• Journal of Korea Trade
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• v.23 no.3
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• pp.105-117
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• 2019

Purpose - Underdog positioning is often used to evoke a positive attitude when interacting with consumers. However, little research has been conducted on the market competition structure and innovation contexts in which underdog positioning produces the most impact. This research aims to investigate unexplored boundary conditions of underdog positioning and addresses two issues: market structures (oligopoly vs monopolistic competition) and perceived firm innovativeness (PFI). Design/methodology - Two one-way ANOVA designs (market structures: monopolistic competitions vs. oligopoly; perceived frim innovativeness: strong vs. weak) were randomly assigned to 297 graduate and undergraduate students (52 % female) majoring in business. Study 1 examined the effect of underdog positioning on consumer attitudes in the different market structures. Study 2 investigated the relationship between underdog effect and consumer attitudes through viewing conditions that varied in PFI. Findings - Drawing on the results of the study, the authors conclude that underdog positioning is effective to generate more positive consumer attitudes when employed in the market structure of monopolistic competition rather than oligopoly. Moreover, both underdog and top dog positioning are likely to generate more positive consumer attitudes when accompanied with strong PFI than weak PFI. Originality/value -This is the first study to distinguish between monopolistic competition and oligopoly market structures with underdog positioning as well as to demonstrate a positive effect of PFI, regardless of the type of brand narratives.

• Proceedings of the Korea Port Economic Association Conference
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• 2006.08a
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• pp.253-276
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• 2006

This paper has shown the trend of competition positioning of 26 Korean ports in 1994, 1999, and 2003 by using BCG matrix which consists of relative market shares, growth rate of cargo handling, and also growth rate and CCR and BCC efficiency scores with scale efficiency scores in the vertical and horizontal axes. The empirical main results are as follows. First, Incheon Port, Pyungtag Port, Gwangyang Port, Busan Port, Pohang Port and Woolsan Port have shown their competitive positioning in terms of market share and growth rate. Second, Pyungtag Port, Wando Port, Tongyoung Port, Gohyun Port, Samcheog Port, and Okgae Port have their competitive positioning in terms of growth rate and scale efficiency scores. The main policy implication of this paper is to emphasize that BCG matrix method using in this paper can give seaport manager the basic information for planning the future port management for enhancing the competitive positioning among Korean seaports.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.1
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• pp.29-40
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• 1998

This study is to develope positioning strategy of fashion underwear market through the perceptual map which can analyze the psychological positioning of the existing fashion underwear brand. A positive study has been made on 176 women in their teens and twenties who live in the Seoul area through questionaire. The collected data was analyzed with Multidimensional Scaling Method, Conjoint Analysis and Cluster Analysis and so on. The results of analyzing the competitive relationships for attributes and the ideal points are as follows: The consumers groups are divided into three market segments on the basis of the ideal points about fashion underwear attributes. $\ulcorner$calvin Klein$\lrcorner$ evaluated excellent in design and color, brand and function attributes, and also appealed well to the segment market 2. $\ulcorner$calvin Klein$\lrcorner$ has good positioning at the fashion underwear market, and as well as the possibility of growth. $\ulcorner$Body Guard$\lrcorner$ appealed well in segment market 1 which highly valued the material and price attributes and $\ulcorner$Body Guard$\lrcorner$ competes with $\ulcorner$Benetton Undercolor$\lrcorner$ in this market. $\ulcorner$Hunt Innerwear$\lrcorner$ has possibilitiy to be appealed in segment market 3. Finally, it is necessary for each fashion underwear company to analyze and develope the segment market 3. Each company has to develope the brand that can appeal in the segment market 3 in which function was highly valued, and has better to make strategies that develope more functional products like sports underwear, bodysuit and bodywear and so on.

• Journal of Fashion Business
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• v.9 no.5
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• pp.96-113
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• 2005

The purpose of this study was to examine acutely effective marketing strategies for bridge line imported handbag brands in order to succeed in launch and establishment in local market. Based on the successful bridge line imported handbag brands status in local market, this selected the brands, "LeSprotsac", "Longchamp", "Sequoia" that execute brand strategy including positioning strategies such as basic concept, prices, materials, promotion, distributions in order to succeed in local launching. For corroborate analysis, three staffs in each brands, consecutive in-person interviews and continuous telephone interviews, mail survey were used for this study. The results were as follows; First, differentiate brand positioning strategy that has considered accurate analysis of niche market and domestic market environment when brand launch effects on brand value enhancement. Second, marketing mix activity based on positioning strategy effects on establishing brand image and spreading brand awareness. Third, marketing activity based on positioning strategy should be executed based on consistent brand strategy.

• Journal of Korea Society of Digital Industry and Information Management
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• v.18 no.3
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• pp.97-110
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• 2022

The case study looks into the case of the "extreme" market segmentation strategy of company L with its top luxury windows and door brand "Lonchel". Company L has long enjoyed a leading position in the Korean windows and doors mass market. However, it went against their already well-established flagship brand and created a completely new one called "Lonchel", pursuing an extreme market segmentation strategy focusing on the small niche market of highest-income customers exclusively. The strategy has turned out to be successful and the company has gained long-lasting competitive advantages. In this vein this study analyzes the market environment in which the top-tier brand "Lonchel" appeared, the concept of the extreme positioning and the smallest viable market, the characteristics of target customers, the company's analysis of and response to them, and the analysis of products to meet their needs. The brand operation plan and promotion will be also reviewed. Through this, we intend to draw implications related to the extreme positioning strategy that a company may pursue in a target market of small groups of people.

• Journal of Industrial Convergence
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• v.16 no.2
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• pp.15-23
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• 2018

It is no accident that Marks & Spencer lost the Chinese market. This paper will analyze the reasons why Marks & Spencer failed to expand the Chinese market from five aspects: market environment, strategy, market positioning, marketing strategy and site selection. Discuss the enlightenment that the case brings to the enterprise in terms of culture, strategy, positioning and marketing. As a result, we found that strategies for culture, strategy, positioning, and marketing play an important role in creating corporate management strategies and competitive advantage. The results of this study are likely to be used as a very important guideline on a practical level.

• Asia Marketing Journal
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• v.13 no.1
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• pp.85-111
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• 2011

The present study analyzes Hyundai Genesis' introduction in the domestic and the North-American markets in terms of positioning and brand extension strategies in each market. Genesis was positioned to 'A domestic luxury car that looks like a foreign premium brand' in the domestic market and was positioned to 'Quality of luxury car for a price of near-luxury car' in the North-American market. Hyundai brand was extended to Genesis in the North-American Market, but not in the domestic market. The present study examines the backgrounds that resulted in different position concepts in the markets and analyzed the marketing tactics to realize the position concepts. Specifically, we discussed the brand extension strategy that was adopted in the North-American market in terms of its pros and cons. The present study noticed a need for modifying and/or strengthening positioning strategies to face competitive environments and suggests an issue to be discussed with respect to the changes in the positioning strategies.

• Journal of Distribution Science
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• v.14 no.11
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• pp.61-73
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• 2016

Purpose - Marketing scholars have developed various types of mathematical models for describing marketing phenomenon, because there is no single model comprehensive enough to incorporate all the relevant marketing phenomena. This study tries to summarize the behavioral foundations and the mathematical derivations of the most widely used marketing models and discusses their strategic implications. This study selected four representative marketing models: multinomial logit(MNL) model, elimination-by-aspects(EBA) model, Hauser and Shugan model and Bass diffusion model. Especially, this study focuses on Hauser and Shugan(1983)'s Defender model and discusses the model's behavioral foundation and its implications. Research design, data, and methodology - Of the four selected model, the multinomial logit model is selected as the basic normative model and the other three models are described as descriptive models in contrast. Starting the discussion from the multinomial logit model, this study explains what important strategic variables are incorporated in each of the four models. The IIA(independence of irrelevant alternatives) axiom and Luce choice model is also discussed in relation to the multinomial logit model. The concept of 'efficient frontier' is discussed in relation to Hauser and Shugan's model. Graphs and tables are used to represent the key implications. No empirical study is included. Results - The analyses of the mathematical marketing models are shown to be very useful in understanding the essence of positioning strategy. The multinomial logit model implies the importance of increasing utility or consumer preference level. The EBA model implies the importance of lowering the inter-brand similarity and dominating the competitors. Hauser and Shugan model implies the importance of considering customer heterogeneity distribution in selecting the target market. Conclusions - It is shown that the concepts of 'efficient frontier' is useful in understanding the effectiveness of positioning strategy. Market positioning can be understood as occupying some place on the efficient frontier. The important strategic implications can be summarized as follows: Always try to increase customer preference by providing what they value, and differentiate from competing alternatives as much as possible. The best positioning strategy is to dominate all the competitors and the worst is to be dominated by the competitors.

• Journal of Agricultural Extension & Community Development
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• v.20 no.4
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• pp.1181-1216
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• 2013

This study was accomplished to enhance brand value for hanwoo and to develop strategy for brand positioning that move customer's heart. This study in order to achieve the research was carried out as follows: First, the cluster analysis based on demographic characteristics for consumer on the basis of three types segmentation on market was conducted. Market A was consisted of a well-educated, high-income and young bracket. Market B was consisted of a well-educated, high-income and middle-aged bracket. Market C was consisted of a low-income and middle-aged class. Second, consumer's positioning map was analyzed based on perceiving data which are products' functional, emotional, and self-expressive benefits about consumer's feeling beef products. This study was analyzed each relative brand advantage and structure of competition on segmented market by conjoining each brands positioning map and feature vectors map. By the result of the analysis, each brand's positioning strategy was devised. As a result of the study, the hoengseong hanwoo is competitive about all kinds of market. We chooses that hoengseong hanwoo's target is A market, because that brand is evaluated as a high-ranked quality by high-class image of luxury price, quality, brand image. For management improvement sake, this brand(the hoengseong hanwoo) is needed to effort for promoting consumer's awareness about safety and reliability.

• Cartoon and Animation Studies
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• s.11
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• pp.55-72
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• 2007

Entering the Chinese animation market is a requirement for the survival and growth of Korean animation industry. While the size of Korean domestic animation market is not big enough to explain the investment for the production of animation project, the rapidly growing Chinese market provides a great potential for Korean animation. However, in recent few years, a high entrance barrier has been raised by Chinese government who aggressively enforce the strong policy to protect and develop the Chinese animation industry, by blocking the foreign animations out of Chinese domestic TV broadcasting. As a result, Chinese animation industry has witnessed a rapid growth enough to satisfy the domestic TV programming needs, and there seems no room for Korean animation to be exposed to Chinese animation consumers, whether through export of the program or co-production with Chinese companies. Through the study on Chinese government's policies and recent development of Chinese animation industry, this article is suggesting a new strategy for Korean animation industry to effectively exploit the Chinese market. In order to overcome the entrance barrier, Korean animation industry should satisfy the needs of Chinese government and industry for mutual benefit of both countries, and it can be accomplished by positioning Korean animation industry as a partner for Chinese industry, helping China in its way to the No.1 position in the global animation market. By providing the creative development capability, business knowhow and global marketing network for the co-production project, Korean animation industry can make a win-win situation for both countries, and at this point of stage, it would be the most effective way to make a meaningful presence of Korean animation industry in Chinese market.