MS 워드 
소개글
웅진 코웨이 마케팅에 관한 영문 자료입니다.목차
INTRODUCTIONBACKGROUND
TARGET AUDIENCE
OFFERING
MESSAGES
SALES AND BUYING PROCESS
8.1 Outright
8.2 Rental
PRICING
본문내용
INTRODUCTIONMarketing Strategy is one of the crucial factors for a company to achieve success in high growth market, as well as in moderately competitive market. Thus this report is aimed to give an overview of the Woonjin Coway Co Ltd marketing strategy in Malaysia, since it is one of the outstanding companies which have been known for its ability to execute a well developed marketing strategy.
The South Korean water and air purifiers maker, Woongjin Coway Co Ltd is the promising company who had gained tremendous success since its expansion into Malaysian Market in 29 May 2010. This company is making its splash in to the Malaysia Market by positioning itself as the most affordable best solution for healthy living in the polluted industrial environment (Rosario, 2006). By adapting its rental business model in its marketing strategy, Coway makes its products more accessible, and subsequently Coway managed to secure for about 28,000 customers to date in the beginning of 2010, while currently still aiming to grow its customer base up to 50,000 by the end of this year .
One of the marketing approach that Coway use to draw the Malaysian public attention is by investing millions of ringgit for the “I Love Coway” mega billboard at the Kuala Lumpur – Seremban Highway, and currently Coway has also launched a total of ten billboards along the North-South Expressway as part of its ongoing marketing strategy (Singh, 2010). The billboard advertising is proven to be a big success and Coway had gain a tremendous ROI (Return of Investment) from it.
However the high visibility visual and the strategic placement of the billboard are not the only prime factors for the Coway success in its advertising, the other important key factor that had contributed for its success is through ambassadorship. By having DJ Sammy and Ifa Raziah to be its brand ambassador, and eventually Coway had created a constructive product impression among the public who are familiar with the chosen ambassadors.
참고 자료
Kang, J. Y. & Kim, H. S. (2007). Woongjin Coway (021240). September 12, 2010, fromhttp://baby.boom.com.hk/portfolio/research/Korea/Woongjin%2010052007.pdf
Rosario,M. (2006). Woongjin Coway sees healthy potential here . Retrieved September 15, 2010, from http://www.coway.com.my/news/local/mn_05_061201_nst.pdf?fiSeq=36&page=2&
Hoo,S. (2010). I love Coway. Retrieved September 15, 2010, from http://www.coway.com.my/billboardpr.pdf
QuickMBA.(2010). Marketing strategy. Retrieved September 15, 2010, from http://www.quickmba.com/MarketingStrat.shtml
KnowThis. (2010). The selling process. Retrieved September 15, 2010, from
http://www.knowthis.com/principles-of-marketing-tutorials/the-selling-process/the-selling-process/
Bovay,K. (2010). When to Use a Product Line Pricing Strategy. Retrieved September 15, 2010, from http://www.coway.com.my/news/local/mn_05_061201_nst.pdf?fiSeq=36&page=2&
