[브랜드관리] 렉서스 마케팅 전략

소개글

한 학기동안 team project로 했던 과제입니다^^ 많은 시간을 공들여서 만든 과제입니다^^ 도움이 되는 자료가 되길 바랍니다^^
렉서스가 탄생하게된 배경과 마케팅 전략, 설문조사 등 렉서스에 관한 전반적인 부분을 모두 담고 있습니다^^ 한학기동안 공들인 작품입니다

목차

1. Background
2. Marketing Activity
3. Situation
4. Brand Inventory
5. Brand Exploratory
6. Recommendation

본문내용

Business Goals
1. Make the best products in the word.
2. If there is any problem in any cases, solve the problem all at once
3. Provide services and convenience which owners of Lexus have not experienced.

Market situation

1. Tendency in the domestic auto market in 2001
Continually declining at domestic demand in the auto market
->Decreasing domestic demands of compact cars and sedan
->Increasing domestic demands of Luxury sedan

참고 자료

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