target for the mall between 160 billion and 200 billion won for the first 12 months. It seems that we will be able to achieve that goal.
The mall has received attention from Korean shoppers, especially those who have complained about the relatively high prices of foreign luxury brands in Korea. In its early days, the mall was notorious for long queues, crowded stores and a lack of resting places. The situation has improved in general over the next few months as the number of visitors decreased during winter.
My Opinion
While I was reading over this article, I was looking for more about such interesting article like Shinsegae-Chelsea Outlet. When the Shinsegae shopping mall has been out to public last year, I have took a close attention to it.
First of all, Shinsegae-Chelsea Outlet mall insisted the image of American boutique style at first in Korea as their marketing strategy. Due to great interest in boutiques those of new generation in Korea, this sort of strategy fits appropriately in this situation. They also specifically targeted the main spot of Kang-Nam customers. As a result, they have reached the goal which they have targeted in major Seocho and Kang-Nam area in Seoul more than 50% visited customers and out of them are VIP Passport customers (membership only if you purchase more than 1 million-won). However, it was the way lower net profit rate compared to other competitive markets even though they have made more than thousand billion won sales. This had caused by very low lease commission.
It’s not only facing the problem with setting up lower fixing rate, but their purpose to achieve as boutique outlet mall with lower negotiation strongly affected by low lease commission. In addition, currently Shinsegae-Chelsea Outlet has been criticized by those customers. Above all, they are only categorized maximum ten brands also facing with operating problems such as difficulties in refund and goods in exchange. Although they have succeeded in attracting many customers, vice versa, much same problems also have identified.
Concerning with location for customers and close attention for boutique outlet marketing strategy had been successful. However, providing false information to customers is wrong. In addition, true marketing success comes from certain infrastructure of business strategy environment. If there are trivial defects in operation even though they use amazing marketing strategy, creating profit purpose has to be main concern for business.
#20400251 Entry #7
Summary
The first American-style fashion outlet that opened last year in Yeoju, southeast of Seoul, reported a mediocre performance in its first seven months.
Shinsegae & Chelsea had only 430 million won in net profit between June and December 2007, according to the Korean firm's audit report. The profit came from 11.9 billion won in commission from tenants. It is an unexciting financial performance for the ``premium'' fashion mall, which opened last June with big fanfare from locals and the company. The mall operator said that its business is actually more profitable than the numbers suggest because net profit is leftover from royalties paid to its parent firms, Shinsegae & Chelsea, respectively and they had set a sales target for the mall between 160 billion and 200 billion won for the first 12 months. It seems that we will be able to achieve that goal.
The mall has received attention from Korean shoppers, especially those who have complained about the relatively high prices of foreign luxury brands in Korea. In its early days, the mall was notorious for long queues, crowded stores and a lack of resting places. The situation has improved in general over the next few months as the number of visitors decreased during winter.
My Opinion
While I was reading over this article, I was looking for more about such interesting article like Shinsegae-Chelsea Outlet. When the Shinsegae shopping mall has been out to public last year, I have took a close attention to it.
First of all, Shinsegae-Chelsea Outlet mall insisted the image of American boutique style at first in Korea as their marketing strategy. Due to great interest in boutiques those of new generation in Korea, this sort of strategy fits appropriately in this situation. They also specifically targeted the main spot of Kang-Nam customers. As a result, they have reached the goal which they have targeted in major Seocho and Kang-Nam area in Seoul more than 50% visited customers and out of them are VIP Passport customers (membership only if you purchase more than 1 million-won). However, it was the way lower net profit rate compared to other competitive markets even though they have made more than thousand billion won sales. This had caused by very low lease commission.
It’s not only facing the problem with setting up lower fixing rate, but their purpose to achieve as boutique outlet mall with lower negotiation strongly affected by low lease commission. In addition, currently Shinsegae-Chelsea Outlet has been criticized by those customers. Above all, they are only categorized maximum ten brands also facing with operating problems such as difficulties in refund and goods in exchange. Although they have succeeded in attracting many customers, vice versa, much same problems also have identified.
Concerning with location for customers and close attention for boutique outlet marketing strategy had been successful. However, providing false information to customers is wrong. In addition, true marketing success comes from certain infrastructure of business strategy environment. If there are trivial defects in operation even though they use amazing marketing strategy, creating profit purpose has to be main concern for business.
#20400251 Entry #7
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