E-Mart 중국진출 전략

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본 보고서는 신세계그룹 이마트의 중국진출 전략을 외국인 직접투자라는 관점에서 재조명해 보았습니다. 마케팅 전략기법 또한 사용하였으며, SWOT과 4P 전략이 좋은 예들입니다. 신세계 그룹 사업보고서, Retail industry 외국인 직접투자 사례등 다양한 자료들이 조사되었습니다.

목차

I. Introduction 2~14
- Foreign Direct Investment in Retail Industry & China Case
- Introduction Shinsegar Group & E-Mart in China
- Key issues

II. Analysis 15~26
- SWOT Analysis

II. Recommendation 28~29
- 4P

IV. Conclusion 30

Content Page

본문내용

II. Analysis - SWOT Analysis E-Mart in China
1. Strength
1) A lot experience in retail 2) Abundance of resource (HR, $) 3) Familiar with Asian culture 4) Aggressive management 5) Preferred brand image (易買得)
2.Weakness
1) Late penetration China market 2) Lack of experience - Enter into overseas market - Financing capability - Preoccupancy position
3. Opportunity
1) Rapid growth GDP & abundant population in China (Growing possibility of purchasing) 2) Full-sized market open 3) Good image of Korea
4. Therat
1) Existing many competitors 2) Poor distribution infra 3) Low buying power 4) Problem credit & truth 5) Unique market problem in China

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