경영학 노스페이스이 위기와 마케팅 전략 (영문)

경영학 노스페이스이 위기와 마케팅 전략 (영문) [경영학] 노스페이스이 위기와 마케팅 전략 (영문).docx 목차 Introduction Industry Overview of The North Face Korea Conclusion Analysis Recommendation 본문 The North Face Korea: The Crisis and the Thereafter Introduction After he received the notification from FTC, Sung Ki Hak, the CEO of Goldwin Korea, is now concerned about not only the penalty from FTC, but about the negative image that will affect the brand, The North Face Korea. As the brand suffered from the consequences of the social issues related to the violence in schools and from the penalty it received, now the CEO has to make the choice to differentiate the strategy from the old days. Although, the sales of The North Face still remain number one in the outdoor wear industry, the customer preference has been slowly falling after the peak success among the teenagers. Also, with the harsh situation facing with the civic group’s accusations of high price, how could The North Face Korea manage this problem and make sure customers turn towards The North Faceas they once had? Industry Outdoor Wear Market in Korea The first outdoor market was introduced in 1970s representing outside activities such as climbing, camping, fishing. At this time, the notion of “outdoor” was not what it meant today but in 1995 as “Think Pink” product in ‘금강제화’ was launched, the real outdoor market was formed. With huge boom of venture business and change in clothing culture, national brand Kolon Sports, Edelweiss, and Echoroba lead the Korean market in 1970s and 80s. Also other brands such as North Face and Columbia Sports Wear were imported in the department stores (See Exhibit 1). The oldest outdoor brand is ‘한고’ company which enlarged into Edelweiss selling various climbing equipments in 1996. Till the first 1990s, many Korean outdoor brands were launched but as the global brands come in to the Korean market, the operation of national brands became limited. Now only a few global brands competes each other. 본문내용 n from FTC, Sung Ki Hak, the CEO of Goldwin Korea, is now concerned about not only the penalty from FTC, but about the negative image that will affect the brand, The North Face Korea. As the brand suffered from the consequences of the social issues related to the violence in schools and from the penalty it received, now the CEO has to make the choice to differentiate the strategy from the old days 참고문헌 http://news.heraldm.com/view.php?ud=20120213000135&md=20120213090954_2 http://news.chosun.com/site/data/html_dir/2012/02/09/2012020900215.html http://sports.khan.co.kr/news/sk_index.html?cat=view&art_id=201204261217453&sec_id=561901&pt=nv http://www.thenorthfacekorea.co.kr/index.do http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=101&oid=003&aid=0004203239 http://stylem.mt.co.kr/styview.php?no=2011112214461225261&type=1 http://www.tvreport.co.kr/?c=news&m=newsview&idx=181373 http://www.fnnews.com/view?ra=Sent1001m_View&corp=fnnews&arcid=201201090100062700003096&c DateYear=2012&cDateMonth=01&cDateDay=08 http://www.wowtv.co.kr/newscenter/news/view.asp?bcode=T30001000&artid=A201202140216 http://economy.hankooki.com/lpage/industry/201202/e2012021615024747730.htm http://www.ohmynews.com/NWS_Web/view/at_pg.aspx?CNTN_CD=A0001700122 http://www.hankyung.com/news/app/newsview.php?aid=2012022232231 http://www.ebn.co.kr/news/n_view.html?id=542566 http://biz.chosun.com/site/data/html_dir/2012/02/27/2012022701537.html http://news.mk.co.kr/newsRead.php?year=2012&no=141876 http://cn.moneta.co.kr/Service/paxnet/ShellView.asp?ArticleID=2012043009472801313 http://www.edaily.co.kr/news/NewsRead.edy?SCD=DC14&newsid=01571126599501040&DCD=A00204& OutLnkChk=Y