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http://dx.doi.org/10.17662/ksdim.2022.18.1.151

A Case Study on Dynamic STP strategy of The Interior Brand, LX Hausys  

Lee, Jaejin (인하대학교 산업경영학과)
Lee, SungJun (한국외국어대학교 스칸디나비아학과)
Publication Information
Journal of Korea Society of Digital Industry and Information Management / v.18, no.1, 2022 , pp. 151-162 More about this Journal
Abstract
LX Hausys, a leading manufacturer of building materials in South Korea is engaging in the interior business where it is critical to balance between the needs of end-users (B2C) and the needs of corporate consumers (B2B) in an effective manner. Therefore, it is utmost important for the company to ensure that customer communication takes place in two directions based on correct market segmentation strategies, which in turn require a deep understanding of current as well as potential consumers. To accomplish this, LX Hausys conducted both quantitative and qualitative studies to establish a market segmentation strategy which is genuinely different from "general" consumer goods market segmentation strategies. As a result, especially since 2018, its brand (LX Z:IN) began to move up to 1st or 2nd place in a variety of brand rankings. This paper aims to look closely into various characteristic aspects of LXH's market segmentation strategy, and also shows how it is implemented in the real world.
Keywords
Segmentation Strategies; Consumer Goods; Industrial Goods; Interior Brand;
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Times Cited By KSCI : 1  (Citation Analysis)
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