임페리얼 IMPERIAL 마케팅 SWOT,STP,4P전략분석 (영문레포트)

Table of Contents

I. Introduction
A. Background
B. Chronology
II. Business Environment Analysis
A. Internal Analysis
B. External Analysis
III. STP strategy
A. Segmentation
B. Targeting
C. Positioning
IV. SWOT
A. Strength
B. Weakness
C. Opportunity
D. Threat
V. 4Ps
A. Product
B. Price
C. Place (distribution
D. Promotion
VI. Evaluation
A. Survey
B. Interview

I. Introduction

A. Background

Imperial is one of the most famous whiskies in Korea Since its first appearance into the domestic whisky market in 1994, Imperial has been constantly receiving love from its consumers for the past 18 years. It has pursued luxury brand and high price policy beyond the high quality. Imperial can be labeled as the leader or ambassador of Korean whisky.

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