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_SLIDE_1_
Marketing Communication
Strategy Analysis
_SLIDE_2_
Chapter 1 _ MARKET ANALYSIS
Chapter 2 _ OUTSIDE-IN PERSPECTIVE
Chapter 3 _ INSIDE-OUT PERSPECTIVE
Chapter 4 _ Q&A
CONTENTS
_SLIDE_3_
MARKET ANALYSIS
_SLIDE_4_
Global Water Market Scale
Scale
Whole
Utility
Mineral water
Industrial water
Facility market
Market scale
($billion)
5xxx
3537
977
230
245
Proportion
(%)
100
70.6
19.5
4.6
4.9
material: GWI(2009)
This is the water industry market size of the world in 2015 expected by the government.
The OECD expects the infra market related to water is about to 1000 trillion won, by 2025.
The reason is that the amount of waste water is increasing because of the industrialization and the water shortage problem is getting worse. The…(생략)
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growth is expected,
for the rental service and the demand of replacement.
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Invested by Korea Research,
October 2xxx
Woongin Coway maintains over half of the market share.
Chungho, No.2 enterprise, shows decrease in market share for internal and external factor.
Other companies try hard to take the position.
_SLIDE_8_
MARKET ANALYSIS
Stable No.1 company in business
Powerful brand image
Various functions
Great A/S and ‘Cody service’
Strong position with special function and
product family
ex ; ice water purifier, wine seller, etc.
Differentiated distribution market
Diverse sales channel
Reasonable price
Aggressive marketing
Have a powerful potential
to become a next leading enterprise
because of brand power of LG
Practical functions and low price
_SLIDE_9_
INSIDE-OUT
PERSPECTIVE
_SLIDE_10_
SWOT
analysis
Strength
Weakness
Opportunity
Threat
Distrust about purifier’s
cleanliness
Red ocean
Threat of
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