Contents
MARKET RESERCH
STP ANALYSIS
GOAL
MARKETING STRATEGY
SWOT ANALYSIS
BUILD RELATIONSHIP
MARKET RESEARCH
v Revenue & Market share
¸ÅÃâ¾×(2003³â ±âÁØ)
Àü±¹ ¼Ò¸Å¾÷ ½ÃÀåÀÇ ±Ô¸ð 105Á¶(»ê¾÷ÀÚ¿øºÎ ÀÚ·á)
´ëÇü ÇÒÀÎÁ¡ ¸ÅÃâ¾× 17Á¶ 8,000¾ï¿ø(¿¬ 32% ½ÅÀå¼¼)
MARKET RESEARCH
v E- mart Growth
MARKET RESEARCH
v E-MART NCSI
NCSI(National Customer
Satisfaction Index) :
±¹°¡°í°´¸¸Á·Áö¼ö
±â¾÷ÀÇ Á¦Ç° ¹× ¼ºñ½º¿¡ ´ëÇÑ
°í°´ÀÇ ¸¸Á·µµ¸¦ ³ªÅ¸³½ ¼öÄ¡.
NeedÀǽżÓÇѽÇÇö
Anywhere, Anywhen
Buyng Power
SWOT ANALYSIS
±âÁ¸ ÀÎÅÍ³Ý ¼îÇÎ ¼ºñ½º¿ÍÀÇ Â÷º°È
¼±ÁøÈµÈ ¹°·ù ½Ã½ºÅÛ(24½Ã°£¿î¿µ)
±âÁ¸ À̸¶Æ®°¡ °®´Â ºê·£µå ÆÄ¿ö
Convenience ¿Í swiftnessÀÇ °áÇÕ
v Strong
°Å´ëÀÚº»ÇÊ¿ä
¹êÄ¡¸¶Å·ÀÌ ½¬¿ò
v Threat
ºí·ç ¿À¼Ç âÃâ
ÀáÀçÀû °í°´ È®º¸
Ÿ °æÀï¾÷ü °í°´ÀÇ À¯ÀÔ ±â´ë
v Opportunity
Ãʱâºñ¿ë »õ·Î¿î â°í, µ¥ÀÌÅͺ£À̽º½Ã½ºÅÛºñ¿ë¿ä±¸(ÀΰǺñ, ½Ã¼³ºñ, °íÁ¤ºñ¿ë)
¼±·Ê ¾øÀ½
v Weakness
SWOT ºÐ¼®À» ÅëÇÑ Â÷º°Àû¡¦(»ý·«)
|
¼ºñ½º ¾ÈÁ¤È ´Ü°è : Æ÷Àåºñ ºÎ¿©(500¿ø)
b »óÇѼ± Á¦µµ 3¸¸¿ø ÀÌ»ó »óÇ° ±¸¸Å ½Ã Æ÷Àåºñ ¹«·á
b. °áÁ¦¹æ½Ä ¿Â¶óÀÎ °èÁÂÀÌü, ¹«ÅëÀåÀÔ±Ý
b. ½Ã°£º¯°æ ¹°Ç°¼ö·É ½Ã°¢ 30ºÐ Àü ±â¾÷¿¡ °øÁö
¼ö·É¿¹Á¤ ½Ã°¢ 24½Ã°£ ³» Á¦Ç° ¹Ì ¼ö·É½Ã
Á¦Ç° ±¸¸Å¾×ÀÇ 20% ÆгÎƼ ºÎ°¡
BUILD RELATIONSHIPS
vCRM(°í°´°ü°è°ü¸®)
°í°´À» À§ÇÑ 1:1 °í°´ ¸¶ÄÉÆà µî öÀúÇÑ °í°´ »çÈÄ°ü¸® Áß
b ÇöÇà E-MartÀÇ ½Ã½ºÅÛ ÀÌ¿ë(ÄÝ ¼¾ÅÍ, ¼Ò¸®ÇÔ, ¿Â¶óÀμҸ® µî)
³»°¡ ÀÚÁÖ »ç´Â ¹°°Ç ¸ñ·Ï(¹è³Ê, My page)
GOAL
vProfit margin
À̸¶Æ® Á¡Æ÷¼ö : 110°³Á¡
¸ÅÃâ¾× : 6Á¶ 6,127¾ï¿ø / ¿µ¾÷ÀÌÀÍ 5,308¾ï¿ø
¸ÅÃâ Ãß°¡ »ó½Â : 9°³¿ù³» 10% Áõ°¡ ¿¹»ó