• 유통과학연구
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• 제11권4호
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• pp.61-72
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• 2013

Purpose - It is widely accepted that the process of developing marketing strategy is composed of three steps: market segmentation, target market selection and positioning. However, mass marketing strategy based on cost reduction through economies of scale and standardized products, can be also an effective strategic option. Many marketing scholars including Theodore Levitt emphasize the importance of applying the mass production concept to various industries including service industries. Especially, in times of economic downturn, the capability of providing consumers with low-priced, value products can be an important source of competitive advantage, as well as the ability of providing high-priced premium products. Marketers should decide whether they will implement mass marketing strategy or target marketing strategy. The present study theoretically shows that firms should understand the target customers' price elasticity as well as the firm's cost structure in order to make such a strategic decision. Research design, data, and methodology - Instead of implementing an empirical study, this study provides a theoretical(mathematical) investigation on the effect of consumers' price elasticity on a firm's optimal price level, profit, sales volume, revenue, and cost. The results are mostly deduced from derivative calculations and several graphs are utilized to represent the results on the relationships between the variables under study. Results - The analytical results suggest that it is more profitable for a firm to adopt the segment/target marketing strategy (more specifically the differentiation strategy) when the degree of consumers' heterogeneity is high and the proportion of the fixed cost in the total cost is low. On the other hand, if the degree of consumers' heterogeneity is low and the fixed cost is high, it is better to adopt the mass marketing strategy or the cost leadership strategy. The strategy of concentrating on a single target market will be effective when consumers' needs are highly heterogeneous but the fixed cost is high. Any of the three types of generic strategies proposed my Porter(1980, 1985) can be applied when both the consumers' heterogeneity and the fixed cost are low. This study also proposes the contribution-margin-based method for developing the optimal pricing strategy. Conclusions - One of the primary roles of marketers is to find a proper compromise between the two conflicting goals of maximizing customer satisfaction and minimizing cost. In order to do so, he or she should understand the characteristics of the target customers as well as the cost structure of the firm. In addition to the theoretical analyses, this study discusses several business cases and explains how superior companies find the optimal compromise position between these two goals and dominate the market. One of the radical changes recently taking place in business arena is the reduction of production and distribution costs of both physical goods and information due to the advancement and the wide diffusion of information technology. The cost reduction combined with lowered priced elasticity incurred by customized products and services, will enable many firms to adopt the mass customization strategy.

• 복식문화연구
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• 제16권4호
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• pp.646-660
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• 2008

Korean export of fashion products to the U.S. has fallen off sharply after 2001. Now, Korean fashion companies have to develop higher value-added business. In the U.S., Korean-American fashion companies are taking a primary role in up-stream of the fashion industry. To cut the edge over the U.S. fashion companies, one of the solutions could be to build the business relationship with Korean fashion companies which reflect the recent trend rapidly and have high quality production. On this study, we investigated the marketing strategies of Korean-American fashion companies to seek to start business with Korean fashion companies and make suggestions for Korean fashion companies who want to enter into the U.S. market effectively. To analyze current situation of Korean export to the U.S. and the U.S. fashion industry, we considered various kinds of statistic data, publications and studies. And we performed in-depth interviews with 9 Korean-American fashion companies in LA from $9^{th}$ to $21^{st}$ of July. The results are as follows. first, Korean fashion companies should aim for high-end market with the products of high quality and design. Second, there should be professional agents who manage Korean small-medium fashion companies and connect them with Korean-American fashion companies. Third, Korean fashion companies who want to enter into the retail market of the U.S. have to decide the target market clearly and plan strategic and differentiated merchandising. Fourth, Korean fashion companies can specialize in product developing service like proposing a product or a merchandising line as a package including designs, fabric swatches, trims, production information, etc.

• 유통과학연구
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• 제14권11호
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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.

• 한국관광식음료학회지:관광식음료경영연구
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• 제9권
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• pp.163-185
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• 1998

It is expected that marketing environment of the hotel industry will change much this year. Hotels should make strategic marketing activities to cope with the rapid change of the environment positively. With the case study of marketing activities for American market of "L" Hotel, a deluxe hotel in Seoul, this study is to present the ways of improving marketing activities of a tourist hotel. U.S.A market has been emerging as the most important market in deluxe hotels with strong value of U.S. dollar currency. To get more Ameriean staying guests. hotels had better make effortis in American market as follow. First, hotels should select corporate market as main target market in U.S.A market. Second, hotels should make preferred corporate rate contracts with corporate travel departments of corporate accounts as their house agents Third, hotels should recognize Global Distribution System as major eservation network in U.S.A Fourth, hotels should advertise effectively in G.D.S in order that agents may reserve the hotel with its visual information. Fifth, hotels had better make the most use of three branch offices of K.N.T.O and sale offices of their affiliated reservation system to get useful information on corporates and travel agents.el agents.

• 품질경영학회지
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• 제31권2호
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• pp.143-164
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• 2003

In this paper, we use and apply statistical tools to planning marketing strategy in advanced markets. New comers with low brand awareness in advanced markets can not attain high profit easily and need more effective strategic approach. In this paper, an effective and practical procedure is proposed to plan marketing strategies to satisfy the customer and increase the market share in advanced markets. The procedure consists of 5 steps : market survey, determining target brand, evaluation of brand attributes, gap analysis to determine the goal, and correlation analysis for effective improvement method. A case study is studied in the European market for electric appliances, between a Korean company and other companies. Various statistical tools are used to analyze the phenomena and some important conclusions are derived for effective marketing.

• International Journal of Internet, Broadcasting and Communication
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• 제13권4호
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• pp.55-65
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• 2021

The purpose of this paper is to present the Over-The-Top (OTT) platforms' strategies for two-sided markets. For this, we examine six strategic factors influencing OTT's success in Korea. The analysis reveals, among six OTTs, Netflix utilizes five strategic factors except the same-side network effects. OTTs from pay TV operators and channel providers tend to block the cross-side network effects on the opponent OTTs, because they think their giveaway to content providers is in vein, if the invested content by them would be consumed on opponent rival platforms. Interesting is that after experiencing a negative association between the market entry of Netflix and the subscription revenue growth rate of pay TV services, pay TV operators utilize the same-side network effects by offering hybrid services in partnership with global OTTs like Netflix, Disney+ which are considered as a complementary OTT. In conclusion, it is suggested to target a new connected TV based OTT service offering with collaboration with Korean TV device manufacturers for Korean OTTs' global strategy, because Netflix-like global market expansion is not easy for them to cover their content cost.

• 통상정보연구
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• 제11권4호
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• pp.153-182
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• 2009

This paper intends to increase the performance of export support programs for small-to-medium sized firms promoted by Korea government. A research construct is suggested for effective government support program targeted on the global marketing capability. The data is collected from the firms received the support more than once by Korean governments. The results are shown as follows. First, it is found that those firms who have high propensity to be involved in export business have shown high performance. Second, the firms with high global marketing capability have shown good performance. To be more specific, organizational commitment, strategic initiative, business differentiation, and market knowledge for target markets are found to be critical factors in successful export support program. The business differentiation strategy in target market is very critical. Finally, the degree of program management effectiveness is found to be important in high performance firms. It means that for those firms, much more advanced programs need to be developed. The government should develop diversified programs by considering the degree of global marketing capability.

• 한국산학기술학회논문지
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• 제16권7호
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• pp.4641-4650
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• 2015

본 연구는 지방의료원의 고객세분화를 통하여 향후 전문화된 의료기관으로 진료전문성을 강화하여 경쟁력을 확보할 수 있는 진료전문화 전략을 제시하는데 목적이 있다. 조사기간은 2013년 1월부터 12월까지 입원한 환자 26,658명을 연구대상을 선정하였다. 분석방법은 군집분석과 의사결정나무분석을 이용하였다. 결론을 보면, 성별은 여자, 연령은 60세 이상, 질환별로는 근 골격계 및 결합조직의 질환이 충성고객으로 선정되었다. 이들은 지방의료원의 고객관리측면에서 향후 구전의 효과가 높은 고객 군으로 금전적인 소비규모가 높은 점을 고려하여 이들에게 제공된 의료서비스에 대한 모니터링과 커뮤니케이션을 통해 지속적인 관계를 유지하는 것이 중요하다. 앞으로 전문 분야의 전문의와 전문적 시설 확보 등의 적합한 조직구조와 환경을 갖추는 것이 중요하며, 지역 내 개원의, 유관기관간의 전략적 제휴 통한 진료협력 및 의뢰, 의료서비스 범위의 집중화가 필요하다.

• 의료ㆍ복지 건축 : 한국의료복지건축학회 논문집
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• 제18권1호
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• pp.7-14
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• 2012

In this study, the status of healthcare infrastructure in foreign countries was investigated for a Korean healthcare business planning to expand its business to these countries. Countries selected and surveyed are China, India, Indonesia, and the Middle East. When the surveyors visited the hospitals, the hospital facilities were investigated and medical professionals were interviewed to scrutinize the healthcare conditions in the hospitals. Also studied are healthcare related laws, trend of healthcare policies, hospital operations, medical staffing, and global healthcare service providers. Korea has expanded their overseas healthcare market only to small-sized hospitals and clinics. In order to keep up with global market expansion in the healthcare domain, strategic marketing is required. Especially, the most important key for overseas marketing is to make a synergizing system among hospitals, construction companies, medical equipment providers and IT solution providers. For the next step, the in-depth study will be conducted through real projects in the target countries per type of business.

• 정보기술응용연구
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• 제3권2호
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• pp.83-102
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• 2001

인터넷 전자상거래가 확산됨에 따라, 많은 기업들이 인터넷 쇼핑몰 사업 진출을 시도하고 있다 인터넷 쇼핑몰은 통신망을 중심으로 형성된 가상공간상의 신종사업으로서 실제공간에서 이루어지는 사업가는 많은 상이한 면을 가지고 있다. 본 연구에서는 인터넷 쇼핑몰이 고객을 모집하고 상거래를 일어나도록 하는 각종 전략적 요소들이 어떻게, 왜 선택되었는지, 그리고 기업은 이러한 고객 전략을 어떻게 사용하는지에 대한 연구를 수행하고자 한다. 본 연구에서는 다양한 기반을 지니고 있는 사업자의 전략을 살펴보고, 고객 전략적 측면에서 보는 인터넷 쇼핑을 비즈니스의 성공요소가 무엇인지를 도출해 보았다.