프로스펙스 마케팅 분석(영문)

프로스펙스 마케팅 분석(영문)

프로스펙스 마케팅 분석(영문).doc

목차 1. Current Market Analysis (1) Environmental Analysis (2) 4P Analysis (3) SWOT Analysis (4) STP Analysis 2. Suggestions to Prospecs (1) Brand Promotion (2) Product Strategy new product development ① For Kids during period of growth ② For Pregnant ③ For Silver Generation 3. Summary 본문 1. Current Market Analysis Prospecs is a domestic sportswear company which had established in 1981. Since then, it is considered as one of national-wide brand with low price and good function. Yet, from IMF in 1997, the company had been in a deep financial depression before M&A with LS Networks on 2007. After the M&A, Prospecs was redesigned as a life style company by introducing a concept of walking shoes. It brought the company a huge success to re-survive and leap to market leader of walking shoes. Prospecs has reached double sales compared to previous year after launching walking shoes series which is titled to 'W Power 4' in 2011. Yet, Prospecs has a few marketing problems in terms of brand image and ambiguous positioning of company now. It is needed to establish concrete concepts and images of the company and brand. We suggest marketing strategies to cover the current weak points up in below. From these suggestions, Prospecs would be a close friend of one's whole life not only functional sports brand. 키워드 마케팅, 프로스펙스, 영문