Market trend and Current state of Kyobo
with BCG Matrix
Problem recognition Objective development
Strategy Formulation
corporate, competitive, and functional strategy
Summary
2
Contents
Market trend and Current state of Kyobo
with BCG Matrix
Problem recognition Objective development
Strategy Formulation
Corporate, competitive, and functional Strategy
Summary
3
1. Market trend and Current state of Kyobo books
17.6%
(mil KRW)
Korean book market
Shrinking
Maturing
Fast-growing
4
Yes24 established in 1999
B N, Borders
KYOBO, JONGRO, YP
Amazon.com established in 1995
KOREA
U.S.A
History of book industry
1. Market trend and Current state of Kyobo books
5
Borders’ bankruptcy
The 2nd largest
Bookstore in U.S.
2011 January and February
Growth rate of book sales
202.3 %
27 %
No.1 Format
Growth rate
e-Book proportion
e-Book dominates
U.S. book market
Ranked at the
As of 2011. February
....
[마케팅]교보문고의 온.오프라인 마케팅 전략 c o n c e n t
서론
교보문고의 현황과 선정이유
본론
1. 기업소개
2. 온라인에서의 마케팅 전략
1) 내부환경분석
① SWOT
② STP
③ 4P
2) 외부환경분석
- 경쟁사분석
3) 판매 시스템
3. 오프라인에서의 마..