Lexus 렉서스 마케팅전략(영문)

Lexus 렉서스 마케팅전략(영문) Lexus 렉서스 마케팅전략(영문).pptx 목차 Contents 1 Lexus introduction Present condition of imported car in domestic market Target market STP Analysis SWOTAnalysis Contents 2 BCG Matrix 4P Mix Conclusion Reference data Q&A 본문 1. Superior product performance 2. Affordable compared to competing products 3. Increased awareness 4. One-Stop Service 1. Traditional weak 2. Low popularity in Korea market 1. Lexus is in a position to consolidate its presence in foreign markets 2. Special consumption tax cut 본문내용 arget market STP Analysis SWOT Analysis BCG Matrix 4P Mix Conclusion Reference data Q&A Contents 1 Contents 2 CONTENTS 2010.11.17 2 Lexus Introduction Brand Premium brand of Japanese car company TOYOTA 2010.11.17 3 Established in the early 1980s and launched in 1989 History Social Benefits Participate in social benefits Present condition of imported car in domestic market 18.8% 32.5% 44.6% 41% 참고문헌 삼성연구소 www.seri.org 렉서스 www.lexus.co.kr(Kor) 렉서스 www.lexus.com(U.S) 렉서스(세계를 삼킨 거대한 신화) 한국수입자동차협회 http://www.kaida.co.kr Kevin Lane Keller, “Strategic Brand Management: Building Measuring and Managing Brand Equity” (Upper Saddle River, 2008) http://blog.naver.com/ksg460/30041460605 http://km.naver.com/list/view_detail. php?dir_id=90301&docid=33199974 http://cafe.naver.com/kkuproject.cafe?iframe_url= /ArticleRead.nhn%3Farticleid=39 http://blog.naver.com/pka0112?Redirect=Log&logNo=80035420049 http://zoominsky.com/400