국제경영 Lolita Lempicka 롤리타렘피카의 성공사례분석(영문)

국제경영 Lolita Lempicka 롤리타렘피카의 성공사례분석(영문) [국제경영] Lolita Lempicka 롤리타렘피카의 성공사례분석(영문).docx 목차 Table of Contents Introduction BRA Quality R&D Supply Chain, Production & Manufacturing Marketing and Sales FRA SWOT Analysis Conclusion Reference 본문 1) Support Activities ① Firm infrastructure: Amore Pacific carried out basic business activities, legal actions, finance, accounting, and etc. ② Human Resource Management: Hired Katrine Dopin as Amore Pacific’s marketing firm in France, PLL(Perfumes Lolita Lempicka), Dopin took care of all the business in regard to recruitment, development, management, and compensation, and only two Korean employees were sent from Korea. ③ Technological Development ④ Procurement 2) Primary Activities ① Inbound Logistics: Amore has outsources suppliers in the French market, and is currently building a long-term relationship. French suppliers ensure finest quality of materials and is the benefit that French market provides. ② Operations(Manufacturing): Janfolgo Dier, ADM who designed perfume containers of popular brands such as Hermes took charge of its container designing, and Pochet de Courval, the number 1 container manufacturing company in France, took charge of container manufacturing. All firms they outsourced were local firms. ③ Outbound Logistics ④ Marketing & Sales: They did not use indirect sales like retailing, but instead they used direct sales method in order to obtain instant market information such as customer’s needs and also to gain competitiveness in dominance and authorities. ⑤ Service Marketing and Sales STP The French perfume market was mainly composed of highly priced perfume such as Dior and Chanel. There was no definite brand that quenched the thirst of women who preferred medium priced perfumes due to their affordability. Therefore, Lolita Lempicka’s mainly targeted women in their 20s and 30s who were capable of purchasing medium priced perfumes. It positioned itself as a perfume with relatively low price compared to those of Dior and Chanel, but possessed high quality that consumers would want at the same time. This positioning even had a big impact on teenagers, allowing Lolita Lempicka to be a brand that became popular amongst young women. 4P Product- Lolita Lempicka hired French professionals like Annick Menardo for scent making and Alain De Morgues for designing the container in order to satiate French consumers taste. The container was designed to symbolize ‘The Forbidden Apple’ to interest female consumers. It also emphasized that this perfume had a story, which was ‘The harmony of feministic desire and fairy tales’. These factors all contributed in making Lolita Lempicka a feminine perfume with high quality. Price – According to Marionnaud, a cosmetics distribution company, Lolita Lempicka had a relatively low price compared to its competitors. Dior’s ‘Dior Homme’, Chanel’s ‘No.5’, Estee 본문내용 y Chain, Production & Manufacturing Marketing and Sales FRA SWOT Analysis Conclusion Reference Introduction As we made some progress on this project, we recognized something valuable for our future career as businessmen and marketers. Creativeness, and any sort of development activities are based on perfect analysis such as Quality, R&D, Supply chain, production & manufacturing, Marketing & sales